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TO: YWCA Local Association Leaders

FROM: YWCA USA Communications

DATE: August 5, 2015

SUBJECT: YWCA Brand Update

Dear YWCA Leaders,

Many of you have reached out and are eager to get started with the refreshed brand identity materials and the “YWCA Is On A Mission” campaign. While we appreciate your eagerness to begin using the “YWCA Is On A Mission”, we want to stress the importance of waiting to use the tagline and materials until the campaign is fully launched. That way, we are better able to fully harness the significant collective impact we believe the campaign will have for the entire YWCA movement across the country. We are excited to share a few important updates with you about the rollout of these materials.

Phase I: Brand Identity Materials

You will receive updated brand identity materials and instructions for use starting in September. These materials will include templates for business cards, letterhead, envelopes, fact sheets, and brochures as well as banners, pocket folder, photo library, pitch deck, and a photo library. In addition, a full toolkit will be available to help with implementation of the new resources.

Phase II: YWCA Is On A Mission Campaign

This engaging brand awareness campaign will launch in January 2016. This start date will allow us to maximize the impact and reach of the campaign and we want to stress again the importance of local YWCAs joining us in holding the release of the “YWCA Is On A Mission” tagline and materials until the official launch. Working in unison will increase the campaign’s potency and benefit the entire network.

YWConnect

Please save the date for a YWConnect call on September 16, 2015 at 4PM ET to discuss both the brand identity materials and the new campaign. We will send an invitation with further details, but this call will be an opportunity to review the new resources and talk with the brand experts at CHIEF as well as the YWCA USA communications team.

If you have any immediate questions, please contact communications@ywca.org.

Sincerely,

YWCA USA Communications