Cincinnati Y hires Powers for major marketing effort

CINCINNATI: The YMCA of Greater Cincinnati has taken on the Powers Agency for a $1 million-a-year integrated marketing campaign that includes a heavy PR element to emphasize the Y's services and 150th anniversary.

CINCINNATI: The YMCA of Greater Cincinnati has taken on the Powers Agency for a $1 million-a-year integrated marketing campaign that includes a heavy PR element to emphasize the Y's services and 150th anniversary.

Powers was picked from among six integrated agencies that pitched for the work because of its track record in the nonprofit arena, said Jackie Mathews, director of communications for the Y.

The Y is in the midst of a five-year strategic plan that includes opening new facilities, celebrating its anniversary, and raising $18 million in a capital improvements campaign, Mathews explained.

Powers will handle PR related to the anniversary, for various events later this year (such as a black achievement dinner featuring the creator of Famous Amos cookies), and a fall event honoring outstanding teens.

"We'll be communicating to the Greater Cincinnati area all the things the Y has been doing,

said Charlie Powers, CEO of the Powers Agency.

The Y's $1 million a year in planned spending includes PR and advertising to be done simultaneously. While ads will show Y activities, PR will be used "to capture the feel of the things that are happening at the Y,

he said.

The Cincinnati Y has 100,000 members in Ohio, Kentucky, and Indiana.

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