Big Brothers Big Sisters Independence Region Unveils New Brand Positioning Aimed at Volunteer Recruitment
New Brand Look Emphasizes the Potential Inherent in All Children
Philadelphia, PA Oct. 1, 2018 – Big Brothers Big Sisters Independence Region (BBBS Independence), along with more than 270 Big Brothers Big Sisters affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The need in Greater Philadelphia for young people to have a role model is more urgent than ever before,” said Marcus Allen, CEO of BBBS Independence. “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with caring adult mentors.”
Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and the role of adults in helping children achieve their best possible futures.
“In our community, we know that youth are facing numerous challenges including youth violence, poverty, educational inequality and mass incarceration. Our organization’s new brand is designed to help us ensure we can serve more children in Southeastern PA and Southern NJ by recruiting more volunteers,” said Allen.
The brand repositioning and new look are just the beginning. In the coming year, BBBS Independence will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers.
Learn more about the new brand positioning, the logo or messaging, or how to get involved at www.bbbs.org/bigpotential. Share the new look and follow updates on Twitter (@IndBigs), Instagram (@independencebigs), and Facebook (@independencebigs) using #BBBS and #BigPotential.