In late 2010, the YWCA of Greater Portland was ready to announce the dramatic changes it would be making to its services and facilities structure in order to undertake a reinvention of the hundred-year-old plus institution. The Executive Director brought me on board to develop an internal talking point guide and a public letter that would be used with multiple stakeholders to announce the changes.
The YWCA was committed to being transparent about the changes and the reasoning behind them. This commitment made it much easier to keep the focus on illustrating the strategic reasons behind the changes and highlighting the potential that the reinvention could bring.
This project combined elements of strategic planning, crisis communications and public relations.
Attached is the two-page flyer.