YMCA England and Wales creates communities where young people can truly belong, contribute and thrive. Each of the 116 YMCA locations share a common mission, however, they have struggled to present the YMCA England and Wales brand consistently across their marketing initiatives.
Part of the challenge is that many local YMCAs don’t have the staff with the skill set to design impactful media campaigns. “Nothing was consistently done. People were using clip art; they were using different types of photography. It certainly didn’t make our brand look very consistent and it was hurting us quite a bit,” said Palmer Hestley, Senior Brand and Marketing Officer, YMCA England and Wales.
Another issue was the absence of a central repository for all of the marketing files. They had invested in creating really wonderful photography of young people, but the photos were hard to find in a maze of shared folders. This made it difficult for local YMCAs to create creative content while staying in the parameters of the brand guidelines.
But their investment in a digital asset management system (DAM) has helped resolve these challenges. “Having a digital asset management system enables us to maintain our brand across each of our channels so that when someone sees a flyer or video from YMCA they know which organization that is and they know what that organization stands for,” said Palmer.
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