YMCAs unveil new branding strategy

For the first time in 43 years, YMCA of the USA is unveiling a new brand strategy, along with logo change.

From now on, more than 2,600 YMCAs will now be known as “the Y.”

The strategy is designed to increase understanding of the impact the organization makes in the community.

Not long ago, YMCA of the USA sponsored research with eye-opening results. Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for.

“We are changing the way we talk about ourselves so that people better understand the benefits engaging with the Y,” said Jeff Bartholomew, Alexandria Area YMCA executive director.

This rebranding will simplify how the Y describes the programs offered, so that it is apparent that everything the Y does is designed to nurture the potential of children and teens, improve health and well-being, and motivate people to support their neighbors and the community.

“That is how people refer to us informally, and it’s a way of signaling that our doors are open to everyone,” said Eric Rice, Alexandria Area YMCA board chair.

The new aim of Ys across the country is to bring more services to more people in the three key areas of: youth development, healthy living and social responsibility.

Here’s more details about those services:

Youth development: Ys are teaming up to pilot and test evidence-based models to significantly expand their ability to provide early learning programs in low-income and immigrant communities to better prepare children for success in school.

Healthy living: Millions of adults and youth receive the support, guidance and resources needed to achieve better health and well-being. The Alexandria Area YMCA recently announced, in partnership with United Health Care Group, the expansion of a diabetes prevention program. This evidence-based program has been shown to eliminate diabetes in 50 percent of participants and is projected to service 400,000 people nationwide in the next five years, according to Y leaders.

Social responsibility: Across the country, the Y helps people give back and assist their neighbors by offering them opportunities to volunteer, advocate and support programs that strengthen community. The Alexandria Area YMCA had more than 40 volunteers campaigning to raise dollars for financial assistance.

Tags: local news, name change, news, ymca, alexandria