Boys & Girls Clubs of America announces a new teen brand strategy: “The Club.” This bold effort responds to what teens want – a brand identity just for them – during those crucial years when Boys & Girls Clubs can lose teen members to the street.
This new initiative is a key part of BGCA’s “Join the Club” strategic outreach and recruitment strategy. But unlike all other outreach efforts, this is strictly targeted to young people, ages 13-18. The new brand speaks to the more than 1.2 million teens who attend Clubs nationwide, and is intended to help Clubs add to that number, because it was inspired by teens.
BGCA tapped a select group of current teen members and their advisors to create an attractive brand designed to bring teens into the Club -- and keep them coming back. The new look features a special logo using the words “The Club” on T-shirts, varsity jackets, bucket hats and Club signage, as well as popular accessories such as dog tags and wristbands. Club billboards and van wraps show pictures of teens, sports, DJ equipment and computers, a reflection of The Club brand’s subtitle, “What Do You Wanna Do?”
In addition to helping Boys & Girls Clubs recruit and retain teens, the brand is designed to inspire pre-teens who already have Club memberships, by giving them an experience to look forward to – and an incentive to stay in the Club.
“The Club” brand represents the teen extension of the Join the Club recruitment campaign. Support materials include a new resource guide to help BGC youth-serving professionals reach more teens – and offer programs that meet their needs. Included are teen recruitment posters and a Join the Club membership card series. The materials are designed to highlight teens and their favorite Club activities, answering the question, “What do you wanna do?”