#WhatsYourY

You are the Y.

1
What’sInside
LetterofTransmittal
2

ExecutiveSummary 3

Situation&Target 4

ResearchMethods 5

ResearchResults 6-7

KeyInsights 8

SecondaryResearch 9-10

KeyMessagePlatform 11

StrengthsWeaknessesOpportunitiesThreats 12-13

ObjectivesStrategiesTacticsEvaluations 14-18

TacticsTimeline 19-20

CampaignBudget 21

Appendix 22-42

A. Bloomington-NormalYMCAFocusGroupQuestions 22
B. Bloomington-NormalYMCAMemberSurveyQuestions 23
C. “MyK”PromotionalPosters 24
D. Mapof“MyK” 25
“MyK”T-shirtDesign
“MyK”RaceBib
E. “MyK”ApplicationForm 26
F. “MyK”PressRelease 27
G. “MyK” ExampleSocialMediaPosts 28
H. “MyK”SponsorshipLetter 29
I. “MyK”SponsorshipLevels 30-32
J. ProjectCoordinatorInternshipApplication 33
K. MonthlyFourCoreValues 34
L. MonthlyFourCoreValuesSocialMediaExamples 35
M. NewsletterExample 36-39
N. SocialMediaCalendar 40
FacebookPostExample
InstagramPostExample
O. SocialMediaPostExamples 41
P. LettertoRequest“Y.M.C.A.”Copyrights 42
Revolutionary Birds PR
Fell Hall, S. University St
Normal, IL 61761

December 7, 2017

Tessa Gehrer & Katie Noland

Director of Membership Engagement & Marketing Assistant
Bloomington-Normal YMCA
602 S Main St.
Bloomington, IL 61701

Dear Tessa Gehrer and Katie Noland:

Our goal is to provide public relations programming for you that will aid in decreasing monthly
member attrition and increase current member engagement. We are submitting a complete
proposal of our campaign for the Bloomington-Normal YMCA. We are seeking your acceptance
of this proposal.

The #WhatsYourY campaign strives to create an inclusive sense of community and apprecia-
tion within the Bloomington-Normal YMCA by letting members’ voices be heard. Our goal is to
decrease monthly member attrition by 40 percent in six months. We want to encourage mem-
bers to publicly share their “Y” to reinforce their own motivation and inspire other members to
find their “Y”. When they find purpose in their membership, we hope members will be encour-
aged to continue their membership and increase attendance and participation at the gym. The
Bloomington-Normal YMCA wants to help make a member’s journey toward a healthier lifestyle
more enjoyable by providing a sense of community to motivate them along their path to a bet-
ter life.

We encourage you to watch the promotional video that we’ve prepared for you. This video
can be found in the provided flash drive. This video displays everything that is internal to the
Bloomington-Normal YMCA which includes the actual facility, equipment, members and the
members’ reasons for being a Y member.

We appreciate the opportunity to create this campaign for your organization. We are confident
if you approve our holistic approach to this problem, that you will decrease your monthly attri-
tion rates and increase member engagement. Members want to be heard, they want to feel im-
portant, and want to feel a part of their gym. This campaign gives them a voice. We thank you
for your time and consideration and look forward to pitching this campaign to you in person.

Sincerely,
Revolutionary Birds PR

Victoria Jackson Emily Griffith Peyton Taylor

Nicole Galasso Mackenzie Stotz Allison Wojnicki

2
 3

ES
T
he Bloomington-Normal YMCA wants to increase engagement with existing members
to strengthen their commitment and reduce attrition. Currently, the average length of
membership is three months. Members feel they are somewhat engaged or not at all
when it comes to visiting the YMCA, but are likely to engage if given the opportunity. Rev-
olutionary Birds PR believes that the solution to addressing these issues is strengthening
the internal community of the YMCA. Thus, we have developed a full public relations cam-
paign focused on engagement of that internal community around the things that make the
Y unique: its four core values, diversity and community.

Our goal is to decrease monthly attrition by 40 percent in six months. To reach this solu-
tion, the Revolutionary Birds PR sought to create an inclusive community where members
feel purposeful. Each member has a different story in why they joined the Y. We want to
uncover these stories and give members a voice in “their” Y.

The target audience for the campaign is Bloomington-Normal YMCA members ages 35 to
65. We anticipate that our target audience will respond to the campaign by involving them-
selves in personal testimonies, running in our 5K, and feeling purpose within their mem-
bership. We expect our intervening audience to have an idle response, as they are an inac-
tive audience and nationally proven to have a high turnover rate with gym memberships.
We expect our special audience to participate in the engagement efforts of this campaign
and encourage other members to become active in the YMCA community; they will contin-
ue with their membership because they feel valued and empowered by having their voice
heard. The special audience will likely feel inspired from this campaign which could result in
referrals for the gym and help decrease monthly attrition.

