Building the bbyo brand

What is a brand?

The BByo brand

• A marriage of tradition and innovation

• As strong as we make it• Power of integration• YOU = brand steward• Brand Standards:– Verbal– Visual

Many communities, one voice

• Brand strengths– Enduring history– Exceptional programming– Teen empowerment– Strategic approach

• The brand challenge: Integration!Integration!

Who is bbyo?

• Different things to different people– Alumni– Friends– Parents–Members– Prospects– Donors

• Customized messaging is key!

The mission

More Jewish Teens,More Meaningful Jewish Experiences

The elevator pitch

BBYO is the leading pluralistic Jewish teen movement aspiring to involve more Jewish teens in more meaningful Jewish experiences. For more than 80 years, AZA and BBG chapters in communities around the world have been providing exceptional leadership programs and identity enrichment experiences, shaping the lives of 250,000 alumni who are among the most prominent figures in business, politics, academia, the arts and Jewish communal life. Now, more than ever, BBYO offers unique opportunities for teens to connect with one another, serve their communities, navigate the college admissions process and travel the world, providing each participant with a network of lifelong friends, a perspective which adds value and meaning to life and a shared commitment to strengthening the Jewish future.

Standard bbyo terminology

DO• BBYO

• Lauren Shenfeld is BBYO’s International President (N’siah)

• BBYO is the world’s leading pluralistic Jewish teen movement.

DON’T• B’nai B’rith Youth

Organization

• Lauren Shenfeld is BBYO’s N’siah

• BBYO is the largest and oldest trans-denominational Jewish teen organization.

Crafting events – every word counts

What’s wrong with the following descriptions?

Iris Baker Ahava BBG #248 Prospective MIT Meeting Interested in joining BBYO? The sisters of BBG are holding a membership open house! Any prospective members should come hear about all of the wonderful things going on in the world of BBYO.

AZA/BBG Bowling NightPlease join AZA Wildcat for a bowling match against BBG Sunflower #442. Food is provided and there is guaranteed to be lots of BBYO fun.

College Admissions SeminarBBYO’s partnership with Kaplan Test Prep gives BBYO members $200 off SAT & ACT Classes. Join BBG #248 to learn more about how to take advantage of this offer and so much more!

Try these instead:

Good people, good food, good timesTired of spending your nights doing homework? Come relax and have fun with the local chapter of BBG. Join dozens of other teen girls from the DC-area at an open house to hear about the great opportunities provided by BBYO, including dance weekends, travel, leadership programs, community service, college tours and so much more!

Rock n’ BowlCome hang out and bowl with your friends while having fun and meeting new people! The cost of the event is $15 which covers two games of bowling, shoes, pizza and soda. And, if you want to meet people before you even get there, join “Philly Rock n’ Bowl” on b-linked Groups. See you there!

Stress Less About CollegeWant to stop stressing about college? Talk to current college students, get tips on writing your essay, receive $200 off Kaplan SAT & ACT prep classes and so much more at BBYO’s “Stress Less About College Night.” See you there!

The power of testimonials

“I will look back on my experience in BBYO and remember it as being a time when I found my voice and my identity.”

- Allyson Willner, Youngstown, OH

Visual brand standards: logos & taglines

Additional logos

typographyFrutiger

Sabon

Printhouse

Housepaint

Roadkill

Riverside

Desyrel

Defining visual characteristics

“Scratchy Surface”

Defining visual characteristics

Vibrant Photography

Take advantage of marketing resources/services

• Brochures• Flyers• Ad templates• Postcards• Promotional Items and

more