Ad Strategy - the YMCA

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This Ad Strategy was created spring 2011 while taking the course “Advertising Creativity and Production” at San Francisco State University.

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Ad Strategy - the YMCA

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  24. 24. !D5(1/(@[!+#g#!b"1-#!HU[!JIIRc!90%(#!($.]`M!-$Q/.09$7($.$9)*"0.H!!"88(..(*h!bB(,#!H[!JIHIc!!/551hnnVVV#50%(#8=%n50%(n&-5.n&-508O(nI[R>FF[HENH>JR[II#/5%O!!D5#!K(=-([!P#!bD(1#!JU!JIHIc!S&./0)5=)!G=.5#!+0#$.59$()"."./(90>.7Q.&)#";DA$?","0.3)O"./#!!"88(..(*h!bB(,#!H[!JIHHc!!/551hnnVVV#V&./0)5=)1=.5#8=%nV1*@)n8=)5()5n&-508O(nJIIRnIFnJ>n"dJIIRIFJ>I2HUE#/5%O!!DC.5&0)V(,#!+-)*",<007C0B$9*DH!!"88(..(*h!bB(,#!H[!JIHHc!!/551hnnVVV#.C.5&0)V(,#=-nA==*&88(..nV/&5v0.vA==*v1=4(-5@n!!:(O1#!V[F0>9&"*.$,,8?$).@"88(..(*h!bB(,#!HN[!JIHHc!!/551hnnVVV#@(O1#8=%n,0<nJ2Y/=C-YA05)(..Y.&)!A-&)80.8=Ux`C(-@hJ2yJI/=C-yJIA05)(..yJI=8(&)z#!!:(O1#!4>9B$,K109*0;)#!!"88(..(*h!bB(,#!HN[!JIHHc!/551hnnVVV#@(O1#8=%n,0<n8C-4(.Y.&)YA-&)80.8=YUx`C(-@h8C-4(.yJI@%!!:(O1#!4>9B$,K+$,*$9.577"*"0.E815#!!"88(..(*h!bB(,#!HN[!JIHHc!/551hnnVVV#@(O1#8=%n,0<n8C-4(.Y.&)YA-&)80.8=YHJx`C(-@h8C-4(.yJI@%!!:(O1#!%*0.$,*0I.&)#";D2345#!!"88(..(*h!bg&)#!NI[!JIHHc!!/551hnnVVV#@(O1#8=%n,0<n.5=)(.5=V)YA&%0O@Y@%8&Y.&)YA-&)80.8=!!:+;"#!Y9"./"./8>9Y9).7!0G"<$K5(>"7$&096,"./).7190*$?*"./8>9Y9).7!bgCO@!J[!JIHIc!!!:+;"#!5=0>*6,!!"88(..(*h!b+&-8/!NH[!JIHHc!!/551hnnVVV#@%8&#)(5n&,=C5YC.nx!!:+;"#!F$);*-DG"B"./#!!"88(..(*h!b+&-8/!NH[!JIHHc!!/551hnnVVV#@%8&#)(5n/(&O5/@YO040)n!!:+;"#!E$I,J$;$),$,#!!bB(,#!HH[!JIHHc!!"88(..(*h!bB(,#!JR[!JIHHc!!/551hnnVVV#@%8&#)(5n)(V.Y-(O(&.(.nJIHIIJHH!O(5.%=4(#/5%O!!:+;"#!89/).":)*"0.);190<";$#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&#)(5n=-&)0<&50=)&OY1-=A0O(n!!! J2!
  25. 25. :+;"#!8>9&0?>,#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnn@%8&#)(5n=C-YA=8C.n!!:+;"!DB#!+-)*+$8<<$9K&0957>;*,#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&.A#=-nV/&5vV(v=AA(-nA=-v&*CO5.!!:+;"!DB#!+-)*+$8<<$9K&09&)#";"$,#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&.A#=-nV/&5vV(v=AA(-nA=-vA&%0O0(.!!:+;"!DB#!+-)*+$8<<$9K&09L"7,#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&.A#=-nV/&5vV(v=AA(-nA=-vZ0*.!!:+;"!DB#!+-)*+$8<<$9K&09!$$.,#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&.A#=-nV/&5vV(v=AA(-nA=-v5(().!!:+;"#!%0?");J$,C0.,"=";"*D#!!"88(..(*h!b+&-#!NH[!JIHHc!!/551hnnVVV#@%8&#)(5n.=80&OY-(.1=).0,0O05@n!!:+;"#!!-$2345".*-$6."*$7%*)*$,#!!"88(..(*h!bg&)!NI[!JIHHc!!/551hnn@%8&#)(5n/0.5=-@nx!!:+;"#!23450<%).&9).?",?0#!!"88(..(*h!b+&-8/!NH[!JIHHc!!/551hnn@%8&.A#=-n!!:+;"#!20>*-A$B$;0C#$.*#!!"88(..(*h!b+&-8/!NH[!JIHHc!!/551hnnVVV#@%8&#)(5n@=C5/Y*(4(O=1%()5n!!!!! J>!
