Orange County Council Boy Scouts of America Marketing

Orange County Council Boy Scouts of America Marketing Plan Development

Because its purpose is to create a customer, a business has two – and only two – functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. -Peter Drucker

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. - AMA

Increasing value to customers profitably

Brand Manifestos A public declaration of principles, policies, or intentions

1) Core intention of the brand 2) The guiding principles of the brand 3) The policies that guide each department to effectively realize the stated intention

1) Gets to the nitty-gritty 2) Bridging between rhetoric experience 3) A promise and guidelines 4) Must be ambitious 5) Must be worth acting upon and

Can we change people’s lives?

Brand Manifestos Crystalize and clarify the revolutionary intentions of an organization and ask employees and customers to join together to make it a reality

Brand Positioning The question is not What business is the company in? but What is the company known for?

● What does BSA conjure as a brand? Is it the same at each council? ● What do people expect from us? ● What is our reputation?

Learn About Our Customers

● What is our customer profile? ● What are their wants and needs? ● What have they grown to expect or accept? ● Does our product deliver?

The Move From FOCUS Groups

Eight one-on-one interviews are the equivalent of 150 quantitative survey responses.

The Rule of Focus

● Who sticks with our program? ● Who is successful in our program? ● Who enjoys our program? ● What do they have in common?

Expanding the Definition of “Competition”

Goals for Next Plan 1) Acquire new members 2) Grow our value with current customers 3) Migrate customers to different offerings 4) Fire our least profitable customer to invest more in our best customers

Joan Gladstone President and CEO Gladstone International