Big Brothers Big Sisters of Central Wisconsin Unveils New Brand Positioning Aimed at Volunteer Recruitment
For the City Times
Central Wisconsin’s mentoring organization’s new brand look emphasizes the potential inherent in all children
STEVENS POINT — Big Brothers Big Sisters of Central Wisconsin along with more than 270 Big Brothers Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The need in Central Wisconsin for young people to have a role model is more urgent than ever,” said Dawn Cherek, Executive Director of Big Brothers Big Sisters of Central Wisconsin “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 Portage and Wood counties by recruiting more volunteers,” said Cherek. Right now, there are 60 children waiting to be matched with a mentor in Portage County and 10 children waiting in the Marshfield area. The greatest need is for male mentors, with boys waiting an average of one year to be matched with a Big Brother.
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Central Wisconsin 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 bbbs.org/bigpotential. Share the new look and follow updates on Facebook at @bbbscw and @BBBSWood, using #BBBS and #BBBSCW.