ymca safety around water campaign: freethink 2017

YMCA OF SUPERIOR CALIFORNIAMAY 7, 2017

YMCA OF SUPERIOR CALIFORNIA — SAFETY AROUND WATER CAMPAIGN

The Y’s Safety Around Water (SAW) program teaches children of all ages and backgrounds that water should be fun, not feared — if you know how to stay safe in and around water. In SAW, kids learn what to do if they find themselves in the water unexpectedly.

The SAW program embodies all three areas of the Y’s focus: youth development, healthy living and social responsibility. Through SAW, the Y hopes to bridge accessibility gaps that can prevent children from learning important water safety and survival skills, by providing off-site swim lessons in lower income and resource communities. SAW is a first-time program for the Superior California region but is currently offered at other Y’s.

safety around water


Fun, not feared. “Swim Is In” as a concept tells a story: This summer season (and beyond), it’s cool to be safe around water and water should not be feared. This lighthearted approach serves to target Sacramento-area parents and children alike with colorful, clean visuals, reminiscent of a magazine cover, all while leveraging YMCA’s look and brand imagery. We aim to build awareness in a fashionable way and institute a unique call-to-action that may save countless lives.

swim is in


CAMPAIGN MARK & COLOR PALETTE

When “Safety Around Water” is used as an acronym, it can be slightly off-putting, intimidating and scary (most people think of gory movies).

We took the acronym and created a campaign mark that softens the image of SAW and supports the messaging that water should be fun, not feared. The mark features a water droplet that communicates what the “SAW” program is in a single glance.

It should be used when communicating to the public in order to 1) Make the program feel more inviting and 2) Illustrate how the program will teach children to be safe around water in a fun way.

TWO-COLOR LOGO

COLOR PALETTE

BLACK LOGO

REVERSE LOGO


marketing / collateral


Clean, open creative communicates key messaging in a direct, uncluttered, fashionable style. Using the headline “Swim Is In,” paired with dynamic YMCA imagery, draws the reader’s eye to powerful statistics that read like today’s headlines.

MARKETING / COLLATERAL poster series


MARKETING / COLLATERAL poster series


JUMP IN ON THE TREND.The SAW program is FREE and offers

lessons at your convenience – we can

come to you! Call (916)452-9622 to

learn more and set up lessons today.

Drowning is preventable. Confidence

is rewarding.

BACK

MARKETING / COLLATERAL trifold brochure

We wanted to put a fresh spin on an old classic. Traditional trifolds simply open left-to-right. This new, fashionable trifold not only informs, but also intrigues by opening up, down, left and right.

This collateral not only transforms into an informational call-to-action, but also serves as a leave-behind poster that can be hung in a classroom, church, apartment, bus stop, etc. In addition, we’ve created an icon that can be used to identitfy any program where the YMCA comes to you.

will never go out Water safety will never go out of style. With Red Cross certified instructors, SAW

provides lessons in CPR, teaches children

what to look for in a safe place to swim, and

informs of techniques that teach children

what to do if they find themselves in the

water unexpectedly. With SAW, your child

will have the confidence to strut their

new-found skills and show their friends

that water safety is cool.

SWIM IS IN. It’s fashionable to be safe around

water, so this summer get your kids

in-the-know when it comes to water

safety. With the Safety Around Water

(SAW) program at your local YMCA,

your child will learn basic water

safety skills and techniques that will

allow them to have confidence and

stay safe in and around water.

FRONT

1 2

3 4


tv/video & radio


Loud music, bright colors, big smiles…being able to strut your stuff around the pool with confidence comes to life.

[Upbeat ‘fashion show’ music]

VISUAL: Kid on diving boardVO: We’re LIVE at the Safety Around Water summer spectacular put on by the Sacramento Y! Just look at those smiles!

VISUAL: Boy modeling swimwearVO: Jamal is wearing confidence, health, and water safety from learning proper swimming fundamentals. The confidence, the swagger… just stunning.

VISUAL: Girl floating and swimming backstrokeVO: Here’s Maria! She’s showing off the latest in Swim - Float - Swim technique that teaches kids how to conserve energy while in the water. Look at her work that backstroke!

VISUAL: Instructor teaching girl how to floatVO: Now look. At. This! We’ve got Red Cross-certified instructors demonstrating how to use the surroundings of the water to get to safety. Gorgeous!

VISUAL: Collage of YMCA swim eventsVO: And the best part? The Sacramento YMCA is taking this show on the road… FOR FREE!

VISUAL: YMCA and SAW logos with URLVO: Join more than one million kids nationwide who’ve learned how to swim with confidence through the Safety Around Water program. Call the Sacramento YMCA to set up free, personal swim lessons in your neighborhood. Swim is in!

VIDEO storyboard


RADIO scripts

:60 SECONDS — VERSION 1

Male, 25-30 Lively, informational, fun

Upbeat music fades in.

VO: We’re LIVE at the Safety Around Water summer fashion spectacular put on by the Sacramento Y! Just look at those smiles!

Here’s Jamal wearing confidence, health, and water safety from learning proper swimming fundamentals. The confidence, the swagger… Just stunning.

