The YMCA of Metropolitan Milwaukee engaged Reputation Partners to develop and execute a multi-faceted communications strategy regarding their massive restructuring plan and Chapter 11 bankruptcy. Our team developed a comprehensive communication plan to communicate with multiple stakeholders in the months leading up to and during the restructuring designed to rally community support and build an increasingly stronger case for why the key decision makers needed to “Save the Y.” Tactically, our work included a multi-faceted influencer, media, employee and member communications campaign involving multiple face-to-face as well as written communication efforts.
The Reputation Partners team generated a great deal of positive media coverage in support of its restructuring strategy, including editorials from the Milwaukee Journal Sentinel and the Milwaukee Business Journal. Employee turnover during the Chapter 11 period was low and membership held steady. Ultimately, the Milwaukee Y filed its restructuring plan with the full support of the bank group and the unsecured creditors committee on Dec. 1, 2014. In January 2015, the Milwaukee Y emerged from bankruptcy a smaller, stronger, more sustainable and debt-free organization, focused on its key areas of strength and impact – health and wellness and youth development.