ISSUE

The Greater Philadelphia YMCA’s Haverford branch was preparing to open a new gymnastics facility, but the timing of the grand opening was less than ideal. With the opening being late in the afternoon on a weekday, coinciding with the evening commute and bumping up against daily print and broadcast deadlines, its timing posed obstacles for securing optimal media coverage. Despite this logistical challenge, the new space and its inspiring story deserved attention.

STRATEGY

As part of our work with the Greater Philadelphia YMCA and its branches, Ceisler Media worked to elevate the opening beyond a standard ribbon-cutting by crafting a narrative around a heartfelt letter from a young gymnast to the Greater Philadelphia YMCA’s CEO, which highlighted the personal impact of the new facility. This emotional anchor became the centerpiece of our media pitch. To maximize coverage, the team arranged interviews in advance of the event, took photos and videos to support visual storytelling, and distributed a press release with strong quotes and a selection of visuals immediately following the opening. Ceisler Media routinely helps clients capture their own B-roll when media presence is uncertain.

RESULT 

The effort reached more than 2.1 million people and secured a range of coverage valued at more than $142,000, including a front-page story in the local newspaper, the Delaware County Daily Times, and 6ABC broadcast and digital pieces. For The Philadelphia Inquirer, coverage included multi-platform features in its main edition, sports newsletter, and video content that used footage we shared for reporting and Inquirer social media content. Additional hyperlocal digital coverage extended the reach, further amplifying the story and reinforcing the YMCA’s ongoing commitment to investing in youth sports and opportunities.