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Marketing Webinar. Welcome!. 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.

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Welcome!

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Presentation Transcript

  1. Marketing Webinar Welcome!

  2. Why we need to market our camps

  3. 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.

  4. 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.

  5. Scouting’s Journey to Excellence #1 Fiscal Management #4 Market Share #5 Traditional Membership Growth #6 Youth Retention

  6. 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

  7. Why Should We Promote Camping? • It is our method of education. • It impacts 50% of a Council’s JTE score. • 3. It helps a Scout with his advancement program.

  8. 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!

  9. “Marketing” is NOT ONLY Advertising!

  10. It is telling our story

  11. Our Market

  12. Our Market Alumni Leaders Campers Vendors Executive Board Local Community Camp Staff Parents

  13. WHO MAKES THE DECISION?

  14. WHO MAKES THE DECISION? Scouts Parents Leaders

  15. SUMMER CAMP RESEARCH STUDY – KEY FINDINGS – • Camp facilities do not need to be new, but - must be well-maintained. • A well-trained, highly motivated, service-oriented staff is a must. • Maintain an equal balance between individual and troop program.

  16. SUMMER CAMP RESEARCH STUDY – KEY FINDINGS – • Food service must provide Scouts with basic food needs. • 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.

  17. Methods of Promotion E-Mail Direct Mail YouTube Fliers Facebook Inserts in Handbooks Twitter Video at Troop meeting

  18. Methods of Promotion DVD’s Point of Sales Displays Printed Materials E-Mail Patches Direct Mail Newspaper Articles Viral Marketing

  19. Promotion Opportunities Roundtable Scout Show Troop and Pack Meetings Training Courses Council Website Your Summer Camp Troops that attended camp in the past

  20. Who can promote Camp Director Camp Staff Members District Camping Committee Members Commissioners Other Unit Leaders

  21. Who can promote Camp Alumni Other Scouts Past Camp Staff Members Order of the Arrow Members Satisfied Parents

  22. Methods of Promotion Quality customer service by camp staff Staff and unit relationships Keeping ideas fresh Word of mouth Price break for returning units

  23. 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”

  24. 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

  25. Share what you do • No reason to have to start from scratch • Share your accomplishments in • Myscouting.org in the Best Practices area

  26. Marketing is a never ending job Marketing is everything we do

  27. Keep it positive Make everyone want to have fun at your camp

  28. Questions…

  29. Resources: Marketing Toolbox: www.scouting.org/marketing Marketing Hotline: 972-580-2239

  30. Thank You!

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