Marketing the american legion boys state of kansas
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Marketing the American Legion Boys State of Kansas. From Good to Great!. Presenters. Scott Bley – Executive Director Thane Chastain – Director of Development. Good to Great. Inflection point. Good, not great. Good, not great. What made the difference.

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Marketing the American Legion Boys State of Kansas

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Marketing the american legion boys state of kansas

Marketing the American Legion Boys State of Kansas

From Good to Great!


Presenters

Presenters

  • Scott Bley – Executive Director

  • Thane Chastain – Director of Development


Marketing the american legion boys state of kansas

Good to Great

Inflection point

Good, not great

Good, not great

What made the difference

The Director’s Conference ought to be the place (the inflection point) where many programs can take away concepts other states have used to make their programs great; more than just good. This conference is about change, not about staying the same.


Marketing the american legion boys state of kansas

“A great organization is one that delivers superior performance and makes a distinctive impact over a long period of time.”

- page 5


Superior performance distinctive impact lasting endurance

Superior Performance

Distinctive Impact

Lasting Endurance


Marketing the american legion boys state of kansas

Level 5 leadership

they work, not for themselves, but for the greater good.

they have the will to do whatever it takes to make good on that ambition

make sure the right decisions happen for the long term greater good of the institution and the achievement of its mission, independent of consensus or popularity


Marketing the american legion boys state of kansas

Confront the brutal facts

skyrocketing opportunities for Juniors during this week

Legion showing general decline in membership

we remain an unknown to most people

turnover in school counselor connections


Marketing the american legion boys state of kansas

Get the right people ‘on the bus’

compulsively driven people to make whatever they touch the best in can be.

an almost neurotic need to improve.

-page 13


Who gets on who gets off who is sitting in the right seat

Who gets on

Who gets off

Who is sitting in the right seat


First make the process selective this leads to credibility

First – make the process selective

This leads to credibility


Marketing the american legion boys state of kansas

Second –

social sectors

desperate craving for meaning in our lives. This has the power to ignite passion and commitment.


Third enough of the right people willing to commit themselves to the mission

Third – enough of the right people willing to commit themselves to the mission.


Marketing the american legion boys state of kansas

  • 1. What are you deeply passionate about

  • 2. What can you be the best in the world at

  • 3. What best drives your economic engine


Marketing the american legion boys state of kansas

  • Are you a fox or a hedgehog?

  • Foxes pursue many ends at the same time and see the world in all its complexity. They are “scattered or diffused, moving on many levels,” says Berlin, never integrating their thinking into one overall concept or unifying vision. Hedgehogs, on the other hand, simplify a complex world into a single organizing idea, a basic principle or concept that unifies and guides everything. It doesn’t matter how complex the world, a hedgehog reduces all challenges and dilemmas to simple—indeed almost simplistic—hedgehog ideas. For a hedgehog, anything that does not somehow relate to the hedgehog idea holds no relevance.


Marketing the american legion boys state of kansas

  • Hedgehog Concept

    • attain ‘piercing’ clarity about how to produce the best long-term results


Marketing the american legion boys state of kansas

What are you deeply passionate about

What you can be the best in the world at

What drives your resource engine


Marketing the american legion boys state of kansas

What are you deeply passionate about

Staff

What you can be the best in the world at

What drives your resource engine

Curriculum

Sponsors


Marketing the american legion boys state of kansas

The Point:

They are not in the same direction.


Marketing the american legion boys state of kansas

Good to Great

Inflection point

Good, not great

Good, not great

What made the difference


Marketing the american legion boys state of kansas

555


Winston churchill

Winston Churchill

  • If you are going through hell, keep going.


Redefining great when more is not better

Redefining Great:When more is not better

  • Determine Optimum Enrollment

  • Working Within Current Enrollment

  • Working Toward Optimum Enrollment


Determining your optimum enrollment

Determining Your Optimum Enrollment

  • List all of the governing bodies and positions available

  • Determine the ideal size of each governing body

  • Additional constraints:

    • Facilities, housing

    • Staff

  • What is your optimum enrollment?