We have three strategies for our campaign: social media, media relations and engagement.
The social media strategy is composed of a member of the month, class updates, core val-
ues, health tips and other important updates. The media relations strategy includes press
releases regarding the “My K”, flyers and weekly newsletters sent via email. The engage-
ment strategy consists of planning a 5K run called “My K” where members and people in
the community gather together and run for their “Y”.

This plan is under budget and projects to raise more than $1,000 from the “My K” if at
least 200 people participate.

Our campaign will be fully evaluated to ensure continued success.

 4

S&T
T
he Bloomington-Normal YMCA has been
strengthening the McLean County com-
munity since 1855. With a mission to put
Christian principles into practice through programs
that build a healthy spirit, mind and body for all, the
Bloomington-Normal YMCA has been able to work
everyday with their neighbors to make sure every-
one has the opportunity to learn, grow and thrive.
In addition, the Bloomington-Normal YMCA is able
to listen and respond to the community and gap
their needs according to four core values: caring,
honesty, respect and responsibility.
The Bloomington-Normal YMCA currently has 1,608
members and has an average of 243 daily visits. It
faces the challenge of membership attrition; its av-
erage membership length is three months. Despite
these attrition rates, the Bloomington-Normal YMCA
values each member that walks through its doors
and the impact they have on the community.
The campaign targets Bloomington-Normal YMCA
members ages 35 to 65. After specific consideration
and need for membership engagement, we want
to target all genders to ensure we are creating a
strong sense of community and belonging among
all members. Overall, this target audience primarily
utilizes group fitness classes and kid care. There-
fore, Revolutionary Birds PR focused on the follow-
ing demographics and psychographics of the target
audience:
The Bloomington-Normal YMCA would like to
increase engagement among their members. An
individual will not change their behaviors unless
you have captured their head, heart and hands.
H ead is creating understanding of an organi-
zation and its offerings inside and outside the
gym. This can be done by appealing to the mem-
bers logically, such as raising awareness of the
Bloomington-Normal YMCA’s four core values and
group fitness classes. This is accomplished when
members say, “I want to be a part of the commu-
nity and I know Y is how I achieve it.”
H eart means committing to the change. This
can be done by telling compelling stories
that enact emotions, such as members sharing
“What’s Your Y” on social media platforms or
through the promotional video attached in the
flash drive. This is accomplished when members
say, “I am a part of the Y.”
H ands is when individuals link what they un-
derstand and believe to the new behaviors.
This is accomplished when members are partic-
ipating in more group fitness classes or there is
an increase in retention rates. By appealing to
members’ heads, hearts and hands, the Bloom-
ington-Normal YMCA can create an ultimate sense
of belonging to increase engagement among all
members.

• Bloomington-Normal YMCA members ages 35

to 65 who have had memberships for more than
three months
• Bloomington-Normal YMCA members ages 35 to
65 who value inclusiveness and want to further
engage References
Jensen, B. (1995). Are we necessary?. Communication World, 12(7), 14.
• Bloomington-Normal YMCA members ages 35 to
65 who live 20 miles within the facility’s location
 5

RM

R
esearch is the first step in the public rela-
tions process. We do research to back up
the decisions we make during the cam-
paign planning process. During the research
process, we ask questions to help us understand
RESEARCHGATHERING
To answer these questions, we performed the
what our goal should be. We may think that we following research:
know our goal beforehand, but research is need-
ed to have data to back it up. Primary Research:
We then ask questions that will help us refine
our target audience and get to know them, as • A focus group comprised of four Blooming-
well as questions that will help create our ob- ton-Normal YMCA members (two men and
two women) within our target demographic:
jectives and strategies. Finally, we gather data.
Revolutionary Birds PR gathered data through Focus group questions found in Appendix A
surveys, focus groups, face-to-face interviews
and ethnographies. Focus group answers found in flash drive
RESEARCHQUESTIONS • A survey administered to Bloomington-Nor-
To create this campaign, we first developed multiple mal YMCA.
key research questions that needed to be answered:
A sample of the survey found in Appendix B
• What are common reasons why members be-
come members? Survey results found in flash drive
• What factors increase the likelihood that Secondary Research:
members cancel their membership?
• Definition of engagement
• What factors increase the likelihood of contin-
ued membership beyond three months? • Data collected of reasons for continued
memberships
• Is a family membership more likely to be lon-
ger than an individual membership? • Data regarding personal realtionships be-
tween gym’s and their members
• What increases the likelihood that members
refer a friend to the Y? • Data regarding correlation of satisfaction
with retention rates
• Are members more satisfied with their mem-
bership if they believe other members are • Data on workout partners
satisfied too?
 6

