The Situational Analysis

The situational analysis is considered by many marketers to be the most important element of a marketing plan. If a thorough analysis is conducted, then objectives and goals will be easily developed.

Conduct a SWOT analysis. This provides the opportunity to define your council's strengths, weaknesses opportunities, and threats.

Include the following elements in the situational analysis:

• What is the council's percentage share of the membership market (total available youth)?
• What is the average tenure of members?
• How is the council's organizational chart structured?

External Environment

• What are your chartered organizations' goals for their youth programs?
• What activities compete for the interest of Scouting-age boys?
• What benefits does Scouting offer Scouting-age youth other activities do not?
• What political issues are affecting your council? What is the political climate for Scouting in the community?
• What environmental issues might affect the council over the course of the planning period?

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.