The project began with rapid research with staff to understand the opportunities in translating in-person programs into online formats and the barriers that newcomers face when accessing services.  Using this understanding of audience needs and organizational goals, a new position and key messages were developed for the service, along with a strategy for digital engagement. A marketing and engagement campaign and tools, including digital and social media ads, e-newsletters and a promotional video, were implemented to increase awareness of the YMCA’s programs and services for newcomers, and to encourage use of programming in this new format. A digital best practices guideline was also developed for employees to use as a reference for creating strong content and designing engaging virtual learning sessions. The result has been an increased uptake in connections with the YMCA and greater awareness of their programs in the community.