words to live by As we prepare to celebrate the BSA’s 100th Anniversary, the essence of Scouting is best expressed by the 12 points of the Scout Law They differentiate Scouting from all other youth-serving organizations They guide the progression from Tiger Cub to Eagle Scout to remarkable adult They are a central theme in motivating people to join the Scouting movement

a new national recruitment campaign Wrapped within the powerful messaging of the Scout Law, a new national recruitment campaign will launch in 2009 – “words to live by” It will motivate more young people to join Scouting It will energize your staff and volunteers It will give you the right tools to find and shape tomorrow’s leaders

a strong local campaign Originally created for the Chief Seattle Council in 2004 It was created with a simple message and memorable imagery to drive an immediate and enthusiastic response It has grown to became an integrated campaign at the local level Film and video, Web, print, annual report inserts, banners, flyers, postcards, event materials, radio, television Now used in 30+ Councils

an even stronger national platform It “works” for all Scouts Targeted across the family of Scouting - Cub Scouts, Boy Scouts and Venturers All materials reflect cultural, ethnic, regional and age diversity Effective across homogenous or multicultural markets, rural or urban Balances messaging to youth and adult audiences Equally powerful as an image campaign as it is a recruitment campaign (extending its effectiveness to other areas such as 100th Anniversary, FOS, etc.) Provides council flexibility within national brand standards (national scope with local execution)

local customization Modular campaign Select and order the materials “just right” for your council, and use them to support local communications strategies and tactics Fully customizable Produce local materials that look great and stay close to the national brand Make adjustments easily online to reflect your council’s region and population Change local information seamlessly across all campaign components, whether it’s for a billboard…a recruitment flyer…or anything in between Assets delivered digitally for ease of execution with council vendors

recruiting materials Assets to include: Posters Fliers Direct mail postcards Billboards E-mail invitations Online banners Council & unit Web pages (as part of a National Recruiting Website) Radio and TV commercials Yard signs

recruiting materials

For a sample video, log on to: broadcast For a sample video, log on to: www.scouting.org/wordstoliveby

centralized web recruitment strategy Local Tactics Public Access National Recruiting Site with WTLB videos and messaging Secondary Pages with Local Details, Google Maps & Pre-registration form Local Council Web Sites WTLB

campaign benefits & next steps Proven campaign Image AND recruitment focus Consistent national brand message Ultimate local flexibility Taking the next step Campaign materials are in production with a scheduled late Spring delivery As you start recruitment planning, know that you will have access to a world-class marketing campaign that will target your audiences in new and highly effective ways For a preview of campaign materials, visit the preview website at: www.scouting.org/wordstoliveby