Brogan and the YMCA: Stronger together.
In 2024, the YMCA approached Brogan & Partners to reimagine their local brand. Their concern? Most Metro Detroiters didn’t know about the YMCA and its work in their communities. More than just a “gym and swim,” the Y has provided deep value to the Detroit community for over 170 years.
Creating a new attitude for a longtime community hero.
Leveraging subscription-based research tools, interviews with YMCA leaders, and YMCA reports and data, we examined the Y’s brand strengths and target market. Then we developed a comprehensive marketing and creative strategy to raise awareness of the YMCA’s community work — while also selling memberships.
Anchored by the theme, “Stronger together,” the campaign used exuberant colors and fun, positive messages to breathe new life into a longtime community fixture.
How we spread the word about the Y.
Our multi-channel campaign included:
Local radio initiative featuring influencer partnerships with popular radio personalities
Strategically placed outdoor advertising to raise awareness within a 10-mile radius of each YMCA location
Gas Station TV to engage a captive audience
Streaming platforms like YouTube and Connected TV to reach both parents and health-conscious individuals
Collaboration with Little Guide Detroit for valuable editorial coverage, digital marketing support, targeted email outreach and more
Social media efforts through Facebook and Instagram to promote membership offers and drive conversions
We also helped improve the YMCA’s website performance, improving its site health score dramatically and optimizing search visibility with ongoing SEO efforts.
The results:
New awareness, new members.
