Marketing WebinarWelcome!

2012 Recruitment Campaign

Martin Marty Walsh Department Manager Membership Impact 972-580-2445 Martin.walsh@scouting.org

Karen R. Thompson Strategic Brand Manager Marketing Communications/Brand 972-580-2273 Karen.Thompson@scouting.org

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*E-Blast Templates

Web Banners

Marketing Toolbox Scouting.org/marketing

National Recruitment Campaign Page

Customizable Text Box

Brand on Demand

Membership Impact Department

We are available to assist councils with: Membership analysis, reports, strategies and plans Training for staff and volunteers Direct Program development bringing Scouting to specific populations New-unit cultivation

Membership Impact Department Website

Created to help in the areas of membership support for Volunteers and Executives

www.scouting.org/membership

2012 recruitment resources

Recruitment Plan

The BSAs national recruiting URL

Find a unit anywhere in the nationBeAScout.org

BeAScout Resources

Our biggest challenge is getting our units to update and maintain their pins.BeAScout.org

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Questions*

ResourcesMarketing Hotline:972-580-2239

Marketing Toolbox:www.scouting.org/marketing

Membership Website:www.scouting.org/membership

*Thank You!

*Your presenters for today are Marty Walsh Department Manager for Membership Impact Department and Karen Thompson, who is with Marketing Communications/Brand. *Id like to introduce to you Badge of Honor. Badge of Honor is the name of the 2012 national recruitment campaign. This campaign was built on the premise that the only thing more exciting than being awarded a badge is the unforgettable, once-in-a-lifetime experience that went into earning it.

The timeframe of this campaign is a change from past recruitment efforts that arrived just in time for recruitment season.

All resources for recruiting are available now. The recruitment goal is to eventually move into an 18-month lead time. Were changing the conversation in recruiting. The new material is incredible. It was tested with Scout and non-Scout audiences including Cubs-Scout age boys and moms with feedback from professionals, too.

* The campaign centers on the idea that it isnt just the achievement in Scouting that makes the program fun, exciting, and valuable it is the journey.

Its the getting there that counts.

Working hard to accomplish things you never thought you could do.

*Staying attuned to the needs of potential members, this campaign is available in Spanish, English, and bilingual versions.

*Building on the iconic idea of the badge or patch concept, this spirited campaign stays focused on a true element of Scoutingachievement.

Even non-Scouts get it, because instantly they associate a badge or a patch with Scouting. We own the conceptand were leveraging it here in this campaign. * This campaign does not rely on the uniform as a means of brand identification or recognition. Research has revealed that inserting the uniform in the mix can act as a barrier.

Instead, you see close-up shots of kids having fun doing something really cool.

The kids and scenarios featured in Badge of Honor could be reminiscent of any kid and their experiences across the country.*Based on research, age-appropriate activities are depicted for each Scouting group. Swimming, tug-of-war, flying squirrel, canoeing, and hiking are some of the fun and challenging adventures Scouts can look forward to*New to the full complement of assets available this recruitment season will be fillable resources available on the Marketing Toolbox at www.scouting.org/marketing. Fully customizable pieces are available on Brand on Demand, including:

FliersBillboardsYard signsPostcardsDoor hangersInteractive web bannersE-blast templatesPublic service announcements (PSAs)

*Cool interactive web banners can add a splash of energy and adventure to any website; see an example featuring IZOD.*The powerful imagery, fun scenarios, and strong messaging come to life in two Cub Scout spots and one Boy Scout spot available in 30-, 25-, and 15-second versions. All PSAs are available in English and Spanish.

*This campaign was tested with our target audiences, and for boys and their moms, the 2012 campaign proves that its the memorable moments of Scouting achievement depicted in the fliers, ads, etc., of this campaign that are the invaluable part of the journey to being Prepared. For Life.

The campaign tested very well among boys and their moms.*Resource pieces created for the ad resonated with our core target audienceboys ages 7 to 10.

*Positive feedback from moms, who commented that reviewing the ads and materials made them extremely interested in learning more about Scoutinga solid indicator that were on the right track.

*And when talking to momshere are some of the words and phrases they used when describing the material.

[Go through quotes]

Striking all the right chords!

We tested it in Spanish, too.*OKthe campaign is great, but where can you find these resources? The Marketing Toolbox is a one-stop shop for all pieces created for the campaign will reflect any new pieces created in the future. Clicking on either the ticker banner or on the quick link below the Recruiting category will take you right to these items.*Youll notice that the resource categories have been re-organized making specific assets easier to find. All resources are available in English, Spanish, and bilingual formats. NEW this season is the ability to minimally customize the assets on the Toolbox. A fill-able text fields allows information to be added for a quick meeting or event and download. *So where can you find all this material?The Marketing Department has spent the past year completely tearing down and rebuilding its resource library. You can find it at Scouting.org/marketing. There youll find PSAs brand guides, logos, radio PSAs artwork of every kind and more.They will also design your letterhead for you if you need help. All very customer service friendly and turn key.*The option to fully customize the URL, council name, and text message is available on Brand on Demand, where many other resources are available also for full customization. The BOD resource tools allows files to be saved in several different formats, therefore making an easy transition to a professional printer if needed. This resource does require a license to use, but thats request is as easy as 1-2-3 and can be obtained by calling Charlie Lambert at 972-580-2273 or email charlyn.lambert@scouting.org in the Council Marketing Team.*In the past 6 months the marketing department has completely rebuilt the front end of BeAScout.org and made serious improvements to the user experience.*Theyve created special recruiting videos*The map page. With pins for local units.In the past 6 months the marketing department has completely rebuilt the front end of BeAScout.org and made serious improvements to the user experience.***What do you want to know?

General thought about Twitter:Twitter's 140 character limit was initially built to work within (some would say) an antiquated SMS model. Before smartphones, when people wanted to tweet something they had to text it directly to the service. Over time, that brevity's impacted a philosophy that's enabled Twitter to become exactly what it is today: A constant, evolving stream of information built from highlights. It's an ethos that's refocused the way we sift through content and data, maximizing consumption. It's changed the way we parse out what's important, and, thanks to the democratizing power of the crowdsuch as with hashtagswhat isn't. **