| |
The Marketing & Communications team presented several successful sessions at National Conference, including Sparking a Brand Revolution, Evolving the Boys & Girls Club Brand Message, Creating Authentic Brand Moments, and Building a Powerful Brand. Conference attendees were invited to visit the Marketing & Communications booth to pick up a copy of the new 2017 Brand Book and play the Big Brand Game Show!
The Alumni Hall of Fame ceremony, coordinated by Marketing & Communications, was another conference highlight. Inductees included actor Anthony Anderson and WWE executive and performer Paul "Triple H" Levesque, who entertained and inspired the audience at the ceremony hosted by Courtney B. Vance.
|
|
|
| Here are a few of our social posts that got the most exposure and engagement. Please follow us via the links below and help us amplify our voice.
|
|
Katy Perry Partnership
On Monday, May 15, Katy Perry announced her North American leg of her WITNESS 2017-18 tour, along with her partnership with Boys & Girls Clubs of America, in which $1 from each ticket sold will go directly to BGCA. This partnership will help put millions of young people on the path to a Great Future, and give her fans a chance to see her live in concert by showing their support of Clubs with the help of Global Citizen. The announcement garnered an unprecedented 190 million media impressions, with mentions in publications including Huffington Post, NPR, Bustle, Rolling Stone, Variety, Billboard and E!. The tweet sent out from @BGCA_Clubs announcing the partnership garnered an engagement rate of 8.2%, 531% higher than our average. Additionally, traffic to BGCA.org increased by 15% with direct traffic (users typing in the URL) increased by 35% after the announcement.
|
|
|
The Boys & Girls Clubs Brand Book
The Boys & Girls Clubs Brand Book, which was a big hit at the National Conference, demonstrates how our brand can unify communications across all platforms to ensure our Movement speaks as "one voice." It’s available now on Marketing.BGCA.org on the brand library tab and everyone will be receiving a hard copy in the coming days. The Brand Book provides an energetic and compelling overview of our brand story, the key elements of our brand platform and how they all work together. (And stay tuned for a new resource on the horizon: Brand Messaging Guidelines, with updated elevator pitches and language on how to talk about our brand broadly and to key audiences, reflective of our 2025 roadmap. It will be available soon!)
|
|
|
|
New Hires: Welcome to the Team!
|
BRITTNEY YOUNG
Director of Marketing, Healthy Lifestyles
Brittney joined our team in April and has been leading BGCA's marketing and communications efforts for our healthy lifestyles initiatives, programs and partnerships. Most recently, Brittney served as a public health communications leader with the CDC where she led education, policy and communications efforts around early identification of developmental delays and disabilities with children. She is passionate about health and wellness in her own life, and is personally connected to BGCA's mission, as an alum of the AG Gaston Boys & Girls Club in Birmingham, Alabama.
|
|
|
Kamelah Muhammad
Assistant Director of Marketing & Communications, Youth of the Year
Kamelah joined BGCA as our Local Marketing Specialist last summer, but has recently joined our Brand Partnership team as the Assistant Director for Youth of the Year marketing. In her new position, Kamelah will play a key role in leading out the marketing and communications efforts for Youth of the Year as well as assist with marketing the efforts of our teen programs. This includes positioning BGCA's leadership in the areas of college readiness and workforce development, and serve as a key marketing communications lead with corporate partners that fund these initiatives.
|
|
|
Marketing & Communications has scheduled a series of webinars to share the strategy for marketing initiatives listed within our 2017 Brand Calendar. Club professionals can expect to receive information on available marketing resoures as well as hear best practices from other Boys & Girls Club professionals.
Missed a training? No problem. All webinars are recorded and can be accessed from anywhere at any time via Marketing.BGCA.org.
|
|
A number of new pages and features have recently been added to BGCA.net to better serve our Club users. Here are some highlights:
- To support the launch of the new and improved Spillett Leadership University, BGCA.net/Training was updated with new banners and a button linking to the new SLU, as well as dedicated pages for the individual schools so that users can learn more about what each school offers.
- The new Member Management System page is live! Visit to learn more about the project timeline and how Clubs can get involved.
- BGCA.net/MyData is on its way to being the one-stop portal for all data, with Club Experience data being added soon! My Data has already been successfully piloted to CEOs and select Clubs and will be fully launched to the Movement early this summer.
Did you know?
30 Content Managers across the organization help to update BGCA.net. Each Content Manager gathers communications from all points of contact in their division/department and publishes the approved content on their BGCA.net page(s).
|
|
Every month we track the key metrics from our various marketing channels and efforts. Below are a few key insights from the dashboard that can also be viewed below:
- Traffic to BGCA.org was down 13% in April compared to last year. We typically expect to see a dip in the first month(s) after a new site launches as search engines play catch up with the changes. Our numbers would actually be flat to 2016 if not for a significant decline in referrals from MLB.com. We are seeing positive trends in other metrics (bounce rate, donation conversion %, etc.) and expect those to continue.
- Earned media had a 58% uptick in impressions for the month of April compared to last year, thanks to a few high profile partnerships, including Red Nose Day announcements, Schwab mat release, Claritin partnership announcement featuring Josh Duhamel and more.
- On Facebook, Twitter and Instagram we saw follower growth and increased engagement rates across the board. Month of the Military Child content drove high engagement rates on Facebook and Instagram.
|
|
| Below are a couple of articles from external publications, covering current trends in the ever-changing landscape of marketing. This is a sampling of articles we send within our department on a regular basis to ensure we all stay informed and relevant. |
|
| Below is a sample of the submissions we receive for the I CARE Awards that are given out at every department meeting. We nominate both people within and outside of our department who show exemplary use of our I CARE values!
|
|
Sage Learn
(Government Relations)
Collaboration
"Sage has been a fantastic collaborator over the last few months as M&C has played more of a role in our advocacy work. She's inclusive, collaborative and a great example of a fabulous cross-functional partner."
|
Greer Horne (RD)
Accountability & Respect
"At a time of transition in our team, Greer has jumped in to help – stretching beyond her current role. She always embodies the I CARE values and continues to be a shining star partner for M&C."
|
|
Sue Hurst (HR)
Collaboration
"Sue is an absolute pleasure to work with. She really partners with her 'clients' to understand their needs and tries to deliver candidates who best fit those needs. She is a true partner and a truly good person."
|
Ju'Riese Colon (Child and Club Safety)
and Kristine Morain (Legal)
Collaboration & Accountability
"With a constantly challenging and dynamic external environment, Kristine and Ju'Riese are regularly focused on doing the right thing for the Movement and the kids we serve. Their teamwork and level of execution is unparalleled – even with small staffs."
|
|
You are receiving this e-mail as a Boys & Girls Clubs of America National Staff member. If we have sent this to you in error, please contact us at unsubscribe@bgca.org.
|
|
|
|
| |
