2016 STRATEGIC MARKETING PLAN - Samhoustonbsa

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2016 STRATEGICMARKETING P LANThe Sam Houston Area CouncilBoy Scouts of AmericaLOVE-1073 MarketingPlan JL4.indd 110/6/2015 9:19:10 AM

TABLE OF CONTENTSLOVE-1073 MarketingPlan JL4.indd 2-3FIVE YEAR STRATEGIC PLAN4CURRENT SITUATION ANALYSIS8Vision, Mission & Values9Market Segmentation14Product Offering17Value Proposition19Marketing Audit19POSITIONING STRATEGY22Market Engagement23Recruiting, Transition & Advertising32Cooperative Advertising34Collateral Material35Public Relations38Online Marketing39Organization42GOALS & ACTION PLAN44MEASURES OF SUCCESS4810/6/2015 9:19:12 AM

FIVE-YEARSTRATEGIC PLANThe Sam Houston Area CouncilStrategic Marketing Plan for 2016.(SHAC) is currently operatingThis will become the baseline forunder a five-year Strategic Planfuture annual marketing plans.approved by the Board of Directorsin 2012 (reference “Sam HoustonWhat follows is an assessment ofArea Council Executive Summarythe progress made to date on theStrategic Plan 2013-2017”). Themarketing strategies articulated inPlan has five key areas of focus -the Plan. A scale of 0 - 5 was usedgrowth, diversity, safety, quality, andfor comparative analysis:resources. As stated in the Plan, the0 No Progressmarketing mission of the Council is“to effectively communicate to the1 Minimal Progressentire community the programs andimpact of the Sam Houston Area2 Below ExpectationCouncil, to increase and maintainthe numbers of youth involved in3 Expected Progresstraditional Scouting, to strengthencommunication within the Scouting4 Above Expected Progresscommunity, and to leverage externalpartnerships to maximize reach.” Two5 Exceptional Progressmacro strategies were articulatedin the Plan - “Perception, Awareness,and Image” and “RecruitmentCampaigns.” Objectives, goals,strategies, expected outcomes,and measurements were definedLOVE-1073 MarketingPlan JL4.indd 4-54for each strategy. Progress to dateachieved under this strategic planhas prompted the development of a510/6/2015 9:19:16 AM

PERCEPTION, AWARENESS,AND IMAGEAssist on camp perceptionDevelop a PR plan for ongoingresearch - 2RECRUITMENTCAMPAIGNSUse All Markets committees todeliver our message and to distributematerials in diverse communities - 3Use culturally appropriate materialsInclude a recruitment componentto reach targets - 2dialogue to own key news stories andcommunicate throughout the year,Adjust website for interactivei.e. patriotic holidays, Father’s Day,components - 4popcorn, Scout Fair, Distinguishedin marketing of public programsTarget parents and kids, as well as(i.e. Scouting for Food, Scout Fair,single moms - 2popcorn, speaking events) - 3Family Award, Eagle Gathering/EagleIncrease Facebook interaction, andstories, and Back to School - 1explore additional social mediaDevelop media partners to helpThe Marketing Plan for 2016 willoutlets (mommy bloggers) - 4spread the word - 2address the progress made to date,Streamline internal communicationDevelop plan for new families movingperformance of current strategies,within Scouting community - 3to Council area (get sponsor) - 1and recommend additional strategiessuggest additional tactics to improveAlign with strategic partners who canassist with marketing - 4Create and adjust existing programsfor enhanced market penetrationto reflect multi-cultural sensitivity - 3Utilize sports tie-ins for incentives - 4Grow brand presence withIncrease awareness, knowledge,spokespeople, personal identificationand perception of decision-makerswith the Scout brand “More than anand influencers (parents, relatives,activity, it’s a way of life” (leadership,community, and religious leaders) - 3character, self-confidence,and performance.Deliver recruitment message directlyfitness) - 1in venues where parents/kids gather(events, schools, churches, soccerclubs, school bus signs) - 40 No Progress1 Minimal Progress2 Below Expectation3 Expected Progress4 Above Expected Progress5 Exceptional Progress6LOVE-1073 MarketingPlan JL4.indd 6-7710/6/2015 9:19:16 AM

