Carrie-d Away

Week Two – Character Analysis

• Select a final client. Develop the client as a “character”.
• Unlike what is often the case in the real world, it helps to be familiar with and/or interested in the client’s needs.
• The client can be as firm or as, for example, Lorillard (a tobacco company established in 1760) or as indeterminate as a socially-conscious topic.

Answer as many of the following as possible (if you can’t, leave it blank) 

Client name: YMCA of Kanawha Valley 

Established: YMCA of Kanawha Valley established itself as the Charleston YMCA in 1907 

Current branding: 

Related clients/associations:  The YMCA of Kanawha Valley has no formal clients—instead those that interact with the YMCA are program participants, volunteers and employees. The YMCA is involved closely with non-profits and organizations throughout the area including, but not limited to: United Way,  City of Charleston, Greater Kanawha Valley Foundation, Volunteer WV and Kanawha County Parks and Recreation. 

If part of a larger organization, position in structure: The YMCA of Kanawha Valley is a localized franchise of the YMCA of the USA. The YMCA is a national organization with a long history of commitment and success for the nation’s communities and families. 

Position in society (wealth, influence, etc): Middle class, blue-collar worker with moderate influence but a genuine desire to help those less fortunate. 

Client’s service (what they do, believe in, or are interested in): The purpose of the service of the YMCA of Kanawha Valley is to serve and enhance the well-being of children and families in the surrounding areas by providing programs and services to over 10,000 people in the community. 

Where is client based and what is their reach? The YMCA of Kanawha Valley is based in Charleston, W.Va., serving an eight county radius that includes Kanawha, Putnam, Boone, Clay, Fayette, Roane, Jackson and Lincoln counties.  The two main facilities are located in Charleston and Cross Lanes. 

Mission statement, operating procedures, etc.: To enhance individual health and well being, strengthen personal and family relationships and develop strong leaders and followers, which ties directly to the YMCA motto, “For youth development. For healthy living. For social responsibility.”  The YMCA associates with people of all faiths, abilities, ages, and incomes and never turns anyone away for the inability to pay. 

Stance on their competition: The YMCA does not see others in its service market as a direct threat, necessarily—the insecurities that the competition causes for the YMCA stems from the fact that its members and those in the community are not made adequately aware of the services and programs, as much as those that provide similar services as the YMCA. 

Ambitions or desires for the future: The desires of the YMCA stems from its deep desire to see the greater Charleston area succeed and thrive. The ultimate goal for the YMCA would be to make adequately available reasonably priced childcare and sports/development programs to every child, man and woman in the area.  The future would be made possible by developing lasting partnerships with school districts, hospital systems and state agencies in the area. 

Chronology/milestones of important events in the client’s development: 

• • YMCA of Kanawha Valley established itself in Charleston, WV in 1907
  • The original YMCA, in downtown Charleston now known as Davis Park, was dedicated in 1911
  • The YMCA purchased its first home in 1979
  • During the 1980’s, the YMCA struggled financially
  • In January of 2003, the YMCA had a renovation including a 5,000 square foot fitness center, gymnasium, kid’s gym was added—and included a variety of other sports venues
  • The YMCA expanded its services and programs to the Upper Kanawha Valley in 1999 in the greater service areas of Montgomery and East Bank
  • Expansion moved westward in 2004 as the YMCA purchased a second home located in Cross Lanes
  • In 2005, the YMCA opened a daycare in the downtown Charleston business area in collaboration with the law firm Pullen, Fowler and Flanagan

Are there current changes/developments in their story? If so, what? How? Beginning in July, the YMCA has undergone an identity transformation [re-branding] initiative. YMCA’s new look is playful, friendly and fun—kid friendly and light-hearted. The YMCA’s style is colorful and bright with a clean, confident look. 

How do they publicly present themselves? The YMCA is a familiar friend to the general public. Through annual fundraising campaigns and year-round programs, the YMCA is consistently involved in the community. The YMCA is involved in community and public relations as a result of continuous communication and valuable interactions. 

Do they utilize a recognizable spokesperson? If so, who? If not, who (if there could be only one) would best fit the client? Currently, the YMCA does not have an official spokesperson—the only people who speak on the YMCA’s behalf is a business employee and marketing partner. For the time being, in the midst of the image transformation, it seems that the most appropriate spokesperson should remain as it is.

Does the client have a masculine or feminine, quality of voice, mannerisms, manner of speech, personality, etc.? The YMCA has a masculine quality of voice, with a charismatic nature and mannerisms that attracts men, women and children alike – a Mr. Rogers personality with a George Clooney appeal. The manner of speech and personality are lively, vivacious and highly energetic with an entertaining quality.

  Now really think of your client as a character and get creative. Try to answer these questions: 

What is the character’s favorite color? Food? Season? Composer, author, and/or artist (if any)? Blue and green. Summer/Fall. Dr. Seuss, Beverly Cleary and Stephenie Meyer. 

Do they like animals? What kind? The YMCA likes all animals—mostly appreciates watching animals in the wild and has a white and black dog named Spot. 

Are they happier indoors or out? The YMCA enjoys the outdoors in the Spring, Summer and Fall months—playing outdoor sports like football and ultimate Frisbee. Colder months allow indoor time for aerobics classes, tennis and basketball. 

Do they enjoy physical labor? Mental gymnastics? The YMCA enjoys exerting most of its physical energy on team sports—physical activity is as important as mental activity. The YMCA is focused on a healthy balance of physical and mental exercise. 

Are they self-loathing? The YMCA is not self-loathing, rather, loves itself, what it has to offer and has dedicated itself to the betterment of those in the community, and encouraging everyone to encourage and support one another. 

What does the character admire in others? Two characteristics that the YMCA admires most in others are compassion and teamwork. 

Do they aggressively exist solely for profit and fiction is fine or do they view themselves as on a mission? The YMCA is mission-minded and exisits to serve that mission, committed to the service and growth of the community in which it resides. 

What is the client ashamed of? Not necessarily ashamed of anything, the YMCA has room for improvement in its promotional efforts. Many of those in the community still have yet to realize the programs and services available to them.

What are the client’s weaknesses in character? What are their strengths?

Weaknesses: Passive, timid, shy, lack of internal spirit, unstructured

Strengths: Popular, generous, kind-hearted, community-minded, accepting, understanding, compassionate

What holds character back from realizing their ambitions? The two major struggles that face the YMCA of Kanawha Valley is lack of financial availability and the need for a more effective team-oriented work ethic.

Does the client enjoy traveling? Going out among people? For the most part, the YMCA likes to stay local. Aside from its eight-county community service area, the YMCA stays centrally located. Interactions with people are vital to the daily life of the YMCA. In fact, there is never a day that the YMCA is not out in the community.

Does character set trends or follow them? Conventional? Typically, the YMCA was relatively conventional. More recently, the YMCA has undergone a style reinvention (brand redesign)—attempting to reach more people and to grow an expanded presence, the YMCA hopes to set trends and participate more in the community.

What are the client’s political leanings (if any)? No comment.

Does the client rely most on thinking, feeling or physical sensations? Basically, which does the character trust most? The YMCA is a well-balanced being that harnesses the power of a healthy balance of body, mind and spirit. However, most in the community are more familiar with the physical sensations of the YMCA.

 For more information on the YMCA of Kanawha Valley, visit: www.ymcawv.org