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
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.
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.
For a previous year’s Giving Day, BB&N called its Knight mascot into action to engage constituents in print and on social media.
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.
This seasonal appeal embraced the fun, welcoming community aspect of the brand in a holiday card format.
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.
