Why the Y?

THE CHALLENGE
The YMCA of Greater New York wanted to launch a new brand campaign following the pandemic, but first needed a deeper understanding of its target audience, competitive landscape and brand equity.

THE SOLUTION
We conducted an attitude and usage study across New York City’s five boroughs to identify a clear consumer target, define the competitive set and establish brand equity KPIs. We then managed a competitive agency RFP to identify the creative partner and campaign best suited for the New York market.