RR

39% OF BNYMCA
MEMBERS ARE
EXTREMELY SATISFIED
WITH THEIR
MEMBERSHIPS

52% VISIT MOST DAYS

13% OF BNYMCA
MEMBERS ARE
VERY ENGAGED

References:
Hayes, R. “YMCA Member Survey.” Survey. 2017, Nov. 29.
7

RR

LOSS OF 15
MEMBERSHIPS
PER MONTH

30% PARTICIPATE IN
GROUP FITNESS CLASSES
44% OF BNYMCA
MEMBERS HAVE FAMILY
MEMBERSHIPS
References:
Hayes, R. “YMCA Member Survey.” Survey. 2017, Nov. 29.
 8

KI

BNYMCA MEMBERS
WANT TO BE MORE
ENGAGED

MEMBERS ENJOY THE

MEMBERS VALUE THE SENSE OF
CONVENIENT LOCATION
COMMUNITY AT BNYMCA
References:
Hayes, R. “YMCA Member Survey.” Survey. 2017, Nov. 29.

Griffith, E. “YMCA Focus Group.” Focus Group. 2017, Nov. 19.

 9

SR KNOWTHEM
GROWTHEM

ENGAGEMENT INSPIRETHEM
R
evolutionary Birds PR first needed to
have an understanding of what “en- REWARDTHEM
gagement” is before trying to tackle
the problem posed by Bloomington-Normal
YMCA. Engagement is the deep and broad
connection that members have with their
organization, as well as voluntary and en-
thusiastic commitment to its success. With INVOLVETHEM
the framework of Head, Heart, Hands, the
following contributes to engagement:

RESEARCHAFFIRMSHEADHEARTHANDS
Gyms need to communicate regularly with members, facilitate progress
with goals and commit to ongoing upkeep and reinvestment in club facilities.
Onboarding is essential. Gyms should aim to understand the goals and
interests of members. Getting to know each member’s goals is essential.

When at-risk members received a “successful commitment interac-

tion,” also leading to utilize the gym at a future date, they were 45 per-
cent less likely to cancel in the following month than members who re-
ceived no interaction. Make a special effort and encourage members.

There is a positive association between satisfaction and

membership retention. Evidence shows that a happy and informed cus-
tomer is more likely to maintain an established relationship.
Members active in group exercises are more likely to retain their
membership than those who only use gym equipment.

References: Jensen, B. (1995). Are we necessary?. Communication World,

Bedford, P., & Rodriguez, M. (2014). Member retention: A
multi-country study on why members leave. Precor. Retrieved
from http://www.precor.com/en-us/resources/member-retention-a-
multi-country-study-on-why-members-leave
Gebauer, J., & Lowman, D. (2008). Closing the engagement gap:
How great companies unlock employee potential for superior
results. Towers Perrin.
Gonçalves, C., & Diniz, A. (2015, Jan.). Analysis of member
retention in fitness through satisfaction, attributes perception,
expectations and well-being. Revista Portuguesa de Marketing,
18(34), 64.
12(7), 14.
Rodriguez, M. (2016, Oct. 31). 5 reasons health club members
quit (and how to make them stay). IHRSA. Retrieved from https://
www.ihrsa.org/improve-your-club/5-reasons-health-club-mem-
bers-quit-and-how-to-make-them-stay/
Wagner, G. D. (2012, August). Strength in numbers. The impor-
tance of fitness buddies. Experience Life. Retrieved from https://
experiencelife.com/article/strength-in-numbers-the-importance-of-
fitness-buddies/
 10

SR
Our secondary research confirms
that members want to feel a part of a
community and be social:
Exercise partners provide a powerful combi-
nation of support, accountability and motiva-
tion.
Gym groups normalize needs of health and
fitness behavior and promotes a feeling of
community. People like to be reaffirmed about 88% of group exercise members retained
their beliefs. their membership compared to 82% of
“We are social animals. We seek the com-
gym-only members.
pany and positive reinforcement of oth-
ers, especially when we are doing work.”

Not only did our focus group and face-to-face inter-

views prove gym location convenience plays a role in
retention, but so did our secondary research:

In a IHRSA Trend Report, 25% of participants cite

convenient location for continued usage.

References:
Gym membership cherrypicking attributed to millennials’ desire for shared experiences. (2017, May 12). In The Associated Press. Retrieved from
http://triblive.com/business/headlines/12290223-74/gym-membership-cherrypicking-attributed-to-millennials-desire-for-shared-experiences
The IHRSA trend report: Focus on consumer leisure time & activity (2012, Aug.). In Health Club News. Retrieved from https://healthclubnews.org/
must-read-health-club-industry-trend-report-for-2012-39-page-extensive-report/
Wagner, G. D. (2012, August). Strength in numbers. The importance of fitness buddies. Experience Life. Retrieved from https://experiencelife.com/
article/strength-in-numbers-the-importance-of-fitness-buddies/
11

KMP
T
he key message platform (KMP) embodies the core messages for Bloomington-Normal YMCA. These
messages establish consistency for both Bloomington-Normal YMCA and its members who buy into
these values and beliefs which lay the foundation for the gym.

