1. Effectively Communicating Scouting in the Digital Age May 22, 2008

2. Who is this guy? ► Paul Herring Sr. Vice-President with Fleishman-Hillard Digital practice leader 15 years of online communications experience with Fortune 500 companies Youth leader (soccer, Sunday school) Future scout leader

3. Agenda ► Charting a course ► What could be ► “Switched on” Scouts ► Tools that you can use

4. Charting a course Communication strategy in a digital age

5. Charting a course

6. Charting a course - Goals ► Types of communication Within the troop Between troops To future scouts ► Character of the communication Consistent with the mission Effective in reach Efficient in content Motivate to action

7. Charting a course - Audiences Parents

8. Charting a course - Audience ► Parents More time dedicated to work Often “leashed” to their work Just less than half are single parents led by moms Most are accessing internet at work

9. Charting a course - Audience ► Parents typical internet use 52% of internet users are checking email 30% are there “just to have fun” 38% are doing research via a search engine 31% are reading news online

10. Charting a course - Audiences Teens

11. Charting a course - Audience

15. Charting a course - Audiences Tweens

16. Charting a course - Audience ► Don’t forget the tweens 8 – 12 year olds Never new life before active use of cell phones and the web Spend less time surfing than older boys 35% own a mobile phone 70% use the Internet for gaming

17. Charting a course – Best Practices

20. What could be How scouting could work in this new age

21. What could be

23. ► BSA Online Guidelines Don’t post scouts full names, especially those under 13 Be careful who your “friends” are Supervise scout activities online Learn the tools yourself Keep consistent with the scouting tradition

24. Switched on scouts Scouts that are doing it right

25. Switched on Scouts

31. Tom Baker, Circle 10 President

32. Circle Ten Council Dallas, Texas Poptober Email Newsletters Tom Baker Council President

33. Success in Popcorn Sales 2006 — $3.4 million in sales —14% increase over 2005 2007—$3.7 million in sales —a 7.1% increase over 2006 Goal for 2008—$3.95 million

34. Success in Popcorn Sales Popcorn “Kernels” are a key link in communicating details. They engage and motivate Scout sales force. Their buy-in and support is important. Effective communication with them is essential.

35. Historically council used email, meetings, web, mail, fax and telephone. We needed a more effective tool suited to the needs of our kernels (aka our target audience/user)

36. Poptober Email Newsletter

37. Content was designed to be informative and useful to Kernels: Key Dates and deadlines Information on Incentives Surveys Promotions Downloadable forms Hints and tips Motivational stories Contact Information

39. Poptober Email Newsletter Details All content and graphics developed in- house E-mailed to 654 kernels 4 times during the sale Circle Ten uses Kintera for email and web (for the council’s regular e-newsletter) Other online email software products include Constant Contact, Double Knot

40. Positive Results $3.7 million in sales during 2007… a 7.1 % increase over the previous year. Kernels want even more. We will start emailing even earlier this year.

41. Benefits of Email Newsletters Cost-effective Regular Communications keep your messages in front of customers It’s not spam…this is content our leaders want and need. Provide important information such as deadlines hints and tips. Easy to target audiences with specific content Relatively simple to produce

42. E-Newsletters in Development 100 th Anniversary Newsletter – for volunteers. Circle of Faith – an electronic newsletter designed to meet the needs of chartered organizations, including churches and organizations. Leader’s Circle – an electronic newsletter for CEOs and business leaders who support Scouting.

43. Download this presentation To download this presentation, and copies of the Poptober E-newsletters go to www.circle10.org/popcornnewsletter

44. Thank You! To Circle Ten Council Making Our Country Better, One Man at a Time.

45. Tools that you can use New online tools created by headquarters

46. Tools that you can use

50. Questions?

51. Suggested Color Palette Solid Fills Gradient Fills