  26. 26. F=>+!00$)"3$(+!00$)"+7>++$)0505&O!DC-4(@!!")! 0)050&O! .C-4(@! V&.! 8=)*C85(*! 5/-=C/! DC-4(@+=)Z(@#8=%! 5=! /(O1! 0)A=-%! 5/(! AC5C-(! `C&O05&504(!-(.(&-8/!A=-!5/0.!1-=7(85#!9/(!=&O!=A!5/0.!0)050&O!=)O0)(!.C-4(@!V&.!5=!(.5&,O0./!(f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bHEnJHc[!8&-*0=!(`C01%()5!bHRnJHc!&)*!&!A&0-!1-08(!bHFnJHc!/0/(-!5/&)!O08().(*!8/0O*!8&-(!bHInJHc[!-=C1!/=,,0(.!bJnJHc!=-!.=80&O!-(.1=).0,0O05@!bRnJHc#! !7>+XD-&+(+.:?%+*$)"$%Z+/9$-($+($9$3&+;%:A+&D$+;:99:Q)*>>>+ !+&O(! !B(%&O(! !P(8O0)(!5=!D5&5(!+5>+XD-&+(+.:?%+-*$Z+/9$-($+($9$3&+;%:A+&D$+;:99:Q)*>>>+ !HRYJ2! !!J>YNH! !NJYNR! !NFY22! !22s!+@>+XD-&+(+.:?%+A-%&-9+(&-&?(Z+/9$-($+($9$3&+;%:A+&D$+;:99:Q)*>>>+ !M)%&--0(*! !+&--0(*! !P04=-8(*! !S0*=V(*! !P(8O0)(!5=!D5&5(!+C>+N:Q+A-).+3D9"%$)+":+.:?+D-#$Z+/9$-($+($9$3&+;%:A+&D$+;:99:Q)*>>>+ !I! !H! !J!! JU!
  27. 27. !N! !2s!+E>+B:+.:?+3?%%$)&9.+1$9:)*+&:+-+*.AZ+ !:(.! !X=!+I>+=;+.$(]+QD3D+*.A+":+.:?+1$9:)*+&:Z+=;+):]+09$-($+3:)&)?$+&:+_?$(&:)+`>+=;+.:?%+*.A+":$(+):&+-00$-%+)+&D$+-)(Q$%(]+09$-($+($9$3&+aJ&D$%a>+ !J2!?=C-!B05)(..! !3&OO@l.!9=5&O!B05)(..! !:+;"! !K=O*l.!K@%! !65/(-!+! JE!
  28. 28. `>+/9$-($+%-)V+&D$+9$#$9+:;+A0:%&-)3$+$-3D+:;;$%)*+D-(+:)+($9$3&)*+-+*.A+;:%+A$A1$%(D0+ QD$%$+7+A$-)(+ab:&+=A0:%&-)&a+-)"+`+A$-)(+aF$%.+=A0:%&-)&a>+P:%+:;;$%)*(+QD3D+.:?+-%$+ ?)(?%$+:;+:%+D-#$+):+0%$;$%$)3$]+09$-($+($9$3&+C>+ + b:&+=A0:%&-)&+ + + b:+/%$;$%$)3$+ + + F$%.+ ++ + + + + + + =A0:%&-)&+ 7+ 5+ @+ C+ E+ I+ `+ +,&%$((+H$"?3&:)+ ! ! ! ! ! ! !<9-(($(+R#$(+G-3V+&:+<:AA?)&.+ ! ! ! ! ! ! !,0-3:?(+X$*D&+H::A+ ! ! ! ! ! ! !N-(+-+/::9+ ! ! ! ! ! ! !<-%":+U^?0A$)&+ ! ! ! ! ! ! !4$A1$%(D0+/$%V(+ ! ! ! ! ! ! !R%:?0+N:11$(+ ! ! ! ! ! ! !P:3?($(+:)+,:3-9+ ! ! ! ! ! ! !H$(0:)(19&$(+J;;$%(+,QAA)*+ ! ! ! ! ! ! !O$((:)(+O3$)($"+<D9"3-%$+ ! ! ! ! ! ! !WQD9$+-&+Q:%V[+L:?&D+,0:%&(+!3&#&$(+ ! ! ! ! ! ! !J;;$%(+,3D:9-%(D0(+;:%+ ! ! ! ! ! ! !<D9"%$)+/%3$+ ! ! ! ! ! ! !<-A0+WB-.+c+J#$%)*D&[+ ! ! ! ! ! ! !O3$)($"+<D9"3-%$+WQD9$+Q:%V)*+ ! ! ! ! ! ! !:?&[+!"?9&+,0:%&(+!3&#&$(+ ! ! ! ! ! ! ! + + ! JR!
