Big Brothers Big Sisters of Middle Tennessee Unveils New Brand Positioning Aimed at Volunteer Recruitment
October 3, 2018
Middle Tennessee mentoring organization’s new brand look emphasizes the potential inherent in all children in Nashville and the larger region
[NASHVILLE, TN], Oct. 1, 2018 – Big Brothers Big Sisters of Middle Tennessee, 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 Middle Tennessee for young people to have a role model is more urgent than ever,” said Melissa Hudson-Gant, CEO of Big Brothers Big Sisters of Middle Tennessee. “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 (volunteer mentors), 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 Middle Tennessee by recruiting more volunteers,” said Hudson-Gant.
According to Metro Nashville police statistics, close to 1,500 juveniles – 15-years-old or younger – have been arrested so far this year. The vast majority of young offenders are charged with non-violent offenses, like being a runaway, disorderly conduct or a curfew violation. Imagine if those young people making bad decisions were suddenly paired with a positive adult role model who ignited their potential in life.
Joining the Middle Tennessee affiliate in “going green” today the downtown Nashville Courthouse will be lit in green this evening to mark this positive change for Middle Tennessee.
The brand repositioning and new look are just the beginning. “Big Brothers Big Sisters of Middle Tennessee is also launching a new website today, again after considering modern technology trends and the need to be more mobile responsive,” commented Hudson-Gant. “Maybe one more change that needs to happen today is for lots of Middle Tennessee residents to go visit that new website and sign up to become a mentor.”
In the coming year, Big Brothers Big Sisters of Middle Tennessee 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. Include any additional local information or changes.
Learn more about the new brand positioning, the logo or messaging, or how to get involved at bbbs.org/bigpotential. To contact Big Brothers Big Sisters of Middle Tennessee, visit mentorakid.org.
About Big Brothers Big Sisters of Middle Tennessee Big Brothers Big Sisters’ mission is to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever. Founded locally in 1969, Big Brothers Big Sisters of Middle Tennessee is a volunteer and donor driven organization that matches children in need with a positive adult role model. Revenue generated is used to conduct background checks and screening of prospective volunteers to ensure child safety and provide ongoing professional support for children, families and volunteers to build and sustain long-lasting relationships. Big Brothers Big Sisters of Middle Tennessee serves children across Middle Tennessee in Metro Nashville/Davidson County, Williamson, Rutherford, Cheatham, Dickson, Robertson, Sumner and Wilson counties. You can help a child overcome adversity and better position themselves to reach their potential in Middle Tennessee by visiting www.mentorakid.org or calling 615-329-9191.