How creative design helps BB&N connect with friends and family

A brand is more than just a logo and a color scheme, it is visual and emotional representation of an organization’s mission, values, and people.  That is why marketing teams go to great lengths to ensure a brand is used thoughtfully and creatively.

Buckingham, Browne & Nichols School (BB&N) is a private, K-12 institution just outside of Boston with a celebrated brand and a highly engaged community of alumni and supporters.  For more than 10 years, BB&N has partnered with BCG Connect to plan and execute its multi-touchpoint strategy for direct mail fundraising and advancement communications.

With each of its campaigns, BB&N brings the brand to life to help to drive the communication goals of each piece.

Here are a few examples:

Branding & design in action

  1. To honor its long tradition for excellence and kickoff a milestone year, this year-end appeal for the BB&N Fund utilized inspiring new designs, nostalgic imagery, and a trifold print format.
  2. To mark the 50th anniversary of the school’s merger, BB&N created event-specific graphics and launched a motion-graphic video to embrace the past, demonstrate impact, and encourage participation in its extra special Giving Day.
  3. For a previous year’s Giving Day, BB&N called its Knight mascot into action to engage constituents in print and on social media.
  4. Design is used in a variety of ways to keep communications eye-catching and on-brand, from custom logos for events and giving societies, to multi-purpose infographics.
  5. This seasonal appeal embraced the fun, welcoming community aspect of the brand in a holiday card format.
  6. To show appreciation and tap into the community’s school pride, BB&N has a tradition for creative stewardship campaigns featuring mailable giveaways such as notepads and seed packets.

Take a look at the anniversary giving day video mentioned above.  For more about how BCG Connect helps BB&N with creative direct marketing, download the case study below.