Transcript to the “Marketing Update”

Marketing Update
High Brand Awareness…
Unaided Awareness
Aided Awareness
Verbatim 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.
Total Parents
(A)
98.2%
93.4%
87.8%
79.7%
40.3%
12.9%
10.3%
Boys 11-13
(B)
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%
Boys 14-17
(C)
Q: Which of the following after-school clubs,
organizations or activities have you ever heard of?
The Misperception…
Attributes of Boys in Scouting
Non Scouts describe Scouts as…
less adventurous
less fun
not athletic
not cool
Are adventurous
Are fun to be around
Like to help others
Responsible, are people you can depend on
Different from other kids in a good way
Are liked by adults, for example teachers and coaches
Athletic
Ambitious
Are boys like [my son/me]
Are boys older than [my son/me]
Are natural leaders
Cool
Are very focused on school
Mature
Popular and have lots of friends
Are boys younger than [my son/me]
Non-Scouts
31%
6%
30%
22%
10%
21%
6%
17%
6%
2%
16%
3%
9%
9%
5%
13%
Boys age 11-17
Q: How well do you think the following words or phrases describe boys who participate in Scouting?
Totally “Cool”
Current/Relevant
Goal
Venturing
Safe / Boring
Unchallenging
Cub
Scouting
Boy
Scouting
Totally “UnCool”
Old Fashioned / Behind the Times
Challenging
Fun
Extreme
Outdoor
To change consumer perceptions, we need to:
Change the “Conversation”…
Changing the conversation through:
Brand Standards
Consistency Across Messaging
Prepared. For Life.™
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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
BeAScout.org
• The BSA’s national recruiting URL
• Find a unit anywhere in the nation
Connecting Leaders with Families…
Challenge…
BeAScout.org
Our biggest challenge is getting our
units to update and maintain their pins.
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
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Utilize professional, targeted media purchasing in
strategic coordination with local recruitment
campaigns.
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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.
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Reaching Families
Email
Fliers,
Posters, etc
Interactive
Banners
Moms
and
Youth
Social
Meda
TV
Packs
Troops
Search
Crews
Radio
Print
Surrounding Audiences
with Scouting Messages
Connecting them with Scouting Units
Joining
Tactics Overview (DRAFT)
Tactics could include:
• Cable TV
• Direct Mail – ValPak
• Web Banners
• Web Banners – Hispanic
• Email Marketing
• Cinema Advertising
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Paid Search
Referrals
Awareness
Direct Mail
Posters
Outdoor Adv.
Interest
Radio
Organic Search
Print Advertising
Partnerships
MARKETING
Social Media
Program info
Email
Interactive Banners
Boy Talks
Word of Mouth
TV
Video
National-level
marketing
strategy and
tactics
Fliers
BeAScout.org Program Information Unit Information
Scout Nights
Action
Visits to Meetings
SALES
Local marketing,
promotion and sales
Joining Events
Activation
Joining
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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
Web Banners
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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
National Theme
Engaging Recruitment Campaigns
Change the
Conversation
Consumer connections
through www.beascout.org
Council-Focused
Tools & Resources
Innovative Digital Marketing