Man with back turned wearing headphones

I was on American Airlines today – great plane. The best in a longtime – I was flying out of Hartford and not New Haven or Westchester – not knocking those airports but this was a nice plane – and on time. On my way to Greenville to hang with #teamymc. Best seats ever, pleather, extra cushioned. Charging stations, an EMPTY seat next to me, and, I swear they reclined extra far, and I could have laid out on a beach blanket with all the leg room in front of me. That last part might be a slight exaggeration of course.

Flight fantastic. A+
Pilot announcement. FAIL. D- at best.

Intrusions. I am NOT a fan. I like my peace and quiet when I am traveling. I want to go into my bubble and watch a movie uninterrupted by children, enjoy a cocktail (err, um….coffee) or a chat with my seatmate if they seem normal (well comparatively speaking of course) or maybe even work. What I don’t want is what was LITERALLY a 96 second audio infomercial on the American Airlines Barclays Mastercard (I really shouldn’t give them any sort of shout out so you can pretend I bleeped it out if you want). Anyway, after what seemed like a 3-second, “Thank you for flying. The weather is fan-f’ing-tasic out there today greeting,” the pilot proceeded to begin speaking in what can only be described as a game show prize announcer voice to get the “audience” – or, passengers trapped at 35,000 feet with nowhere to go – riled up to apply for the BEST EVER piece of plastic you can put in your wallet today. What do you get? Not one, not two but 4 – yes 4 – round trip tickets for any destination in the Continental United States that will never expire. OMG. Please just STOP. Oh, and then after he finished and turned off the mike so we could get back to make our prize selections of Biscoff cookies or pretzels, he came back. He totally forgot to tell us that you also earn 1% cash back on all your purchases! Thank God he did – cash back is such a new concept AND 1%??? I get 5% on my unmentionable card, which, by the way I have loaded into my digital wallet (plug for awesome technology)!

At what point does marketing become TOO MUCH? At what point do people begin to shut down, get annoyed and write a blog on how invasive our world has become? It’s all too much. Our senses are saturated with messaging, mixed messaging and chaotic messaging. We are left spinning; we are left tired and overwhelmed with options, choices, decisions to be made.

This is where relevant messaging becomes important for me. People are all of the above things. Tired. Overwhelmed. Saturated. When it is time to look for a new product, service or solution they need, they have to sift through things that MEAN NOTHING to them in order to find the ones that do. How strong is your messaging that the mind will remember you? How targeted is your messaging that your member will find you in their mind of hoarded, not relevant information?

96 seconds is a long spot. Think of the dollars you would spend (or may have spent) to have a 90 second radio spot, television commercial or video blogs. To me, to have to listen to that over-the-top-sales pitch was such a turnoff. It’s why I listen to Amazon Prime music and not the radio, it’s why I watch Netflix and Amazon Prime TV and not cable. How intrusive is your brand? Your communications? Are you turning members off or away by not reading your data and targeting your messaging correctly and for ONLY the correct audience?

“Noise is the most cruel abuse of care which can be inflicted on either the sick or the well”
– Florence Nightingale
#WomanAfterMyOwnHeart #PerhapsMoreSympatheticThanI

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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