Best Marketing Campaign

Patriots' Path Council
Council Classification: 400-600
Contact: Vicki Kallok

Objectives

• Promote the council's new capital campaign.
• Develop a theme to use in all materials.
• Develop creative and various ways to share all the information about the capital campaign.

Planning Process

• The marketing committee chair and marketing director were invited to be a part of the campaign planning committee. Working with the committee we were able to determine what the needs were and what information had to be included in each piece.
• The plan also took into account the cost of producing each item and how, why, and where each piece would be used.
• Because the campaign was for capital improvements to the camp, and camp is at the heart of Scouting, the theme "Look Into the Heart of Scouting" was agreed upon.
• The next challenge was to create different pieces that were unique, yet connected by theme and design.
• Photo shoots were planned and copy was written and critiqued until a final version was done.

Impact

• Each piece contains the same general message about the capital campaign, but some contain more detail than others and are intended for different giving levels.
• Although the campaign is not yet completed, the first phase was successful and it is moving on from there, using these items as we go along.
• "Look Into the Heart of Scouting" became identified with the campaign.
• Information was readily available for anyone at any interest level to find out about the campaign.

Learning Points

• The pieces of campaign literature can look different and still work together.
• Having different pieces helped target specific givers and tailor the message to their needs.
• Having professional-looking items helped the volunteers communicate better and be more confident in sharing the campaign message.

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.