Visual Strategy Guide
Young Men’s Christian Association
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Visual Strategy Guide
Young Men’s Christian Association
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BOOK 1
YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL STRATEGY GUIDE
Our Past C
YMCA
Visual Strategy Guide
Young Men’s Christian Association
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no it a icoss A n a i t s ir h C s’n e M g n uoY e d i u G y g e t ar t S l a u s i V
Our Past
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Young Men’s Christian Association Visual Strategy Guide
BOOK 1 CONTENT
01 OUR PAST
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About YMCA Our History Competitions
02 OUR PRESENT Mission New Vision Competitions Direction Audiences
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About YMCA
Our History
Competitions
01
Our Past
1
OUR PAST
YMCA
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ABOUT YMCA
WHO ARE WE YMCA is one of the nation’s leading nonprofits strengthening communities through youth development, healthy living and social responsibility. Across the U.S., 2,687 YMCA engage 21 million men, women and children—regardless of age, income or background— to nurture the potential of children and teens, improve the nation’s health and well-being and provide opportunities to give back and support neighbors. Anchored in more than 10,000 communities, YMCA has the long-standing relationships and physical presence not just to promise, but to deliver, lasting personal and social change.
YMCA IS A NONPROFIT LIKE NO OTHER. THAT IS BECAUSE IN 10,000 NEIGHBORHOODS ACROSS THE NATION, Our Past
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WE HAVE THE PRES PARTNERSHIPS TO PROMISE, BUT DEL POSITIVE CHANGE YMCA
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SENCE AND O NOT JUST LIVER . Our Past
We know that lasting personal and social change comes about when we all work together. That’s why at YMCA, strengthening community is our cause. Every day, we work side-by-side with our neighbors to make sure that everyone has the opportunity to learn, grow and thrive.
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YMCA
1840–1860S In 1844, industrialized London was a place of great turmoil and despair. For the young men who migrated to the city from rural areas to find jobs, London offered a bleak landscape of tenement housing and dangerous influences. Twenty-two-year-old George Williams, a farmerturned-department store worker, was troubled by what he saw. He joined 11 friends to organize the first Young Men’s Christian Association (YMCA), a refuge of Bible study and prayer for young men seeking escape from the hazards of life on the streets.
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George Williams launched the YMCA movement in London as a volunteer in 1844, and his example persists in the expansion of the Y across the globe. In the United States, early YMCA programs were run almost entirely by volunteers.
OUR HISTORY WHAT WE DID
In 1853 in Washington, D.C., the first YMCA for African Americans was founded by Anthony Bowen, a freed slave. Welcoming and engaging newcomers and immigrants has always been part of YMCA work. In 1856, the nation’s first-known English as a Second Language (ESL) class was held for German immigrants at the Cincinnati YMCA.
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1870–1880S YMCA housing was started in the 1860s to give young men moving to cities from rural areas safe and affordable lodging. Facilities included gyms, auditoriums and hotel-like rooms. Chicago’s Farwell Hall, the first known YMCA dormitory, was completed in 1867. In 1861, a conference with President Abraham Lincoln led to the full-scale recruitment of YMCA volunteers. Eventually numbering 5,000, members of the U.S. Christian Commission served as surgeons, nurses and chaplains during the Civil War. The volunteers distributed medical supplies, food and clothing, and taught soldiers to read and write. In 1881, Boston YMCA staffer Robert J. Roberts coined the term “body building” and developed exercise classes that anticipated today’s fitness workouts. In San Francisco, YMCAs serving Asians were established in 1875 to serve the large Chinese population there, and a Japanese YMCA was founded in 1917. U.S. Native American Ys started in 1879 with the founding of a YMCA by Thomas Wakeman, a Dakota Indian, in Flandreau, South Dakota.
1880–1950S Camping became a cornerstone of YMCA programming in 1885 when the YMCA started Camp Dudley, America’s first known summer camp program, at Orange Lake, New York. In 1910, 25 African American YMCAs were built in 23 cities as a result of a challenge grant program announced by Sears Roebuck founder Julius Rosenwald. The Ys included clean, safe dorm rooms and eating facilities, which were a boon to African American travelers, especially servicemen, in a segregated and discriminatory era. Sponsored by the New York State YMCA, the YMCA Youth & Government program began in Albany in 1936. The program encourages high school students to understand the processes of government and to prepare to participate in it. During World War II the YMCA, along with five other national voluntary organizations, founded the United Service Organizations for National Defense, today known as the USO. Also, YMCA staff worked secretly in U.S. internment camps holding about 110,000 Japanese Americans, organizing clubs and activities for the children.
