In a marketing effort based on students helping students, the Boys Home of Virginia, a nonprofit, nondenominational residential education program for boys ages six to 17, now has a new website, www.boyshomeofva.org,
brochure, logo and promotional video created by students at the
nationally known VCU Brandcenter. The marketing materials reflect the
organization's emphasis on providing services to deserving boys
statewide - and beyond. "We have one of the best programs in the state,
but we want to make sure people know our story," says Donnie Wheatley,
CEO of the Boys Home of Virginia since 1985.
Kelly O'Keefe, a
Boys Home of Virginia Board member, and a Brandcenter professor, agreed.
"These new materials reflect an effort to let people know about this
remarkable organization and its outreach and impact," said O'Keefe,
whose students (now graduated) volunteered to create a Boys Home
marketing campaign built around the theme, "A successful man has to
start somewhere."
"All I asked for
was a few volunteers to go with me to the Boys Home one Saturday morning
to see the school." O'Keefe said. "I got more than I bargained for when
18 students signed up. Donnie Wheatley said, 'Don't worry, I'll bring
the bus.' So we all went together. When we got back, the students were
so impressed by the kids and staff at the Boys Home, they set to work on
the campaign."
About 75 boys were
enrolled at the Boys Home of Virginia over the course of 2013; many
came needing a change in venue. "We like to say we're helping young men
who have great promise, but limited opportunities," said Wheatley. And
he should know, as he was once a Boys Home resident himself. "I believe
strongly that there is a place for residential education, and I want to
continue to build on the things that work, and provide a place for those
children who are probably not going to be served in other ways," he
added.
"The Boys Home of
Virginia is different than other organizations because it provides a
solution for children who might be walking a difficult path in their
lives for no other reason than there simply isn't the right structure
available," explained Len Slater, a Boys Home Board member. The bucolic
setting of the school in Covington provides a place for boys to grow and
flourish - physically, personally and spiritually. Besides class work,
there is time for play and sports. The Boys Home of Virginia also
maintains a Christmas tree farm in West Augusta, Va. year-round, so
students can learn basic farming tasks and the satisfaction that comes
from doing a job, and doing it well.
Wheatley's
affection for Boys Home is infectious, and his energy and ability to
interest others in the school never seems to wane. "This is not about
doing a job," he explains. "It's about living a life."
About the Boys Home of Virginia
Boys Home was
founded in 1906 and continues to provide a non-denominational, nurturing
residential and educational environment for boys from all over Virginia
and beyond. The mission of Boys Home is help each resident strive
toward becoming a productive member of society, by developing his
potential, spiritually, mentally, physically and socially.
