YMCA of the USA | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Chicago, IL, YMCA of the USA is a non-profit community services organization launched in the United States in 1851. YMCA of the USA offers holistic programs and services such as aquatics, child care, teen leadership, arts & humanities and community development to help strengthen and build healthy lifestyles. Marketing is handled by localized corporate offices.
|Main Telephone||(312) 977-0031|
|Main Fax||(312) 977-0056|
YMCA of the USA ContactsContacts (5/14)
|Kevin W.||President & Chief Executive Officer||IL|
Sample of Associated Brands
|Valerie B.||Executive Vice President & Chief Marketing Officer||IL|
|Neal D.||Senior Vice President & Chief Government Affairs Officer||DC|
|Donna B.||Vice President, Marketing & Communications||IL|
|Ryu M.||Senior Director, External Relations||IL|
|YMCA of the USA||********|
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Digital, TV Opps: YMCA releases first national marketing campaign
Subject: TV, digital, social media, online. video, outdoor
Organization: Winmo), the national resource office for the 2,700 Ys in the US, which work with 22 million men, women and children.
Opportunity: Just as we told you way back in Dec. 2014, the Y has released its largest campaign since WWI (and the first-ever national campaign). “For a Better Us” is a nationwide marketing campaign that is meant to change public perception of the Y and tout its position as one of the most “effective and enduring” charitable organizations in the US. The campaign, featuring two TV spots (“Places” and “Idle Hands”), is set to air on networks such as MSNBC, CBS and TBS. The campaign will also include digital ads – mostly banner ads – on sites such as The New York Times, Peel, YouTube and Twitter.
“For a Better Us” is set to run through 2018, so reach out now to secure dollars that will be available until then. Droga5 created the spots and the Y handles media in-house, according to The List.
Media Spend: According to Kantar Media, the Y spent $10.8 million on measured media in 2014 – and $7.4 million through Q3 2015. Most of the organization’s 2015 spend was allocated to broadcast ($2.6 million) and OOH ($2.04 million). The remainder went largely to print ($1.4 million) and digital display ($1.3 million).
National TV Spend: The new TV spots for the Y debuted on Jan. 24, and so far, the company has spent $451,000 to air them. ISpot.tv reports that ads have aired on CBS, NBC, Fox News, MSNBC and CNN during shows such as “Madam Secretary,” “60 Minutes,” “Today,” “America’s Newsroom” and “All In with Chris Hayes.”
To put this spend in perspective, in 2015, the Y spent only $267,000 on national TV ads. However, 2014 saw $1.3 million spent on national TV, and even though the Y hasn’t announced it, the organization’s spend level could rise back to this given the new campaign that is airing.
Digital Breakdown: For 2015, Moat reports that the Y ran 2,048 display ads on 1,744 publishers (27% mobile). Top ad destinations included indexjournal.com, nevadadailymail.com, journal-news.com and theitem.com (78% of these were placed site direct versus programmatically). The Y also ran 186 high impact ads and 24 video ads last year.
For 2014, 1,332 display ads and 158 high impact ads were run on 1,470 publishers (11% mobile; 65% placed site direct).
101 North Wacker Dr.
Chicago, IL 60606
Vice President, Marketing & Communications
Senior Vice President & Chief Strategy/Marketing Officer