Big Brothers Big Sisters of Massachusetts Bay Unveils New Brand Positioning Aimed at Volunteer Recruitment
To emphasize the urgency of our mission and meet the need of our essential work in the community, Big Brothers Big Sisters of Massachusetts Bay is unveiling a new brand positioning and modernized look.
BOSTON, MA, Oct. 1, 2018 – Big Brothers Big Sisters of Massachusetts Bay, 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 male and diverse volunteers.
“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in the Eastern Massachusetts region by recruiting more volunteers,” said Wendy Foster, President and CEO of Big Brothers Big Sisters of Massachusetts Bay.
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 our role as adults in defending that potential and helping children achieve their best possible futures.
“The need in the Eastern Massachusetts region for young people to have a role model is more urgent than ever,” said Foster. “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 mentors.”
The brand repositioning and new look are just the beginning. In the past year, Big Brothers Big Sisters of Massachusetts Bay transitioned to a new and modern technology system and will now use the new positioning to refocus efforts on recruiting local volunteers.
To learn more about the new brand positioning, the logo or messaging, visit bbbs.org/bigpotential, or learn more on how to get involved or volunteer at massbaybigs.org. You can share the new look and follow updates on all social platforms using @MassBayBigs #BBBS and #MassBayBigs.
About Big Brothers and Big Sisters of Massachusetts Bay
Big Brothers Big Sisters of Massachusetts Bay is an innovative, energetic organization this is clearing the path to the biggest possible future for over 3,200 youth annually. With research and proven outcomes at its core, Big Brothers Big Sisters of Massachusetts Bay is working to ensure every child has the opportunity to reach their fullest potential through professionally supported, one-to-one mentoring relationships. The organization’s vision is to inspire, engage and transform communities in Massachusetts Bay by empowering youth to achieve their full potential, contributing to healthier families, better schools, more confident futures and stronger communities. For more information about this worthwhile cause and its important mission, visit www.massbaybigs.org.