Boy Scouts of America: It’s Go Time.

1. Boy Scouts of America: It’s Go Time.

2. National Objective Grow the number of youth and families served by the BSA through increased recruitment and retention

3. Key Audiences Retention Parents and caregivers of current Scouts Current members Volunteers Professionals Recruitment Parents and caregivers of potential Scouts, particularly those of Cub Scout age

4. Key Research

5. Key Takeaways Parents want fresh and relevant experiences for their kids, but they are not sure Scouting offers this. Opportunity: We have to share the value and relevance of our programs by highlighting the wide range of Scouting activities through events such as unit open houses, camp visits, etc. Parents expect youth organizations to do what’s right and positively impact the community. This is our strength. Opportunity: We have to emphasize Scouting’s unique focus on instilling positive values and encouraging community service.

6. Key Takeaways More than half of parents agree that “The BSA offers life-changing experience you can’t get anywhere else.” Opportunity: Scouting can leverage this commonly held belief to communicate value and relevance and to reach new members. Some parents love the Scouting program but don’t believe it’s for families like theirs. Opportunity: Demonstrate the breadth, scope, and value of the Scouting program, showing that there is something for everyone.

7. Key Takeaways Scouting is not easy to join. Opportunity: Place a greater emphasis on using BeAScout.org, updating unit pins, and responding to leads.

8. Who asked you to join Scouting? Percentages do not add up to 100% as respondents selected all sources that apply.

9. Insight For parents, there is not enough time. • There is only one opportunity to get it right • Can’t get the time back once it’s gone • Want no regrets, no guilt • Not enough time to be the best parent or raise the best child Therefore …

10. Imagine if we could … Help parents understand that Scouting makes the most of the little time they have to impact our children … It’s go time. A video that captures this strategy can be viewed at https://vimeo.com/77659448 (password: fhdm12).

11. Scouting makes the most of the little time parents have to impact their children. … It’s go time. • It’s go time. • Convince parents Scouting makes the most of the little time they have to impact their children Marketing and Communications Experience Proactive communications Internal communications Advertising Recruitment Social and digital media Printed materials Program development Program delivery Operations

12. BSA Mission Scout Oath and Law National strategic plan Prepared. For Life.® National theme • Scouting makes the most of the little time parents have to impact their children.… It’s go time. Strategy • Brand Refresh • How the brand looks, feels, and acts Applying the strategy • Tactical Execution • Volunteer Communication • Social and Digital Media • Marketing and PR • Recruitment • Internal Communications • Publications Evaluate Optimize program

13. What’s Next? Continue to focus on Cub Scout recruiting. Continue to focus on asking more people to join.

14. 2014 Milestones 2014 Recruitment Campaign Previewed – March ‘14 2014 Marketing Playbooks Delivered – March ‘14 2014 Recruitment Campaign Available – April ’14 2014 National Annual Meeting – May ’14 “Let’s Light a Fire!”

15. Thank You!