Marketing Success Story
Del-Mar-Va Council, Boy Scouts of America
Background
Traditional membership had declined for several years. Council leadership believed that if Cub membership could be increased and retention improved, the long-term growth of the Council could be significant.
Objective
Increase visibility of Cub Scouting and assist parents in understanding the Cub Scout program. Move parents to register their boys in Cub Scouting.
Issues
It was decided that parents are the primary decision maker as to whether a boy joins Cub Scouts. If mothers understand the positive benefits of Scouting, they may choose Cub Scouting over other options.
Solution
$75,000 was budgeted, along with acquiring free advertising opportunities. Marketing professionals and Council Marketing Committee met to develop a plan.
Television commercials were produced locally. Print ads were developed and nationally produced billboards and radio PSA's were acquired.
Television time, print articles and radio time was purchased and placement was targeted at women 25-49.
All advertising had messages that told mothers about Scouting's values based activities.
Billboard and additional print and radio placement was donated.
To give the greatest impact and budget management- all media outlets were blitzed for only 3 weeks, to correspond with the kickoff and heaviest period of school nights.
Results
10% increase in youth members recruited over the same three weeks of the previous year.
Council ended 2005 with overall gain in Cub Scouts.
Pride among volunteers and board that they were finally seeing Scouting in the media.
Television commercials received National President's Marketing Award.
Long Range Plan includes Board commitment to increase marketing budget to $200,000 by 2010.