BOYS & GIRLS CLUBS OF AMERICA Visual Strategy Guide
BOYS & GIRLS CLUBS OF AMERICA Student Porject GR6014 Kimberley Zhang
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CONTENTS
CONTENTS
Contents
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Our Great Past
Our New Start
Our New Audiences
Our New Competitors
Brand Overview Timeline
Brand Soul Rebranding Objective New Brand Mission Keywords Brand Grid
New Audiences
New Competitors Brand Attributes
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OUR GREAT PAST
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Our Great Past
Boys & Girls Clubs of America (BGCA) is a prominent national organization dedicated to delivering after-school programs and services designed to foster the growth of young individuals, equipping them with the essential skills and character traits needed to emerge as responsible, compassionate, and productive citizens. With a rich history of positively impacting the lives of millions of young people, the Boys & Girls Clubs of America have been instrumental in providing valuable opportunities and resources for their development and success. This chapter provides a concise introduction to the historical evolution of Boys & Girls Clubs of America.
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OUR GREAT PAST
OUR GREAT PAST
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Our Great Past For more than a century, Boys & Girls Clubs have helped put young people on the path to great futures. We do whatever it takes to ensure all kids have a great future.
Beginning
Changes in 1990
In 1860, the roots of what would eventually evolve into the Boys & Girls Clubs of America were planted in Hartford, Connecticut. Four visionary women—Mary Goodwin, Alice Goodwin, Elizabeth Hammersley, and Louisa Bushnell— embarked on a transformative journey. Fueled by the belief that young boys, left to wander the streets, deserved a more constructive alternative, they laid the groundwork for the inaugural Club. Built on the foundational principle of character development, the Club meticulously channeled the boys' interests, cultivated improved behavior, and kindled their personal ambitions.
From these modest beginnings, a profound mission emerged. In a significant stride toward inclusivity, the national organization took a historic step in 1990 by officially adopting the name "Boys & Girls Clubs of America," signifying an unwavering commitment to both genders. This pivotal moment reverberated in the halls of Congress, leading to the amendment and renewal of the charter to align with this new vision.
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OUR GREAT PAST
OUR GREAT PAST
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Timeline
In 1906, several Boys Clubs decided to affiliate. The Federated Boys Clubs in Boston was formed with 53 member organizations – this marked the start of a nationwide Movement and our national organization.
1860
2006 marked the Centennial year of Boys & Girls Clubs of America, as we celebrated 100 years of providing hope and opportunity to young people across the country.
In 1956, Boys Clubs of America celebrated its 50th anniversary and received a U.S. Congressional Charter.
1931
1974
1990
1956
1906
BGCA celebrates its 150th anniversary.
2010 2006
As of 2010, there are over 4,000 autonomous local clubs, which are affiliates of the national organization.
The first Boys Club is established in Hartford, Connecticut. The organization's initial goal is to provide a positive alternative to the streets for boys during a time of rapid urbanization and social change.
In 1931, the Boys Club Federation of America became Boys Clubs of America.
BGCA changes its name to Boys Clubs of America and Girls Clubs of America, signaling its commitment to serving both boys and girls.
To recognize the fact that girls are a part of our cause, the national organization's name was changed to Boys & Girls Clubs of America in 1990. Accordingly, Congress amended and renewed our charter.
Today 2013
The new Boys & Girls Clubs of America will not only focus on kids, but also on all American Youth. We will empower young people, encourage them to be innovative, positive and responsible, ensuring next generation can realize their full potential and contribute meaningfully to society.
OUR NEW START
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Our New Start
To adapt to the evolving times and empower a broader spectrum of young Americans, our focus will extend beyond children to encompass all youth. This marks a new chapter for us, signaling our commitment to fostering an environment where young people across the United States can unlock their talents, cultivate knowledge, embrace innovation, foster a positive mindset, and assume responsibility as contributing citizens in society.
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OUR NEW START
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Brand Soul Be Innovative, positive and responsible to manage your own life.
Keywords #Keywords
Innovative
Positive
Responsible
Innovative Minds
Positive Attitude
Responsible Citizen
We inspire young people to fullfill their potential and to become more creative and innovative.
We emphasize the importance of positive attitude while facing difficulties in life.
We encourage young people to make a right choice about life, develop healthy habits, and contribute meaningfully to society.
#Innovative #Postive #Responsible
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OUR NEW START
Rebranding Objective To adapt to the evolving times and empower a broader spectrum of young Americans, our focus will extend beyond children to encompass all youth. This marks a new chapter for us, signaling our commitment to fostering an environment where young people across the United States can unlock their talents, cultivate knowledge, embrace innovation, foster a positive mindset, and assume responsibility as contributing citizens in society.
