Start Something
What’s New:
A Tour of the Media System
and Print on Demand Updates
Start Something
Where We Were. Where We are Going.
From
To
• Positioning Big Brothers Big Sisters
as a mentoring organization
• Positioning Big Brothers Big Sisters as an organization
which positively impacts the lives of children
• Focusing marketing efforts only
on volunteer recruitment
• Marketing multiple ways people can engage
with us, including donate
• Treating the volunteer as the
most important
• Any (every)one can start something as a donor, advocate,
volunteer, employee etc.
• Passive ask for donations
• Bold explanation of use of funds with a direct ask
• Telling the match story from the perspective of
the fun things matches do together and only
including the Big and Little
• Telling the match story in three parts: societal
issues/need, mentoring relationship, outcomes. Including
everyone involved: parents, donors, staff, Big Brothers
Big Sisters, teachers, etc.
• Using tagline:
“Little Moments. Big Magic.”
• Using tagline: “Start Something.”
• Using multiple colors all together
• Use of brand color palette with one color use per
piece/page for greater impact and professionalism
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The Power of Our Brand
1. Currently ranked in the top 5 for
Education/Youth Power Brands
2. Ranked #30 of the Top 100 Non-Profits in the Country
From brand integrity to brand building, our brand is
strongest when we are all working together. It is
imperative that our look and feel is consistent and
professional across the country. Please recognize the
invaluable role you play as we continue to build and
strengthen our brand together.
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What’s New?
1. Photography Style
•
More journalistic and less posed
•
Short Depth of Field (subject in sharp focus, background out of focus)
•
Interesting angles, cropping, and engaging subject matter
•
Continued use of more impact photography
(winning situations, educational settings, milestone moments)
2. Limited use of brand colors
•
Use of one main brand color per page layout
(accent or highlight may be added sparingly)
3. Creative Approach
•
Focus on what we achieve and why it matters,
not just “what we do”
•
Remember, less is more.
Keep your copy and imagery simple and to the point
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What About Our Old Materials?
We understand that many agencies won't be in a position to
invest in all new materials at one time, and we understand that
many agencies may undertake a staged roll-out. In order that
you may prepare accordingly, we encourage you to anticipate
over the next few months how this might affect your budget.
As new materials are available in Q4, 2010 you should establish
which items you use most frequently and be sure to update
those as soon as possible. It is so critical to our brand that our
user experience across the country be the same.
Please know there are many options for the implementation of
materials. There are ways to easily utilize some of your existing
materials and make them more relevant to the new platform.
Start Something
What Can I do NOW?
• Remove the “Little Moments. Big Magic.” tagline from logos and
print materials. (Discontinue using “Little Moments. Big Magic.”)
• Update your e-mail signature, available on agency
connection/marketing central/repositioning.
• Educate all departments within your agency. Start Something
affects us all—determine how you and others will start doing
business differently.
• Tell the Big Brothers Big Sisters story from a donor and volunteer
perspective (a donor and volunteer supported organization that
requires money just as much as time committed by
volunteers)…use the new boilerplate language available on
Agency Connection/Marketing Central/Repositioning.
• As you anticipate the new materials in Q4, 2010 begin adjusting
and planning for how this will affect your budget.
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Will More Photos Be Added?
• New photo libraries have been created with over 500 new
photos (Media System/Start Something/Photo Libraries).
• Currently new photos are reflective of our three photo shoot
locals (New York, Maryland/D.C., Arizona).
• Moving forward in 2011 the plan is to continue building the
libraries with additional photo shoot locations across the
country.
• A photo style sheet is available to help you utilize local printing
opportunities. The new photo style is easily duplicated by
professional photographers.
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What is the Official Launch Date?
Big Brothers Big Sisters of America and eleven pilot agencies
from across the country are beginning to use Start Something in
2010. However, the network-wide rollout and official launch
date is January 2011.
The next few months is your chance to get prepared!
• Educate staff
• Budget for new materials
• Familiarize yourself with what’s new and what’s available
Start Something
Start Something Starts With All Of Us.