CURRENTSITUATION ANALYSISVISION, MISSION,AND VALUESFor over a century, the Boy Scouts ofAmerica has helped build the futureleaders of this country by combiningThe Marketing Plan for 2016 iseducational activities and lifelongfounded on the Boy Scouts ofvalues with fun. The Boy Scouts ofAmerica Mission Statement, Vision,America believes — and, through overand the Values articulated in thea century of experience, knows —Scout Oath and Scout Law.that helping youth is a key to buildinga more conscientious, responsible,The Boy Scouts of America is oneand productive society.of the nation’s largest and mostprominent values-based youthdevelopment organizations. The BSAprovides a program for young peoplethat builds character, trains them inthe responsibilities of participatingcitizenship, and develops personalfitness.LOVE-1073 MarketingPlan JL4.indd 8-98910/6/2015 9:19:17 AM

MISSION STATEMENTThe mission of the Boy Scouts of America is to prepareyoung people to make ethical and moral choices overtheir lifetimes by instilling in them the values of theScout Oath and Scout Law.As stated in the Sam Houston Area Council StrategicPlan 2013 - 2017, the Mission of the council is “toprovide safe, quality, relevant programs and campingopportunities to a greater number of youth andsponsoring organizations throughout the Sam HoustonArea Council, in accordance with the aims andmethods of the Boy Scouts of America.”VISIONThe Boy Scouts of America will prepare everyeligible youth in America to become a responsible,participating citizen and leader who is guided by theScout Oath and Scout Law.10LOVE-1073 MarketingPlan JL4.indd 10-111110/6/2015 9:19:23 AM

VALUESSCOUT OATHOn my honor, I will do my best to do my duty to Godand my country and to obey the Scout Law; to helpother people at all times; to keep myself physicallystrong, mentally awake, and morally straight.SCOUT LAWA Scout is trustworthy, loyal, helpful, friendly,courteous, kind, obedient, cheerful, thrifty, brave,clean, and reverent.12LOVE-1073 MarketingPlan JL4.indd 12-131310/6/2015 9:19:24 AM

SHAC DISTRICT MAPMADISONWA L K E RGeorge StrakeB R A ZO EOGRAPHYM O N TG O M E R YWA L K E RGeorge StrakeB R A ZO SThe Sam Houston Area Council isMarket segmentation is a strategyGRIMESDavid CrocketBURLESONin the Southern Region of the Boywhich involves dividing a broad targetScouts of America and serves sixteenmarket into subsets who have, or(16) counties in Southeast Texas. Theare perceived to have, commoncouncil has geographically definedneeds, interests, and priorities, anddistricts. All Scouting programs arethen designing and implementingoffered in every district. A Scoutingstrategies to target them. For theProfessional serves each district in thepurpose of the Marketing Plan forrole of District Executive. Each district2016, the SHAC segments arehas a District Chairman who is thedefined by:top volunteer Scouting leader andTall TimbersArrowmoonOrionWA S H I N GTO NFlamingArrowIron HorsePheonixWA L L E RBigCypressAUSTINCopperheadTexas SkiesWA S H I N GTO NM O N TG O M E R lineAntaresCHAMBERSTall TimbersOrionTwin BayouTatankaAquilaDavidCrocketNorthStarC O LO R A D OThunderWolfBayshoreEagleTrailW.L.DavisWA L L E RBigCypressFAOT IBNE N DURSTCopperheadBrazosTexas SMustangSkylineAntaresCHAMBERSTwin BayouTatankaW H A R TO NNorthStarC O LO R A D Owho serves on the Sam Houston AreaGeographyFlamingArrowIron erWolfF ORT B E N DCouncil Board of DirectorsBrazosEthnicityBrahmanM ATA G O R D AGenderW H A R TO NAgeProgramsOrganizationsRolesM ATA G O R D ANORTH DIVISIONEAST DIVISIONCENTRAL DIVISIONSOUTH DIVISIONNORTH DIVISIONWEST DIVISIONEAST DIVISIONFRONTIER DIVISIONCENTRAL DIVISIONSOUTH DIVISIONWEST DIVISIONFRONTIER DIVISION14LOVE-1073 MarketingPlan JL4.indd 14-151510/6/2015 9:19:49 AM

