Big Brothers Big Sisters of Metro Atlanta Launches "Man Made" Campaign to Recruit 1000 Men in 100 Days
ATLANTA, GA (January, 2009) - On Friday, November 14, 2008, Big Brothers Big Sisters of Metro Atlanta (BBBS) kicked off a cutting-edge, non-traditional marketing campaign aimed at recruiting 1000 men to sign up and become mentors within 100 days. The campaign entitled, "Man Made" seeks to create awareness about mentorship and the growing need for male mentors in the metropolitan Atlanta area. The campaign will mark BBBS's new partnership with Guerilla Tactics Marketing & Media (GTM), an award winning experiential ad agency based in Atlanta as well as engaging the Garner Circle PR to garner celebrity support and awareness for the amazing project. The campaign also launches BBBS' first effort to proactively recruit men and assist the agency in continuing to deliver life-changing, one-to-one mentoring to boys aged 6-18 launching the viral site www.manmadestories.org today.
Rita Owens, BBBS's Vice President of Marketing & Business Development, indicated that the campaign will leverage grassroots, cutting edge marketing tactics that are traditionally reserved for use by leading edge brands in the for-profit arena. "We believe we have a respected brand within the non-profit mentoring space. This campaign is built on the premise that we know our target consumer very well and we will therefore use similar tactics that are deployed by strong brands like Coke and Arby's to deliver the right message to the right consumer at the right time," states Owens.
"This is easily the most innovative and cutting edge work we have done, " according to Janice MacKenzie Crayton, CEO of Big Brothers Big Sisters of Atlanta. "When this works, we will double or triple the number of children we serve. We will also provide a new model for recruiting that can be duplicated nation wide."
Currently, there are more than 1000 young men on the BBBS waitlist hoping to be matched to a male mentor. With the number steadily increasing, BBBS has developed the "Man Made" Campaign where traditional recruitment strategy meets social networking - online and offline. For the next 100 days, GTM INTERACTivists will execute event and digital strategies to re-introduce young men of Atlanta to BBBS and emphasize how volunteering can help men create personal legacies for themselves. Central to the campaign is the www.manmadestories.org website that features personal stories of Atlanta men and celebrities speaking about the powerful difference mentoring can make in a young man's life while encouraging more men to Get Involved!
Big Brother Big Sister of Atlanta is confident the Man Made Campaign will yield high results and provide a new way for non-profits to incorporate new media into their existing recruitment & outreach strategies. With an impressive list of videos submitted by Boris Kodjoe, Dave FM's Richard Sullivan, Akon, Big Boi, the Hawks, 95.5 the Beats Murph Dawg, V103's Frank Ski, T.I., Fox News Mark Hayes, and more become a part of history and visit www.manmadestories.org today.
Contact:
For more information or to schedule an interview with Rita Owens, BBBS VP of Development & Marketing, contact Margaret Kargbo, PR Manager at (404) 522-0486 or by email margaret@gtmcentral.com.
To book celebrity interviews, contact The Garner Circle PR - pr@thegarnercircle.com
Rita Owens, BBBS's Vice President of Marketing & Business Development, indicated that the campaign will leverage grassroots, cutting edge marketing tactics that are traditionally reserved for use by leading edge brands in the for-profit arena. "We believe we have a respected brand within the non-profit mentoring space. This campaign is built on the premise that we know our target consumer very well and we will therefore use similar tactics that are deployed by strong brands like Coke and Arby's to deliver the right message to the right consumer at the right time," states Owens.
"This is easily the most innovative and cutting edge work we have done, " according to Janice MacKenzie Crayton, CEO of Big Brothers Big Sisters of Atlanta. "When this works, we will double or triple the number of children we serve. We will also provide a new model for recruiting that can be duplicated nation wide."
Currently, there are more than 1000 young men on the BBBS waitlist hoping to be matched to a male mentor. With the number steadily increasing, BBBS has developed the "Man Made" Campaign where traditional recruitment strategy meets social networking - online and offline. For the next 100 days, GTM INTERACTivists will execute event and digital strategies to re-introduce young men of Atlanta to BBBS and emphasize how volunteering can help men create personal legacies for themselves. Central to the campaign is the www.manmadestories.org website that features personal stories of Atlanta men and celebrities speaking about the powerful difference mentoring can make in a young man's life while encouraging more men to Get Involved!
Big Brother Big Sister of Atlanta is confident the Man Made Campaign will yield high results and provide a new way for non-profits to incorporate new media into their existing recruitment & outreach strategies. With an impressive list of videos submitted by Boris Kodjoe, Dave FM's Richard Sullivan, Akon, Big Boi, the Hawks, 95.5 the Beats Murph Dawg, V103's Frank Ski, T.I., Fox News Mark Hayes, and more become a part of history and visit www.manmadestories.org today.
Contact:
For more information or to schedule an interview with Rita Owens, BBBS VP of Development & Marketing, contact Margaret Kargbo, PR Manager at (404) 522-0486 or by email margaret@gtmcentral.com.
To book celebrity interviews, contact The Garner Circle PR - pr@thegarnercircle.com
