# Central YMCA to reposition brand with PR Agency One

- Link: https://fundraising.co.uk/2015/12/11/central-ymca-in-major-brand-repositioning-with-pr-agency-one/
- Published: 2015-12-11T09:04:49+00:00
- Author: Melanie May

**[Central YMCA](http://www.ymca.co.uk/) has appointed PR Agency One to help it 
in a major brand repositioning campaign, with the aim of increasing awareness of
its different business divisions, as well as overall online visibility.**

The aim is to reposition the brand by moving it away from its historical connotations
to making Central YMCA synonymous with professionalism, efficiency and effectiveness.
To achieve this, PR Agency One will promote the charity’s four divisions: YMCA Awards,
YMCA Fit, YMCA Training, and YMCA Club, and help to increase awareness and uptake
of the services they provide.

Through its four divisions, the charity tackles issues including youth unemployment,
health, physical activity, and social issues.

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PR Agency One’s appointment follows a six-month period of project-based work for
the brand.

James Brotherhood, marketing director at Central YMCA, said:

> “Our current campaign to reposition the YMCA brand and increase awareness of the
> four different elements of the business is the next step in our growth strategy
> and we are delighted to have the agency on board to help”.

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