Where Do I Find
the New Stuff?
Start Something
Main Access: Agency Connection
Media System
Print on Demand
Promotional Items
Start Something
What’s the Difference?
Media System
Collected files for professional printers
and in-house design teams to
customize and print locally. Now
updated to include Word files for ease
of local use whenever possible!
Promotional Items
The place to go for t-shirts, buttons,
hats, awards, etc. Please note if you do
not see what you need ASK them.
They will find and quote any item you
want!
Print on Demand
An online print system where items are
set up as templates with some
customizable areas.
Customize with your local information,
approve your proof, and place your
order! It’s that easy.
Start Something
Print On Demand
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Promotional Items
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Media System Home Page
• Not just for professional
printers and designers.
Now populated with Word
files when possible.
• Agency access through
Agency Connection, but
private Vendor Login
available—only share with
known, trusted contacts.
http://bbbs.honeycombarchive.com/
Your vendor can use the following to log in:
USERNAME: vendor
PASSWORD: bbbs
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Media System:
Start Something Portal
Materials Review
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Homepage
Above the
fold
Below the
fold
Rotating
Images
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Stationery
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Stationery: Color, Layout
Spot Color vs. Process
(CMYK)
• Spot color is pure color and
more vibrant (less muted) than
the CMYK (4 color mixes). Three
spot colors have been used on
our new “foundation” materials
intentionally—you will notice this
most in the brightness of the
purple.
Space for
supporting
logos/graphics
Adjust
layout to
accommodate
board lists,
special
committees
Etc. on right
hand side.
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Additional Support Materials
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Standing Banners
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Notecards
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Postcards/Cards
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Direct Mail
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Quick Facts
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Flyer Shells
(multiple photo options, 2 versions)
Bowl For Kids’ Sake
Bowl For Kids’ Sake
Materials Update
PowerPoint Slide Template:
with bottom graphic
PowerPoint Slide Template:
without bottom graphic
“Friends Asking Friends” Web Template
Stationery
Large Mailing Envelope
Letterhead & #10 Envelope
Brochure
Customizable Back Panel
Front
Brochure (Interior)
Customizable Inside Panel
Save the Date Postcard
Customizable Back Panel
General Postcard
Customizable Back Panel
Poster (Draft. Not Final.)
Customizable logo and bottom
Additional Concepts
Coming 2011
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Conceptual
Executions
Creative to be developed in 2011
Print Ad
Important Elements:
• Includes role of donor, volunteer, child,
parent and Big Brothers Big Sisters.
•Illustrates how a simple act (buying a
backpack) can lead to huge outcome
(reforming healthcare).
•Uses statistic to reinforce outcome and
validate the program.
•Includes call to action, logo and new
tagline.
NOTE: This is just a
concept and not an
actual print ad.
Start Something
Conceptual Executions
Actual creative to be developed in 2011
Billboard Important Elements:
•Grabs attention with headline that connects
Big Brothers Big Sisters to solving a larger issue.
•Uses bold color and prominently displays image
of a child.
• Includes call to action, logo and new tagline.
NOTE: This is just a
concept and not an
actual billboard.
What’s Left to Say
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Materials Still Coming This Year!
•
Donor call kit (one-page inserts)
•
Stewardship stationery
•
Newsletter template for in-house printing
•
Event invitation
•
Revised Style Guide
•
General Brochure
•
Thanksgiving Card
•
Holiday Card
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For More Information…
For more information or if you have additional questions please
feel free to contact us directly.
Melanie Pack
Creative Director
Jessica Spikerman-Graham
Director, Philanthropy Marketing
Melanie.Pack@bbbs.org
Tel: 215.665.7776
Jessica.Spikerman@bbbs.org
Tel: 215.665.7778
Suzanne Tavani
Marketing & Communications
Suzanne.Tavani@bbbs.org
Tel: 215.665.7762
We are here to help, so please let us know how we can!
Start Something
Repositioning
Big Brothers Big Sisters