Russell Bell: YMCA hits spot with new branding

THIS week has been a very big one for Zenith Solutions for many reasons.
One of the most satisfying moments occurred on Thursday night at Heritage House at the launch by YMCA Central of its new branding and website.
Now, I have to admit that until I got to know the management team at "The Y" I wasn't fully aware of what services it had to offer - and I was the poorer for it because I was missing out!
Both our kids attended "boogie buddies" as toddlers. It was a fantastic programme and helped them with their co-ordination and confidence.
But apart from that, my exposure to the YMCA was limited.
From time to time I heard radio ads with kids shouting "the YMCA, Yeah Man, Cool As". But years of listening to hard rock music meant I didn't quite "catch" the catch-phrase.
When I was approached by Allan MacGibbon (Wanganui District Council Economic Development Manager) to assist with the development of the Intranz industry-based training school, I was surprised that the YMCA was giving support as the training provider.
The reason I was so uninformed as a member of the public was in part because of the exposure the YMCA had in the community and also because it needed help co-ordinating their marketing efforts.
I'm proud to have been able to assist the YMCA draft its full marketing plan and see the first phase of that come to fruition in its rebranding.
I've written before on how important branding is and how you must also target your marketing to meet your market.
It is also just as important to have professionals assisting you in getting this right and, in TGM, the YMCA has selected its partner wisely.
TGM is a graphic-design business and it stand out in the Wanganui market because of its professionalism and the way that it truly works tirelessly to provide the best and highest quality solution for its clients. It also has a knack of synergising with its clients and its other advisers to ensure the right result - congratulations also to Kiwiwebs for its excellent work in constructing the new website.
Both the YMCA and TGM are also well into their Lean journey, and that shows through already in how they both work in their respective markets to deliver value to their clients.
The YMCA's new look is fantastic, fits perfectly with its Vision and Mission and is the platform for the management team to now embark on targeted marketing.
It's not just about modes of marketing such as a "radio spot" or "an ad in the paper"; future marketing will be truly customer focused and will contribute directly to its overall strategic plan.
I encourage you to check out the excellent YMCA website.
It is really impressive. And look out for the new catchline - "Show Your Spirit".
You will be surprised at the amount of things the YMCA does and you will see what a key component they are of Wanganui's current and future community.
If you want to hear more about marketing, branding and connecting with your customers, please email me (russell@zenith-solutions.co.nz) to attend our free customer services workshops, running throughout August on Wednesday nights at 7pm.