Council Market Analysis

Benefits of using this tool

• Meet the needs of your current members

• Recruit more members like the ones you currently serve

• Attract more youth in underserved communities

• Find community partners and sponsors

• Target and appeal to new chartering organizations

Demographic and Income Profile

Demographics about the population in the council area• 2010 Census data• Current year estimates• 5 year projections

Useful for:• Long-range strategic planning• United Way and grant applications

Demographic and Income Profile

Includes:• Population• Total Households• Urban vs Rural Population• Population by Race and Ethnicity• Population by Age and Median Age• Educational Attainment• Household Income• Renter vs Owner Occupied Housing

Maps

• Identify areas of potential growth• Assign ZIP codes to districts• Determine locations for day camps,

district events, Scout shops, or satellite offices

• Plan billboard and marketing campaigns

• Seek new chartering organizations

Opportunity ZIP Codes by Program & Ethnicity

• These two tables show your top 20 ZIP codes as determined by the total number of unserved youth. The number of total unserved youth is calculated as:

Unserved Youth = Target Age Youth (TAY) – Current Youth Members)

• The ZIP codes are sorted by the total unserved youth for all programs and ethnicities, but the two tables break out both in detail.

• The intent it to help your council quickly identify ZIP codes with the largest number of youth available to recruit into Scouting.

Segmentation System

• United States Census Bureau defines geographic areas by census tract

• Census tracts are subdivided into block groups

• Segmentation systems identify block groups with common characteristics

Mosaic Segments

• Considers socio-demographics, lifestyles, behaviors, and cultures

• Clusters like factors to define 71 segments

• Assigns each block group in the U.S. to a segment

• Income levels• Occupations• Levels of education• Types of residence• Ethnicities• Cultures

• Languages• Values• Attitudes• Religious preferences• Political preferences• Entertainment preferences

Mosaic Segments

They are based on, and help you understand, a segment’s:

For Download from MyBSA:

Mosaic Segments

Council Mosaic Profile

• Shows number of Cub Scouts in each Mosaic segment• Shows number of households in the council’s area in each

Mosaic segment• What percent of those households have Cub Scouts• Shows how closely a boy resembles the council’s current

membership

Council Mosaic Profile (Continued)

• Look for potential Cub Scouts in the Mosaic segments that your council already serves well

• High percentage of Cub Scouts• Large number of households• Index over 1.0

• A 1.6 index means a youth in that segment is 1.6 times more likely to join than a youth in the average household.

MOSAIC SEGMENT CUB SCOUT MEMBERS % OF CS MEMBERS

HOUSEHOLDS IN

COUNCIL AREA

% OF HH INCOUNCIL AREA

% OF CS INSEGMENT INDEX

B07 Generational Soup 103 3.97% 3,515 1.86% 2.93% 2.1C14 Boomers and Boomerangs 338 13.02% 15,458 8.19% 2.19% 1.6

K37 Wired for Success 10 0.39% 1,028 0.54% 0.97% 0.7

Council Mosaic Profile (Continued)

• Look for potential Cub Scouts in the Mosaic segments that your council does not serve well

• Large numbers of households• Segments with youth population• Low percentage of Cub Scouts• Remember to check the Mosaic Segment Highlights to learn more

about these segments

CLUSTER- DESCRIPTIONCUB SCOUT MEMBERS

% OF TOTALCUB SCOUT

MEMBERSHIP

TOTALHOUSEHOLDSIN COUNCIL

AREA

% OF ALLHOUSEHOLDSIN COUNCIL

AREA

% OFCUB SCOUTS IN SEGMENT

INDEX

N48 Gospel and Grits 121 0.55% 11,326 0.73% 1.07% 0.7

D18 Suburban Attainment 690 3.14% 66,318 4.30% 1.04% 0.7

J36 Settled and Sensible 63 0.29% 6,147 0.40% 1.02% 0.7

Data Tables

• For each ZIP code• Target Age Youth (TAY)

• Cub Scouts: Boys ages 6 to 10• Boy Scouts: Boys ages 11 to 13• Co-ed Programs: Boys and girls ages 14 to 16

• 2017 year-end membership totals • BSA Market Share = Members / TAY• Chartered units

Data Tables (Continued)

• TAY, Membership, and BSA Market Share

• African American• Asian• Caucasian• Hispanic/Latino• Other Races

• Number of members not identified by ethnicity on the council’s year-end membership report

How to Use the Data Tables

16

High TAY and low market share: this is your underserved population

High market share: this is where your current members live.

Top 5 Mosaic Segments per ZIP Code

• The Top 5 Mosaic segments in each ZIP code

• The number of households in the segment

• The percent of all households in that ZIP code

• This table is available in Excel format from MyBSA

Files to Download

• Four files to download

• Council Market Analysis Reports

1. Full Report in pdf format2. Membership and TAY

Tables3. Households by Mosaic

Segment

• Mosaic Segment Highlights