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Big Brothers Big Sisters of East Tennessee Unveils New Brand Positioning Aimed at Volunteer Recruitment

Contact Information:
Emma Everett, Marketing Coordinator
Big Brothers Big Sisters of East Tennessee
(865) 523-2179 ext. 322 │

 For Immediate Release

 Big Brothers Big Sisters of East Tennessee Unveils New Brand Positioning Aimed at Volunteer Recruitment
East Tennessee mentoring organization’s new brand look emphasizes the potential inherent in all children

Knoxville, TN (Oct. 1, 2018) – Big Brothers Big Sisters of East Tennessee, along with nearly 300 Big Brothers Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning today. The goal of recruiting more diverse volunteers inspired the new branding.

“The need in East Tennessee for young people to have a role model is more urgent than ever,” said David Bratcher, Big Brothers Big Sisters East Tennessee board president.  “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”

Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.

“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in East Tennessee by recruiting more volunteers,” said Brent Waugh, CEO of Big Brothers Big Sisters of East Tennessee.

The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big of East Tennessee will:

  • Transition to a new, modern, nationwide technology system.
  • Participate in new training and use the new positioning to refocus efforts on recruiting local volunteers.
  • Celebrate receiving the Big Brothers Big Sisters of America Pinnacle Award, placing the agency in the top 9 of nearly 300 affiliates nationwide.
  • Launch a third year of its Mentor 2.0 program, a technology-enriched mentoring opportunity in partnership with South Doyle High School.
  • Unveil Reading to Learn, a literacy-based mentoring program in partnership with Reading Buddies in the Tri-Cities. This initiative will allow BBBS-ETN to serve 20% more children in Bristol, Kingsport, and Johnson City.

Learn more about the new brand positioning, the logo or messaging, or how to get involved at .

Share the new look and follow updates on Facebook, Twitter, and Instagram using #BBBSETN and #TennesseeBig.

About Big Brothers Big Sisters of East Tennessee
Big Brothers Big Sisters of East Tennessee ignites potential in children through strong and enduring, professionally supported one‐to‐one relationships that change lives for the better, forever. Children enrolled in the program achieve measurable outcomes, including educational success, avoidance of risky behaviors, higher aspirations, greater confidence, and better relationships. This mission has been the cornerstone of the organization’s 47-year history in the Knoxville area. Learn more at


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