2020 COVID Reopening External Communications: “What to Expect” Informational Video Content
▲ VIDEO CONTENT
▲ VIDEO SCREENSHOTS
▲ VIDEO CONTENT
▲ VIDEO SCREENSHOTS
▲ VIDEO CONTENT
▲ VIDEO SCREENSHOTS
▲ VIDEO CONTENT
▲ VIDEO SCREENSHOTS
[ details ]
Organization
Greater Somerset County YMCA
Project
“What to Expect” COVID Reopening Informational Content
Role
Messaging, Project Lead
Tools & Technology
Google Docs | Google Sheets
Skills & Knowledge
Audience Segmentation | Brand Messaging | Brand Stewardship | Communications Strategy | Creative Problem-Solving | Creative Services Management | Creative Team Leadership | Crisis Communications | Cross-Functional Collaboration | Customer-Centric Mindset | Email Marketing | External Communications | Nonprofit Marketing | Organic Social Media | Reputation Management | Stakeholder Management
Links to Content
- What to Expect When Visiting the Y | Greater Somerset County YMCA
- What to Expect | Early Education Center | Hillsborough YMCA
- What to Expect | Early Education Center | Somerset Hills YMCA
- What to Expect | Early Education Center | Somerville YMCA
- What to Expect | Outdoor Group Exercise | Bridgewater YMCA
- What to Expect | Outdoor Group Exercise | Hillsborough YMCA
- What to Expect | Outdoor Group Exercise | Somerset Hills YMCA
- What to Expect | Outdoor Group Exercise | Somerville YMCA
- What to Expect at Pool Lap Swim | Hillsborough YMCA
- What to Expect at Pool Lap Swim | Somerset Hills YMCA
- What to Expect at Pool Lap Swim | Somerville YMCA
Additional Credits
- Steve Clarke: Animation & motion graphics, digital signage design, graphic design, intro/outro graphics, outdoor signage design, print production, sound editing & video editing
- Aaron McCoy: Intro/outro graphics, sound editing, video editing, video production lead
- Barbara Russo: Video production
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INTRO & GOAL
Outdoor fitness in 2020 was a welcome respite following weeks of quarantine. However, New Jersey state and local municipal departments of health-mandated processes understandably piled confusion and frustration on top of eagerness to participate. The Y’s in-house team was tasked with creating and deploying a solution to support front-line staff and member satisfaction at a time of substantial operational challenges.
STRATEGY & PROCESS
The creative team opted to bring clarity and comfort to a complicated and ever-changing situation by showing — not just telling — members how to get back to the activities they miss the most. Step-by-step instructions were crafted for each of Greater Somerset County YMCA’s four facilities, showing members how to participate in outdoor fitness, appointment-based lap swimming, and appointment-based indoor fitness activities. Instructions for each of the Y’s two on-site child care centers operating at the time were also created. The team set out to each facility and filmed precisely where members go, what to do, who to look for, etc. Animations and informative text kept the content bright and engaging along the way.
SOLUTION & OUTCOME
The Y’s in-house creative team ultimately created and shared 68 original, on-demand educational, fitness & informational videos to support the community and members. The video content was practical and heavily utilized in audience-specific communications deployed via email, social media, text messaging, and the Y’s website in a new “What to Expect” section.