BBBS Rebranding: Visual Strategy Guide (student proejct)

visual strategy guide

Rebranding visual strategy guide

Table of Contents 06 – 11 our past achievements who we are our histor y

12 – 25 new vision what we were targeting where we are heading our new mission new focusses visual development

26 – 49 future approach our new audiences our competitors

01

our past achievements

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who we are

For 114 years and across all 50 states and in 13 countries, Big Sister of America has been providing children facing adversity with professionally supported one-to-one relationships that change their lives for the better forever. The success stories and statistics on how the Bigs strongly and positively impact the Littles validate the organization’s vision that inherent in every child is the ability to succeed and thrive in life when they receive deserved help.

It all started with a simple but strong belief — Role models are essential to children development — from a court clerk, Ernest Kent Coulter, to thousands of people who joined the call.

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our history

1904 big brothers When a young New York City court clerk named Ernest Coulter was seeing more and more boys come through his courtroom. He recognized that caring adults could help many of these kids stay out of trouble, and he set out to find volunteers.

That marked the beginning of the Big Brothers movement.

big sisters The members of a group called Ladies of Charity were befriending girls who had come through the New York Children’s Court. That group would later become Catholic Big Sisters.

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1912

1930

1951

The New York Times reports Big Brothers activity in 26 cities.

Six hundred delegates attend a Big Brothers and Big Sisters Federation meeting in New York City.

The Big Brothers of the Year program begins, Associate Justice Tom Clark of the U.S. Supreme Court and J. Edgar Hoover are named.

1914

1934

1958

Ernest Coulter embarks on nationwide lecture tour on behalf of Big Brothers; planning begins for a national Big Brothers and Big Sisters organization.

President and Mrs. Franklin D. Roosevelt become patrons of Big Brothers and Big Sisters Federation.

Big Brothers Association is chartered by Congress.

1917 The first national conference of Big Bwrothers and Big Sisters organizations is held in Grand Rapids, MI.

1910

1920

1930

1940

1950

1923

1948

Theodore Roosevelt, Jr., becomes treasurer of the Big Brothers and Big Sisters Federation;First motion picture based on a Big and Little Brother relationship is released

by Paramount Pictures.

Norman Rockwell produces the sketch that becomes a symbol for the Big Brothers Association.

1925 President Calvin Coolidge becomes patron of the Big Brothers and Big Sisters Federation.

Big Brother Movement

Big Brothers Big Sisters of Greater Kansas City

1960

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1995

1970

1970

1980

2010

Public/Private Ventures Study on Big Brothers Big Sisters Community-Based Mentoring shows measurable, positive results on youth who have a Big Brother or Sister, seminal research in the field of youth mentoring.

Big Sisters International is incorporated.

President Obama holds a White House National Mentoring Month Ceremony; Big Brothers Big Sisters attends and plays a key role.

2011 Big Brothers Big Sisters launches national mentoring initiative, Start Something.

1997

2012

President William J. Clinton holds Volunteer Summit in Philadelphia; Big Brothers Big Sisters plays key role.

Big Brothers Big Sisters releases first-ever, nationwide Youth Outcomes Survey (YOS) Report, which reflects the collective progress and success of the program.

1998

2015

Big Brothers Big Sisters International is founded.

BBBSA relocates its national headquarters to Tampa, Florida.

1990

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2000

2010

2020

1984

2003

2020

Big Brothers Big Sisters of America occupies its headquarters at 230 North 13th Street in Philadelphia.

President George W. Bush announces three-year $450 million mentoring initiative in his State of the Union Address.

Rebranding and Refocusing

1985

2004

Big Brothers Big Sisters of America is honored with a commemorative stamp by the Postmaster General.

Big Brothers Big Sisters celebrates 100 years of serving America’s youth.

1977 Big Sisters International and Big Brothers Association merge, forming Big Brothers Big Sisters of America with 357 agencies.

2006 First Lady Laura Bush stars in a public service announcement to recruit volunteers across the nation.

2007 Public/Private Ventures conducts a study on Big Brothers Big Sisters School-Based Mentoring program, reinforcing the value of strong, long-lasting relationships and leading to program enhancements.

02

new vision

BBBS

REBRANDING

what we were targeting

We nurture children and strengthen communities.

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where we are heading

why

what

how

Big Brother and Big Sister of America has done a tremendous job that helped our youth finding a better future.

However, with the world so different and complex than 100 years ago, when it all started, it is time for us to evolve with it and to serve our ultimate goal: A better life for all people in need.

We believe that Ernest, and thousands of people who advocate for us not only believe in child development, but also the holistic development of human beings.

With previous successes and experiences, Big Brothers Big Sisters of America is ready to step up and envision a bigger picture. We believe that everyone has the potential to lead a meaningful and successful life through the power of mutual help within the community.

Our new mission is to connect resources within community to provide help for people who face challenges through out their life.

