The Marketing Audit

A thorough analysis of target audiences and their needs is essential to effectively determine the challenges the council faces and to identify opportunities to improve the council's performance. A marketing audit examines the council's overall marketing efforts and should be performed before a council begins setting specific goals and objectives for the council.

Formulate a marketing audit worksheet the marketing committee can use to create the council's strategic marketing plan. They look at

• Target audiences and their needs and the cost for the council to satisfy those needs.
• Cost for target audience members to participate in—or make contributions to—the program.
• How target audiences learn about the program and how it is implemented in the community.
• How the council promotes itself and the Scouting program in the community.

Answering the questions may be simple or may involve extensive marketing research. Add or delete questions, as they are relevant to your council. Remember, completing a marketing audit will give marketing committee members a clear idea of the council's strengths and weaknesses in marketing and what to do to improve those efforts.

Questions for the Marketing Audit

Target Audiences: youth members, volunteers, donors, council staff, and community members

Mission

• How easily identifiable is the organization?
• What are the program themes?
• What is the council mission?
• How well is the mission understood within the council?
• How well is the mission understood outside the council?

Image

• How does the media perceive Scouting and the council?
• How do council members and the community perceive the council?
• How does the council perceive its response to community needs?
• What is the council doing to improve Scouting's image?

Service to Members

• How is council volunteer leadership recognized?
• What is the quality of service being given to council members and the community?
• How do members benefit from the program?
• What is the biggest complaint from members?
• What new program activities are being planned?

Customer Service

• Is training provided for front office personnel?
• Are council visitors and phone calls treated as opportunities or interruptions?
• Is the front office pleasant and clean?
• How are complaints about the council formally handled?
• How is negative feedback from council members handled?
• Who is responsible for handling complaints?
• Who makes sure feedback is received and seriously considered?

Cost for Contribution or for Being Involved in Scouting

• Are target audiences aware of membership fees and other costs (e.g., uniforms, activities, etc.) related to Scouting?
• Are there potential members in the community with special financial needs? Are there contributors to help meet those needs? Are the needs and donations communicated to those audiences?
• Are potential donors aware of the benefits of Scouting? Do they know about research that supports those claims?
• Does the council keep a comprehensive list of community members who have been involved in Scouting in the past that the council can call on for various needs?
• Does the council make good use of volunteer and professional time? Do volunteers and professionals feel that their time is well spent? Do they receive adequate training and resources? Does the council recognize them for achievements and efforts?

Convenience of Scouting in the Community

• Is the council service center well marked and easy to find?
• Does the council have a Web site that is easily accessible?
• Is the council prominently listed in the local telephone book?
• Are training events/gatherings at a convenient time and place for council volunteers? Do you offer training events/gatherings at multiple times?
• Are you meeting the needs of all possible chartered organizations and following up with them periodically to ensure their Scouting program is thriving?
• Are the Scout shops conveniently located and open when needed?

Council Promotion

Internal

• How well does the council communicate with its members and staff members?
• How well does the council communicate confidential matters?
• What is the level of team spirit among those who promote recruitment?
• What are typical objections given by potential members as to why they do not enroll?
• Does the council newsletter meet the needs of its readers?
• Does the council Web site meet the needs of its audiences? Is it updated regularly to ensure accuracy?

External

• How do community members perceive Scouting?
• Are promotional brochures distributed at Scouting shows?
• Is a registration table set up at Scouting shows?
• What media are currently being used? (Refer to the Council Publicity Guidebook, or contact the Marketing & Communications Division for tips on promoting your council through the media.)
• How do the seasons affect council marketing efforts?
• What does the annual report say about the BSA and the council?
• What do key community leaders think of the council?
• Are parents and youth given the opportunity to participate in demonstrations or a sampling of programs/activities at community events?

Developing a Local Council Marketing Plan

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.