Big Brothers Big Sisters Unveils New Brand Positioning Aimed at Volunteer Recruitment
Houston’s mentoring organization’s new brand look emphasizes the potential inherent in all children
(HOUSTON, TX Oct. 1, 2018) Big Brothers Big Sisters Lone Star 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 Houston for young people to have a role model is more urgent than ever,” said Pierce Bush, CEO of Big Brothers Big Sisters Lone Star. “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.”
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 helping children achieve their best possible futures.
“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 Houston by recruiting more volunteers,” said Bush. “We firmly believe all children possess innate, God-given potential and it is simply our responsibility as adults to ignite, empower, and defend that potential so that they can create our biggest possible future.”
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters Lone Star 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. This November marks the one year anniversary of Big Brothers Big Sisters Lone Star’s Houston market moving into their brand new building off 1003 Washington Avenue which includes a large event space with sweeping views of the downtown Houston skyline. Big announcements to come for the future of the space and new partnerships in the city. Tomorrow, on October 2nd, Big Brothers Big Sisters will partner with the Harris County Sheriff’s Office, FBI, and Houston Police Department to co-host National Night Out in the building’s parking lot from 6:30 PM – 8:30 PM. Public is invited to come and enjoy the festivities including music, inflatable obstacle course, booths from various local organizations, law enforcement vehicles, and food provided by Kroger and cooked by the FBI smoking team.
Learn more about the new brand positioning, the logo or messaging, or how to get involved at bbbs.org/bigpotential. Share the new look and follow updates on Facebook, Instagram, and Social Media using #BBBS and #BBBSHouston