YMCA (Capital District)
Challenge
As New York and the nation emerged from the COVID pandemic, numerous workforce challenges arose, chief among them the lack of childcare resources to allow parents to return to the workplace. The Capital District YMCA is one of the largest providers of childcare in the region and felt this staffing shortage acutely. With the school year about to begin, the Y faced the prospect of cutting before and after-school childcare programs in 14 school districts due to a shortage of childcare professionals. They needed a robust media strategy to help them fill 150 open positions.
Execution
WAV Strategies developed an earned media campaign to promote a series of recruitment events throughout New York’s Capital Region. Besides alerting potential childcare candidates of job opportunities, the campaign positioned the Y as a leader in workforce support services, especially childcare. The campaign was executed across all media platforms and tailored into social media content development.
Results
Earned media placements were secured with every network television station in the region, local news radio, regional newspapers of record, and associated digital and social media coverage. The Capital District YMCA reported an immediate surge in applications for childcare staff and several other critical vacancies as well – putting New Yorkers back to work while nurturing and safeguarding the children of the Capital Region.
Client Triumphs
WAV Strategies are winning strategies
