CUB SCOUTSS A V EB O Y H O O D

Sruti Dhulipala, Jillian Dresser, Latasha Ewell, Dave TrestonDecember 4, 2007

PACK 1313

AGENDA

SituationGoalsInsights and ObservationsTargetingCommunication StrategyCreativeConclusion

SITUATION

Enrollment is down

Recruitment efforts blocked

GOALS

Increase Cub Scout enrollment by 4% (2,758 recruits)

Develop a long-term recruitment plan including:

‣ New touchpoints

‣ Relevant message to boys and parents

‣ Repositioning of the Cub Scouts brand

INSIGHTS AND OBSERVATIONS

THE DECLINE OF BOYHOOD?

Over-protective parents

Strict school curriculum

TV/computers/videogames

Pressure to succeed earlier in life

THE RETURN OF BOYHOOD

Scouts can solve the crisis in 21st century manhood.Hal Iggulden, co-author of The Dangerous Book for Boys

Before about 1915, boyhood was seen by most grown-ups as a state of natural savagery. [A boy was] resourceful, adventurous, not much interested in school, very interested in wild places.Foreword to the American Boy’s Handy Book

TARGET AUDIENCE

HOW SCOUTS IS VIEWED...

Traditional

Clean-cut boys who tie knots

The dorks

Arts and crafts

SCOUTS REALLY IS...

Appeal to boys’desire for mischief

STRATEGY

Cub Scouts is theSchool of Mischief

POSITION

THE TAKEAWAY

For Parents

For Boys

Lessons buried in mischief

Forbidden fun

What does it mean to be in the School of Mischief?

CREATIVE

KNOT TYINGEssential knowledge for building a raft from logs, making a tripwire, or getting a handle on pesky siblings.

FIRST AIDCuts and bruises are common occurrences while practicing mischief.Learn how to take care of yourself so Mom doesn’t have to.

MARKSMANSHIPThis means shooting B.B. guns and archery. Yes, we’re letting you touch guns and bows and arrows. And we’ll teach you how to handle them safely.

MODEL ROCKETRYLearn how to shoot off a rocket and return to Earth safely. Or glue the cap shut to witness an incredible crash landing.

WRITING WITH CODES AND SECRET INKSNever get busted for passing notes in your other school again.

CAMPINGWho says you have to return from your adventures into the wilderness when the sun goes down?

BADGES:Keep track of the amount

of mischief you have gotten into

HAT:Keeps moms from licking their fingers and fixing your hairNECKERCHIEF:

Turn around and put over your mouth to avoid cooties

from nearby girls

PANTS:The dark blue color hides

the dirt and grass stains from your adventures

SHIRT POCKET:A storage space for bugsleaves and arrowheads

MISSION: Collect all the items and bring them to your first den meeting.

1. Your finished catapult

2. Find a stick that can be used for a walking stick

3. Capture a bug

4. Find three rocks that could be used as arrowheads

5. Write a recipe for a mischief sandwich and make it

6. Get a girl’s phone number

1. Using craft glue, attach the clothespin to the board2. Glue the small wood block to the back of the clothespin. This will push down on the clothespin to launch the ball 3. Let glue dry4. Glue the popsicle stick to the small wood block allowing for a long arm for launching.5. Let Glue dry6. Glue the bottle cap to the end of the popsicle stick. Make sure you leave a finger’s length on the end.7. Let glue dry.8. Launch the ping-pong ball across the room by pressing down on the end of the stick and letting go!

COMPASS:Navigate your way through your backyard, or annoy your parents by repeatedly telling them which direction they are facing.

DUCT TAPE:You never know when a roll of duct tape will come in handy. You might need to tape your leg back on.

ROPE:How else are you going to make that tire swing?

MAGNIFYING GLASS:Examine bugs up close. Find their burning point.

FLASHLIGHT:If you ever stumble upon a mysterious cave, you’re probably going to want to take a look inside.

FIRST AID KIT:It might get dangerous out there, so be prepared for cuts and scrapes.

BINOCULARS:Spot cootie carriers approaching your tree fort from thousands of feet away.

HIKING BOOTS:When you stomp through mud puddles you don’t want to wear your church shoes.

Discover more about scouting at www.scoutingvirginia.org

SECRET MIRROR MESSAGE

SUPPLIESLiquid Hand or Dishwashing Soap Cotton Swab Mirror

DIRECTIONSPut a couple drops of liquid hand soap or dish washing soap into a cup. Use a cotton swab or your finger to write a message on the mirror in the bathroom. Make sure it is thin enough to be invisible.

Next have a loved one take a hot shower with the door closed. As they step out of the shower, they will be greeted by your message. Don’t take hot showers? Then just breathe hard on the message and presto it appears. What's Going On?The soap breaks up the surface tension of water and keeps the mirror from becoming fogged up with steam.

Think you can beat a cub scout? Prove it. Pick up a Pinewood derby carkit and build your dream car. Come to the race and test your car making

skills. Oh, and don’t for get to wear your neckerchief disguise. They’ll never know you’re not a scout.

PINEWOOD DERBY SATURDAY APRIL 6th, 2008 17TH ST FARMER’S MARKET

LEARN MORE ABOUT SCOUTING AT WWW.SCOUTINGVIRGINIA.ORG

CONCLUSION

Low-cost

Local

Sponsorships

Year-round cycle

THANK YOU