Transcript BSA Market Driven Journey Game Changers (yes, no or maybe?)

Effectively Integrating Marketing
Into
Council Operations
Marketing driven or Market driven?
A marketing-driven organization is run
by the Marketing department. It
revolves around what marketers do.
A market-driven organization is driven
by what the market wants, regardless
of what the marketing department
feels like doing.
...Seth Godin
BSA Market Driven Journey
Game Changers
(yes, no or maybe?)
• Scout Parents
• Journey to Excellence
• Membership Standards Study
Integrating Marketing Into
Operations
Case Study
Service:
• Council 2014 Membership Campaign
• Outcome: Net Increase of Cub Scout
Packs
Exercise:
• Match Channels with Customers
• Identify Project Team with Key Roles
What is the “Product or Service”
being marketed?
Who “uses” the products or services?
Who “are” the users of our product &
services?
What are the ways we “connect”
product and services with user?
Matching Game
Marketing Component:
Products and Services
Communication Channels
Customers
Market Demographics
List Teams Responsible:
Finance
How We
Used to Think
Marketing
Operations
Technology
Journey to
Excellence
Our New
Paradigm
Finance
Marketing
Membership
Standards
Study
Operations
Technology
Lessons Learned
Advantages Realized/
Missed Opportunities
Give a kid a fishing pole, a caring
adult willing to teach him, a fish
that's hungry and a patch that
says “fishing derby” - then you
know you have a Scouting
program that's relevant