The Voice of Teens from the Boys and Girls Club of Boston

After COVID-19, BGCB saw a decline in teen membership due to a loss of community engagement and competing after-school priorities like sports and jobs. Additionally, teens were hesitant to participate in programs with younger children.

By marketing directly to teens and their parents, BGCB could restore teen membership through a digital-first, passion-driven campaign that highlighted opportunities for career growth, personal development, and community engagement.

• Primary Audience: Teens (13-17) in the Boston DMA, looking for career-building, extracurricular, and leadership opportunities.

• Secondary Audience: Working parents of teens who seek affordable resources for their child’s success.

• Social Media Trends:

• Teens are most active on TikTok, YouTube, and Instagram.

• Parents frequently use Facebook and Google Search for parenting resources.

• Existing BGCB members were not engaging in online conversations about the organization.

Key Message: At BGCB, teens can explore and pursue their passions with the right resources.

• Visual Identity: Hand-drawn collages, graffiti textures, vibrant colors, and a modernized brand aesthetic.

• Content Approach: Showcasing real teens actively engaged in BGCB programs through videos, testimonials, and UGC-style content.

• TikTok & Instagram:

• “Day in My Life as a BGCB Member” vlogs

• “Passion in Action” video series featuring members pursuing interests like robotics, music, and sports

• Teen-run social media program to create authentic, relatable content

• YouTube Shorts:

• Repurposed TikTok/IG Reels content to extend reach

• Informational series introducing BGCB’s programs

• Facebook & Paid Search:

• Targeted parents with local ads promoting teen opportunities

• Used Google Ad Grants for paid search campaigns

• Partnered with micro-influencers and BGCB alumni for authentic testimonials and credibility.

• Alumni-created content was boosted to reach more parents and teens.

• Transit Ads & Billboards: Awareness-focused placements in high-traffic Boston areas.

• Community Events: Hosted activations at local festivals, career fairs, and school events to drive direct sign-ups.