YOUTH SERVICE AGENCY INCREASES VISIBILITY,
ACHIEVES CONSISTENCY OF DIRECTION AND MESSAGE
CHALLENGE
CYC, Chicago’s largest, independent youth services agency, was a fragmented organization with
multiple program locations in some of the toughest neighborhoods in the city providing everything
from Head Start to after-school programming, as well as specialized services for underserved
families. Although some of its centers were well known in the city, CYC as an organization and an
important force in youth services, was not. PCI was retained in 1999 to help CYC raise public
awareness of its quality programs and services, which would better position it for fund raising,
grants and board recruitment.
ACTION
Key to the objective was to solidify CYC’s organizational identity, which was accomplished by a
branding campaign that centered around a new logo and “look” as well as the re-naming of all
centers to incorporate the CYC parentage. PCI audited all marketing and collateral materials and
revised them to incorporate consistent themes and messages. More important, center directors and
central office staff joined in a two-day, PCI facilitated workshop to foster camaraderie and a
commonality of direction. The team building session included media training exercises that helped
individuals who would serve as spokespersons for CYC to be consistent in their message and
language, a first for the organization.
PCI has continuously consulted with the CYC board and its marketing committee, central office
and center staff. We proposed a marketing communications plan, restructured the organization’s
annual report as a CYC capabilities brochure, and created annual financial reports and periodic
newsletters for the organization. Ongoing media relations has been an important component of the
program, focusing on the successes of CYC kids, novel programs and special events.
We also created a new name and strategic theme for the organization’s single, largest fundraising
event, the spring gala, March Mosaic. The name reflects the diversity of the children served by
CYC and that lends itself to major art projects, created by recognized artists. Children from CYC
often participate in the design or creation of the works of art, which have included a ceramic
mosaic, a quilt and sculpture, and which are auctioned off at the gala.
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RESULTS
The year the newly named March Mosaic was launched and publicized by PCI, the event
generated the best attendance and fundraising contributions ever. Chicago Social reporter Liz
Grossman wrote in her 2001 post-event story, “The gala raised more than $750,000, as well as
awareness among all in attendance about the diversity, strength and positive influence the
Chicago Youth Centers has had on Chicago.”
Media relations has proven successful, as well. In the course of our six-year relationship, the
media relations campaign has generated nearly 400 stories, including features and letters-to-the-
editor in Chicago’s daily newspapers, event and program coverage on local television and radio,
mentions on NBC’s “Today” show, and inclusion in a Chicago Sun-Times article on 10 worthy
Chicago charities.
CYC’s objective has been met through the program. All centers and services are now identified
as part of the CYC family and there is a consistency of message.