Marketing Class Set for November 5–9

The Fundamentals of Marketing and Public Relations class, developed by the BSA's Marketing & Communications Division, helps council professionals understand how to market a program and how to turn an event into a media event. In addition to professionals who may have marketing as their primary duty, finance directors, Learning for Life directors, camp and outdoor program directors, and Scoutreach directors can also benefit from this class. Each of these positions requires marketing to specific audiences with specific messages. Class participants will be able to apply tools learned in the class to their particular area of concentration.

In October 2006, our second year of the course, several professionals from around the country gathered at the BSA Center for Professional Development in Dallas for a four-day intensive workshop on the fundamentals of marketing. This class included a dynamic group of students from district executives to regional office executives. The mix of experience, expertise, and perspective created an energetic environment of shared learning and support.

This year's weeklong class will be held November 5–9 at the Center for Professional Development facility in Westlake, Texas. The small class size, 16 participants, will allow professionals to have hands-on experience in areas such as using research and marketing audits, using marketing committees, developing communications strategies, using the Internet as a marketing tool, generating similar messages for different audiences, determining where to spend advertising dollars, and maximizing relationships with the media to get your message out.

Here are a few survey responses from last year's class participants:

• "The presenters were clear with their info. The press release/media alert section was the most helpful in refining my skills. Meeting one-on-one with the instructors was also very informative."
• "[Highlights included] the personal interaction we had with the marketing group [and] the help provided in how important it is to 'be prepared' for anything on any subject with the media."
• "Excellent job. Opened my eyes to all the research that goes into marketing. If I can only use a small amount of the ideas learned, my council will be so much better for it."
• "Very informative—kept us engaged; very important."
• "Very helpful in marketing and public relations procedures. Liked the information presentation style. Case studies and additional info helped."
• "The actual hands-on of writing release talking points was great! The immediate feedback from instructors helped to keep focus."
• "A must-attend for all councils."

The next class will continue the momentum of last year's. Please mark your calendars for November 5–9, and note the class's new name: Marketing Management and Media Relations. We look forward to seeing you there.

NOTE: This class was previously scheduled for October 15–19.

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.