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Effectively Integrating Marketing Into Council Operations. Marketing driven or Market driven? . A marketing-driven organization is run by the Marketing department. It revolves around what marketers do. - PowerPoint PPT Presentation
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Effectively Integrating Marketing Into
Council Operations
A marketing-driven organization is run by the Marketing department. It revolves around what marketers do.
A market-driven organization is driven by what the market wants, regardless of what the marketing department feels like doing.
...Seth Godin
Marketing driven or Market driven?
BSA Market Driven JourneyGame Changers
(yes, no or maybe?)
• Scout Parents• Journey to Excellence• Membership Standards Study
Integrating Marketing Into OperationsCase Study
Service: •Council 2014 Membership Campaign•Outcome: Net Increase of Cub Scout Packs
Exercise: •Match Channels with Customers •Identify Project Team with Key Roles
What is the “Product or Service” being marketed?
Who “uses” the products or services?
Who “are” the users of our product & services?
What are the ways we “connect” product and services with user?
Matching GameMarketing Component:
Products and Services
Communication Channels
Customers
Market Demographics
List Teams Responsible:
Marketing
Operations
Technology
Finance How We Used to Think
Journey to Excellence
Marketing
Operations
Technology
Finance
Membership Standards
Study
Our New Paradigm
Lessons Learned
Advantages Realized/Missed Opportunities
Give a kid a fishing pole, a caring adult willing to teach him, a fish that's hungry and a patch that says “fishing derby” - then you
know you have a Scouting program that's relevant