Use Research to Guide Your Marketing Efforts
To reach all markets, you must understand those you currently serve as well as those who are underserved so you can provide each market segment with targeted information to empower your communication.
The Council Market Analysis (on MyBSA under the Resources tab) can provide you with information about members you currently serve as well as indicate areas of opportunity. This report provides detailed zip code-level information about your current membership and total available youth. It also provides you with information about the predominant demographic segment in each zip code so you can better understand the customers or potential customers in that area.
Once you know more about your customers and potential customers, templates available on Brand on Demand provide collateral pieces such as fliers, posters, camp brochures, and Friends of Scouting brochures that can be targeted to different market segments in your council. Many of these materials are provided in English and Spanish.
To provide more insight into our target consumer, the Research & Program Innovation Department conducts major studies to show how Scouting affects the lives of youth, volunteers, and their communities. This information includes statistically valid results of program outcomes, and is accessible on the Marketing Research page that is linked off the Marketing Toolbox.
Another great resource is the BSA Fact Sheets link on the Marketing Toolbox. Fact sheets provide basic information about the various facets of Scouting—program, awards, relationships, history, and membership numbers—and are updated to reflect the most current information. Including supporting facts will strengthen your marketing efforts. Fact sheets are a great resource when creating your own press releases, Friends of Scouting brochures, or marketing collateral pieces, or as supplemental information to add to resources available through Brand on Demand.
The Council Marketing Resources Team is ready to assist. Please call the Marketing Hotline at 972-580-2239 with any questions.