WHAT TO EXPECT FROM Y-USA Tools and resources to support local Ys with brand transition. Strategy Resources. Where You ll Find It.
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1 WHAT TO EXPECT FROM Y-USA Tools and resources to support local Ys with brand transition Strategy Resources Resource Strengthening Our Brand (Video Recording) Videotaped presentation from March road show, featuring Kate Coleman talking about the Y brand revitalization How We Structure Ourselves: Our Key Focus Areas and Offerings (Architecture Guide and Decision Tree) Includes platforms, descriptions of each and programs under each, as well as how we talk about them. Also includes decision tree to help determine where programs and campaigns fall within the brand architecture. Brand Activation Quick Guide (hard copy/downloadable PDF) Includes overview of: Our Strategy o Brand Platform Guide o Brand Architecture Guide Our Identity o Y Name Style Guide o Y Voice Guide o Y Graphic Standards Our Path to Success o Brand Transition Roadmap: A Recommended Timeline Utilizing the BRC Co-Branding Decision Tree Guide for helping local Ys determine co-branding for partners, donors, etc. Partnerships Decision Tree Guide for helping local Ys determine strategic partnerships, based on Y brand and areas of focus Date Available to YMCAs Where You ll Find It Resources Center on on Resources Center on on Hard copy delivered USPS to Marcom Directors and CEOs Resources Center on on LAST UPDATED page 1
2 Identity Resources Voice Y Name Style Guide One page overview on how to refer to the Y/YMCA in writing Resources Center on on Y Voice Guide and Messaging Guidelines Comprehensive guide including why one voice is critical, style guide (writing and speaking) and key messages Y Writing Style Guide Resource for writing in the Y style, including how to refer to the Y, and overall style guidelines (AP and Y) Identity Resources Visual TBD Resources Center on on Our Look Web page content for the Brand Resource Center that sums up our visual identity explaining that it is more than just a logo Y Graphic Standards How to properly use the YMCA logo and visual identity system Image Gallery Updated imagery to support new visual identity Logo Gallery Updated logos to support new visual identity Sample Marketing Materials Provide visual examples of how brand is applied to various articles such as: Program guide Annual report T-shirts, bags, hats Banners, ads and local websites Quick Guide to the Y Graphic Standards One page, at-a-glance resource on Y graphic standards Graphic Standards for Third Parties Overview of Y Graphic Standards to be used when educating third parties on new visual LAST UPDATED page 2
3 identity system and proper use Brand Policies and Guidelines (AKA Brand Standards) Manual with Y-USA brand guidelines for local Y implementation (individual policies will be listed separately on BRC) Transition Resources November 30, 2010 Y Brand Presentation: It s Time To Reintroduce Ourselves Comprehensive presentation with Y brand launch overview (staff, volunteers and boards) Resources Center on on FAQ on Revitalization for Frontline Staff Includes answers to FAQ about why the change and to help respond to logo feedback Brand Transition Roadmap: A Recommended Timeline Guide for movement staff to put new Y brand into action, includes two-year plan with benchmarks and goals Brand Touchpoint Inventory List Checklist for local Ys to determine items to be transitioned with new logo and messaging (Voic , , reception, PPT, Word/font, etc.) for Y-USA and local Y It Starts Today Video Motivational video to launch brand revitalization during launch week FAQ Brand revitalization FAQ currently posted on yexchange What Do I Do on Monday? Written guide, outlining next steps to start your Y brand transition and supporting resources to help along the way. and ongoing Resources Center on on Resources Center on on Resources Center on on Resources Center on on Resources Center on on Resources Center on on LAST UPDATED page 3
4 Y Brand Immersion Webinar Schedule Schedule for bi-weekly webinars providing deep-dives into various areas of the brand revitalization Communicating the Y Brand; Letters to Key Stakeholders Includes sample letters and s for donors, members, volunteers and vendors to update them on transition and (local) next steps What to Expect from Y-USA Includes listing of brand transition resources provided by Y-USA, where to find them and when they will be made available to YMCAs Local Y Vendor/Partner Training Presentation for local vendors and partners on how to properly use the YMCA logo and visual identity system Tool & Templates Business Resources Center on on Resources Center on on Resources Center on on Y Signage Guidelines Overview on correct usage of visual identity for signage at local Ys Letterhead or Stationery and national vendor Business Card and national vendor Envelope s and national vendor Note Cards s and national vendor Pledge Cards s and national vendor LAST UPDATED page 4
5 PowerPoint Presentation PowerPoint template Fax Cover Sheet (also available in Word) Recruitment Tool Kit Current kit will be updated with new brand messaging and visual identity Tools & Templates Marketing New Y Brand Essence Video Visual representation of new Y brand with segmented, stand-alone sections on Recruitment as well as Join, Give, Volunteer Brand News Updates BRC calendar of when tools and resources will be available, as well as key dates for programs Poster Template Certificate/Award s for local Ys to download and print (also available in Word) Program Guide Template InDesign file Banner Template Program Flyer Template Print Ad Template Direct Mail Template and InDesign Pool/Gym Schedule Hard Copy Newsletter Template InDesign file Target Your Market Purchasing and mailing list Sample Web Template/Survey PDF file with website mock up and sample functions for local Y staff to weigh-in on before production and ongoing Resources Center on on LAST UPDATED page 5
6 Newsletter Template HTML design file Integrated Marketing Communication Campaigns (I) Customizable marketing materials for membership Integrated Marketing Communication Campaigns (II) Customizable marketing materials for fundraising/commitment Integrated Marketing Communication Campaigns (III) Customizable program marketing concepts and resources for local programs Tools & Templates Media October 1, 2010 October 1, 2010 Local Y Brand Launch Press Kit Includes tools to market the new Y brand, key messages, media training tips, FAQ, press release, fact sheet, high resolution logos and graphics. Will be template based for local Resources Center on on customization PSA :60 and :30 PSA focused on Y cause Resources Center on on Water Safety Media Template Resources Center on on Summer Camp/125 Years Media Template Resources Center on on Blank Media Template Resources Center on on LAST UPDATED page 6
7 Calendar of Major Media Initiatives Annual resource on key timings of the year for Y programs B-Roll New b-roll that exemplifies new Y brand essence visually Resources Center on on LAST UPDATED page 7
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