Posted February 23, 2009

INDIBLU CREATIVE STRENGHTENS YMCA OF GREENSBORO
IMAGE WITH STRONG CAMPAIGN
120 years in Greensboro is cause for big celebration, not big spending

Charlotte, NC – Indiblu Creative is at it again, launching a brand campaign for another high-profile nonprofit, while carefully watching its bottom line. Indiblu Creative was retained by YMCA Greensboro to create a new logo and materials for 2009. After learning more about the project, the Indiblu team made an unusual recommendation – do not go into a new brand effort just yet. Instead, use the 120-year birthday as a launching pad for a year-long celebration rather than just a three-month splash. The rest is history, so to speak.

Indiblu Creative President Kimber Flynn says, “When YMCA Greensboro approached us last fall, we just didn’t feel it was the right time to introduce a new logo and look when efforts were already underway to celebrate its 120-year birthday. The economy was already headed into trouble, and our research provided us with a direction that made more sense.  Instead we recommended a campaign that spoke to the tough times and the fact that the Y was, is, and will continue to be a permanent and positive fixture in the Greensboro community. This message allows the Y to capitalize on the PR efforts, state its commitment to the area, and focus on the community outreach it provides.”

Armed with some fascinating historical trivia, images, and themes, the Indiblu team found ways to capitalize on what the YMCA of Greensboro has always done best – provide a center for the entire community to gather, exercise and share fun times. It has always been well ahead of its time providing an environment of diversity and faith for the community for more than a century.

The Y of Greensboro had been using the national tag line: “Building strong kids, strong families and strong communities” for some time in its sites and materials. Indiblu leveraged the 120 years theme with the concepts of strength and history to create the “Y 120 Years STRONG Historical Campaign.” Messages such as “Building more than biceps for 120 years” and “Committed to Greensboro for 120 years and counting” have been seen around town on billboards, newspaper ads, direct mail as well as heard on multiple radio stations. Plus, historical trivia has provided a chance for people in the Greensboro community to learn some interesting facts about the YMCA. For example, the following American icons got their start at the Y: basketball, group swim lessons, racquetball, Boy Scouts and Father’s Day, to name a few.

YMCA President Greg Jones is so pleased with the campaign and the public response, that the Y has already signed Indiblu Creative as agency of record for its future plans into 2010. “When the Indiblu team presented to our board, the response was overwhelming. They really took the time to understand the Y and our needs and were sensitive to spending and using our budget wisely. Things have been going great for the “Strong” campaign. We look forward to what they will do next,” he said. YMCA of Greensboro launched its “120 Years STRONG Historical Campaign” last month with rave reviews from staff, existing members, and new members.

Indiblu Creative is a full-service firm in Charlotte, N.C. which specializes in branding, marketing, print design, web design, and social marketing for nonprofits, organizations, companies, and causes that make a difference in the world. To learn more about how Indiblu is “creative with a cause,” please call 704.587.3625 or go online at www.indiblucreative.com.

 

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