Big Brothers Big Sisters hires Michelle Lawrence as Director of Marketing & Communications

| January 22, 2015 | 1 Comment

bBig Brothers Big Sisters of the Greater Chesapeake announced today that Michelle Lawrence has been hired as Director of Marketing and Communications, a first-of-its-kind role for the organization. Lawrence comes to Big Brothers Big Sisters from the second largest running organization in the country, Atlanta Track Club. She brings with her a variety of experience developed in the advertising, sports marketing and non-profit industries.

Lawrence is originally from Florida and graduated Summa Cum Laude with a Bachelor of Science degree in Advertising from the University of Florida. She started her professional career at Doner, a mid-size agency in Atlanta, Georgia, where she managed every aspect of Agency of Record work for fast food, retail and higher education brands. After years in advertising, Lawrence made a transition to non-profit marketing, most recently working as Brand Marketing Manager at Atlanta Track Club. There she implemented the first rebrand in the organization’s 50 year history and handled all communications for the organization, including the world’s largest 10K running event.

Michelle is a key addition and her hiring represents an organizational focus on closing the “mentor gap” through strategic marketing and communications,” said Terry Hickey, President and CEO of Big Brother Big Sisters of the Greater Chesapeake. “There are over 900 children in Central Maryland in need of a mentor and we need to reach more potential volunteers if we hope to serve them.”

In her new role, Lawrence will lead all marketing efforts in support of the agency’s strategy to amplify brand awareness, increase volunteer applications and gain recognition for the organization’s Mentoring Resource Center. Additionally, Lawrence will help develop a refreshed creative look and gain consistency across the brand’s many communication platforms and outlets within the community.

“I’m thrilled to combine my passions for communicating meaningful messages and making a difference in my new role at Big Brothers Big Sisters,” said Lawrence. “It is immediately clear that this organization’s belief in the power of relationships is genuine and I’m eager to get to work to ensure that everyone in the state of Maryland knows it.”

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John is the publisher and editor of Eye On Annapolis. As a resident and business owner in Anne Arundel County for more than 15 years, he realized that there was something missing in terms of community news--and Eye On Annapolis was born in late spring 2009. John's background is in the travel industry as a business owner, industry speaker, and travel writer. In terms of blogging and social media, he cut his teeth with MSNBC.com.