The Bloomington-Normal YMCA has played an essential part in the community by promoting healthier
lifestyles spiritually, mentally and physically. Listed below are the KMP’s that we want current and future
members to remember after leaving the YMCA.

KEYMESSAGEPLATFORM
The Bloomington-Normal YMCA provides a sense of community by creating lasting personal and social
change with the help of the collaboration of our members. By embracing our four core values, we help our
members learn, grow and thrive.

SLOGAN&TAGLINES
What’s your Y?
You are the Y.
It’s not just a gym, it’s a community.

STATEMENTOFPURPOSE
By focusing on an individual’s why (Y), we can encourage others to continue their path to a healthier life-
style physically, mentally and socially. The YMCA wants to help make a member’s journey toward a health-
ier lifestyle more enjoyable by providing a sense of community in the McLean County region in order to
motivate them along their path to a better life.

MISSIONSTATEMENT
To put Christian principles into practice through programs that help healthy spirit, mind and body for all.

VISIONSTATEMENT
The YMCA will always remain committed to strengthening communities. Every day we work side-by-side
with our neighbors to make sure everyone, regardless of age, income or background, is provided with op-
portunities to learn, to grow and to thrive.

POSITIONINGSTATEMENT
We want to approach the issues of member retention by focusing on individuals and their personal moti-
vation. By building off of this, we can create a larger sense of community for the Y, and continue to help it
grow. Unlike other fitness facilities, the Bloomington-Normal YMCA strives on creating a greater sense of
community for its members by living through its core values of honesty, care, respect and responsibility.
 12

SWOT

Aspects Implications
May increase members’ desires to
Committed to the social well-being
continue their membership
of the community

The Y cares about the cultural

S
development of its members, outside of
trengths health benefits.
Offers performing arts classes
This differentiates the Y from other gym
memberships

In Downtown Bloomington there are

many businesses and people during the
Location in Downtown Bloomington work day

Allows for diverse membership

No consistent awareness to members

Minimum social media presence
outside of gym

Average membership is about

Inconsistent, rotating members could
three months; membership
hinder the community feel of the gym
attrition

W
eaknesses People may be less motivated to
exercise
Smaller facility; dark, not many
windows
They become bored in their
surroundings
Ambiguity lies within employees which
can trickle down to members

There will be no direct action toward

No vision
changes if employees and members
do not know what they are working
toward
13

SWOT

Aspects Implications
People want to develop New
Year’s resolutions toward better
New Year’s resolution health and are looking toward new
gyms to call homes

Unlike other competitor gyms, YMCA

is not located in high metropolitan

O
pportunities areas and instead is in walking
distance from local neighborhoods
Location
Higher population and range of
people in the area

When the weather is cold, rainy

or windy, members will be more
Weather
inclined to come to the gym to
workout

Other gyms may have newer

Other gyms in the area (Planet
equipment or have benefits to
Fitness emerging and closest
membership that the Y does not
competitor)
offer

T
hreats
People can be inherently lazy and People may not want to come to the
not want to work out gym all the time or feel motivated

People may feel more inclined to

Weather exercise outside in nice weather
instead of coming to the gym
 14

OSTE

CAMPAIGNOBJECTIVES

OBJECTIVE#1

OBJECTIVE#2

OBJECTIVE#3

OBJECTIVE#4
15

OSTE
OBJECTIVE#1

OBJECTIVE

STRATEGIES

TACTICS

EVALUATION

See Handprint Mural during

presentation
See Appendices:
Illinois State University PRSSA Chapter has given
C. “My K” Promotional Posters
verbal consent to partnering its PRi firm with
D. Map of “MyK”
BNYMCA. For more information, please contact:
“My K” T-shirt Design
“My K” Race Bib
Victoria Jackson, President, vgjacks@ilstu.edu
E. “My K” Application Form
Bobby Leahy, PRi Director, rjleahy@ilstu.edu
F. “My K” Press Release
Emily Griffith, Account Executive,
G. “My K” Example Social Media Posts
emgrif1@ilstu.edu
H. “My K” Sponsorship Letter
I. “My K” Sponsorship Levels
J. Project Coordinator Internship Application
 16

RR
OSTE
OBJECTIVE#2

OBJECTIVE

STRATEGIES

TACTICS

EVALUATION

See Handprint Mural during presentation

See #WhatsYourY Promotional Video attached on flash drive. This video, if implemented, will be
uploaded to the BNYMCA website, Facebook page and Instagram at the beginning of the campaign.
See Appendices:
C. “My K” Promotional Posters
J. Project Coordinator Internship Application
K. Monthly Four Core Values
L. Monthly Four Core Values Social Media Examples
M. Newsletter Example
17