Today The new Boys & Girls Clubs of America will not only focus on kids, but also on all American Youth. We will nurture the next generation of innovators by providing skill-building opportunities, fostering creativity, and encouraging innovation to address societal issues. We will be dedicated to promoting the positive and healthy mind of young individuals by offering programs that inspire active lifestyles, mental resilience, and holistic development. We will encouraging youth to actively engage in their communities, fostering a spirit of responsibility, and instilling a lifelong commitment to making a positive impact on society.
#New Brand Mission
Our mission is to empower young people and to encourage them to be innovative, positive and responsible, so that we can ensure the next generation can realize their full potential and contribute meaningfully to society.
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OUR NEW START
Current Brand Grids
OUR NEW START
Future Brand Grids
BOYS & GIRLS CLUBS OF AMERICA
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OUR NEW AUDIENCES
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Our New Audiences
Following the establishment of our revised brand mission, the exploration of future development directions becomes imperative. The redefined Boys & Girls Clubs of America is now directed not only towards children but extends its focus to encompass all young individuals in the United States. This chapter delves into an analysis of eight distinct target audiences aligned with the new customer group of Boys & Girls Clubs of America.
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OUR NEW AUDIENCES
A Innovative Ideas B Positive Growth C Responsible Thoughts
OUR NEW AUDIENCES
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A little girl getting ready for school
A high school boy who wants to be independent
"I want to learn more about the world. When my mom is busy, I hope there is someone beside me."
"I hope I can be independent soon so that I can get a job and help my mom to reduce her pressure."
Sofia José / 5 / Living in Seattle / Student
Jeremy Lee / 17 / Living in San Francisco / Student
A Sofia watches cartoons and documentaries a lot. She is curious about the world, but she doesn't go to any learning centers because her mom hasn't found a suitable one. A Sofia plays with Lego and builds structures by herself sometimes. She wants to play more with Lego because it transports her to a new world. B Sofia wants to go camping with friends, but she has never tried it because her mom is too busy. Her dad passed away three years ago, so her mom has to raise Sofia by herself. B Sofia wants to go outdoors to play with friends so she can make friends and become more positive. C Sofia hopes to learn how to cook secretly so that she can help her mom with more housework. C Sofia hopes her teacher or friends can be beside her when she is alone so that she can feel securee enough when her mom is busy.
A Innovative Ideas B Positive Growth C Responsible Thoughts
A Jeremy hopes to learn more skills because he wants to be independent soon without relying on his parents' money. A Jeremy passes the games by using various methods because he likes creating new things. B Jeremy believes he can overcome difficulties even though his family is not wealthy because he is getting more and more positive and mentally strong day by day. B Jeremy looks forward to going outdoors to play with friends so he can make friends and become more positive. C Jeremy hopes he can be successful in the future so that he can pay back his parents. C Jeremy hopes he can learn more skills so that he can find a good job after graduation.
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OUR NEW AUDIENCES
A Innovative Ideas B Positive Growth C Responsible Thoughts
OUR NEW AUDIENCES
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A college student who wants to find a good job
A fashion company manager who wants to learn skills of training new employees
"I want to learn some useful working skills so that I can find a good job after graduation."
"I hope to learn and train new employees to improve their professionalism in the company."
Jamila James / 23 / Living in Atalanta / Student
Lindsey Anderson / 32 / Living in Kansas / Manager
A Jamila majors in Cinema and Television. She wants to be more creative so that she can improve the quality of her scripts and films. A Jamila wants to make more friends by attending events. She is struggling with writing scripts because of a lack of life experience and stories. B Jamila likes learning more skills because it can fulfill her dream of being a good scriptwriter and director. B Jamila likes learning more about job-seeking skills so she can find a good job after graduation. C Jamila hopes she can be a responsible film industry worker so that the audience can enjoy great films. C Jamila hopes that one day she can go back to her hometown to teach some kids for free so that she can give back something to her community.
A Innovative Ideas B Positive Growth C Responsible Thoughts
A Lindsey wants to make the training of new employees more interesting and efficient so that the new employees can learn skills more quickly. A Lindsey hopes the company can pay more attention to employees' psychological health because she realizes that some employees may experience depression, which affects working efficiency. B Lindsey tries to learn more management skills by herself because her college major is not in management. B Lindsey organizes some interesting events at the company so that it can create a warm atmosphere while working. C Lindsey wishes to be a responsible manager so that she can realize her value in society. C Lindsey hopes every employee at the company can be healthy and safe so that nobody will get bullied or hurt.
