Paul Wilkinson
Scout executive
Twin Valley Council
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Paul Wilkinson Scout executive Twin Valley Council |
Our marketing committee developed a "peer-to-peer" recruiting communications tool that I believe is new to the BSA.
The committee developed an e-mail message with a link to a recruiting video on our council Web site. Current members and each family who joined during the fall received the e-mail including the Web link, along with a request to forward the message to other parents and potential Cub Scouts. We continue to e-mail this promotional material to our current members and parents, asking them to use this tool to help get other families involved in Scouting.
The only costs for this tool have been the production of the Web page and our time to send it to our current membership monthly. This tool, along with our other marketing efforts, paid big dividends as the council ended 2006 with a 2.4 percent increase in total Cub Scouting and a 12 percent increase in Tiger Cubs.
To view the Web page, visit http://www.twinvalleybsa.org/promo.htm and select the "play movie" button.
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.