National VisionThe Boy Scouts of America will prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law.

Key Marketing Strategies 2006 – 2010 National Strategic Plan:

Build the image of Scouting/the BSA brand in a manner that creates excitement among BSA volunteers, professionals, and parents.

Surround moms of Cub Scout age youth with information about Scouting that educates them on Scouting’s unique benefits to youth and families.

Leverage positive outcomes associated with Scouting events and service projects in media outlets.

Leverage national research including both market (Scouting age youth and programs outcomes research).

Develop unique collaborations among for profit and not-for profit organizations that create new alliances for serving more youth and families.

Continue to support Hispanic and urban youth marketing efforts.

General Motors/ChevroletWal-Mart/FLWNASCAR/Jeff GordonProduct Sales/Weaver PopcornAmerican Marketing Assoc.Local NetworkingAlumni (Friends and Family)IEG/Brand StudyGood Turn for AmericaClear ChannelNational Parent Initiative

EVERY ELIGIBLE YOUTHPrimary: ProgramSecondary: Councils

FISCALLY SOUND COUNCILSPrimary: FinanceSecondary: Councils

INCREASE VOLUNTEERSPrimary: ProgramSecondary: Councils

ENGAGE STRATEGIC ALLIANCESPrimary: Relationships & ScoutreachSecondary: Councils

TARGETED LEADERSHIPPrimary: Human ResourcesSecondary: Councils

National BSA Marketing Plan

Marketing is everything Marketing is everything

we do!we do!

Engage Strategic A

lliances

2010: When Tradition Meets Tomorrow

100 Years of Scouting

Targeted Leadership

Every Eligible Youth

Fiscally Sound C

ouncils

Increase Volunteers

Every Eligible Youth

Fiscally Sound Councils

Increase Volunteers

Engage Strategic Alliances

Targeted Leadership

Parent Reach GM Brand Study AMA PopcornGTFA Wal-Mart/FLW NASCAR Clear ChannelAlumni