2.0  Marketing the Value of Scouting

2003 Status

2008 Goal

Strategic Approach

Tactics

Proposed 2004 Goal

Who’s Responsible

2.1  Commitment by Council of resources to marketing.

Existing staff members devote limited time to marketing efforts.  Limited financial resources devoted to marketing (primarily for Minsi & Corporate Newsletters)

Full-time Marketing Director with annual marketing budget. 

-  Staffing (human resources).

- Budget (financial resources).

- Cultivate volunteers.

- Hire Marketing Director. Insure that Marketing Dir. has product knowledge.

- Cultivation of media contacts.

- Establish a budget.

- Work with permanent Marketing Committee to identify &

        cultivate resources, as well as underwrite projects

 - Strengthen Marketing Committee; utilize interns.

Hire full-time Marketing Director & strengthen Marketing Committee

VP Marketing & Scout Executive

2.2  Conduct Customer Research to better understand our different customers.

No customer research done currently.

Regular research done; results utilized to improve program delivery.

- Regular feedback from customers will serve as the basis for improvements in program delivery and Council operations.

- Survey Scouts who drop out to identify reasons.

- Survey leaders on ways to improve unit & Council operations.

- Survey general public per image of Scouting.

- Survey to Scouts and Unit leaders.

Marketing Director

2.3  Develop an Integrated Marketing & Communications Plan for the Council.

Limited marketing materials from National Office and use of local billboards.

Comprehensive, integrated Marketing Plan that coordinates efforts between membership, fundraising & program efforts.  Plan will focus on reaching all internal as well as external customers through a variety of medium (e.g. print, web).

- Identify the key messages and information to be communicated to our external & internal audiences.  Determine the best media to present this, including but not limited to:  Billboard, TV, Radio, Printed Materials, Web Development, Brand Awareness, and Newspapers.

- Develop marketing materials & events to support youth membership recruitment campaigns.

- Develop marketing materials to support fundraising efforts for operating, capital & endowment campaigns.

- Develop marketing campaign to communicate the essence of Scouting to the community-at-large (youth, parents, community leaders).

- Develop communications plan for internal customers, including camp promotion and training; improve “Minsi” newsletter and email database.

- Develop case statement for Scoutreach, Learning for Life, and Capital Campaign.

Develop a 2004-2005 Marketing Plan.

Council Marketing Com.

Council Membership Com.

Council Finance Com.

Marketing Dir.