KI
OSTE
OBJECTIVE#3

OBJECTIVE

STRATEGIES

TACTICS

EVALUATION

See Handprint Mural during presentation

See #WhatsYourY Promotional Video attached on flash drive. This video, if implemented, will be uploaded to the
BNYMCA website, Facebook page and Instagram at the beginning of the campaign.
See Appendices:
C. “My K” Promotional Posters
D. “My K” T-shirt Design
“My K” Race Bib
J. Project Coordinator Internship Application
K. Monthly Four Core Values
L. Monthly Four Core Values Social Media Examples
 18

OSTE
OBJECTIVE#4

OBJECTIVE

STRATEGIES

TACTICS

EVALUATION

See Handprint Mural during presentation E. “My K” Application Form

See #WhatsYourY Promotional Video attached on flash F. “My K” Press Release
drive. This video, if implemented, will be uploaded to the G. “My K” Example Social Media Posts
BNYMCA website, Facebook page and Instagram at the J. Project Coordinator Internship Application
beginning of the campaign. K. Monthly Four Core Values
See Appendices: L. Monthly Four Core Values Social Media
C. “My K” Promotional Posters M. Newsletter Example
D. Map of “MyK” N. Social Media Calendar
“My K” T-shirt Design O. Social Media Post Examples
“My K” Race Bib P. Letter to Request “Y.M.C.A.” Copyrights
19

TT
20

TT
21

CB
 22

RR
AA
BNYMCAFOCUSGROUPQUESTIONS
1
WHAT MOTIVATES YOU TO PARTICIPATE IN GROUP FITNESS CLASSES?

2 HAVE YOU EVER BEEN A MEMBER AT A DIFFERENT GYM? IF YES, WHAT FAC-
TORS MADE YOU LEAVE?

3 HOW LONG HAVE YOU BEEN A MEMBER AT YMCA? IF 3 OR MORE MONTHS,

WHAT FACTORS MAKE YOU WANT TO CONTINUE YOUR MEMBERSHIP?

4 WHAT MOTIVATES YOU TO GO TO THE GYM?

5 ON A SCALE TO 0 TO 10 HOW SATISFIED ARE YOU WITH YOUR YMCA MEM-

BERSHIP?

6 WOULD YOU FEEL THAT OTHER MEMBERS WOULD FEEL THE SAME WAY? IF
YES, WHY?

7 ARE THE CLASSES THE MOST DEFINABLE ABOUT YMCA AND MAKE YOUR
WORKOUT MORE PLEASURABLE?

8 DO YOU THINK THE COLOR OF A ROOM CAN IMPACT YOUR WORKOUT AND
MOTIVATION? IF SO, WHAT COLOR WOULD MOTIVATE YOU MOST?

9 DO YOU THINK YOUR SELF-ESTEEM IS CORRELATED WITH YOUR ENGAGE-

MENT AT THE YMCA?

1
0. DOES BEING A Y MEMBER MAKE YOU FEEL LIKE YOU’RE INVOLVED IN THE
COMMUNITY, IF SO HOW?