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OUR NEW AUDIENCES
A Innovative Ideas B Positive Growth C Responsible Thoughts
OUR NEW AUDIENCES
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An Engineer Mom with her daughter
A retired grandpa with his granddaughter
"I hope my daughter can be a creative, positive and responsible girl in the future."
"I hope I can use my own money to support my granddaughter to learn more knowledge and get a good job in the future."
Rupal Gupta / 41 / Living in Minnesota / Engineer
Derek Smith / 62 / Living in NewYork / Retired
A Rupal divorced two years ago. She wants to acquire educational skills for her daughter. However, she doesn't have enough time and money because she needs to raise her daughter by herself. A Rupal buys some toys for her daughter because toys can be beside her daughter when she goes to work. B Rupal likes learning common knowledge from toys with her daughter together because it helps build a good relationship between a kid and a parent. B Rupal tries her best to make time to go outside with her daughter during the Diwali holiday so that she can spend more time with her daughter. C Rupal hopes there are some events for kids so that her daughter can go outside and make more friends by herself. C Rupal hopes there are some safe places for kids to play after school so that she can bring her daughter there when she is busy working.
A Innovative Ideas B Positive Growth C Responsible Thoughts
A Derek recently heard people say that teens can take part in various events. He wants his granddaughter to participate so that she can make more friends. A Derek buys some toys and electronic products for his granddaughter because he hopes she can be happy. B Derek believes that his granddaughter can get a good job in the future because he believes she will study hard. B Derek likes going on trips with his granddaughter so he can understand more about her thoughts. C Derek hopes there are organizations that can help teens learn skills and find jobs so that his granddaughter can learn something useful. C Derek hopes he can learn how to help his granddaughter go to college so that she can receive a better education.
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OUR NEW AUDIENCES
A Innovative Ideas B Positive Growth C Responsible Thoughts
OUR NEW AUDIENCES
A business man who is busy on living
A retired grandpa who does not trust NGOs
"I am busy on living in this world. I don't have kid and have no interested to raise kid or take any extra class."
"I don't believe NGOs. I think those organizations are using the fake charity to earn money."
Arthur Brown / 53 / Living in Boston / Business man
David Kim / 78 / Living in LA / Retired
A Arthur doesn't have time to learn new skills because of his busy work schedule.
A Innovative Ideas
A Arthur isn't interested in socializing because he feels tired when building relationships.
C Responsible Thoughts
B Positive Growth
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A David doesn't trust any NGOs because he thinks NGOs use charity to earn money. A David doesn't want his grandkids to join any NGOs because he hopes his grandkids can solely focus on studying at school.
B Arthur isn't positive about his marriage because he doesn't have enough money to buy a house and raise a family.
B David thinks playing games or going outside is negative because it will take too much time away from his grandkids.
B Arthur doesn't expect to have a long-term relationship because he doesn't have enough time to date.
B David sometimes buys more books than toys for kids because he believes books can provide more knowledge.
C Arthur only wants to take care of himself so that he won't be irresponsible to others.
C David hopes his grandkids can focus on studying so that they can have a good future.
C Arthur hopes he can be healthy so that he won't have to require others to spend time taking care of him.
C David still hopes his grandkids stay at home more so that they will be safe.
OUR NEW COMPETITORS
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Our New Competitors
Following the exploration of the Boys & Girls Clubs of America's updated brand mission and an examination of its customer base, our subsequent focus shifts to the analysis of market competitiveness. This chapter introduces the contemporary competitors in the market, delving into insights gained from studying these competitors, and identifying key lessons to be learned as well as potential pitfalls to avoid.
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OUR NEW COMPETITORS
Current Competitors
OUR NEW COMPETITORS
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YMCA
4-H
The YMCA provides a wide range of youth development programs, including after-school activities, sports, and educational support.
4-H is a youth development program that focuses on hands-on learning and skill development for youth.
Big Brothers Big Sisters
Wheel For Wish
This organization focuses on one-toone mentoring relationships between adults and young people.
From San Diego to NYC, Wheels For Wishes is a vehicle donation charity that benefits the kids of Make-AWish across the U.S.
NGOs For Kids Boys & Girls Clubs of America (BGCA) is a non-profit organization committed to delivering after-school programs and assistance for children. Potential competitors in this realm may encompass other non-profit organizations and programs sharing a comparable mission of supporting and empowering children.
