1. National Marketing Update

2. 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.

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

4. 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.

5. “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

6. 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

7. 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.

8. 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
Outreach
Local Touchpoints
Magazines

9. THANK YOU!