1
1. IS THERE ANYTHING ELSE YOU WOULD LIKE TO ADD?
 23

KI
AB BNYMCAMEMBERSURVEYQUESTIONS

1. HOW LONG HAVE YOU BEEN A MEMBER OF • SOMEWHAT DISATISFIED

THE BLOOMINGTON-NORMAL YMCA? • EXTREMELY DISATISFIED
• LESS THAN A YEAR 7. HOW ENGAGED DO YOU FEEL AS A MEMBER?
• 1-3 YEARS • VERY ENGAGED
• 4-7 YEARS • SOMEWHAT ENGAGED
• MORE THAN 8 YEARS • NOT VERY ENGAGED
2. WHAT TYPE OF MEMBERSHIP DO YOU HAVE • NOT ENGAGED AT ALL
AT THE YMCA? 8. WOULD YOU LIKE TO BE MORE ENGAGED
1. HOW LONG HAVE YOU BEEN A MEMBER OF WITH THE YMCA?
THE BLOOMINGTON-NORMAL YMCA? • DEFINITELY YES
• INDIVIDUAL • PROBABLY YES
• FAMILY • MIGHT OR MIGHT NOT
• FAMILY, PLEASE NOT HOW MANY CHILDREN AND THEIR • PROBABLY NOT
AGES ARE ON THE MEMBERSHIP • DEFINITELY NOT
• OTHER 9. HOW WOULD YOU PREFER TO BE COMMUNI-
3. DO YOU RECIEVE A DISCOUNT ON YOUR CATED TO BY THE YMCA? PLEASE SELECT ALL
MEMBERSHIP? THAT APPLY.
• NO • VIA SOCIAL MEDIA
• YES, CORPORATE DISCOUNT • BY EMPLOYEES AT THE Y
• YES, FINANCIAL ASSISTANCE • VIA THE BNYMCA WEBSITE
• YES, EMPLOYEE • VIA EMAIL
• YES, 20/20 REFERRAL PROGRAM • VIA PRINTED FLYERS AT THE BNYMCA
• YES, OTHER • OTHER, PLEASE TELL US
4. HOW DID YOU FIRST LEARN ABOUT THE 10. WHAT PROGRAMS OR AMENITIES DO YOU,
YMCA? OR YOUR CHILDREN, USUALLY PARTICIPATE IN
• BNYMCA WEBSITE AT THE YMCA? PLEASE CHECK ALL THAT APPLY.
• WORD OF MOUTH • LEARN TO SWIM CLASSES
• BNYMCA EMPLOYEES OUT AT COMMUNITY EVENTS • GROUP FITNESS CLASSES
• SEARCHING ONLINE (LIKE GOOGLING) • KID CARE
• MAILER TO HOME • PERFORMING ARTS CLASSES
• DON’T REMEMBER • SILVER SNEAKERS
• OTHER, PLEASE DESCRIBE • YOUTH SPORTS LEAGUES
5. HOW FREQUENTLY DO YOU VISIT THE YMCA, • DAY CAMPS
ON AVERAGE? • OTHER, PLEASE SPECIFY
• 1-2 TIMES PER WEEK 11. WHY DO YOU CHOOSE TO BE A MEMBER OF
• MOST DAYS THE YMCA OVER OTHER OPTIONS IN TOWN?
• A FEW TIMES A MONTH 12. WHAT CLASSES, ACTIVITIES OR SERVICES
• RARELY WOULD YOU LIKE TO SEE ADDED AT THE YMCA?
6. ALL THINGS CONSIDERED, HOW SATISFIED 13. WHAT IS YOUR AGE?
ARE YOU WITH YOUR EXPERIENCE AS A MEM- • 18-24
BER OVERALL OF THE YMCA? • 25-34
• EXTREMELY SATISFIED • 35-44
• SOMEWHAT SATISFIED • 45-54
• NEITHER SATISFIED NOR DISSATISFIED • 55+
 24

AC

“MYK”PROMOTIONALPOSTERS

Join us on Saturday, April 28th

at 9 a.m. Tipton Park

Bloomington-
Normal YMCA's
2018

MY K

Register for the 5K online at

www.bnymca.org or come into the
Bloomington-Normal YMCA today!
25

RR
AD

MAPOF“MYK” RACEBIB

“MY K”
T-SHIRTDESIGN
T-shirt printing
courtesy of
Varsity Sportswear
For more information,
please contact
Tom Loughery at
sales@uneedshirts.com
or (309) 242-6790
 AE MY K 5K Run/Walk
Saturday, April 28, 2018 at 9 a.m.
26

RACE LOCATION: PROCEEDS:

Tipton Park, South Shelter All proceeds will benefit the
Registration begins at 9 a.m.
BNYMCA Youth Development

POST RACE CELEBRATION:

Join us for the post-My K celebration at the BNYMCA location! Make a
permanent mark on the BNYMCA and add your hand print to our
“What’s Your Y” mural! Food, drinks and games provided!

ENTRY COST INFO: JOIN THE FUN BUT DON’T RUN:

$25 with T-shirt $40 to come to the post-My K celebration
$15 without T-shirt and donate to BNYMCA Youth Development

NO REFUNDS
MAKE CHECKS TO: ISSUED FOR ANY
Bloomington-Normal YMCA REASON

WAIVER SUBMISSION:
MAIL CHECKS TO:
Turn in waiver and
602 S Main St.
registration fee to BNYMCA
Bloomington, IL
front desk or mail to location
61701

FOR MORE INFORMATION, PLEASE CONTACT TESSA GEHRER AT TGEHRER@BNYMCA.ORG

-----------------------detach here -----------------------
MY K ENTRY FORM 4/28/18 PLEASE PRINT LEGIBLY

Name_____________________________________________ Sex____Age______
Address ____________________________________________________________
City, State Zip ________________________________________________________
Phone ___________________________ E-mail ___________________________
SHIRT SIZE (circle One) SM M L XL NONE

Waiver (MUST BE SIGNED)

In consideration of your accepting this entry, I, the below signed, intending to be legally bound, for myself, my heirs, my executors and administrators, waive and
release and any all rights and claims for damages I may have against the race, and sponsors and their representatives, successors and assigns for any and all injuries
suffered by me in said event. I attest that I will participate in this event as a footrace, that I am physically fit and sufficiently trained for the completion of this event.
Furthermore, I hereby grant full permission to use my name and likeliness, as well as any photographs and any record of this event in which I may appear for any
legitimate purpose, including advertising and promotion.

