Effectively Integrating Marketing Into Council Operations

1. Effectively Integrating Marketing Into Council Operations

2. 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

4. BSA Market Driven JourneyGame Changers (yes, no or maybe?) • Scout Parents • Journey to Excellence • Membership Standards Study

5. 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

6. What is the “Product or Service” being marketed?

7. Who “uses” the products or services?

8. Who “are” the users of our product & services?

9. What are the ways we “connect” product and services with user?

10. Matching Game Marketing Component: List Teams Responsible: Products and Services Communication Channels Customers Market Demographics

11. Finance How We Used to Think Marketing Operations Journey to Excellence Technology

12. Finance Our New Paradigm Marketing Membership Standards Study Operations Technology

13. Lessons Learned Advantages Realized/Missed Opportunities

14. 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