And here comes Maria! She’s showing off the latest in the Swim - Float - Swim technique that teaches kids how to conserve energy while in the water. Look at her work that backstroke!

Now, look. At. This! We’ve got Red Cross-certified instructors demonstrating how to use the surroundings of the water to get to safety. Gorgeous!

And the best part of all of this? The Sacramento YMCA is taking this show on the road… FOR FREE! Join over a million youths nationwide who’ve learned how to swim with confidence through the Safety Around Water program. Call the Sacramento YMCA to set up free, personal swim lessons in your neighborhood.

Swim is in!

:60 SECONDS — VERSION 2

Female, 25-30 Mother, conversational, friendly, helpful


VO: Keeping up with my kids and today’s trends can sometimes be a struggle. But one trend I know that never goes out of style is water safety. Thanks to my local YMCA and the Safety Around Water program, my kids will always be in-the-know when it comes to being safe in and around water. With the Safety Around Water, or SAW program, Red Cross certified instructors teach your children basic water safety skills and techniques that will allow them to have confidence when they’re around water.

They provide lessons in CPR, teach children what to look for in a safe place to swim, and demonstrate techniques so kids know what to do if they find themselves in the water unexpectedly. With SAW, your child will have the confidence to strut their new-found skills and show their friends that water safety is cool.

The SAW program is FREE and offers lessons at your convenience – meaning we can even come to you! Call (916)452-9622 to learn more and set up swim lessons in your neighborhood today.

Jump in on the trend. Swim is in.

Music fades out.


RADIO scripts (con’t.)

:30 SECONDS



VO: Keeping up with my kids and todays trends is sometimes tough. But one trend I know that never goes out of style is water safety. Thanks to my local YMCA and the free Safety Around Water program, my kids will always be comfortable when they’re in or around the water. With Red Cross certified instructors, children learn basic water safety skills and techniques that will give them confidence. And the best part is that they can come to your local neighborhood pool at your convenience.

Call (916) 452-9622 to learn more.

Jump in on the trend. Swim is in.

:15 SECONDS



VO: This summer, the Sacramento YMCA debuts its FREE Safety Around Water program. Red Cross certified instructors teach children water safety skills that will give them confidence in and around water. They’ll even come out to your neighborhood pool!

Contact the Sacramento Y to set up swim lessons.

Swim is in!


digital


WEBSITE registration page

The current sign-up process is convoluted. Users cannot easily sign up for the SAW program in their respective neighborhoods.

We are recommending a registration page that makes the sign-up process more accessible. This mockup lays out a simple user interface where parents can easily register their children for SAW. This will communicate the program offering more clearly and help increase registrations.

MESSAGINGEmphasize “FREE” and other SAW program-specific details.


SOCIAL MEDIA goals & objectives

GOALS

The primary goal for this campaign is acquisition-focused; therefore, the best strategy will be one built for conversions. Since program results will be used to drive continual improvement of the program, communicating achievements, fostering growth, innovation and funding opportunities, a conversion-based strategy will serve to achieve organizational goals specific to program registration and participation, ultimately leading to program success.

Primary Goal: SAW program registrations

• Online: http://www.ymca.net/watersafety

• Call: 916.452.9622

Secondary Goal: Awareness

• The Y projects reaching more than 10,000 families in the Sacramento region with the implementation of the SAW program this summer

OBJECTIVES

Connect with Sacramento-region communities in a meaningful way by offering free water safety classes and inspire people to request information and register online.

1. Using both organic and paid tactics, create a comprehensive social media campaign that targets parents with children in the Sacramento region

2. Educate and inform people in the Sacramento region about the Y’s SAW program

3. Activate your audience and encourage them to engage with our content (posts/ads) and take action – contact the YMCA via call or online and register for SAW


TACTICS

Paid — social media display advertising: Create targeted ads for all the right people based on their age, interests, location and more

• Local Facebook ads help reach people in the area around your business. Reach them at any time, on any device so they’ll have you in mind when they’re nearby

• Target your audience and serve ads on the social channels where they spend most of their time online

• Boosted posts: Informative graphics with key messaging that can be easily consumed and shared

• Retarget your audience and serve them banner ads long after they have left your website and during key windows of importance during the campaign

• Email list matching to Facebook profiles for Look-a-Like and Custom Audiences

Organic — social media posts:

• Create a Facebook Event for each SAW session and allow people to invite their friends

• Create informative graphics with key messaging that can be easily consumed and shared

TARGETING

Audience & Demographics

• Parents with children ages 5-14

• Low-income individuals in underserved communities

• Sacramento-region communities and YMCA members

- Geo-Targeting – Target by city, by zip code around the Sacramento region, or within a mile-specific radius of a street location (i.e., a specific YMCA)

SOCIAL MEDIA tactics & targeting

A 30-page document was developed to outline a comprehensive social media strategy for this campaign. Included is a two-phased approach for implementation, content recommendations, KPIs, an editorial calendar and step-by-step action items. Access provided in the client’s shared Google Drive.


SOCIAL MEDIA facebook profile page


SOCIAL MEDIA twitter profile page & tweets


SOCIAL MEDIA instagram posts


SOCIAL MEDIA instagram carousel

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ymca safety around water campaign: freethink 2017

Government & Nonprofit