Mornington Peninsula Youth Services

To rejuvenate and reposition Mornington Peninsula Youth Services (MPYS) as a vibrant, inclusive, and impactful organization that connects with and empowers youth. The rebrand aims to strengthen engagement with key audiences: youth demographic, educators and facilitators, parents, and government stakeholders. The rebrand included the rollout of branded elements within an ongoing Communications strategy across varied platforms.

Key Audience:

Youth Demographic: The primary focus of MPYS is to connect with young people in the Mornington Peninsula region. This includes teenagers and young adults who are seeking support, opportunities, and community involvement. The rebrand will emphasise creating a relatable and engaging identity that resonates with their interests, challenges, and aspirations.

Educators and Facilitators: Teachers, school administrators, and youth program facilitators play a crucial role in guiding and mentoring young people. Engaging this audience involves showcasing MPYS as a valuable partner in youth development, providing resources and programs that complement educational efforts and support student well-being.

Parents: Parents and guardians are essential stakeholders in the youth development process. The rebrand aims to build trust and confidence in MPYS, highlighting the organisation’s commitment to the safety, growth, and empowerment of their children. Clear communication of the benefits and impact of MPYS programs will be crucial to fostering parental support and involvement.

Government Stakeholders: Local and regional government officials and agencies are vital partners in securing funding, support, and policy alignment. The rebrand will position MPYS as a reputable and effective organisation worthy of investment and collaboration. Demonstrating the positive impact of MPYS on the community and aligning with government priorities will be key to strengthening these relationships.

Print Materials:

• Designed cohesive and visually appealing brochures, flyers, and informational materials.
• Ensured clarity in messaging and strong visual identity.

Social Media Platforms:

• Created engaging content that resonates with youth (videos, infographics, real-life stories).
• Fostered community interaction and feedback.
• Utilized Facebook and Instagram to reach different segments of the youth demographic, and investigated additional channels meeting strict security guidelines for minors.

Email Campaigns:

• Executed personalized and targeted email campaigns for different stakeholders.
• Highlighted upcoming events, success stories, and opportunities for involvement.

Outdoor Signage and Environmental Branding:

• Designed impactful signage reflecting the vibrant and supportive nature of MPYS.
• Ensured visibility and accessibility of staff at key locations.
• Incorporated interactive elements where feasible, such as QR codes linking to online resources.

Uniforms:

• Developed a modern and professional uniform design reflecting the organization’s values.
• Ensured comfort and practicality for staff and volunteers.
• Utilized uniforms as a branding opportunity in public-facing roles.

Website Uplift:

• Introduced key information about Youth centres and programs.
• Enabled online registrations to reduce staff workloads.
• Displayed information in a simple format for easy self-management of content updates by staff and accessibility for front-end users.