Effectively Integrating Marketing Into Council Operations

Effectively Integrating Marketing Into

Council Operations

A marketing-driven organization is run by the Marketing department. It revolves around what marketers do.

A market-driven organization is driven by what the market wants, regardless of what the marketing department feels like doing.

...Seth Godin

Marketing driven or Market driven?

BSA Market Driven JourneyGame Changers

(yes, no or maybe?)

• Scout Parents• Journey to Excellence• Membership Standards Study

Integrating Marketing Into OperationsCase Study

Service: •Council 2014 Membership Campaign•Outcome: Net Increase of Cub Scout Packs

Exercise: •Match Channels with Customers •Identify Project Team with Key Roles

What is the “Product or Service” being marketed?

Who “uses” the products or services?

Who “are” the users of our product & services?

What are the ways we “connect” product and services with user?

Matching GameMarketing Component:

Products and Services

Communication Channels

Customers

Market Demographics

List Teams Responsible:

Marketing

Operations

Technology

Finance How We Used to Think

Journey to Excellence

Marketing

Operations

Technology

Finance

Membership Standards

Study

Our New Paradigm

Lessons Learned

Advantages Realized/Missed Opportunities

Give a kid a fishing pole, a caring adult willing to teach him, a fish that's hungry and a patch that says “fishing derby” - then you

know you have a Scouting program that's relevant