Instructor:
Elaine Alerette
Overview
92nd Street Y (92Y) is a cultural and community center located on the Upper East Side of Manhattan in New York City, at the corner of East 92nd Street and Lexington Avenue. Its full name is 92nd Street Young Men's and Young Women's Hebrew Association (YM-YWHA).
For 147 years, 92nd Street Y has been serving its communities and the larger world by bringing people together and providing exceptional, groundbreaking programs in the performing and visual arts; literature and culture; adult and children’s education; talks on a huge range of topics; health and fitness; and Jewish life. And now they start their Online education courses to serve their oversea customers.
Mission statement
92nd Street Y is an inclusive culture and community center based on Jewish values. We have been building communities, since 1874.we share knowledge and enrich the lives of people of diverse races, faiths, and backgrounds by providing culture, arts, entertainment, conversation.92Y aims to capitalize and extend our community by venturing into the digital world and expand our community and make it global.Now we want to embrace the idea of a global community by extending our resources in live webcasts of events, talks and conversations, Online classes, professional programs, and global movements.We aim to harness the power of art and ideas to spark actual and deep conversations with remote attendees.
Rebrand Strategy
A. Enter the market of talks and give full play to timely and insightful content. Let more overseas audiences access the professional and high-quality cultural content of these dedicated guest dialogues. promote the diversity of our original content.
B. Integrate the content of talks from various programs into a separate section of webpage, emphasizing that the content focuses on music, literature, food, and timely pop culture.
C. Improve their digital presence and expand it to mobile app to enable users to receive updated events in time and participate more in online activities. Also create a web presence, where everything is streaming digitally all over the globe access all over the globe.
D. Refresh the look and visual language for culturally diverse, and global audiences seeking a community life.92Y aims to reach our audience by using the warm & friendly voice of home, "welcome to the neighborhood" style that invites them to our global community.
E. Spread the welcoming and inclusive image of 92Y and help overseas users establish connections with them.
F.Emphasis the diverse content that we offer. And embrace diversity.
