RECRUITMENT CAMPAIGN OVERVIEW
Family Scouting Launch
It Used To Be So Simple…
Now The Customer is in Control
The Key is Knowing Your Customer
A Closer Look At Mom Age 35+ 71% 76% 40% $80,000 52% 69% 41% 2/3 of Moms with children under 18 are age 35+ 71% In the labor force 76% Want to be a part of a special group or community 40% Primary breadwinner of the family $80,000 Median income of breadwinner Moms $57,100 - All families with children $23,000 - Single Moms 52% Caucasian 21%: Hispanic/Latino 15%: African American 5%: Asian 7%: Other 69% Married 41% 2 children 24%: 3 children 22%: 1 child 13%: 4+ children
78% 66% 6.3x 65% Today’s Mom is digital. Have a social media profile View social media as their TOP SOURCE of information 6.3x Average number of times Moms check Facebook per day 65% Learn of a product or service through social media Sources: 2014/2015 Pew Research Center, 2015 Working Mother Media, 2014 Edison Research, 2016 eMarketer, 2016 Marketing to Moms, 2010 Family Room Study
Who’s Clicking On BeaScout.Org?
Mom’s Age Range 27 - 33 35– 44 30 - 45 How old are the mom’s who are signing their children up? Is it 27 - 33 35– 44 30 – 45 35-44 – so not fully millennials, yet…. But they are coming.
How many times are most boys asked to join? 1 How many times are most boys asked to join? How many times are boys asked to join? (answer reveals on next click) Just once. Is that a surprise? Why?
BRAND THEME
What does it mean? For kids….Scout Me In is a call to action. For families…Scout Me In is a call for togetherness. For the BSA…Scout Me In is a call for celebration of this historic opportunity.
AN INVITATION FOR BOYS & GIRLS
Real Authentic Adventure
So instead of giving kids a view of Scouting from the outside, let’s pull them right in the middle of the adventure.
SEE YOU, OUT THERE
CREATIVE
360 DEGREES OF ADVENTURE Social/Digital Media
300+ Pieces in Development
But wait, there’s more
THANK YOU