YMCA
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1960–1990S Motivating African-American teens to academic and career success was the goal of a Black Achievers program conceived in 1967 by Quentin Mease at the South Central YMCA in Houston, Texas. In 1971, financial consultant Dr. Leo B. Marsh at the Harlem Branch YMCA (New York) initiated the Black Achievers format we know today: a volunteer adult mentoring model that helps youth to raise their academic standards and develop a positive sense of self. The program later expanded to support all teens of color. Many African American YMCAs became meeting places and rallying points for the Civil Rights Movement. In 1967, racial discrimination was banned in all YMCAs. YMCA of the USA first began work on public policy issues in the late 1970s, forming the Government Relations and Public Policy Office in the nation’s capital in 1991. To encourage the healthy development of youth, YMCAs conducted the first national Healthy Kids Day in 1992—the nation’s largest health day for kids and families. During YMCA Service meetings held in 1996 and 1997, YMCAs voiced their desire to have YMCA of the USA secure corporate alliances on behalf of the movement.
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2000–PRESENT The YMCA responded to several world crises—Sept. 11 (2001), Pacific Rim tsunami (2004), Hurricane Katrina (2005) and the earthquake in Haiti (2010)—through fundraising, rebuilding efforts and programs designed to rekindle hope in the affected communities, particularly among children and young people. In 2008, with support from Lumina Foundation for Education, YMCAs added College Goal Sunday to their educational programs for youth, which helps lowincome, at-risk or non-traditional students with the financial aid process—one of the most significant obstacles to college access and success. YMCA Healthy Family Home (HFH), a partnership between the YMCA and Eli Lilly and Company, launched in 2008 to inspire families to make healthier lifestyle choices in homes nationwide. Positioning the YMCA as an important partner in preventing chronic disease throughout the nation, Y-USA garners the support of high-ranking government officials. In 2010, First Lady Michelle Obama chose the YMCA as the venue to launch the pillars of her “Let’s Move” campaign against childhood obesity.
In 2010, the Y revitalized its brand and began officially referring to itself by its most familiar name—the Y—for the first time. YMCA of the USA makes a commitment in 2011 to the Partnership for a Healthier America (PHA) to help end the childhood obesity epidemic. All YMCA’s will adopt a set of Healthy Eating and Physical Activity (HEPA) standards in all its before and after school programming. To help end childhood hunger during the summer, the Y and the Walmart Foundation serve more than 7 million meals and snacks to 70,000 children when school is out of session, beginning 2011. In 2015, Kevin Washington takes over as the 14th President and CEO of YMCA of the USA, becoming the first African American to hold the position.
YMCA IS COMMUN FOR NEARLY 160 Y BEEN LISTENING RESPONDING TO COMMUNITIES. YMCA
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HISTORY TIMELINE
1860 1860
Started YMCA housing to give young men moving to cities from rural areas safe and affordable lodging.
1990 1991 Formed the Government Relations and Public Policy Office in the nation’s capital.
1992 Conducted the first national Healthy Kids Day.
NITY CENTERED. YEARS, WE’VE AND OUR Our Past
1840
1850
1844
1853
On 6 June 1844, George Williams founded YMCA in London and aims to put Christian principles into practice by developing a healthy body, mind, and spirit.
The first YMCA for African Americans was founded by Anthony Bowen in Washington, D.C.
1856
The nation’s first-known English as a Second Language (ESL) class was held for German immigrants at the Cincinnati YMCA.
1880
1910
1881
1910 25 African American YMCAs were built in 23 cities as a result of a challenge grant program announced by Sears Roebuck founder Julius Rosenwald.
2000
2010
2000
2010
Helped low-income, at-risk or nontraditional students with the financial aid process with support from Lumina Foundation for Education.
First Lady Michelle Obama chose the YMCA as the venue to launch “Let’s Move” campaign against childhood obesity.
TO BE CONTINUED
Robert J. Roberts coined the term “body building” and developed exercise classes that anticipated today’s fitness workouts.