Working within your current enrollment

Working Within Your Current Enrollment

  • Adjust governing bodies and positions based on current enrollment

  • Determine number of staff based on enrollment and budget

  • Determine where to position your staff for a good stater to staff ratio.


Working toward your optimum enrollment

Working Toward Your Optimum Enrollment

  • Focus on a successful program

    • Curriculum and Activities

    • Staff Placement and Training

  • Develop a recruiting plan

    • Divide up the state into regions

    • Setting regional goals

    • Focus on schools that produce

  • Develop a marketing plan


Short history of marketing project

Short History of Marketing Project


Competitive advantage

Competitive Advantage

  • Unique, Enjoyable Opportunity to Learn About Civic Government

  • As the Legion promotes, Boys State is specifically designed to help young men learn about how government works. Seven of the schools interviewed as part of this marketing research said they understand this primary purpose and tell their students that “Boys State is an opportunity to learn about leadership and government.”


Competitive advantage1

Competitive Advantage

  • Opportunity to Spend a Week on a College Campus

  • The students who participate in Boys State are boys who have plans to attend a traditional college or university. The experience of being on a college campus just a year prior to enrolling in a college or university is an exciting, valued experience that helps prepare students for the transition to college life.


Competitive advantage2

Competitive Advantage

  • Opportunity to Make Life-Long Friends

  • One of the most dynamic and valued take-aways of the Boys State experience is how the week fosters new friendships that often last well beyond the week.


Competitive advantage3

Competitive Advantage

  • Opportunity to Enhance and Build Leadership Skills

  • Alumni who are college-bound and career-minded know that the Boys State experience “looks good on a resume.”


Situational analysis

Situational Analysis

  • From the Interviews/Research —

  • “The role of the local American Legion cannot be overstated and this may be a problem in the immediate future. The Osborne High School counselor was interviewed the same day that their American Legion contact, a long-time member of the post and the community, died. Only two of the schools indicated the presence of a strong American Legion. Most schools said that their local posts were experiencing lower membership or were nonexistent. Other relationships, such as teachers and counselors, have been severed due to retirement. While substitutes had been found in most of these cases, none of those schools were certain whether recruiting would continue as it had in the past.”


Situational analysis1

Situational Analysis

  • From the Interviews/Research —

  • “Work and sports camp were the two most frequently mentioned competitors, and for some students, work is not optional after their junior year. Students in poor areas, both urban and rural, must work to help support their families.”

  • “In addition to work and sports camp, other competition was listed as music (band) camp, Spanish club, leadership camp (Rotary-sponsored and Kansas Association of Youth Leadership) and Junior Achievement-type opportunities.”


Situational analysis2

Situational Analysis

  • Visual approach varies; different logos are used in different places.

  • Graphic standards are needed to establish the correct use of the logo, colors, fonts and where and when to use the American Legion brand.


Objectives

Objectives

1) Stabilize Enrollment – The annual Kansas Boys State goal is 550 boys attending for the week.

2) Raise Overall Awareness – The level of awareness shifts from school to school throughout the state based on previous participation. We need to find a way to raise awareness in every school in order to raise enrollment. Some schools will not be able to participate every year, but each school in Kansas should be aware of the program.

3) Raise Awareness Among Key Audiences – These key audiences include students, educators, parents and members of the community.

4) Create a Unified Brand – Kansas Boys State realizes that the variety of visual graphics and “looks” currently used can contribute to a cloudy brand image.


Strategies

Strategies

  • 1) Broaden pool of prospective students by opening enrollment to include younger participants.

  • 2) Consolidate the brand in terms of look and message.

  • 3) Create a new distribution system for your product that focuses on relationships at all levels.

