Marketing Update

Welcome!

Unaided Awareness Aided AwarenessVerbatim Responses Closed Ended

Boys 11 to 17

Mentions• Sports (individual/team): 43%• Boy Scouts/Cub Scouts: 40%• Boys & Girls Club: 24%• YMCA: 15%• Band/Music: 7%• Faith-Based Club/Group: 4%• Math/Science Club: 4%• Community/Rec Center: 5%• Study Group: 4%• Chess Club: 3%• Art Club: 1%

Q: Please tell us the afterschool clubs, organizations, or activities for kids and teens you can think of.

98.2% 93.4% 87.8% 79.7% 40.3% 12.9% 10.3%

97.9% 92.1% 82.0%C 74.6% 37.2%C 12.5% 11.9%

99.3%B 91.5% 75.9% 75.2% 28.2% 10.5% 9.5%

Total Parents (A)

Boys 11-13(B)

Boys 14-17(C)

Q: Which of the following after-school clubs, organizations or activities have you ever heard of?

High Brand Awareness…

Non Scouts describe Scouts as…less adventurous less fun not athleticnot cool

Attributes of Boys in Scouting Non-Scouts

Are adventurous 31%Are fun to be around 6%Like to help others 30%Responsible, are people you can depend on 22%Different from other kids in a good way 10%Are liked by adults, for example teachers and coaches 21%Athletic 6%Ambitious 17%Are boys like [my son/me] 6%Are boys older than [my son/me] 2%Are natural leaders 16%Cool 3%Are very focused on school 9%Mature 9%Popular and have lots of friends 5%Are boys younger than [my son/me] 13%

Boys age 11-17 Q: How well do you think the following words or phrases describe boys who participate in Scouting?

The Misperception…

Ouch!

Totally “Cool”Current/Relevant

Safe / BoringUnchallenging

Challenging Fun

Extreme Outdoor

Totally “UnCool”Old Fashioned / Behind the Times

Venturing

Cub Scouting

Boy Scouting

Goal

To change consumer perceptions, we need to:

Change the “Conversation”…

Changing the conversation through:

Brand Standards

Consistency Across Messaging

Prepared. For Life.™ – Prepared. For Adventure. – Prepared. For Leadership.– Prepared. For Service. – Prepared. For Learning. 

Changing the conversation through:Recruitment Campaigns

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Changing the Conversation through:

Digital Recruiting

• The BSA’s national recruiting URL• Find a unit anywhere in the nation

BeAScout.org

Connecting Leaders with Families…

Our biggest challenge is getting our units to update and maintain their pins.

BeAScout.org

Challenge…

Recruiting Cluster “Test Markets”

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Situation Analysis

• Cub Scout membership down 20.8% since 2002.

• Cut Scout age are best target (60% interested) vs. Boy Scout age (27% Interested).

• Communications world has totally changed. Moms are highly digital and time crunched – must reach them in their world.

• Traditional promotion plans alone are inadequate for reaching moms and Cub Scout age boys. 61% of moms say son didn’t join because he wasn’t asked.

The Latest Research

• Moms spend more than 100 hours a month online.

• More than eight in 10 moms visit social media sites, primarily Facebook.

• Three in four moms say combining screens — including TV, phone, computer, and videogame console — offers a more "complete" message.

“Test Market” Strategies

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• Work with local councils to support recruiting efforts

• Utilize professional, targeted media purchasing in strategic coordination with local recruitment campaigns.

• Integrate national marketing tactics with what activity is currently being done at the local council by using social media, digital marketing, email marketing and some traditional media.

Reaching Families

Moms and

Youth

Email

Interactive Banners

Search

Radio

Print

TV

Social Meda

Fliers, Posters, etc

Packs

Troops

Crews

Surrounding Audiences with Scouting Messages

Connecting them with Scouting Units Joining

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Tactics Overview (DRAFT)

Tactics could include:• Cable TV• Direct Mail – ValPak• Web Banners• Web Banners – Hispanic• Email Marketing• Cinema Advertising

Interest

Action

Activation

Awareness

National-level marketing strategy and tactics

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MARKETING

SALES

Organic SearchPaid Search

Direct Mail

PostersEmail

Outdoor Adv.Social Media

Partnerships

Interactive Banners

Referrals

Print Advertising

BeAScout.org Program Information Unit Information

Program info

Scout Nights

Boy Talks

Joining Events

Joining

Local marketing, promotion and sales

Visits to Meetings

Word of Mouth

Video

TV

Radio

Fliers

2011 “Results”…

• Email open and click through rates double industry average at approximately 12%

• Interactive display (web banners) performed at industry average with a 9% click through rate

• 271MM impressions

• 305,000 clicks to beascout.org (from trackable media)

• 59,000 zip code lookups (Google Pin page)

• 2% increase in Cub Scout recruitment vs. prior year*

*Among 28 councils in media test markets

Going Forward

• Many Area 2 Councils have expressed interest

• Media plans for Fall 2012 being reviewed & discussed next week

• Conference calls are currently being scheduled with Area 2 councils for a deeper dive

TV Show

You’ve Heard of…

Now there’s…

“Tougher then a Boy Scout”Premise:

Pit current Scouts against average adults in a series of challenges out in the wilderness

Production Highlights

– Original Productions

– Casting – complete

– Filming begins April 26

– Filmed at Whitsett Scout Camp (California)

– Airs on NatGeo (National Geographic) channel in Late ’12

– 6 Episodes

Changing the Conversation through:

Outdoor Adventure

Summit - Online

2013 National Jamboree

Logo Designs

Resources

Marketing Toolbox – Scouting.org/marketing

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Web Banners

Email Templates

PSAs - Online

Top Photos of the Month

Current Logos

Resources

Marketing Toolbox:

www.scouting.org/marketing

Marketing Hotline:

972-580-2239

Strong Brand Identity

Consumer connections through www.beascout.org

Council-Focused Tools & Resources

National Theme

Change the Conversation

Engaging Recruitment Campaigns

Innovative Digital Marketing