MARKETING in our region, areas, and councils Dave Berkus Vice President - Marketing and...
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Transcript of MARKETING in our region, areas, and councils Dave Berkus Vice President - Marketing and...
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.