We are targeting new audiences to support more people in needs, and to invite more diverse volunteers to join us to lead a more meaningful life.

You don’t have to be big to be a Big. Everyone has something to offer!

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our new mission

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connecting resources within community to provide services for people who face challenges throughout their life.

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new focuses

community With our long history working with different local communities, we witnessed how a group of people can be empowered by each other.

We are aiming to better use this form of positive connections within people to impact wider age groups that face challenges in their life.

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thrive We have been working side-by-side with teens and young adults helping them break through difficulties in their life.

However, thriving is the homework for everyone. We hope that our experiences and skills on dealing with life challenges can help more people leading a successful life.

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contribute From our experiences, contribute is giving, but also receiving. Precious gifts are giving to the contributors in a way that they never could have imagine.

We believe that the relationship on the either side of contribution can be more than age. Everyone has something to contribute and to receive. That is, you don’t need to be big to be a big.

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03

future approach

BBBS

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future audiences

The Bigs is ready to evolve and serve a larger and diverse audience with our rich experience and mature skills.

We are determined to help people in different life stage facing different challenges. We also want to invite a wider range of people to join our new mission and live a more meaningful life by serving others.

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Sharon Smith the self-initiator

Age: 23 Occupation: Mom and Student Location: Oakland, San Francisco

• Young single-mom living in an under-served neighborhood, with her three-year-old daughter, Mia.

• With the extra time, Sharon is thinking about taking on a second job to support her family.

• Sharon’s mother came for help for a year, but now is leaving because Mia is going to start preschool soon.

• At the same time, however, Sharon is an ambitious young woman who desires to learn and get educated.

• Often, she needs to struggle her expense between longterm investment and daily needs.

• There are some resources for single moms that she found online which usually requires long travels, and sometimes doesn’t fit her schedule.

• Sharon has compassion for single-parent households and would love to offer help whenever she can.

BBBS

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Michelle Dovey the alpha female

Age: 39

• Michelle had a difficult childhood where poverty has always troubled her family.

Occupation: Bank Specialist

• She made her way up through hard-work and is lucky to help in her life through community services.

Location: Los Angeles

• Now, she is a professional banker living a fulfilling life but always looking for a way to give back to the society.

• Because of her background, Michelle has sympathy especially for the people who struggle with financial problems.

• Michelle thinks that understanding money management and financial system is crucial for people to get out of poverty.

• However, she found out that most of the charities are asking for money rather than her professional skills.

• She loves Ellen because of her advocacy for kindness.

She is even planning to see her live!

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Dennis Wong the vanishing middle-classes

Age: 45 Occupation: Factory Employee Location: Seattle, Washington

• Dennis is a father of two young boys and currently working at a semi-automatic factory in a rural neighborhood.

• He has been working for the same company for almost 15 years and was lucky to survive several big layoffs.

• However, it seems that it’s inevitable that the factory will shut down before his retirement. Therefore, a transition from the current job seems necessary.

• His wife is also thinking about starting a part-time job to help the family during the transition time, but she will have to sacrifice the time spending with her children.

• Dennis wants to move to a bigger city where jobs might be easier to find, but his wife thinks it’s too risky.

• They know a couple of families in the neighborhood are facing the same issues.

They might be able to help each other out, but they lack resources and visions.

• He is thinking about taking extra classes after work but also worrying not able to pay the fee.

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Kyle Stoll the social aware

Age: 26

• Kyle is a passionate young lawyer working in a firm near to his neighborhood.

Occupation: Rookie Lawyer

• The firm does volunteering case for the minorities which attracts Sam to work there.

Location: Brooklyn, New York

• Though growing up relatively wealthy and content, he saw his friends struggling early in life because of injustice and insufficient resources.

• Moreover, he is among the few in his class who graduated high school and go to college. Most of he friends dropped out of college or didn’t even graduate from high school.

• He gets annoyed by people who talk about the poor as if they don’t work hard enough.

• Spending all his lifetime in the same community, Cesar has a special connection to the people and the place.

• He wants to help his community become a better, healthier and supportive environment.

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Joe Speigle the young heart

Age: 66

• A widower lives by himself in a suburban area.

Occupation: Retired

• His children live in other states and only come home on holidays.

Location: Kansas

• Joe enjoys new technology quite a lot. He always has a lot of questions about his phone or computer, but there’s no one near to help him with that.

• He likes to bike to visit his friends living a few miles away.

• Although Joe is considered pretty healthy in his age, it has become a more serious issue recent years.

• There are some occasions that cooking is physically demanding for him and he ends up eating poorly.

• His family also worries about Joe living by himself and have asked if he wants to move closer. However, Joe loves this community, and it’s also hard for him to adapt to a new environment in such an old age.

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Sarah Grasser the community mom

Age: 48

• A loving and caring mom with two sons in college away from home.

