Marketing Update Welcome!
High Brand Awareness… Unaided Awareness Aided AwarenessVerbatim 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% Total Parents (A) Boys11-13(B) Boys14-17(C) Q: Please tell us the afterschool clubs, organizations, or activities for kids and teens you can think of. Q: Which of the following after-school clubs, organizations or activities have you ever heard of?
Non Scouts describe Scouts as… less adventurous less fun not athletic not cool The Misperception… Ouch! 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 Challenging Fun Extreme Outdoor Venturing Safe / Boring Unchallenging Cub Scouting Boy Scouting Totally “UnCool” Old Fashioned / Behind the Times
To change consumer perceptions, we need to:Change the “Conversation”…
Consistency Across Messaging Prepared. For Life.™ • Prepared. For Adventure. • Prepared. For Leadership. • Prepared. For Service. • Prepared. For Learning.
Changing the Conversation through: Digital Recruiting
BeAScout.org The BSA’s national recruiting URL Find a unit anywhere in the nation
Challenge… BeAScout.org Our biggest challenge is getting our units to update and maintain their pins.
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 • Work with local councils to support recruiting efforts • Utilize professional, targeted media purchasing in strategic coordination with local recruitment campaigns. • 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.
Reaching Families 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
Radio Print Advertising Paid Search Organic Search Partnerships TV Referrals Direct Mail Email Awareness Posters National-level marketing strategy and tactics Outdoor Adv. Social Media Interactive Banners Interest Boy Talks Video Program info Fliers Word of Mouth BeAScout.org Program Information Unit Information Scout Nights Visits to Meetings Action Local marketing, promotion and sales Joining Events Activation Joining
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
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