2. words to live by
As we prepare to celebrate the BSA’s 100th Anniversary, the essence of Scouting is best expressed by the 12 points of the Scout Law
They differentiate Scouting from all other youth-serving organizations
They guide the progression from Tiger Cub to Eagle Scout to remarkable adult
They are a central theme in motivating people to join the Scouting movement

3. a new national recruitment campaign
Wrapped within the powerful messaging of the Scout Law, a new national recruitment campaign will launch in 2009 – “words to live by”
It will motivate more young people to join Scouting
It will energize your staff and volunteers
It will give you the right tools to find and shape tomorrow’s leaders

4. a strong local campaign
Originally created for the Chief Seattle Council in 2004
It was created with a simple message and memorable imagery to drive an immediate and enthusiastic response
It has grown to became an integrated campaign at the local level
Film and video, Web, print, annual report inserts, banners,
flyers, postcards, event materials, radio, television
Now used in 30+ Councils

5. an even stronger national platform
It “works” for all Scouts
Targeted across the family of Scouting - Cub Scouts, Boy Scouts and Venturers
All materials reflect cultural, ethnic, regional and age diversity
Effective across homogenous or multicultural markets, rural or urban
Balances messaging to youth and adult audiences
Equally powerful as an image campaign as it is a recruitment campaign (extending its effectiveness to other areas such as 100th Anniversary, FOS, etc.)
Provides council flexibility within national brand standards (national scope with local execution)

6. local customization Modular campaign
Select and order the materials “just right” for your council, and use them to support local communications strategies and tactics
Fully customizable
Produce local materials that look great and stay close to the national brand
Make adjustments easily online to reflect your council’s region and population
Change local information seamlessly across all campaign components, whether it’s for a billboard…a recruitment flyer…or anything in between
Assets delivered digitally for ease of execution with council vendors

7. recruiting materials Assets to include: Posters Fliers
Direct mail postcards
Billboards
invitations
Online banners
Council & unit Web pages
(as part of a National Recruiting Website)
Radio and TV commercials
Yard signs

8. recruiting materials

9. For a sample video, log on to:
broadcast
For a sample video, log on to:

10. centralized web recruitment strategy
Local Tactics
Public Access
National Recruiting Site
with WTLB videos and messaging
Secondary Pages with Local Details, Google Maps &
Pre-registration form
Local Council Web Sites
WTLB

11. campaign benefits & next steps
Proven campaign
Image AND recruitment focus
Consistent national brand message
Ultimate local flexibility
Taking the next step
Campaign materials are in production with a scheduled late Spring delivery
As you start recruitment planning, know that you will have access to a world-class marketing campaign that will target your audiences in new and highly effective ways
For a preview of campaign materials, visit the preview website at: