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Marketing Strategy and Campaign Update

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

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Marketing Strategy and Campaign Update

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  1. Thursday, April 10, 2014 Marketing Strategy and Campaign Update

  2. 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

  3. 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

  4. Stephen MedlicottNational Marketing Group Director

  5. Michael RamseyDirector of Marketing and Experience Management

  6. 2014 Objectives As measured against the National Council Goals of recruiting and retaining more youth, growing revenue, and achieving efficiencies: • Create and deliver a communications platform that inspires and motivates, engages volunteers and employees at every level of the Scouting movement. • Contemporize the BSA brand and protect the BSA’s reputation. • Partner with volunteers and employees to deliver a consistent, compelling Scouting story, internally and externally.

  7. Authenticity Gap Value is not money. This survey was taken well in advance of the fee increase.

  8. 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.

  9. Strategy Help parents understand that Scouting makes the most of the little time they have to impact their children.

  10. 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.

  11. Research and Evaluation • Qualitative • Quantitative - English and Spanish language -

  12. Fliers

  13. Billboards

  14. Email Blasts

  15. Web Banners

  16. Social Media Images

  17. Envelope

  18. Upcoming events and newsbsa marketing group

  19. National Annual Meeting

  20. NextConnect ‘14 Dallas – Aug 7-8 Chicago – Aug 11-12 Register Now at… scouting.org/nextconnect

  21. Philmont Training Center PTC Week 1: June 8-14

  22. Q&a sessionphone lines open to webinar participants

  23. Thank you for participating!bsa marketing group

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