Communication plan providing strategic direction for the re-opening of the Lakewood YMCA facility in Durham, NC. Agency Credit: The Republik

1. THE LAKEWOOD YMCA

2. Value Proposition:
In a world too often divided by race and culture, The Lakewood
YMCA has been reborn to fill the void left by its absence.
It stands as a living monument to the possibilities of community
cooperation. It’s a place where I’m on common ground with
everyone here. Where my interactions and friendships give me a
sense of belonging. Where my smallest achievements serve as a
positive reminder of what is possible. Where just walking through
the door is sometimes the highlight of my day. And leaving
energizes me for what’s to come.
The Lakewood Y, Where I Thrive

3. Objectives:
Raise Awareness/Interest for Lakewood
Generate Inquiries/Visits for Lakewood

4. Objectives:
Raise Awareness/Interest for Lakewood
Generate Inquiries/Visits for Lakewood

5. Strategy: Deliver Good News Stories for Durham Community
Story 1: We’re Coming Back to Where it All Began

6. Strategy: Deliver Good News Stories for Durham Community
Story 1: We’re Coming Back to Where it All Began
Elements: Press Release
Heritage Story (teaser)
Social Media
Facebook
Twitter

7. Strategy: Deliver Good News Stories for Durham Community
Story 2: Past Meets Present at the YMCA

8. Strategy: Deliver Good News Stories for Durham Community
Story 2: Past Meets Present at the YMCA
Elements: Video Testimonials
Stories Connecting Old to New
Paraphernalia/Photos
Old Lakewood Artifacts
Social Media
Vimeo/YouTube
Flickr
Facebook
Twitter

9. Strategy: Deliver Good News Stories for Durham Community
Story 3: Grand Opening - Where It All Began - 1970’s Theme

10. Strategy: Deliver Good News Stories for Durham Community
Story 3: Grand Opening - Where It All Began - 1970’s Theme
Elements: Throwback Logo Wear
Invitation/Mailer
Media Kit
Social Media
Facebook
Twitter
Flickr
Vimeo/YouTube

11. Objective: Raise Awareness/Interest for Lakewood
Strategy: Cross-Promote

12. Strategy: Cross-Promote
Story 4: Spreading the Good News - Lakewood’s Return

13. Strategy: Cross-Promote
Story 4: Spreading the Good News - Lakewood’s Return
Elements: Promotional Materials
Posters
Flyers
T-shirts
Newsletter/Email (Y-staff)

14. Objective: Raise Awareness/Interest for Lakewood
Strategy: Community Outreach

15. Strategy: Community Outreach
Elements: Direct Communication with Key Groups
Lakewood “400”
Community Organizations
Neighborhood Groups
Draft Email
Handouts
Speakers Bureau Talking Points

16. Objective: Raise Awareness/Interest for Lakewood
Strategy: Construct Location Sign

17. Strategy: Construct Location Sign
Elements: Carry Lakewood Theme Message
Provide Call to Action

18. Objectives:
Raise Awareness/Interest for Lakewood
Generate Inquiries/Visits for Lakewood

19. Objective: Generate Inquiries/Visits for Lakewood
Strategy: Provide Easy Access to Lakewood Specific Information

20. Strategy: Provide Easy Access to Lakewood Specific Information
Elements: Landing Page
Informative and Educational
Social Media Portal

21. Strategy: Provide Easy Access to Lakewood Specific Information
Elements: Social Media
Facebook
Twitter
Vimeo/YouTube
Flickr

22. Strategy: Provide Easy Access to Lakewood Specific Information
Elements: Promotional Offer

23. Objective: Generate Inquiries/Visits for Lakewood
Strategy: Use Grand Opening to Generate Media Attention

24. Strategy: Use Grand Opening to Generate Media Attention
Elements: Development/Programming for Event
Entertainment
Catering
Equipment Rentals
Onsite Photography
Identify/Create Materials for Day of Event
Public Relations
Access to Facility and Speakers
Generate Pre- and Post-Event Coverage
Repost and Push Event Coverage

25. Timeline

26. THE LAKEWOOD YMCA