Nonprofit River East changes brand identity to better reflect mission Date: 11/27/2023 River East School-To-Career revealed its new brand identity and website during an event at the Palmer Public Library on Nov. 8.
River East works with nine school districts to assist high school seniors in connecting with a local business in their preferred career path. The Palmer-based nonprofit’s brand change was designed to better illustrate this mission, Grant Writer and Donor Relations Coordinator Suzanne Boniface explained in an interview.
The new logo includes an upward-facing arrow, which symbolizes the nonprofit’s work to help students grow and move toward their desired career, Boniface said. In addition, the logo’s similar colors to the previous logo are meant to honor the nonprofit’s nearly 20 year history.
Boniface also discussed the organization’s new website, explaining that it now focuses on providing detailed information for interested parents, students, and businesses. Alternatively, the previous website highlighted the state initiative, Partnership Director Amy Scribner said.
“It was a big decision to change [the brand and website] but the world changed in a decade so we wanted to continue the momentum,” Boniface said, stating the brand hasn’t been changed in 10 years. “The new logo totally represents what we are.”
The organization provides individualized career assistance to students in the region by working with schools’ career facilitators, Scribner stated. This process begins as early as grade seven when River East begins supporting research into the student’s interests and desired career. This is done through sponsoring guest speakers, assisting with resume writing and hosting career fairs, Scribner explained.
Their involvement continues to grade 12 when the student is matched with a nearby business for a semester-long co-op placement during one of their school periods.
In addition to co-op placements, River East also offers workplace training, job shadowing, workplace tours and scholarships, according to its website.
“We provide whatever the career facilitators need,” Scribner said, stating that they assist with anything from research to relationship building to holding mock interviews. All resources offered by River East come at no cost to students or parents.
The nonprofit, which will celebrate its 20th anniversary in 2024, has remained constant in its mission since its 2004 incorporation, Scribner said. She explained that the largest change is their increased coverage area, which now includes Monson, Palmer, Ware, Pathfinder Regional, Quaboag Regional, Hampden-Wilbraham Regional, Belchertown, Tantasqua Regional and Longmeadow.
Another change has been the types of careers targeted for students. While in previous years, high schools had pushed students to pursue higher education, this focus has recently expanded to include all jobs, Scribner stated. However, certain careers remain popular among students, such as healthcare.
“We are student-focused,” Scribner emphasized. “It doesn’t matter what your path is after high school … everyone needs a job.”
For more information about River East’s work, contact Scribner at ascribner@rivereaststc.org. Students are also encouraged to visit rivereaststc.org/who-we-are to find contact information for their schools’ career facilitator.
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