ASPIRA The YMCA provides a wide range of youth development programs, including after-school activities, sports, and educational support.
Association For Childhood Education International Since 1892, the organization has been fighting to provide education for children all over the globe.
Council for Exceptional Children
International Literacy Association
It is the largest organization in America is dedicated to improving the success of children and youth with disabilities and/or gifts.
Making literacy available for all children around the world is what it does these years.
Association Of Children’s Museums
Head Start
It benefits children through the collective knowledge provided through children's museums.
This charity helps over a million children through 1,600 Head Start grants across the U.S.
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OUR NEW COMPETITORS
Adjacent Competitors
OUR NEW COMPETITORS
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Boy Scouts of America
Girl Scouts of America
The Boy Scouts of America is one of the largest scouting organizations in the U.S. With more than 2.4 million youth participants.
Founded in 1912 by Juliette Gordon Low—Girls Scouts of the USA offers a variety of programs for girls from kindergarten through 12th grade.
Frontier Girls
SpiralScouts International
Frontier Girls is a scouting organization designed to provide girls across the United States with an alternative to Girl Scouts.
It offers scouting programs for boys and girls ages three to 18 and was originally based on Wiccan symbolism and values.
Camp Fire
Cub Scout
Camp Fire program was expanded in 1975 to include both boys and girls. Camp Fire is committed to diversity and inclusion.
Cub Scouts is a program associated with Scouting for young children between 7 and 12, depending on the organization to which they belong.
Venturing
Sea Scouts
The YMCA provides a wide range of youth development programs, including after-school activities, sports, and educational support.
Sea Scouts is a program of the Boy Scouts of America for young men and women ages 14 through 20.
Trail Life USA
American Heritage Girls
Trail Life USA is a faith-based nonaligned Scouting organization providing youth mentorship and character development to more than 52,000 boys.
The American Heritage Girls is a Christian-based Scouting-like organization for Americans.
Scouting Organizations Organizations such as the Boy Scouts of America and the Girl Scouts of the USA provide programs centered on character development, leadership, and outdoor activities for young individuals.
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OUR NEW COMPETITORS
Future Competitors
OUR NEW COMPETITORS
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YouthBuild USA
TOMS
This organization helps young people build careers, strengthen communities, and break the cycle of poverty through education and job training.
Known for its "One for One" model, TOMS provides shoes, eyewear, and safe water to people in need, including children. Buying TOMS products supports their giving initiatives.
Youth To The People
Sevenly
A skincare brand that not only produces clean and sustainable products but also actively engages in social and environmental causes, supporting youth empowerment and sustainability initiatives.
Sevenly is a social good apparel brand that partners with various causes, including those focused on youth empowerment. A portion of every purchase goes toward supporting these causes.
Youth on Record
Youthful
This organization uses music and arts education to empower young people, helping them find their voice and express themselves through creativity and art.
Youthful is a clothing brand that empowers young people to express themselves through fashion. They often collaborate with young designers and artists to create unique clothing lines.
Brands empowring youth In the future, Boys & Girls Clubs of America will concentrate on empowering young people. In the market, several brands and organizations are recognized for their dedication to empowering youth through diverse initiatives and products.
STAY VOCAL
RIPNDIP
The YMCA provides a wide range of youth development programs, including after-school activities, sports, and educational support.
This streetwear brand combines fashion with a playful and youthful attitude. They often collaborate with artists and designers, encouraging creativity and self-expression among young consumers.
Rags2Riches
BANGS Shoes
Rags2Riches is a fashion brand based in the Philippines that empowers young artisans in community, by providing them with sustainable livelihood opportunities.
BANGS is a footwear brand that supports young entrepreneurs and education by investing a portion of their proceeds in loans for youth.
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OUR NEW COMPETITORS
OUR NEW COMPETITORS
Brand Attributes 5 relevant / good / positive words
5 neutral words
Creative
Developed
Leadership
Provided
Healthy
Sustained
Independent
Diverse
Supportive
Large-scale
5 bankrupt / stale / negetive words
5 words we want to "own"
Unsafe
Innovative
Restrictive
Positive
Exclusionary
Responsible
Neglectful
Inclusive
Stagnant
Powerful
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BOYS & GIRLS CLUBS OF AMERICA Student Porject GR6014 Kimberley Zhang
COVER
GR604 / NATURE OF IDENTITY
XIYU ZHANG / KIMBERLEY ZHANG
BOYS & GIRLS CLUBS OF AMERICA