Transcript Marketing - Boy Scouts of America

Marketing Webinar
Why we need to
market our camps
Scouting’s Journey to Excellence Facts
Boy Scout and Cub Scout Camping is 12
percent of a council’s JTE Score.
Camp attendance will affect Cub Scout and Boy
Scout Advancement score.
Scouts that camp are more satisfied with the
program. Higher satisfaction will positively
impact “The Voice of the Scout” score.
Scouting’s Journey to Excellence Facts
(continued)
Higher camp attendance will result in additional
revenue for the council.
We know, through research, that summer camp
positively impacts youth retention, market
share and total traditional membership.
Scouting’s Journey to Excellence
#1
Fiscal Management
#4
Market Share
#5
Traditional Membership Growth
#6
Youth Retention
Scouting’s Journey to Excellence
#7
Cub Scout Advancement
#8
Boy Scout Advancement
#9
Cub Scout Camping
#10
Boy Scout Camping
#15
Voice of the Scout
Why Should We Promote Camping?
1. It is our method of education.
2. It impacts 50% of a Council’s JTE score.
3. It helps a Scout with his advancement
program.
Your Council’s Summer
Camp program has the
single greatest affect on
success, as defined by the
Journey to Excellence on
your Units, Districts and
Council!
“Marketing” is
NOT ONLY
Advertising!
It is telling our story
Our Market
Our Market
Leaders
Alumni
Campers
Vendors
Executive Board
Camp Staff
Local Community
Parents
WHO MAKES THE DECISION?
WHO MAKES THE DECISION?
Scouts
Leaders
Parents
SUMMER CAMP RESEARCH STUDY
– KEY FINDINGS –
1. Camp facilities do not need to be new,
but - must be well-maintained.
2. A well-trained, highly motivated, serviceoriented staff is a must.
3. Maintain an equal balance between
individual and troop program.
SUMMER CAMP RESEARCH STUDY
– KEY FINDINGS –
4. Food service must provide Scouts with
basic food needs.
5. Use counselor in training programs.
6. You must have new, more challenging
activities for older Scouts.
7. Create a family environment in camp.
8. Camp must be profitable.
Methods of Promotion
E-Mail
Direct Mail
YouTube
Fliers
Facebook
Inserts in Handbooks
Twitter
Video at Troop meeting
Methods of Promotion
DVD’s
Point of Sales Displays
Printed Materials
E-Mail
Patches
Direct Mail
Newspaper Articles
Viral Marketing
Promotion Opportunities
Roundtable
Scout Show
Troop and Pack Meetings
Training Courses
Council Website
Your Summer Camp
Troops that attended camp in the past
Who can promote
Camp Director
Camp Staff Members
District Camping Committee Members
Commissioners
Other Unit Leaders
Who can promote
Camp Alumni
Other Scouts
Past Camp Staff Members
Order of the Arrow Members
Satisfied Parents
Methods of Promotion
Quality customer service by camp staff
Staff and unit relationships
Keeping ideas fresh
Word of mouth
Price break for returning units
Marketing Ideas
Market units currently attending
Know who your best prospects are
Develop a prospect list and prioritize it
Offer scholarships
Create an atmosphere of “I want more”
Bottom Line
Make a plan
Follow the plan – and back date everything
Review the plan
Tweak the plan if needed
Nothing should be sacred
Keep it positive and have fun
Share what you do
No reason to have to start from scratch
Share your accomplishments in
Myscouting.org in the Best Practices area
Marketing is a never
ending job
Marketing is everything
we do
Keep it positive
Make everyone want to
have fun at your camp
Questions…
Resources:
Marketing Toolbox:
www.scouting.org/marketing
Marketing Hotline:
972-580-2239