    • Schools – Educators

    • Students and Young Alumni

    • Businesses and Communities

    • Parents


Creative strategies action plans

Creative Strategies & Action Plans

• Logo/Visual Brand Revision

1. New Logo Graphic

2. Font and Word Mark Usage

3. Graphic Standards

• New Print Collateral

1. Overview Brochure

2. Letterhead, Envelopes, Cards


Key message

Key Message

  • Only one counselor (from a participating school) said she wouldn’t buy the slogan, “A week to shape a lifetime.” All others said they liked it and some liked it very much.


New key message

New Key Message

  • “A week that changed my life.”


New descriptor

New Descriptor

  • The American Legion Boys State Leadership Academy


New wordmark

New Wordmark


New positioning statement

New Positioning Statement


New fonts

New Fonts


New t shirt design staters

New T-Shirt Design-Staters


New t shirt design staff recreation

New T-Shirt Design-Staff (recreation)


New t shirt design advisor coordinator

New T-Shirt Design-Advisor / Coordinator


New staff polo design

New Staff Polo Design


Defined color scheme

Defined Color Scheme


New brochure

New Brochure


New brochure1

New Brochure


New brochure2

New Brochure


New brochure3

New Brochure


New prestate website

www.kansasboysstate.org

New Prestate Website

Same Program Website

www.ksbstate.org


Audience definition

Audience Definition


Audience definition1

Audience Definition


Audience definition2

Audience Definition


Tools summary

Tools Summary

  • Brochure

  • Videos

  • Website

  • Visual Consistency

    • Colors

    • Typestyle

    • Graphics


Marketing the american legion boys state of kansas

Good to Great

Inflection point

Good, not great

Good, not great

What made the difference

Although the Good to Great model has been applied to the over all nature of our our organization, it can be seen at the individual level – what do we do to make ourselves great? Boys State can be the point of inflection for a young man to move his life track from good to great.


The inflection point

The Inflection Point

Was shy

Knew nothing about how government works

Never work with minorities

Always top of his class

Never worked with anyone who had a handicap

Never played his guitar in front of more that 3 people

Wasn’t sure about the ‘whole college thing’

Now comfortable

Understands how complex it really is

Roommate was a minority

Humbled by quality of peers

Worked with James Geary or Blake Reed

Got a standing ovation at the talent show

College Fair introduced him to school _________


Finally bob turner s call to sell sell sell

Finally, Bob Turner’s call to sell, sell, sell

  • Need to overcome objections

  • Need to see collateral (brochures, websites, etc. as tools)

    • Nothing is built by tools left in the shed

  • Few of us got into Boys State to be salesmen, but we need to understand the sales process of NFBR

    • Need

    • Feature

    • Benefit

    • Response


I don t have money

I don’t have money…

Sponsors in the community

Local Business

People from other communities


I won t know anyone

I won’t know anyone…

Everyone is in the same boat.

Have you ever gone to a camp before?

What do you expect that college will be like?

I didn’t know anyone – and now I have xx friends


I am liberal i am conservative

I am liberal…I am conservative…

You will probably meet people more _____ that you.

If you only associate with people who think like you – little thinking is getting done.

Role-playing doesn’t commit you to one political philosophy the rest of your life.


Marketing the american legion boys state of kansas

NFBR

Need

To learn about college choices

Feature

College Fair on Thursday morning

Benefit

College and Universities that target

Boys State students (apart from the

pack of other students)

Response

Does that sound cool? Valuable?


Marketing the american legion boys state of kansas

NFBR

Need

To be less shy

Feature

Run for City offices (just talking in the smallest of groups)

Benefit

You are able to get past this and

express yourself within a group that

has similar goals, expectations.

Response

Does that sound cool? Valuable?


Marketing the american legion boys state of kansas

NFBR

Need

To run for Congress some day

Feature

Highly competitive election process

Benefit

Learn about the impact of campaign

financing and political promises made

on the campaign trail

Response

Does that sound cool? Valuable?


Marketing the american legion boys state of kansas

NFBR

Need

To stay in shape over the week of Boys State

Feature

Daily athletic competition

Benefit

Compete with some of the best athletes

from across the state who are also

interested in the same thing

Response

Does that sound cool? Valuable?


Questions

Questions?


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