National Marketing Update

BRAND DEFINITION “A name, term, design, symbol, or any other feature that identifies one seller’s good or services as distinct from those of other sellers. “The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.

WHAT ARE THE MOST IMPORTANT ASPECTS OF AN ORGANIZATION’S BRAND? Authentic Meaningful Trustworthy

OUR LANGUAGE MATTERS Effective leaders talk about brands from the inside out (Focus Groups - authenticity).   A brand is far more than a logo, a font, an emblem, a sign, a message or a slogan. The brand is the sum total of the promise you make (marketing) and what you actually deliver to your customer (program delivery). Simple math - The brand value grows when we deliver on the promise of life changing experiences and the brand declines when we do not.

“I noticed it all around me, strong leaders in my business who were Scouts. I simply do not know of another organization that does more to develop leaders in our country.” - Randall Stephenson

PROMISES OF BRANDS THAT GET IT The Smartest Way to Get Around Everyday Low Prices, Huge Selection To Inspire and Nurture the Human Spirit One Person, One Cup, One Neighborhood at a Time A Great Shave for a Few Bucks a Month No Commitment, No Fees, No BS. Refresh the World, Inspire Moments of Optimism To Create Value and Make a Difference Independence, Freedom, Individuality Simple, Friendly, Clean, Consistent, and Good Value

2018 BSA MARKETING National Local To protect, build, and amplify the brands of the BSA to communicate and share the life-changing experiences Scouting is providing to an expanding number of youth Local To create environments of success by providing assets, resources, and expertise to communicate and share the life-changing experiences Scouting provides.

CUB SCOUT JOINING FUNNEL Earned Media (Handbook Hacks, Fox & Friends, etc.) Mommy Bloggers Digital Media Ads (Facebook Look alike& Instagram) Highly targeted based on profile and behavior Paid Search Ads (Google & Bing) Nurture Family Is/Was a Scout BeAScout Lead Activation Word of Mouth Sell Presentations at School / Boy Talks Build an Adventure Fliers School Nights (equivalent to a sales events) JOIN Social Channels Retention ScoutingWire ADVOCATE Email Outreach Local Touchpoints Magazines

THANK YOU!