YMCA's New National Campaign: No Place Like This Place cover art

YMCA's New National Campaign: No Place Like This Place

YMCA's New National Campaign: No Place Like This Place

Listen for free

View show details

About this listen

 The YMCA has launched a new national brand campaign titled No Place Like This Place. At its heart, the campaign captures something many of us instinctively know to be true: the Y is more than a building, a workout, or a program. It's a place where connection happens, where people belong, and where lives are shaped in quiet and meaningful ways every single day. To help us tell the story behind the campaign, we're joined by two leaders who play an important role in bringing it to life. James Reynolds, our Chief Marketing Officer, and Kristin McEwen, our Chief Experience Officer. Together, they'll share the thinking behind the campaign, how it reflects the lived experience of the Y, and what it means for our staff, members, and communities moving forward. What You'll Learn in This Episode: ✅ How the Y's brand campaign reflects the real member experience of connection and belonging that happens daily in branches across the country, addressing social isolation through intentional programming. ✅ Why this brand refresh takes a bolder, louder approach to challenge outdated perceptions while maintaining the Y's core identity and values that have existed for 175 years. ✅ How staff engagement and authentic community connection turn the "No Place Like This Place" tagline into reality through moments that matter and cultural programs tailored to each neighborhood. Join the Y Connect Podcast to discover inspiring stories of transformation and wellness. Tune in for practical tips and community-driven insights on fitness transformation. Subscribe now to elevate your fitness journey! TIMESTAMPS: 00:00 Introduction to the Y's national marketing initiative "No Place Like This Place" and what makes the brand campaign timely 03:31 The campaign captures both the physical buildings and the community connection that happens outside the Y's walls. Eliminating the stigma that the Y is just a swim and gym for older adults 11:05 Belonging begins when you walk through the door: a personalized member experience and how listening to the members sets the tone for activities offered 21:09 Rolling out the brand refresh across websites, social media, and branches with staff engagement strategies 27:21 Introducing YCONS: celebrating the people who make the Y special through volunteer impact and leadership KEY TAKEAWAYS: 💎 The "No Place Like This Place" brand campaign is a brand refresh, not a complete rebrand—it's the icing on the cake that amplifies what the Y has always been while using bolder visuals and messaging to break through outdated perceptions. 💎 Staff engagement is the heartbeat of making the campaign authentic, as team members create "moments that matter" through personalized greetings, remembering names, and celebrating milestones like the Classics Club for 90+ year old members. 💎 Each Y reflects its neighborhood through local programming such as Bollywood dancing, community gardens, and cultural events, ensuring the national marketing message feels authentic and relevant to diverse communities. ABOUT THE GUESTS: James Reynolds As Chief Marketing Officer for the YMCA of Metro Atlanta, James Reynolds oversees Marketing and Communications, including revenue generation, digital media, brand standards, public relations, and social media. Previously, he was Vice President of Marketing for GoTo Foods International, overseeing 2,000 locations across six brands in 60 countries. He has held marketing and strategy roles with Tropical Smoothie Café, Popeyes Louisiana Kitchen, American Golf Corporation, and the Atlanta Braves. James holds a Bachelor of Science in Marketing from Florida State University with certificates in Digital Advertising and Social Media. He grew up at the Decatur Family Y and now volunteers as a youth soccer coach at Cowart Family Y, where his two daughters play. Kristin McEwen As Chief Experience Officer for the YMCA of Metro Atlanta, Kristin McEwen leads day-to-day operations, membership strategy, and health and wellness programs to advance the YMCA's mission through positive community impact. Kristin has been with the Y for over three decades, beginning as Operations Director at the Bainbridge Y in 1989 and holding leadership positions at multiple branches, including J.M. Tull-Gwinnett, Robert D. Fowler, Cowart, and Sanders Family Ys. She has established impactful partnerships, including the Winship at the Y Cancer Survivor program with Emory, Parkinson's Movement classes, and Shepherd Center programs across Georgia. Kristin holds a Bachelor of Education from the University of Alabama. She lives in Peachtree Corners with her husband Scott and two daughters, Lacey and Mallory, who grew up in the Y. RESOURCES MENTIONED: Website: YMCA Metro Atlanta Facebook: YMCA Metro Atlanta LinkedIn: YMCA Metro Atlanta
No reviews yet
In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.