1. MARKETING in our region, areas, and councils Dave Berkus Vice President - Marketing and Relationships Regional Marketing Summit Orange County, California July 16-18, 2006

2. Why We’re Here: BSA’s increased emphasis upon marketing its message Emphasis upon outcomes, rather than methods, led to… Focus upon marketing and relationships to achieve goals of regions, areas, and councils And creation of positions of VP Marketing/Relationships at regional, area, and council levels.

3. BSA NATIONAL STRATEGIC PLAN – Guiding Principles Every eligible youth has an opportunity to be involved in a quality Scouting experience Increase the number of engaged, accountable volunteers dramatically at all levels Every local council is fiscally sound Local, regional, and national chartered organizations and strategic alliances are identified and engaged Staff professionals at all levels with right people for the job, with a focus on diversity

4. The Vision: To increase the visibility of Scouting within the communities and chartered organizations

5. The Vision: To increase awareness of marketing techniques and resources among volunteers and professionals within the region

6. The Vision: To create a chain of trained, marketing- focused volunteers from BSA National to each council through each region, each area, and each council, by creation of marketing VPs

7. The Vision: To expose new materials and resources to those who can use them best

8. The Vision: To leverage geographic proximities between councils to provide coordinated marketing programs

9. The Vision: To increase the popularity and membership of the program through effective marketing

10. BSA NATIONAL MARKETING GOALS - 2006 Develop and deliver national PSAs supporting positive image of Scouting Deliver four regional marketing summit programs Research: BSA brand study, changing market needs and wants, and ethnic market study Utilize “Good Turn for America” to create positive stories for Scouting Support “Report to the Nation” – extend to schools and friends Professional development: second marketing & PR course for professionals Build marketing resource through “Merits of Marketing” Web site Expand national BSA speakers’ bureau

11. Western Region Marketing Strategic Plan 2006

12. 1. Increase the number of councils in the region with an active marketing committee Councils recruit an experienced marketing leader –12 councils have an experienced marketing leader by 12/31/06, 24 by 12/31/07, 32 by 12/31/08, 40 by ’09, 45 by ’10 Increase the number of council marketing committees –30 by 12/31/06 –40 by ’07 –45 by ’08 –52 by ’09 and –59 by ’10

13. 2. Increase number of media market committees and inter- council events to maximize resources Increase media market committees –By 3/30/08 100% of areas have at least one geographic media market committee Increase inter-council events –By 12/31/09 100% of media markets conduct multiple intercouncil marketing events

14. 3. Encourage councils to create marketing plan, reflecting demographic and addressing retention Increase number of councils with marketing plan inclusive of youth retention and diversity –By 12/30/07, all 59 councils have marketing plan

15. 4. Local council marketing plans to include national “super priority” events Local council marketing plans include national super priority events –By 5/30/08 and annually, all 59 councils have super priority events in their council marketing plans Good Turn For America 100 th Anniversary Annual Birthday for Scouting 100 th Anniversary Jamboree

16. BSA National Research Studies under way Value of the BSA brand Perceptions of Asians, Hispanics, African Americans of the program Parents of eligible kids (Harris Interactive) Evaluation of Scouting’s delivery system

17. BSA’s Marketing Chain – Western Region National chairmanMark Mays Western region VPDave Berkus Area IDr. Mike Murphy Area IIIBill Stark Area IVBruce Davis Area VJohn Long Metro group(open) National marketing support: –Stephen Medlicott, division director, Marketing and Communications, BSA — –Ron Lunsford, Western Region staff executive — Marketing

18. Samples of Great Literature Marketing & Communications catalog

19. Samples of Great Literature Scouting in the News

20. National awards for great council marketing materials

21. Developing a Local Council Marketing Committee

22. Developing A Local Council Marketing Plan

23. Regional Media Market Committees: San Francisco Los Angeles Seattle Salt Lake Denver … Others?

24. Some final thoughts from the marketing guy: Thousands of years ago, cats were worshipped as gods. Cats have never forgotten this. If at first you DO succeed, try not to look astonished. It’s hard not to meet expenses. They’re everywhere. Banging your head against a wall uses 150 calories an hour. And one that is equally as important in Scouting: Great marketing is a learned skill. Never trade luck for skill.