2. Using the exhibit on the marketing strategy planning process in Chapter 2, identify the components of BBBSA’s strategic planning process from the information presented in this case.

Who are BBBSA’s customers and competitors? How has BBBSA chosen to segment its market? Describe BBBSA’s target markets. How does BBBSA differentiate itself from the

“competition”? How would you describe the 4Ps of BBBSA’s marketing strategy?

For more than a century Big Brothers and Big Sisters of America (BBBSA) has helped children reach their potential through professionally supported one-on-one mentoring.
With a network of about 400 agencies in all 50 states, BBBSA serves approximately 260,000 children between the ages of 6 and 18. A sister organization, BBBS International, has a global scope with agencies in 12 countries and similar plans to expand and improve international programs.
Programs BBBSA has two core programs:
• Community-based mentoring that requires a mentor (“big”) to meet with a child (“little”) at least one hour each week to engage in community activities.
• School-based mentoring that encourages “bigs” to meet with their “littles” in schools, libraries, and community centers at least once a week to talk and play.
BBBSA “matches” between children (“littles”) and mentors (“bigs”) are carefully administered and supported by rigorous standards and trained personnel. Professional staff ensure that matches are safe and well-suited to the individuals involved.
Each potential mentor (“big”) is evaluated and trained before a match takes place. With each match, the intent is to provide a satisfying experience for both parties and to help the child develop positive outcomes.
BBBSA attempts to meet the needs of the most vulnerable children in a community. Because the demographics of these vulnerable children vary from community to community, BBBSA has developed different programs that consider these racial, ethnic, and social demographics.
Each local affiliate launches a specific program that meets the needs of its community.