  29. 29. !00$)"+5>++$)5(-40(V!WC(.50=).!A=-!+(%,(-.!!9/0.!0.!&!*(5&0O(*!O0.5!=A!5/(!`C(.50=).!5/&5!V(-(!&.Z(*!V/()!0)5(-40(V0)!V=%()!A=-!1-0%&-@!-(.(&-8/#!!9/(-(!V(-(!5V=!*0AA(-()5[!,C5!.0%0O&-[!.(5.!=A!`C(.50=).!5/&5!V(-(!&.Z(*!*(1()*0)!=)!V/(5/(-!=-!)=5!5/(!0)5(-40(V((!V&.!&!%(%,(-!=A!5/(!:!=-!)=5#!$5!./=CO*!,(!)=5(*!5/&5!5/(.(!`C(.50=).!.(-4(*!&.!&!,&.08!C0*(O0)(!A=-!5/(!0)5(-40(V[!&)*!V(-(!%(&)5!5=!Z((1!5/(!8=)4(-.&50=)!=)!5=108#!?=V(4(-[!.=%(50%(.!5/(!`C(.50=).! &.Z(*! V&)*(-(*! &! ,05! =AA! 5/(.(! ./=V)! /(-([! 1-=1(OO(*! ,@! 4&-0=C.! 1(-.=)&O! .5=-0(.! &)*!(f1(-0()8(.#!9/0.!0)A=-%&50=)!0.!.50OO!1(-8(04(*!&.!(`C&OO@!0%1=-5&)5!&)*!/(O1ACO!&.!1-0%&-@!-(.(&-8/#!!S(!&OV&@.!V=-Z(*!0)!5(&%.!&)*!0)5-=*C8(*!=C-.(OA!&.!.5C*()5.!A-=%!D&)!B-&)80.8=!D5&5(!M)04(-.05@!V=-Z0)!5=(5/(-!=)!&!-(.(&-8/!1-=7(85!=)!5/(!,(/&OA!=A!5/(!:#!! 7> !%$+.:?+-+A:&D$%+-*$"+@ETEC]+Q&D+3D9"%$)+9#)*+-&+D:A$Z+ $A!)=h!5/&)Z!/(-!A=-!/(-!50%([!,C5!*=!)=!0)5(-40(V#! $A!@(.h!&.Z!5/(!`C(.50=).!,(O=Vh! + 5> N:Q+9:)*+D-#$+.:?+1$$)+-+A$A1$%+:;+&D$+LZ+ + @> XD.+""+.:?+K:)+&D$+L]+:%*)-99.Z++ C> XD.+":+.:?+3:)&)?$+&:+K:)Z+ ba==Z0)!5=!.((!0A!5/(@!.5&@!A=-!*0AA(-()5!-(&.=).!5/&)!5/(@!=-00)&OO@!7=0)(*c! + E> =)+QD3D+L+0%:*%-A(+":+.:?+-)"+.:?%+;-A9.+0-%&30-&$Z+ + I> B:+.:?+V):Q+-).+:&D$%+0%:*%-A(+0%:#"$"+1.+&D$+L]+-&+:&D$%+9:3-&:)(+1$("$(+&D$+:)$+.:?+*:+ &:Z+XD3D+:)$(Z++ E# S/()!./(!0.!*=)(!5(OO0)!&,=C5!5/(!=5/(-!1-=-&%.!b0A!&)@c!5/&5!./(!0.!&V&-(!=A[!-(&*!/(-!&!O0.5!=A! 5/(!5=1!5()!1-=-&%.!1-=40*(*!b(##!5-C&)8@!1-=-&%.[!A==*!,&)Z[!:+;"!?0/!D8/==O!(58#!108Z! 5/(!,(.5c!+ d> N:Q+":$(+V):Q)*+-1:?&+&D$($+0%:*%-A(+A-V$+.:?+;$$9+-1:?&+&D$+LZ++ e> XD-&+Q:?9"+.:?+&$99+-):&D$%+A:&D$%+&:+3:)#)3$+D$%+&:+K:)Z+ + 76> B:+.:?+&D)V+&+(+A0:%&-)&+;:%+3D9"%$)+-)"+&$$)(+&:+1$+$0:($"+&:+3:AA?)&.+($%#3$+ :00:%&?)&$(Z+XD.SXD.+):&Z++ 77> X%-0+?02+ 9/&)Z!/(-!&)*!5(OO!/(-!5/&5!@=C!&-(!V=-Z0)!=)!*(4(O=10)!&)!&*4(-50.0)!8&%1&0)!A=-!5/(!:[! &)*!&.Z!/(-!0A!./(!V=CO*!,(!V0OO0)!5=!5&OZ!5=!@=C!&&0)!O&5(-!0)!5/(!.(%(.5(-#!!!!!! JF!
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