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YMCA
MAIN COMPETITORS
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Young Men’s Christian Association
When it comes to YMCA, people’s first impression is a fitness center. Although they tackle a wide variety of goals to complete their mission, they have become a gym and activity center for all kinds of people. YMCA fitness is very affordable and well organized, and the fitness chain contains more than 10,000 branches nationwide. However, they are not the first choice for those who want to work out. In this case, finding out and analyzing their competitors in the current market is an necessary and very helpful way to figure out their potential problems.
COMPETITORS
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HOW IS YMCA DIFFERENT FROM THEM?
We have a more supportive and encouraging environment that is based on empathy for each other. The goal is different: we helps people overcome their uncertainty, not just get a stronger body. Since we are a non-profit organization, all money people spend will be used in the right place and help more people in need.
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YMCA
ANYTIME FITNESS Objects under this franchise work 24 hours a day, 365 days a year. This is the biggest asset of the huge company, operating over 2175 clubs in North America, and 718 across the globe.
GOLD’S GYM This is the only gym chain on the list that can be classified as a gym focused on weight lifting and bodybuilding. There is no bigger weightlifting gym in the world than Gold’s Gym. Monthly membership starts from $30.
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24 HOUR FITNESS The facilities of 24 Hour Fitness opens 24 hours a day. It is available for people to burn calories, have a great stretching session, or improve their game using some of the advanced programs available. Affordable prices start from $30 a month, and availability.
CRUNCH FITNESS The main slogan that Crunch Fitness offers is “Making working out fun”. No matter what’s your choice for working out, in Crunch Fitness you can have quality training. They have some unique programs, like pole dancing and many more.
LIFETIME FITNESS Lifetime Fitness is a big franchise, operating in the 114 objects around the US. People can have a great post-workout meal here as well; Lifecafe is the brand that can suit your needs.
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EQUINOX World-class functionality, unique and highest quality programs, the best equipment in fitness today and highest skilled staff are some of the reasons people might want to go check out Equinox.
THE SPORTS CLUB This is a chain of highly exclusive gyms in California and New York. This is the place to join in if you are up to workout alongside some of the popular celebrities. This method can actually work great to your efficiency.
WELLBRIDGE Numerous programs, group activities, interesting events and highly equipped gyms of Wellbridge allure loads of people who like to stay in shape. A membership in Wellbridge will get you many useful commodities if you are traveling, or buying supplements, equipment, clothes, etc.
MVP SORTS CLUBS This franchise is definitely earning a place on the list for the sheer size of the objects, and a huge array of services the company offers. The Orlando Magic basketball team trains here.
DAVID BARTON GYM Relatively small but innovative; quality approach to fitness & wellness definitely differentiate the franchise. Interesting programs inspire and keep customers entertained while burning calories.
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YMCA
ADJACENT COMPETITORS
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We build on community, which makes it easier to connect people. The power of mobile apps is that they are convenient and accessible to everyone. We see there are all kinds of fitness apps we can download, and before we start with our new vision, it is better to find our position and distinguish ourselves.
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HOW IS YMCA DIFFERENT FROM THEM?
Instead of being an app that has programs, we provide a real place for people to come. We connect each member through real interaction, which motivates them more. Success in people’s mind is the most important goal for YMCA, and that is what encourages them to keep moving on.
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YMCA
GYMPACT Set yourself a target number of gym visits within a period of time and you can earn money by reaching your target! You are fined every time you miss a workout, and, at the end of the week, the fines are redistributed to all the people who reached their workout goal.
COUCH TO 5K This promises to get you running 5km with ease in nine weeks. Starting with walking and light jogging, its step-by-step programme aims to gradually increase your fitness as you go from a beginner to a confident runner in only three training.
If you find the idea of going to an actual yoga class less than relaxing, then Pocket Yoga is the way to go. Using both audio and visual guidance, the app will guide you through any of 27 routines. Visual Strategy Guide
Young Men’s Christian Association
POCKET YOGA
WORKOUT TRAINER This app allows you to take control of your own fitness training, offering an enormous range of workout routines varying in length, intensity and target area of the body. Most routines have pictures to guide you and a digital personal trainer to talk you through it.
IMUSCLE Relatively small but innovative; quality approach to fitness & wellness definitely differentiate the franchise. Interesting programs inspire and keep customers entertained while burning calories.
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GARMIN FIT This app uses the GPS tracker on your phone to track your speed, distance and elevation. It will also calculate how many calories you’ve burnt using your weight, height and age, and you can listen to your own music while you run.