ETHNICITYThe Marketing Plan for 2016 willexpand on these initiatives, workingThe Sam Houston Area Council isPROGRAMS/PRODUCT OFFERINGSLearning for Life is an affiliatedprogram and is a non-traditional,in partnership with the Sam Houstonnon-membership educationalcommitted to having our membershipArea Council African-AmericanSam Houston Area Council programsand leadership reflect the make-upScouting Committee, Asian Scoutingare divided into Traditional Scoutingduring or after school hours and isof the communities we serve. SpecificCommittee, and the Hispanic(Cub Scouting, Boy Scoutingnot a part of the Scouting program.marketing strategies and programsScouting Committee. Each ethnic& Venturing) and Learning forYouth and adults are participantsare targeted toward three (3) ethnicsector offers distinct opportunitiesLife. Youth and adult leaders are(not members of the Boy Scoutsgroups:for significant growth and enhancedregistered as members of the Boyof America) and are organized asmarket penetration.Scouts of America as follows:follows:outreach program that takes placeAfrican-AmericanGENDERAsianCub Scouting - Boys,Exploring (Career-Based) -Grades 1st - 5thCo-eds, Ages 14-20Boy Scouting - Boys,Learning for Life (School Based) -Volunteers are both male and female,Ages 11-18Co-eds, Grades K-12serving in a wide range of roles.Venturing - Co-eds,Traditional Scouting and ExploringAges 14-20membership fee is 24. Learning forHispanicThe council serves both boys and girlsdepending on the program offering.AGELife participation is a predeterminedannual licensing fee that is paid byScouting serves boys from first gradethe Council.through age twenty (20) and girls agesfourteen (14) through twenty (20).16LOVE-1073 MarketingPlan JL4.indd 16-171710/6/2015 9:19:50 AM

ORGANIZATIONSROLESVALUE PROPOSITIONMartin Sepulveda(SHAC Director of Field Services)Programs are delivered throughThere are two (2) major sub-The Sam Houston Area CouncilSponsoring Organizations. Thesegments of the Sam Houston Arearenders value by providing safe,Thomas FranklinSam Houston Area Council hasCouncil - professional staff (employedquality, relevant programs to youth(SHAC Chief Operating Officer)approximately 1,700 units withby the Council) and volunteers.and Sponsoring Organizations inapproximately 1,000 SponsoringAs of June 30, 2015, the Samaccordance with the aims andThis team of professionals was joinedOrganizations. SponsoringHouston Area Council employs 120methods of the Boy Scouts ofby market specialists averaging 30 Organizations include religiousprofessional and administrative staff.America. Value is measuredyears of leadership in marketing,institutions, civic/community groups,As of January 1, 2015, the councilthrough participant, Sponsoringadvertising, public relations, andand parent-teacher organizations.has 19,160 volunteers.Organization, and Supportingstrategic planning. They are alsoOrganization feedback.skilled in the rapidly developingEvery Sponsoring Organization ischartered by the Sam Houston Areafield of e-communications andCouncil on an annual basis with ansocial media.annual fee.Sam Houston Area Council programsare completely funded by theMARKETING AUDITBrandon C. Coleman, Jr.On June 4, 2015, Sam HoustonJohn CrabbArea Council Vice Chairman ofgenerosity of those that believe inRandall PollockMarketing, Bill Peel, facilitated athe Council’s mission. For the purposesone day Marketing Audit, with theof the Marketing Plan for 2016, thosefollowing Sam Houston Area Councilorganizations/individuals are referredprofessionals in attendance:to as Supporting Organizations.Jim Rees(SHAC Chief Development Officer)Shane Burks(SHAC Marketing Director)18LOVE-1073 MarketingPlan JL4.indd 18-191910/6/2015 9:19:50 AM

