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Greater Burlington YMCA
Objective:
In 2010, the YMCA of the USA launched a full scale re-branding approach in an effort to more consistently communicate its mission and reach out more effectively to the communities it operates in. The Greater Burlington YMCA sought to be one of the first in the country to institute the new brand and message both in their physical locations and through their website.
Among their many goals, they focused on membership development and retention, promoting early childhood education and youth programs, and encouraging financial support. In addition they wished to increase the usability of the site, encourage engagement in their social media sites, drive new leads, and reach all audiences. Specifically, they wanted to dismiss the idea that the Y is just a gym or a childcare option and focus more on being a community resource.
Solution:
Increase Usability of the Site
- The USM Production team met with the GBYMCA team to identify how to restructure the navigation in such a way that the information was easily updateable by GBYMCA staff and easily accessed for site visitors. In particular, USM sought to provide GBYMCA.org users with a more efficient way of accessing the information they were interested in by reducing mouse clicks and breaking content into smaller, more easily digestible chunks.
- Special consideration was made to ensure that the branding standards of focusing specifically on the three main pillars of Youth Development, Healthy Living, and Social Responsibility were met.
- The USM team also worked with GBYMCA to integrate their third party scheduling database, provided to them by Daxko, in an effort to present a more easily navigable area for class schedules and registration.
Design
- The USM Design team worked with the GBYMCA team to determine a design that would incorporate the brand guidelines put forth by the YMCA of the USA. The USM team worked closely with the GBYMCA team to create a design that offered all five color options and included important elements such as benefit statements and imagery.
- While ensuring the YMCA of the USA guidelines were met, our Design team added in additional calls to action such as “Join” and “Give” to also meet the individual goals of the GBMYCA to drive new leads, develop membership and retentions, and encourage financial support for the Y.
Reach all audiences
- The USM team suggested adding a few blogs to the new site. The blogs not only help to keep the site updated but also help provide meaningful and useful information to all audiences. Along with the social media that is incorporated in the site, these blogs also offer community involvement and feedback that in turn generate new leads.
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Union Street Media has taken Main Street Landing's 12 year old web site and transformed it into a classy, interesting, and visually stunning site. I was at first fearful that the process would be daunting and overwhelming, but after my first meeting with the Union Street professionals, I realized this was going to be fun, creative, and inspiring, which it was. They worked closely with me to make sure that what I needed to do was clearly explained and assisted, and the entire process, at the end of the day was a rewarding and enjoyable experience. Our new web site is perfect.
— Melinda Moulton Main Street Landing
