Youth Service Agency Solidifies its Brand, Increases Visibility, Achieves Consistency of Direction and Message

CYC, Chicago’s largest, independent youth services agency, was a fragmented organization with multiple program locations in some of the toughest neighborhoods in the city, providing everything from Head Start to after-school programming, as well as specialized services for underserved families. Although some of its centers were well known, CYC as an organization and an important force in youth services, was not.  PCI was retained in 1999 to help CYC establish a central brand and raise public awareness of its quality programs and services, which would better position it for fund raising, grants and board recruitment.

Key to achieving CYC's the objective was to solidify its organizational identity, which was accomplished through a branding campaign that centered around a new logo and “look” as well as the re-naming of all centers to incorporate the CYC parentage. PCI audited all marketing and collateral materials and revised them to incorporate consistent themes and messages. More important, center directors and central office staff joined in a two-day, PCI facilitated team-building workshop to foster camaraderie and a commonality of direction. The session included media training exercises that helped individuals who would serve as spokespersons for CYC to be consistent in their message and language, a first for the organization.

PCI has continuously consulted with the CYC board and its marketing committee, central office and center staff. We created a marketing communications plan, restructured the organization’s annual report as a CYC capabilities brochure, and created annual financial reports and periodic newsletters for the organization. Media relations has been an important ongoing component of the program, focusing on the successes of CYC kids, novel programs and special events.

We also created a new name and strategic theme for the organization’s single, largest fundraising event, the spring gala, March Mosaic. The name reflects the diversity of the children served by CYC and lends itself to major art projects, created by recognized artists. Children from CYC often participate in the design or creation of the works of art, which have included a ceramic mosaic, a quilt and sculpture, and which are auctioned off at the gala.

The year the newly named March Mosaic was launched and publicized by PCI, the event generated the best attendance and fundraising contributions in its history. Chicago Social reporter Liz Grossman wrote in her 2001 post-event story, “The gala raised more than $750,000, as well as awareness among all in attendance about the diversity, strength and positive influence the Chicago Youth Centers has had on Chicago.”

Media relations has proven successful, as well. In the course of our seven-year relationship, the media relations campaign has generated more than 400 stories, including features and letters-to-the-editor in Chicago’s daily newspapers, event and program coverage on local television and radio, mentions on NBC’s “Today” show, and inclusion in a Chicago Sun-Times article on 10 worthy Chicago charities.

CYC’s objective on being a unified agency has been met.  All centers and services are now identified as part of the CYC family and there is a consistency of message.