The Brand of BronxWorks


Bronxworks’ mission can be summarized as helping Bronxites improve their economic and social life. Due to the different services available, BronxWorks may have one or more roles depending on the beneficiary. In this clip, a BronxWorks program can be seen as a catalyst for changing how corner stores shift to selling more healthy options by employing student volunteers. Meanwhile, BronxWorks provide an array of services that can fall under any number roles, such as caregiver.

Providing so many different services makes it appear that BronxWorks might be trying to overachieve. While accomplishments are important, BronxWorks have to also remember that social media can be used against their mission. It is important that social media is a 24/7 operation, just like the services they provide.

In attempting to understand how BronxWorks plays with other organization, Twitter might be the best place to look. An organization like BronxWorks relies on partnerships to help provide services. However, not afraid to advocate for its stakeholders, even against someone who appears to be a natural ally.

BronxWorks’ does have a social brand but could use improvement. A strong social brand needs to sell urgent action and participation. In a recent report done by a local news network, a BronxWorks pantry was running out of food and staff. The reporter told a story that would convince a viewer urgent action was needed but did not encourage the viewer to participate, i.e. “please donate or volunteer by …..”. While BronxWorks could not control the message the reporter conveyed, BronxWorks could attempt to use the story to justify immediate donations or volunteers.

Overall, BronxWorks is successful in communicating its brand as a resource for under-served Bronxites. However, with some polish, this organization can achieve more impact by embracing new power to increase engagement.

Providing healthy foods to an under-served population is one of the ways BronxWorks is transforming the Bronx.

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