It?s more than a face-lift.
Announcing the launch of its massive rebranding and public relations campaign Friday, the YMCA of Central Maryland is looking to change its look ? and name ? while maintaining the feel that has made it a successful local organization for 154 years. The association will be known as the Y of Central Maryland, dropping the “MCA” from its title.
According to Chief Executive Officer John Hoey, not only do most people already refer to the organization as the “Y,” but also the acronym “Young Men?s Christian Association” implies exclusiveness.
“We wanted to make our look contemporary,” Hoey said. “In too many ways we created a confusing image. This new image better reflects who the Y is today and what we offer.”
The main focus of the campaign will be on what exactly the Y is. According to market analysis the organization conducted, many people see the organization as a place to go swimming.
Playing off of that perception, the Y has launched its new marketing slogan “It?s deeper here.”
The campaign will use billboards, print media, radio ads, television spots, direct mailings and a redesigned Web site. With slightly fewer than 15 branch offices, but nearly 150 locally affiliated locations, Hoey estimates that it will take about 12 to 18 months to bring everything under the new Y umbrella.
While taking this “for-profit” approach, the Y also has elected to centralize its activities and programs into three main segments: Childcare and Family Services, Health and Wellness, and Sports and Camping.
Loyola College of Maryland economics professor Stephen Walters warns that the Y needs to be careful with its new approach, keep the community in mind and not create too much of a “vanilla” feel.
“What?s relevant is how much centralization of control will remain with each branch,” Walters said. “A lot of value comes from customizing services: Different sports are played in different neighborhoods anddifferent programs fill up in different places. Local branches must have the flexibility to go with it.”
Hoey insists the campaign will keep local residents at the forefront of the process.
In Maryland, the Y is the largest provider of child care and head-start programs in the state.
Annually, it serves more than 150,000 people and 45,000 members.
