Boys & Girls Clubs of America
Challenge
Boys & Girls Clubs of America Boys and Girls Clubs of America (BGCA) serves over 4.3 million youth across more than 4,300 clubs -- leveraging developmental programs, safe places, and mentors to ensure every youth in America has the opportunity for a great future. Despite boasting nearly 80% brand awareness, most people don’t really know what BGCA does. In short, the brand is well-known, but not known well. This combination of high awareness + low familiarity opens the door for not only brand misunderstandings yielding declining donations, but also blatant confusion with other category non-profits. The Challenge BGCA approached Dagger to develop a breakthrough idea to communicate their brand story in a way that would stand out in the cluttered nonprofit landscape. Complicating this ask? A complex matrix of eight distinct audiences ranging from parents to donors, alumni, and more.
Solution
Our Approach Dagger identified category conventions ripe for disruption and conducted primary research across constituent groups, revealing: 1. BGCA’s breadth and depth are unmatched in their category, yet no one outside BGCA knows it; 2. BGCA has a mind problem, not a heart problem; 3. There is no silver-bullet-benefit that threads all audiences. The Execution Armed with this rallying cry of “whatever it takes,” we developed a library of creative devices and a messaging framework to cohesively unite communications visually and strategically across OOH, broadcast, digital, and more. The Execution Both hinged on the formula: Input + Input + Input = Whatever It Takes to [Output] This became the foundation for two TVCs shot entirely in-house, including a national PSA debuting in the coming weeks. The spot creatively reveals what BGCA explicitly does, using sound to break through the attention barrier. The combination also sets BGCA up to move on quick-turn activation campaigns, including BGCA’s soon-to-launch Back-to-School campaign. Not unlike IHG’s proposed scenario, BGCA’s campaign will be in-market for approximately six weeks, maximizes a limited media budget, and will deliver both upper-funnel awareness and lower funnel actions via targeted issue-based messaging. Pre-launch testing results have been positive, and we’re looking forward to seeing the impact of the full body of work upon launch later this summer.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.