Signature_________________________________________Date________
Parent or Guardian if under 18_____________________________________
27

AF
“MYK”PRESSRELEASE
Bloomington-Normal YMCA
602 S Main St.
Bloomington-Normal, IL 61701
(309) 827-6233
http://www.bnymca.org

Mar. 26, 2018 Contact: Tessa Gehrer

For Immediate Release Phone: (309) 827-6233
Email: tgehrer@bnymca.org

Bloomington-Normal YMCA Sponsors First Annual “My K”

BLOOMINGTON-NORMAL, Ill.— The Bloomington-Normal YMCA will be hosting its first

annual 5K race at 11 a.m. April 28, 2018, at Tipton Park. Registration begins at 9 a.m.

The race is called “My K” because members will run for their reason on why they
choose the YMCA. “My K” stems from the #WhatsYourY campaign, which is focused on
giving members a voice and creating a stronger sense of community.

“My K” is not exclusive to Bloomington-Normal YMCA members; everyone is encour-

aged to participate. Each participant will be given a bib to write their reason for run-
ning. Once runners cross the finish line, they will enter the front of the YMCA to place
their hand print on the wall near the front desk. This will end up as a long-lasting mu-
ral that symbolizes community and individuals’ purposes.

To register for the “My K” go to http://www.bnymca.org. For more information or con-

tact (309) 827-6233.

The Bloomington-Normal YMCA is a nonprofit, cause-driven organization. Our mission

is to put Christian principles into practice through programs that build healthy spirit,
mind and body for all. Serving over 5,000 people annually, the Bloomington-Normal
YMCA is an independently operated, governed and led organization with a national af-
filiation with the YMCA of the USA. We depend on the generosity of our donors, mem-
bers and program participants to fulfill our mission.

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AG
“MYK”EXAMPLE
SOCIALMEDIAPOSTS

More social media examples are available on the flash drive.

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AH
“MYK”SPONSORSHIPLETTER
Bloomington-Normal YMCA
602 S Main St.
Bloomington-Normal, IL 61701
(309) 827-6233
http://www.bnymca.org

___________________,

Greetings from the Bloomington-Normal YMCA. We are currently organizing a 5K

race called “My K.” The race is called “My K” because members will run for their
reason on why they choose the YMCA. “My K” stems from the #WhatsYourY cam-
paign, which is focused on giving members a voice and creating a stronger sense
of community. Overall the “My K” is a celebration of the four-month campaign;
each month celebrates one of the YMCA’s core values.

The Bloomington-Normal YMCA is requesting your sponsorship for this event. Our
sponsorship levels range from $50 to $2,000. We have attached our sponsorship
level package on the next page for your convenience. Any leftover monetary do-
nations will go toward our Youth Development Programs.

If you cannot donate monetarily, we would greatly appreciate items like food,
beverages and/or entertainment to provide for the individuals who will be partici-
pating. To achieve our goals, we are hoping to bring a large and exciting event to
YMCA members and the Bloomington-Normal community.

If there are any questions or concerns, please contact Director of Member En-
gagement/Marketing and Communications Tessa Gehrer at tgehrer@bnymca.org.
Thank you in advance for your consideration and time. We hope to hear from you
soon.

Sincerely,

Bloomington-Normal YMCA

WZND Media Kit available on flash drive

Fleet Feet Sports Sponsorship information available on flash drive
Possible sponsors to contact listed in “Sponsor List,” available on the flash drive
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“MYK”SPONSORSHIPLEVELS
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“MYK”SPONSORSHIPLEVELSCONT.
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“MYK”SPONSORSHIPLEVELSCONT.
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AJ PROJECTCOORDINATOR
INTERNSHIPAPPLICATION
Bloomington YMCA is seeking an intern to manage social media projects, promotional activities
and events. This internship is open to students studying communication, public relations, mar-
keting or a related field. Interns will be given certain responsibilities regarding positions as listed
below. The internship will run for the duration of the semester in order to give interns the oppor-
tunity to gain valuable media skills and earn college credit.

Responsibilities
• Manage Facebook and Instagram accounts
• Posting on specific days and months regarding monthly core values, member of
the month, motivational Monday's, weekly class updates and other promotional posts
regarding general information
• Take photos and videos of current members to upload to corresponding social media
accounts
• Assist with marketing events such as races, training, Group Fitness classes and
more
• Search for potential sponsors for upcoming 5K via email and phone calls
• Give potential sponsors packets via email to show possible positions and donations
that can be given
• Send out 5K and volunteer applications to members and people in the
Bloomington-Normal area
• Create content for social media and managing the social media calendar

Requirements
• Junior or senior status studying communication, public relations, marketing or
related field
• 3.25 minimum GPA
• Knowledge of AP style and Adobe InDesign
• Self-motivated; applicant must have ability to work remotely with weekly
check-ins with superior
• Previous experience managing social media and event planning; preferred but not
required
• Committed to work toward Bloomington YMCA’s goal to promote community, youth
development, healthy living and social responsibility
• Creative and open-minded when it comes to new promotional ideas and events

Please send resume and cover letter to Tessa Gehrer, Director of Member Engagement/Marketing
and Communications at tgehrer@bnymca.org. Applicants can also drop off the materials at 602
S Main St., Bloomington, IL, 61701.

