Marketing Is Everything You Do!
Your enthusiasm and passion for the organization is the foundation for successfully finding ways to meet the needs of chartered organizations, parents, and families in your community.
No matter what your situation, the approach is the same: get to know your market; determine who your target audiences are; establish your goals and strategies; develop and execute a marketing plan.
First, to build an effective marketing program, we have to start with a firm foundation—research is that foundation. Where are your opportunities for growth? What are the strengths and weaknesses?
Second, with limited resources, it is better to use a bullet than a shotgun. That's why it's critical to determine who your target audiences are. Who do we need to reach to take advantage of our opportunities? Is it parents? Is it youth? Community leaders? Perhaps it's chartered organizations or civic groups. Before you begin any effort you must identify your target audience.
Now that you know the lay of the land, it's time to develop a road map—a marketing plan. As a part of this process you will want to decide what message your audiences need to hear and what avenues are available to distribute your message. Those might include radio, local newspapers, television stations, cable stations, posters, fliers, or public speaking engagements. The possibilities are endless.
And finally—and perhaps most important—look for people and avenues to help you meet your goals. Just like everything else in Scouting, we work best when we work with others. Identify people who can help Scouting reach its full potential. Establish a marketing committee you can turn to for advice and resources. It's a good investment that will pay off for years to come.
Marketing isn't something we do just for school nights—it's everything we do. From the press release you send to your local paper, to how you answer the phone. By effectively marketing Scouting, we can ensure the future of our program and our professional success.