• People in the community see Susan as a trustworthy and responsible woman.

Occupation: Former Nurse; Stay-home mom

• Working as a nurse for several years, Susan chose to leave her career when pregnant.

• She enjoyed being a stay home mom for sure, but when her sons left for college, she wants more to her life.

Location: Pennsylvania

• By deeply involved in both of his sons’ school events, Susan knows a lot of the family form the neighborhood.

• Not having to worry about the financial issue, Susan has more choice on what she wants to do.

• Family is still her top priority. A full-time job is not a solution since she still wants to make sure she always have time when her son comes home or when other relatives needed her.

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competitors For The BIgs, competitors are more like partners. We are trying to solve a big problems and it needs as much as there can be! Though might having the same goal, The Bigs always has a special stand from the others, now and future.

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current competitors The Bigs has a stand in this youth caring community because of our intentional and holistic mentorship.

The big brother/sister not only care for the academic aspect of the small, more often time, they are a real life role model that the little can trust and depend on for their whole life,

adjacent competitors Adjacent competitors provides our youth a different environment and approaches to learn, or to simply have fun!

future competitors This category includes all kinds of learning forms and possibilities. BBBS will be using different methods and services to help people facing difficulties. A lot of these involve education on different levels.

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current competitors one-on-one tutor/mentor or specific mentoring

Mentor

MENTOR National

First Exposure

To empower young people and prevent drug abuse.

Every young person has the supportive relationships they need to grow and develop into thriving, productive and engaged adults.

A Youth photography and mentoring program strives to make a long-term impact on the lives of high-need, underserved youth.

Back-on-track

CJCJ

Tuesday’s Children

Promotes academic achievement for under-served children and enable students to thrive in school and show a commitment to learning.

Serves youth aged 11-19 who are detained in San Francisco Juvenile Hall and are at-risk of further justice involvement.

serves communities altered by an act of violence. Such as 911 family members and military families of fallen.

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group/generic tutoring and mentoring

Boys Hope Girls Hope

Boys and Girls Clubs

Girl Scout

Help children-in-need to become men and women for others by providing programs and financial support

Enable all young people to reach their full potential as productive, caring, responsible citizens.

Build girls of courage, confidence, and character, who make the world a better place.

Boy Scout

YMCA

Builds character, trains them in the responsibilities of participating citizenship and develops personal fitness.

Make sure that everyone, regardless of age, income or background, has the opportunity to learn, grow and thrive.

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adjacent competitors Outside-of-school learning alternatives

Children’s Cretivity Museym Believe that creative expression, innovation, and critical thinking are core to fostering the next generation.

California Academy of Science A renowned scientific and educational institution dedicated to exploring, explaining, and sustaining life on Earth.

Explortorium A public learning laboratory exploring the world through science, art, and human perception.

Bay Area Discovery Museum Transform research into early learning experiences that inspire creative problem solving

San Francisco Zoo

de Young Museum

Believe that nature-focused interaction leads to conservation action.

Integrates art, architecture and the natural landscape in one multi-faceted destination that will inspire audiences from around the world.

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after school activity alternatives

Urban Putt A technically sophisticated playground for people of all ages, where imagination has free reign and all of the senses are engaged.

San francisco Recreation Park Discover the exciting programs we offer, from dance and movement classes for tots to aerobic fitness for seniors.

Musee Mecanique

House of Air

Take a journey from turn of the century hand cranked music boxes to modern video arcade games.

A Premier Indoor Adrenaline & Trampoline Park

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future competitors international education community

Student Tutor

Infinite Family

Envisions a country where all students have the support they need to graduate from college and lead productive lives.

Link hundreds of South African children with mentors from all over the world.

Mentors International

International Tutors Association

Make a lasting difference in your life by helping you serve those in extreme poverty in a self-sustaining way through carefully planned training.

Brings together tutors and teachers worldwide to help them become better qualified and increase their chances of finding a teaching position anywhere.

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future learning

Coursera

Senior Planet

Future Learn

provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.

Helps people who were born long before the digital revolution to stay engaged and active by bringing a digital-technology focus to a range of topics.

Learning should be an enjoyable, social experience.

Udemy

Skillshare

McGraw-Hill Education

A global marketplace for learning and teaching online where students are mastering new skills and achieving their goals.

An online learning community where anyone can discover, take, or even teach a class.

Accelerate learning through intuitive, engaging, efficient and effective experiences – grounded in research.

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We are starting a new chapter

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WITH YOU.

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text content http://www.bbbs.org https://en.wikipedia.org/wiki/ Big_Brothers_Big_Sisters_of_America http://www.blueprintsprograms.com/ factsheetbig-brothers-big-sisters-ofamerica

photo resources https://unsplash.com

First published in 2017 The Book is a noncommercial project for education purposes and is not intended to represent to the Big Brother Big Sister of America Brand