1. RECRUITMENT CAMPAIGN OVERVIEW

2. Family Scouting
Launch

3. It Used To Be So Simple…

4. Now The Customer is in Control

5. The Key is Knowing Your Customer

6. 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

7. 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

8. Who’s Clicking On BeaScout.Org?

9. Mom’s Age Range
35– 44
How old are the mom’s who are signing their children up? Is it
35– 44
30 – 45
35-44 – so not fully millennials, yet…. But they are coming.

10. 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?

12. BRAND THEME

14. 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.

17. AN INVITATION
FOR BOYS & GIRLS

18. Real
Authentic
Adventure

19. So instead of giving kids a view of Scouting from the outside,
let’s pull them right in the middle of the adventure.

20. SEE YOU, OUT THERE

21. CREATIVE

23. PRINT

24. PRINT

25. 360 DEGREES OF ADVENTURE
Social/Digital Media

36. 300+ Pieces in Development

37. But wait, there’s more

42. THANK YOU