For more information, please call (309) 827-6233.

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AK MONTHLYFOURCOREVALUES

Example monthly, four core values social media posts

available on flash drive
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AL MONTHLYFOURCOREVALUES
SOCIALMEDIAEXAMPLES
JANUARY: HONESTY
Posted on the first day of January
“Honesty is an important core value here at the YMCA. Honesty is when someone tells the truth or demonstrates
reliability and trustworthiness through actions that are in keeping with one’s stated beliefs and positions. Here at the
YMCA, we want to share honest stories. January is the month for New Year’s resolutions, and we want to be here to
support you through your journey. We don’t care about the number of pounds you’ve lost since you’ve been at the Y,
but that you are continuing your health journey with us and that we are with you every step of the way. These are the
stories we want to share. This month we encourage our members to share their honest stories with us. Tell us about
your health journey. What is your Y story? What do you like about the Y? What’s your Y? Through this value, we can
not only be true to ourselves, but true to our community.”
FEBRUARY: CARING
Posted on the first day of February
“February marks the month for caring, one of our core four values at YMCA. Here at the Y we are a community.
Not only do we care about the development of our members’ health journies, but we care about their personal well-
being. Whether it is through our staff, through
the members, or through the programs we instill, APRIL: RESPONSIBILITY
YMCA cares about you. Caring is to demonstrate a
sincere concern for others. Therefore, this month
we encourage you to take a further step toward
caring. If you see a member who seems down
or is struggling, offer a helping hand or words of
encouragement. You never know the hardships
others can be going through. Through this value,
the YMCA can make a more compassionate com-
munity.”
MARCH: RESPECT
Posted on the first day of March
“March is the month of respect, our third core
value here at the YMCA. It all goes back to the
golden rule we were taught as kids: “Treat others
as you would want to be treated.” Respect is so
much more than that. It is also to value the worth
of every person, including yourself. Here at the
Y, we accept all our members and do not turn
people away due to race or economic standing.
We believe everyone should have the opportuni-
ty to learn, grow and thrive. Locally, our YMCA
impacts the lives of approximately 4,000 individ-
uals annually and provides financial assistance to
the community in the way of a membership. This
month we encourage our members to be respect-
ful to the gym, other members and the communi-
ty. Everyone is created equally.”
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AN
SOCIALMEDIACALENDAR

FACEBOOKPOSTEXAMPLE:
“Congratulations, Rachel, YMCA’s Member of the Month! Rachel has been attending the
YMCA since September 2012. She comes to the gym five times a week. Her favorite
thing to do while at the gym is working out in the upstairs weight lifting room or attend-
ing Group Power Classes.
‘QUOTE FROM MEMBER ABOUT WHAT’S HIS/HER Y’
We thank [Rachel] for her dedication to the Y and for being a part of the valued Y fami-
ly.”
INSTAGRAMPOSTEXAMPLE:
*Video of group fitness class*
“If you are looking to get into great shape and break a sweat, come and attend our core
group fitness class this Monday with our instructor Mary Beth. #Core #GroupFitness”

Social media calendars from January to April are all available on the flash drive
Both Facebook and Instagram post wording examples available on the flash drive
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AO SOCIALMEDIAPOSTEXAMPLES
Social media examples available on the flash drive
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AP
LETTERTOREQUEST
“Y.M.C.A.”COPYRIGHT

Dear Scorpio Music:

We understand you are the content holder of an article titled “Y.M.C.A.”

originally released in 1977 by the Village People.

The Bloomington-Normal YMCA would like to include the above-mentioned song in

a video featuring the facility and the members which will be posted to the
Bloomington-Normal YMCA website and social media sites. Proper acknowledge-
ment will be included with the reproduction of the video.

If you agree to provide us with permission, please sign both copies of this
permission letter and return one copy to us via email.

We appreciate your consideration of our permissions request.

Sincerely,

By signing below, I warranty that I have the right to grant the permission re-
quested herein, and that I hereby provide you with that permission.

Signature:

Date:

Email the request letter to licensing

@scorpiomusic.fr and ask for online signature
of approval.
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MEETREVOLUTIONARYBIRDSPR

MACKENZIESTOTZ PEYTONTAYLOR
MSTOTZ@ILSTU.EDU PTAYLOR@ILSTU.EDU

NICOLEGALASSO ALLIEWOJNICKI
NGALASS@ILSTU.EDU AWOJNIC@ILSTU.EDU

VICTORIAJACKSON EMILYGRIFFITH
VGJACKS@ILSTU.EDU EMGRIF1@ILSTU.EDU