National Communications Plan. 2010: When Tradition Meets Tomorrow

Transcription

1 National Communications Plan 2010: When Tradition Meets Tomorrow

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3 1 Core Marketing Objective Support the mission and vision of the new Strategic Plan. BSA Mission: To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. BSA Vision: The BSA will prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law. ^he millions of Scouting alumni, friends, and families deserve to hear from us. We must use every avenue available to reach them. Marketing in the BSA is not a function; it is everything we do! William F. Rick Cronk, BSA president

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5 What Does This Mean? It is about America s youth. The BSA s mission has not changed, nor have the principles of Scouting. The BSA s purpose is to positively impact the lives of youth by providing them with the experiences and tools to build character, make friends, have fun, achieve goals, and make positive contributions to society. These experiences encourage Scouts to become vibrant adults who are successful in multiple facets of their lives and who care about their families, communities, and the world around them. The ultimate purpose of the national communications plan is to reach every eligible youth in a relevant and meaningful way. Therefore, we need to reach all of the BSA s target audiences parents, grandparents, chartered organizations, strategic alliances, and existing and potential volunteers with the right BSA messaging, and together, we can help the BSA accomplish its goal. n today s media climate, it may be harder than ever to tell the Scouting story, but I contend that it is more important than ever to use every tool and resource to tell it! Roy L. Williams, Chief Scout Executive

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7 The Five Guiding Principles of the Strategic Plan The BSA Strategic Plan is about enriching the lives of youth through Scouting. To accomplish this, there are five core fundamentals or drivers. Specifically: Principle No. 1 Every eligible youth has an opportunity to be involved in a quality Scouting experience. Marketing Focus The National Council has developed a national marketing platform with a mix of PSAs, customizable ads, and proactive media relations opportunities to reach parents and families with positive messages about Scouting and to create a call to action to drive youth membership at the local council level. Principle No. 2 The number of engaged, accountable volunteers is dramatically increased at all levels of Scouting. Marketing Focus To understand how to best reach targeted participants, the National Council is conducting national research, including a Generation X and Y parent study and an ethnic markets study (Hispanic/Latino, African American, and Asian American) among youth and adults, to determine key motivators for moms and dads to volunteer with the local councils.

8 Principle No. 3 Every local council is fiscally sound. Marketing Focus The National Council is developing financial tools and resources, conducting research such as the IEG brand study to obtain local council feedback, and creating marketing platforms. These will be extended to the local level to help councils achieve the goals of retaining and sustaining membership, attracting volunteers and qualified professional staff, and collaboration with strategic alliances within your communities. Principle No. 4 Local, regional, and national chartered organizations and strategic alliances are identified and engaged. Marketing Focus The National Council is cultivating relationships with traditional and non-traditional organizations to create strategic alliances to provide resources, programs, and marketing opportunities for local councils and new-unit growth initiatives. Principle No. 5 Enough of the right professionals are identified, developed, and retained in the right positions at all levels, with a focus on diversity. Marketing Focus The Human Resources Group will support local councils with the recruitment and retention of talented and inspired employees. Mentoring, training, and personal development, supported by effective technology to manage and assess employee data, are the tools we will use to develop employees who are competent in recruiting, training, and sustaining volunteers in our diverse American society.

9 s a community-based volunteer organization, Scouting s benefits of character and adventure are most effectively communicated when we deliver localized messages to individual families in the neighborhoods we serve. Mark Mays, CEO, Clear Channel Communications, Inc. BSA chairman, marketing committee s you consider ways and means of more powerfully communicating the Scouting program, think in terms of leveraging local assets at your disposal former Scouts, especially Eagle Scouts, chartered organization leaders, board members, etc. John Smith, group vice president, Global Product Planning, General Motors Corp. BSA vice president, strategic initiatives Strategies The three overarching communications strategies of the new Strategic Plan are related. Each serves as a key phrase, or segment of a cycle, to form a whole, to ultimately support the BSA in achieving its core marketing goal. These strategies will be implemented in 2007 through 2010 to lead up to and support the BSA s 100th anniversary. DATA, TOOLS, AND TRAINING POSITIVE ENVIRONMENT FOR SCOUTING LOCAL MARKETING OPPORTUNITIES

10 Strategy 1: Create a Positive Environment for Scouting in America Tactics: Good Turn for America Continue national collaborations with The Salvation Army, American Red Cross, Habitat for Humanity, Department of Homeland Security (Ready Kids), America s Second Harvest, America Supports You, and more. Jeff Gordon/NASCAR PSAs Expand Scouting s presence among NASCAR audience families. Speakers bureau Use the expertise of BSA volunteers and professionals as thought leaders for societal and youth and family issues. Scout Week Continue to place BSA members and volunteers in national morning show venues. Report to the Nation Present Scouting s impact to national leaders and add value to the local councils involved by creating useful Web information for communities and educators. Service awards (Silver Buffalo, Young Americans) Promote national figures who are recognized for service to America. Strategy 2: Create Opportunities for Local Marketing Success Tactics: Provide new collaboration opportunities with current alliances such as America Supports You and the Department of Homeland Security (Ready Kids) and add new opportunities with the American Cancer Society and America s Second Harvest. Chevrolet dealerships Foster new communications links for reaching families of Scouting-age youth in dealership venues. Clear Channel Communications Expand on this relationship through top-down communications encouraging local media placements and support for local council promotional efforts. Create additional opportunities for radio, outdoor, and TV placement of PSAs. Product agreements (e.g., Celestron) Provide local opportunities for positive public relations via mutually beneficial media tours. Such educational alliances allow for promoting Scouting s relevance in the fields of math and science. Wal-Mart/FLW Create opportunities to expand Scouting awareness and fundraising through fishing tournament alliances in local communities.

11 Strategy 3: Provide Marketing Data, Tools, and Training for BSA Volunteers and Professionals Tactics: Regional Marketing Summits that incorporate marketing expertise from Fortune 500 and major nonprofit organizations that target youth and families, and include the best methods shared from council to council. Customizable print ads, TV and radio PSAs. Merits of Marketing Web site provides all marketing resources for local councils and is updated with current tools monthly. Fundamentals of Marketing Deliver hands-on training to council professionals in marketing and public relations, market research, and event promotion. Research data and tools Current research on parents and youth as well as BSA outcome studies and American trend data. National marketing electives and seminars provided to volunteers and professionals. INCREASE YOUTH MEMBERSHIP PROFESSIONAL STAFF 100TH ANNIVERSARY 100TH ANNIVERSARY 1 MILLION VOLUNTEERS STRATEGIC ALLIANCES FISCALLY SOUND COUNCILS

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