MYFITNESSPAL Take the stress out of weight loss by tracking how many calories you’ve eaten without having to crunch the numbers yourself. Monitor what you eat using the barcode scanner or by searching the database of more than three million foods.
STRAVA CYCLING A GPS tracker with a difference: not only does this app measure the speed, distance and elevation as you cycle, it also allows you to compete with other cyclists who have ridden the same “segment” of road or trail.
NIKE TRAINING CLUB The Nike Training Club app provides you with a range of workout routines based on people their own fitness level and targeting specific areas of the body.
FITOCRACY An app that provides a reward system for anyone struggling with motivation. The aim is to get to the highest level possible by logging the exercises you’ve done.
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Mission
New Vision
Competitions
Direction
Audiences
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Our Present
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OUR PRESENT
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MISSION
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YMCA HELPS PEOPLE
TO OVERCOME THEIR UNCERTAINTY AND INTEGRATE THEIR BODY, MIND, AND SOUL FOR POSITIVE GOALS.
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YMCA builds a supportive and welcoming shelter for people who feel unsure in this society. Being part of the YMCA community ties every single one together and brings them the opportunity to believe in themselves and find peace in their mind, body and soul in order to combat external pressures.
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YMCA
YMCA creates a welcoming environment for everyone to feel comfortable to explore spiritual matters. They have respected various expressions of religion and ensured that everyone has the opportunity to learn, grow and thrive for the last 160 years.
In order to serve this new generation, the new goal for YMCA is to encourage people to break through the darkness in their life and help them to find real peace in mind. The body-spirit integration guides lost ones to healthier living and delight.
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However, the era has changed as technology has brought so many conveniences to our life. We are more connected to our friends, family, and even the world on account of the world wide network and mobile devices. But we are also disconnected from each other because we are easily drawn to distractions. People feel even more lonely when they are with friends. They have lost their passion in life and forgotten how good it is to challenge their limits.
NEW VISION
Also, we change our name from the Y to the A, which means we are a opening association that will always be there for you.
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YMCA
FUTURE COMPETITORS
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In the future, we focus on making every individual better. We take a further step to keep your whole body healthy. It is not only about physically healthy, but more about mentally healthy. When you believe in yourself, you also have the power to support others and make others become better.
COMPETITORS
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INTERNATIONAL RESCUE COMMITTEE They help people whose lives and livelihoods are shattered by conflict and disaster to survive, recover and regain control of their future.
AMERICAN REFUGEE COMMITTEE They help people survive conflict and crisis and rebuild lives of dignity, health, security and selfsufficiency.
ACHILLES INTERNATIONAL To enable people with all types of disabilities to participate in mainstream running events in order to promote personal achievement.
BIG BROTHERS BIG SISTERS For more than 100 years, Big Brothers Big Sisters has operated under the belief that inherent in every child is the ability to succeed and thrive in life.
BOY SCOTS OF AMERICA The BSA provides a program for young people that builds character, trains them in the responsibilities of participating citizenship, and develops personal fitness.
GIRL SCOUTS OF THE USA The preeminent leadership development organization for girls. And with programs for girls from coast to coast and across the globe.
BOYS & GIRLS CLUBS OF AMERICA An increasing number of children are at home with no adult care or supervision. Boys & Girls Clubs offer cares and programs.
AMERICAN KIDNEY FUND Their vision is a world without kidney disease. Every kidney patient should have access to health care, and every person at risk for kidney disease should be empowered to prevent it.
CARINGBRIDGE To amplify the love, hope and compassion in the world, making each health journey easier.
ARTHRITIS FOUNDATION They helps conquer everyday battles through life-changing information and resources, access to optimal care, advancements in science and community connections.
IN YMAC, WE WELCOME EVERYONE TO JOIN US, REGARDLESS OF AGE, GENDER, NATIONALITY, AND RELIGION. YMCA
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Our Present
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WE BELIEVE YOU DESERVE BETTER.
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YMCA
OUR PAST LOOK
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We had a very gymnastic feeling in the past. People come to YMCA in order to keep in good shape.
DIRECTIONS
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YMCA
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OUR NEW LOOK In the future, we will become a place where people find their inner value. We are no longer just a gym, but a community for you to thrive and become better.
