Marketing Update Welcome!

Unaided AwarenessAided Awareness Verbatim ResponsesClosed 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% Q: Please tell us the afterschool clubs, organizations, or activities for kids and teens you can think of. 98.2%93.4%87.8%79.7%40.3%12.9%10.3% 97.9%92.1%82.0% C 74.6%37.2% C 12.5%11.9% 99.3% B 91.5%75.9%75.2%28.2%10.5%9.5% Total Parents (A) Boys (B) Boys (C) Q: Which of the following after-school clubs, organizations or activities have you ever heard of? High Brand Awareness…

Non Scouts describe Scouts as… less adventurous less fun not athletic not cool Attributes of Boys in Scouting Non-Scouts Are adventurous31% Are fun to be around6% Like to help others30% Responsible, are people you can depend on22% Different from other kids in a good way10% Are liked by adults, for example teachers and coaches21% Athletic6% Ambitious17% Are boys like [my son/me]6% Are boys older than [my son/me]2% Are natural leaders16% Cool3% Are very focused on school9% Mature9% Popular and have lots of friends5% Are boys younger than [my son/me]13% Boys age Q: How well do you think the following words or phrases describe boys who participate in Scouting? The Misperception… Ouch!

Totally “Cool” Current/Relevant Safe / Boring Unchallenging Challenging Fun Extreme Outdoor Totally “UnCool” Old Fashioned / Behind the Times Venturing Cub Scouting Boy Scouting Goal

To change consumer perceptions, we need to: Change the “Conversation”…

Changing the conversation through: Brand Standards

Consistency Across Messaging Prepared. For Life.™ –Prepared. For Adventure. –Prepared. For Leadership. –Prepared. For Service. –Prepared. For Learning.

Changing the conversation through: Recruitment Campaigns

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Changing the Conversation through: Digital Recruiting

The BSA’s national recruiting URL Find a unit anywhere in the nation BeAScout.org

Connecting Leaders with Families…

Our biggest challenge is getting our units to update and maintain their pins. BeAScout.org Challenge…

Recruiting Cluster “Test Markets” 37

Situation Analysis Cub Scout membership down 20.8% since 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 40 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, marketing and some traditional media.

Reaching Families Moms and Youth Interactive Banners SearchRadioPrintTV Social Meda Fliers, Posters, etc Packs Troops Crews Surrounding Audiences with Scouting Messages Connecting them with Scouting UnitsJoining

Tactics Overview (DRAFT) Tactics could include: Cable TV Direct Mail – ValPak Web Banners Web Banners – Hispanic Marketing Cinema Advertising 42

Interest Action Activation Awareness National-level marketing strategy and tactics 43 MARKETING SALES Organic SearchPaid Search Direct Mail Posters Outdoor Adv. Social Media Partnerships Interactive Banners Referrals Print Advertising BeAScout.org Program Information Unit Information Program info Scout Nights Boy Talks Joining Events Joining Local marketing, promotion and sales Visits to Meetings Word of Mouth Video TV Radio Fliers

2011 “Results”… 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

TV Show

You’ve Heard of…

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

Summit - Online

2013 National Jamboree

Logo Designs

Resources

Marketing Toolbox – Scouting.org/marketing

Web Banners 58

Templates

PSAs - Online

Top Photos of the Month

Current Logos

Resources Marketing Toolbox: Marketing Hotline:

Strong Brand Identity Consumer connections through Council-Focused Tools & Resources National Theme Change the Conversation Engaging Recruitment Campaigns Innovative Digital Marketing