Transcript National Marketing Committee

Thursday, April 10, 2014
MARKETING STRATEGY AND
CAMPAIGN UPDATE
Introductions
Stephen Medlicott
National Marketing Group Director
Boy Scouts of America
Michael Ramsey
Director of Marketing and Experience Management
Boy Scouts of America
Darin Kinn
Cub Scout Experience Specialist – Marketing
Boy Scouts of America
Today’s Agenda
• Opening Comments – Stephen Medlicott
• Authenticity Gap – Michael Ramsey
• Brand Positioning – Michael Ramsey
• 2015 National Recruitment Campaign – Michael Ramsey
• Closing Comments – Stephen Medlicott
• Q&A - All
STEPHEN MEDLICOTT
NATIONAL MARKETING GROUP DIRECTOR
MICHAEL RAMSEY
DIRECTOR OF MARKETING AND EXPERIENCE MANAGEMENT
2014 Objectives
As measured against the National Council Goals of
recruiting and retaining more youth, growing revenue, and
achieving efficiencies:
1. Create and deliver a communications platform that
inspires and motivates, engages volunteers and
employees at every level of the Scouting movement.
2. Contemporize the BSA brand and protect the BSA’s
reputation.
3. Partner with volunteers and employees to deliver a
consistent, compelling Scouting story, internally and
externally.
Authenticity Gap
Value is not money.
This survey was
taken well in
advance of the fee
increase.
Authenticity Gap Key Takeaways
• Parents want innovative programs.
• Parents agreed that Scouting provides life-changing
experiences you can’t get anywhere else,
• They also said they feel that Scouting isn’t for
“families like mine”.
• And, 47% say they are not asked to join.
Strategy
Help parents understand
that Scouting makes the
most of the little time they
have to impact their
children.
National Recruitment Campaign
• Fresh look how we connect with parents.
• Focus groups - Chicago and Dallas (moms/Scout age children).
• Need for fresh, new adventures they cannot get anywhere else.
Parents want a path to character and success in life.
• Children have influence over their activities. Generating excitement
with boys themselves is as important as ever.
• Moms want programs that reinforce what parents teach kids at home.
Many see Scouting as for the outdoorsy, non-sports types.
• New recruiting materials roll out in May and showcased at the
National Annual Meeting.
Research and Evaluation
• Qualitative
• Quantitative
- English and Spanish language -
Fliers
Billboards
Email Blasts
Web Banners
Social Media Images
Envelope
UPCOMING EVENTS AND NEWS
BSA MARKETING GROUP
National Annual Meeting
NextConnect ‘14
Dallas – Aug 7-8
Chicago – Aug 11-12
Register Now at…
scouting.org/nextconnect
Philmont Training Center
PTC Week 1: June 8-14
Q&A SESSION
PHONE LINES OPEN TO WEBINAR PARTICIPANTS
THANK YOU FOR PARTICIPATING!
BSA MARKETING GROUP