In the current world that is laden with random messages and information, the organization's key key to breaking through the clutters is to reasonably manage its communication media and deliver a consistent message via its text and image contents. From the standpoint of establishing organizational identity, we have learned from past experience that optimizing text, image and meaning makes a big difference in helping a wider community understand the organization's mission, vision and service areas.
Therefore, the purpose of the essay is to analyze the communication devices used by a non-profit organization to build an identity that is conveyed to the audience. For this purpose, we have chosen to take YMCA as an example. A profile of the organization will be provided followed by an analysis of YMCA's identity construction by examining elements such as mission statement, advertisements, web pages, logos, slogans, icons, and the its urban presence in United States. In the meantime, the paper will evaluate the effectiveness, namely positive and negative traits of each communication device. All the secondary data has been quoted from websites, academic journals and industry research papers.
[...] YMCA successfully makes itself a household name by its holistic daily text and image communication to the extent that customers have the same brand association even when viewing the initial letters in different font type and color. Conclusion To sum up, how customers perceive an organization's identity is closely related to how the organization delivers the message through text and image communication. Like a building a brand, organizational image and awareness together form the major components of what an organization or corporate is all about (Schielke, 2010). [...]
[...] A set of slow motion records his seemingly perfect moves-knees bending, aiming, jumping and shooting-followed by the ball drawing an arch in the air. The moment the ball is rebounded from the board, the music comes to a sudden halt and switches to the song Startled and angered by the missed shot, the boy simply makes some more attempts but all ends up missing the hole. He keeps on throwing some till the last one accidentally flies out of the court and sets off the alarm of some cars in the lot. [...]
[...] With regard to the icons, the four initial letters (YMCA) shaped by human body language successfully grab a lot of people's attention and speak for the brand itself. The icon imprint becomes a viral phenomenon by appearing in our everyday life. The YMCA advertising and effectiveness It goes without saying that advertising plays a pivotal role in delivering products or services messages to the general public, thus building an organizational identity, Like other nonprofit institutes, As of 1980s, YMCAs have been advertising in different media such as print, radio, TV, and Internet, to name a few. [...]
[...] In addition, YMCA effectively leverages its brand connotation and substantially incorporates the values of “caring, honesty, respect, and responsibility into every aspect of its activities, which is consistent with its organizational identity as a leader in promoting “youth development, healthy living and social responsibility”. The YMCA logos, slogans, icons and effectiveness One of YMCA's slogans is build strong kids, strong families, and strong communities." This can be interpreted as the Ys' willingness to go extra miles taking care of kids, family members and the diversified communities. [...]
[...] This paper analyzed the communication devices used by YMCA (United States) o build an identity conveyed to the audience. Generally, it illustrated the importance of effective text and image corporate communication and examined YMCA's identity building through elements such as mission statement, advertisements, web pages, logos, slogans, icons, and the Y's urban presence in United States. Some recommendations were also proposed to improve YMCA's current communication strategies in all areas. Reference Belgacom Adsl: YMCA advetolog, retrieved Feb from http://www.advertolog.com/belgacom-adsl/print-outdoor/ymca-6513055/ Jain, N., Sethi, A., & Mukherji, S . [...]
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