FULFILL YOURSELF
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AUDIENCE
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SOCIAL KID (9) She went to summer camp with her best friend Layla this summer. She had a great time and got a chance to make more friends there. Her parents are both busy at work and spend less time playing with her. It is unfair to her but she understands that they don’t have a choice and still loves them. She is the only child, but she got a dog, Mango, as a pet when she was five. They do everything together and she learned trust and patience from him.
MADDLE CARROLL
Although she is very considerate as a child and doesn’t make her parents worry, they always feel sorry about spending less time with her. She is a very sweet and polite girl, and that everyone loves to talk to her. The thing that excites her the most is they are going to the national park next month. She loves outdoor activities, especially with her family. She has a smart phone because her parents think this makes it easier to reach her. Her friends are jealous of her phone, but she doesn’t want it at all. She cares about real company, not a cold stupid machine.
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YMCA
COLLEGE FRESHMAN (18) He left his hometown, Seattle, to go to San Francisco for university. He is very excited but also worried about everything he is going to meet in this whole new city.
Sometimes he volunteers for local charities, and he enjoys it a lot because he understands that giving is more blessed than receiving.
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He is kind and caring to his friends and family, and even people that he just met.
DUNCAN WADE
During his free time, he likes to play basketball and go swimming. He used to join the school clubs and attended lots of matches. He has a very tight schedule every day since he wants to do a lot of things, and he keeps trying new things with different people. He hardly ever says no to others because he doesn’t want to miss out on any experiences. He spends most of his time hanging out with people instead of staying at home and watching TV. It doesn’t make any sense to him and wastes too much time. Although he is passionate about his life, he doesn’t really know what he wants to do in the future. He doesn’t talk much about this to others, but this question has been on his mind recently.
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MUSICIAN (24) She lost her mother when she was a little girl, and that forced her to get stronger and learn that people are fragile both mentally and physically. Even though she had a heartbreaking experience, she keeps moving on and writes a lot of songs based on her life. She never gives up and always believes in herself. She is a talented musician and began her career six years ago.
ROSE YANG
Talking to people in different fields inspires her, and she also likes to share her own story with others. That makes her feel connected to this world and happy. When it comes to difficulties, she finds ways to face them and solve them. There is nothing impossible for her; the key is to keep optimistic all the time. Sometimes she feels tired and frustrated too. She will go exercise and leave annoying things behind for a while. She cares about her families. They spend a lot of time together on weekends and support each other. She knows that whenever she needs them, they will be there for her, and she will be there for them.
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YMCA
HOTEL RECEPTIONIST(27) She stopped working out for a while because the hotel was busy during the summer, and she felt tired after work.
After she stopped working out, she gained some weight. She notices that her belly is getting bigger and she feels upset about it.
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She canceled her membership to the gym since she decided to move in with her boyfriend, and it is far away from where she lives right now.
SARAH PAGE
Not only herself, but people around her, noticed the change in her body. That bothers her a lot and has become a motivation for her to resume exercise. She always eat out because she doesn’t know how to cook. While she wants to eat healthy, there are not so many choices near her working place. There is a fitness center at the YMCA at the corner of her new place. She is interested in some group classes and has decided to join the membership. She has been thinking of going to the gym with her boyfriend, but he always has excuses because he doesn’t like to exercise. She is trying to convince him since this is really good for his health.
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PE TEACHER (40) He is passionate about his job, and always trying to improve his curriculum in order to keep every student safe and healthy. He tends to work out every day because he thinks that is the best way to keep in good shape, and it also makes him feel satisfied in mind. Not only him, but also his two kids love sports, and they don’t do things that may harm their body. They have a healthy schedule and wake up early every day.
ERIK DAVISON
He teaches in a small school that has only 100 students and 17 teachers. He would like to meet people outside the school. Serving is one of his favorite things in his life. He always wants to help people and share what he has with those in need. There is no best for him, everything can be improved in some way. He never stops learning and finding to courses to take. He always brings his caring to people around him and does his best to make sure that he will meet his goal.
YMCA
WHAT’S NEXT?
YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL DEVELOPMENT GUIDE
Our Present 43
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DESIGNER
INSTRUCTOR
WanTing (Katie) Ko
Hunter Wimmer
CLASS
SEMESTER
Nature of Identity
2016 Fall
BOOK 1 YOUNG MEN’S CHRISTIAN ASSOCIATION VISUAL STRATEGY GUIDE
Our Present 45
Believe in