With the development of the new National Strategic Plan, 2006 is the year of research. Research supporting the Strategic Plan is being conducted in three key areas:
Ethnic Markets. This study will explore the image of the BSA in the Hispanic/Latino, African American, and Asian communities. In addition, it will help us identify each community's needs related to youth programs and explore messaging that resonates in each community.
Generation X and Millennial Parents. This study will explore the needs and desires of parents under the age of 40. The study will also explore the level of involvement Generation X and millennial parents expect to have related to their children's activities. Key motivators for first volunteering and continued volunteering will also be explored in this study.
Brand Valuation. This study will help determine the value of the Boy Scouts of America brand. This will allow us to enter into collaborative agreements with other organizations with knowledge that can help us maximize our opportunities. It will also give us the ability to demonstrate to other organizations the value the BSA brings to these agreements.
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.