To take Scouting into the next century, the BSA adopted a new national theme and an updated unique selling proposition in 2011. The Prepared. For Life™ theme reflects the BSA’s program of preparing young people for the future. It also provides a messaging platform that will extend through 2015.

The new theme builds on the foundations established by the 100th Anniversary, the BSA’s National Strategic Plan objective to “design a future statement,” as well as the latest attitudes and awareness research. The positive, proactive language found in these new statements and the existing positioning information for the BSA point to a new, confident future for the organization. The unique selling proposition or value proposition is based on Scouting’s exciting programs and outdoor adventures that inspire a lifetime of character and leadership.

To learn more about this topic, join us for a webinar on Dec. 7—register online today.