MARKETING in our region,

areas, and councils

MARKETING in our region,

areas, and councilsDave BerkusVice President - Marketing and Relationships

Regional Marketing Summit

Orange County, California

July 16-18, 2006

Why We’re Here: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.

BSA NATIONAL STRATEGIC PLAN – Guiding Principles

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

The Vision:The Vision:

To increase the visibility of Scouting within the communities and chartered organizations

The Vision:The Vision:

To increase awareness of marketing techniques and resources among volunteers and professionals within the region

The Vision: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

The Vision:The Vision:

To expose new materials and resources to those who can use them best

The Vision:The Vision:

To leverage geographic proximities between councils to provide coordinated marketing programs

The Vision:The Vision:

To increase the popularity and membership of the program through effective marketing

BSA NATIONAL MARKETING GOALS - 2006

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

Western Region Marketing Strategic Plan 2006

Western Region Marketing Strategic Plan 2006

1. Increase the number of councils in the region with an active marketing committee

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

2. Increase number of media market committees and inter-council events to maximize resources

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

3. Encourage councils to create marketing plan, reflecting demographic and addressing retention

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

4. Local council marketing plans to include national “super priority” events

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 100th Anniversary Annual Birthday for Scouting 100th Anniversary Jamboree

BSA National Research Studies under wayBSA 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

BSA’s Marketing Chain –Western Region

BSA’s Marketing Chain –Western Region

National chairman Mark Mays Western region VP Dave Berkus Area I Dr. Mike Murphy Area III Bill Stark Area IV Bruce Davis Area V John Long Metro group (open)

National marketing support:– Stephen Medlicott, division director,

Marketing and Communications, BSA– Ron Lunsford, Western Region staff executive

——Marketing

Samples of Great LiteratureSamples of Great Literature

Marketing & Communications catalog

Samples of Great LiteratureSamples of Great Literature

Scouting in the News

National awards for great council marketing materials

National awards for great council marketing materials

Developing a Local Council Marketing Committee

Developing a Local Council Marketing Committee

Developing A Local Council Marketing PlanDeveloping A Local Council Marketing Plan

Regional Media Market Committees:Regional Media Market Committees:San FranciscoLos AngelesSeattleSalt LakeDenver… Others?

Some final thoughts from the marketing guy:

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.