Transcript BSA National Convention 2004 Marketing Presentation

MARKETING
in our region, areas, and
councils
Dave Berkus
Vice President - Marketing
and Relationships
Regional Marketing
Summit
Orange County, California
July 16-18, 2006
Why We’re Here:
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BSA’s increased emphasis upon marketing its
message
Emphasis upon outcomes, rather than
methods, led to…
Focus upon marketing and relationships to
achieve goals of regions, areas, and councils
And creation of positions of VP
Marketing/Relationships at regional, area, and
council levels.
BSA NATIONAL STRATEGIC
PLAN – Guiding Principles
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Every eligible youth has an opportunity to be
involved in a quality Scouting experience
Increase the number of engaged, accountable
volunteers dramatically at all levels
Every local council is fiscally sound
Local, regional, and national chartered
organizations and strategic alliances are
identified and engaged
Staff professionals at all levels with right
people for the job, with a focus on diversity
The Vision:
 To
increase the visibility of Scouting
within the communities and
chartered organizations
The Vision:
 To
increase awareness of marketing
techniques and resources among
volunteers and professionals within
the region
The Vision:
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To create a chain of
trained, marketingfocused volunteers
from BSA National
to each council
through each region,
each area, and each
council, by creation
of marketing VPs
The Vision:
 To
expose new materials and
resources to those who can use them
best
The Vision:
 To
leverage geographic proximities
between councils to provide
coordinated marketing programs
The Vision:
 To
increase the popularity and
membership of the program
through effective marketing
BSA NATIONAL MARKETING
GOALS - 2006
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Develop and deliver national PSAs supporting positive
image of Scouting
Deliver four regional marketing summit programs
Research: BSA brand study, changing market needs and
wants, and ethnic market study
Utilize “Good Turn for America” to create positive
stories for Scouting
Support “Report to the Nation” – extend to schools
and friends
Professional development: second marketing & PR
course for professionals
Build marketing resource through “Merits of
Marketing” Web site
Expand national BSA speakers’ bureau
Western Region Marketing
Strategic Plan 2006
1. Increase the number of councils
in the region with an active
marketing committee
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Councils recruit an experienced marketing leader
– 12 councils have an experienced marketing leader by
12/31/06, 24 by 12/31/07, 32 by 12/31/08, 40 by ’09,
45 by ’10
Increase the number of council marketing
committees
– 30 by 12/31/06
– 40 by ’07
– 45 by ’08
– 52 by ’09 and
– 59 by ’10
2. Increase number of media
market committees and intercouncil events to maximize
resources
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Increase media market committees
– By 3/30/08 100% of areas have at least one
geographic media market committee
Increase inter-council events
– By 12/31/09 100% of media markets
conduct multiple intercouncil marketing
events
3. Encourage councils to create
marketing plan, reflecting
demographic and addressing
retention
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Increase number of councils with
marketing plan inclusive of youth retention
and diversity
– By 12/30/07, all 59 councils have marketing
plan
4. Local council marketing plans to
include national “super priority”
events
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Local council marketing plans include national
super priority events
– By 5/30/08 and annually, all 59 councils
have super priority events in their council
marketing plans
 Good
Turn For America
 100th Anniversary
 Annual Birthday for Scouting
 100th Anniversary Jamboree
BSA National Research Studies
under way
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Value of the BSA brand
Perceptions of Asians, Hispanics, African
Americans of the program
Parents of eligible kids (Harris Interactive)
Evaluation of Scouting’s delivery system
BSA’s Marketing Chain –
Western Region
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National chairman
Western region VP
Area I
Area III
Area IV
Area V
Metro group
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National marketing support:
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Mark Mays
Dave Berkus
Dr. Mike Murphy
Bill Stark
Bruce Davis
John Long
(open)
– Stephen Medlicott, division director, Marketing and
Communications, BSA
– Ron Lunsford, Western Region staff executive—Marketing
Samples of Great Literature
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Marketing &
Communications
catalog
Samples of Great Literature
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Scouting in the News
National awards for great council
marketing materials
Developing a Local Council
Marketing Committee
Developing A Local Council
Marketing Plan
Regional Media Market
Committees:
San Francisco
Los Angeles
Seattle
Salt Lake
Denver
… Others?
Some final thoughts from the
marketing guy:
• Thousands of years ago, cats were
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worshipped as gods. Cats have never
forgotten this.
If at first you DO succeed, try not to look
astonished.
It’s hard not to meet expenses. They’re
everywhere.
Banging your head against a wall uses 150
calories an hour.
And one that is equally as important in
Scouting: Great marketing is a learned skill.
Never trade luck for skill.