Boy Scouts of America: It’s Go Time.

National Objective

Grow the number of youth and families served by the BSA through increased recruitment and retention

Key Audiences

RetentionParents and caregivers of current Scouts

Current members

Volunteers

Professionals

RecruitmentParents and caregivers of potential Scouts, particularly those of Cub Scout age

Key Research

Reaching the Next

Multicultural Generation

The Family Room

Voice of the Scout

Membership Data

Authenticity Gap

Conducted in 2006; 25 focus

groups with African American,

Asian, andHispanic parents and youth in Los

Angeles, Houston, Chicago, and New

York

Conducted in 2010 with

2,000 parents and boys

Conducted in spring 2013

with more than 200,000

adult members

Reviewed membership

data from previous 20 + years

Survey conducted in

summer 2013 with 1,600 influential parents

Key Takeaways

Parents want fresh and relevant experiences for their kids, but they are not sure Scouting offers this.

Opportunity: We have to share the value and relevance of our programs by highlighting the wide range of Scouting activities through events such as unit open houses, camp visits, etc.

Parents expect youth organizations to do what’s right and positively impact the community. This is our strength.

Opportunity: We have to emphasize Scouting’s unique focus on instilling positive values and encouraging community service.

Key Takeaways

More than half of parents agree that “The BSA offers life-changing experience you can’t get anywhere else.”

Opportunity: Scouting can leverage this commonly held belief to communicate value and relevance and to reach new members.

Some parents love the Scouting program but don’t believe it’s for families like theirs.

Opportunity: Demonstrate the breadth, scope, and value of the Scouting program, showing that there is something for everyone.

Key Takeaways

Scouting is not easy to join.

Opportunity: Place a greater emphasis on using BeAScout.org, updating unit pins, and responding to leads.

Never Been Asked

Family, Friends or Colleagues

Scouts or Volunteers

Sponsoring Organization

Boy Scouts of America

Not Sure

46%

25%

23%

20%

12%

4%

Percentages do not add up to 100% as respondents selected all sources that apply.

Who asked you to join Scouting?

Insight

For parents, there is not enough time.

There is only one opportunity to get

it right

Can’t get the time back once

it’s gone

Want no regrets, no guilt

Not enough time to be the best

parent or raise the best child

Therefore …

Imagine if we could …

Help parents understand

that Scouting makes the

most of the little time

they have to impact our

children … It’s go time.

A video that captures this strategy can be

viewed at https://vimeo.com/77659448

(password: fhdm12).

Experience

Program development

Program delivery

Operations

Marketing and Communications

Proactive communications

Internal communications

Advertising

Recruitment

Social and digital media

Printed materials

It’s go time.Convince parents Scouting makes the most of the little time they have to impact their children

Scouting makes the most of the little time parents have to impact their children. … It’s go time.

National theme

Strategy

Applying the strategy

BSA MissionScout Oath and Law

Evaluate Optimize program

National strategic plan

Prepared. For Life.®

Scouting makes the most of the little time parents have to impact their children.… It’s go time.

Brand RefreshHow the brand looks, feels, and acts

Tactical Execution

Recruitment

Marketing and PRVolunteer Communication

Internal Communications

Social and Digital Media

Publications

What’s Next?

Continue to focus on Cub Scout recruiting.

Continue to focus on asking more people to join.

2014 Milestones

2014 Recruitment Campaign Previewed – March ‘14

2014 Marketing Playbooks Delivered – March ‘14

2014 Recruitment Campaign Available – April ’14

2014 National Annual Meeting – May ’14“Let’s Light a Fire!”

Thank You!