welcome! marketing webinar. why we need to market our camps
Post on 19-Dec-2015
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TRANSCRIPT
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Welcome!Marketing Webinar
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Why we need to Why we need to market our campsmarket our camps
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Scouting’s Journey to Excellence Facts
Boy Scout and Cub Scout Camping is 12 percent of a council’s JTE Score.
Camp attendance will affect Cub Scout and Boy Scout Advancement score. Scouts that camp are more satisfied with the program. Higher satisfaction will positively impact “The Voice of the Scout” score.
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Higher camp attendance will result in additional revenue for the council.
We know, through research, that summer camp positively impacts youth retention, market share and total traditional membership.
Scouting’s Journey to Excellence Facts
(continued)
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Scouting’s Journey to Excellence
#1 Fiscal Management
#4 Market Share
#5 Traditional Membership Growth
#6 Youth Retention
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Scouting’s Journey to Excellence
#7 Cub Scout Advancement
#8 Boy Scout Advancement
#9 Cub Scout Camping
#10 Boy Scout Camping
#15 Voice of the Scout
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1. It is our method of education.
2. It impacts 50% of a Council’s JTE score.
3. It helps a Scout with his advancement
program.
Why Should We Promote Camping?
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Your Council’s Summer Camp program has the single greatest affect on success, as defined by the Journey to Excellence on your Units, Districts and Council!
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“Marketing” is NOT ONLY Advertising!
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It is telling our storyIt is telling our story
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Our Market
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Our Market
Camp Staff
Leaders
Executive Board Local Community
Parents
CampersVendors
Alumni
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WHO MAKES THE DECISION?
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WHO MAKES THE DECISION?
Scouts
Leaders Parents
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SUMMER CAMP RESEARCH STUDY – KEY FINDINGS –
1. Camp facilities do not need to be new, but - must be well-maintained.
2. A well-trained, highly motivated, service-oriented staff is a must.
3. Maintain an equal balance between individual and troop program.
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SUMMER CAMP RESEARCH STUDY – KEY FINDINGS –
4. Food service must provide Scouts with basic food needs.
5. Use counselor in training programs.
6. You must have new, more challenging activities for older Scouts.
7. Create a family environment in camp.
8. Camp must be profitable.
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E-Mail Direct Mail
YouTube Fliers
Facebook Inserts in
Handbooks
Twitter Video at Troop
meeting
Methods of Promotion
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DVD’s Point of Sales Displays
Printed Materials E-Mail
Patches Direct Mail
Newspaper Articles Viral Marketing
Methods of Promotion
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Roundtable
Scout Show
Troop and Pack Meetings
Training Courses
Council Website
Your Summer Camp
Troops that attended camp in the past
Promotion Opportunities
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Camp Director
Camp Staff Members
District Camping Committee Members
Commissioners
Other Unit Leaders
Who can promote
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Camp Alumni
Other Scouts
Past Camp Staff Members
Order of the Arrow Members
Satisfied Parents
Who can promote
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Quality customer service by camp staff
Staff and unit relationships
Keeping ideas fresh
Word of mouth
Price break for returning units
Methods of Promotion
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Market units currently attending
Know who your best prospects are
Develop a prospect list and prioritize it
Offer scholarships
Create an atmosphere of “I want more”
Marketing Ideas
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Make a plan
Follow the plan – and back date everything
Review the plan
Tweak the plan if needed
Nothing should be sacred
Keep it positive and have fun
Bottom Line
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No reason to have to start from scratch
Share your accomplishments in
Myscouting.org in the Best Practices area
Share what you do
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Marketing is a never ending job
Marketing is everything we do
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Keep it positive
Make everyone want to have fun at your camp
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Questions…
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Resources:
Marketing Toolbox:www.scouting.org/marketing
Marketing Hotline:972-580-2239
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Thank You!