The Audit included review of theAggressively access and expound onOwn the mind of the Millennial MomMany strategies, actions, and tacticscouncil’s marketing programs andthe input, impact, and reach of theto understand how this sector of thearose from the audit session andmaterials from the past three (3)grassroots marketplace (Scoutingmarket processes information, shareswere captured for consideration inyears. Discussion focused on howat the individual unit level)it with others and makes decisionsthe planning and execution of the- be the subject of the carpool lineMarketing Plan for 2016.to achieve the maximum impacton future marketing programsImplement a high-volume socialand optimize the return-on-media campaign with the useinvestment. Final recommendationsof video where possible - takeExpand the marketing to targetwere concentrated into six (6) keyScouting viralethnic markets, starting with thetext messagesHispanic market sector; buildstrategies.Take measures to increase themessages and communications thatconversion rate from Cub Scouts toresonate with the Hispanic family,Boy Scouts and beyond, while makingand expand this niche marketingthe conversion frictionless, seamless,to the African-American andand easy - once a Scout, alwaysAsian market sectors based ona Scoutthe successful penetration ofthe Hispanic sectorMaintain brand consistencyacross all markets - focus initiallyon the internal stakeholders andcommunications generated atthe Council level, then expand tobe a resource to communicationsemanating from the District andUnit levels20LOVE-1073 MarketingPlan JL4.indd 20-212110/6/2015 9:19:50 AM

POSITIONINGSTRATEGYScouting competes with a wide arrayderbies, Scout Fair, communityof youth programs, from athletics toservice projects, training programs,the arts. This competition heightensand a wide range of opportunitiesas the age of the youth participantsfor face-to-face endorsement ofincreases. Scouting also competesthe values of Scouting. Increasingly,with school-based programs. Duringmarket engagement is becomingthe school year, Scouting activitiesvirtual with the proliferation of socialmay occur at any time, but themedia supported by testimonials,majority are on afternoons, nights, andboth written and audiovisual.weekends. This is the same time frameThe Marketing Plan for 2016 willas competing organizations’ activities,address the increased value andplus many of these organizations haveimportance of social media in marketexposure during the school day whereengagement. This will help create aScouting does not.structure to capture and disseminatetestimonials from a broad rangeScouting is positioned as a values-of sources and target the fullbased organization where programsspectrum of audiences. Marketand activities are fun, educational,engagement initiatives provideand character-building. Thetarget participants with a processMarketing Plan for 2016 will build onand vehicle for accessing Scoutingthis positioning and extend messagingprograms. Therefore, it is imperativethat supports the unique attributesfor Scouting leaders to recognize theof Scouting programs.MARKET ENGAGEMENTThe Sam Houston Area Council22LOVE-1073 MarketingPlan JL4.indd 22-23engages the market throughpromotion of activities thatare based on youth and familyparticipation in unit-based activities.This includes camping trips, pinewood2310/6/2015 9:19:51 AM

importance of market engagementwith the Membership Committee inin the troop visits, it’s ultimately anparticipant to extend his or heras they plan and execute programs.recruitment. This is primarily throughindividual decision as to which TroopScouting experience. Participation inThe Sam Houston Area Councilthe development and production ofto join. Currently, approximately 30%Venturing is less driven by recruitingMarketing Team will support theserecruiting materials and incentives.of Cub Scouts in fifth-grade do notand more by personal interest inengagement opportunities withMarketing further supports recruitingtransition to a Scout Troop. They dropVenturing programs. There is minimalcollateral material and social mediathrough dissemination of socialout of Scouting. This is a significantopportunity for the Marketing Teamposts. Dedicated Sam Houston Areamedia messaging and through otherMarketing opportunity to retainto impact this particular transitionCouncil professionals will follow uptraditional advertising channels, suchmembership and advance the youthother than through the packagingwith interested parties to generateas print and broadcast.participant from Cub Scouts to Boyand promotion of VenturingScouts.programs.Scouts occurs during the January/Venturing is a youth developmentExploring is Learning for Life’sFebruary timeframe in a Cub Scout’sprogram of the Boy Scouts ofcareer education program fornew membership.Transition from Webelos to BoyRECRUITING, TRANSITIONAND RETENTIONfifth-grade year. This allows theAmerica for young men and womenyoung men and women whoThe bulk (80 - 90%) of recruitingScout to prepare for summer camp.who are at least thirteen (and haveare at least fourteen (and haveoccurs during the Fall RecruitingBecause the Cub Scout Pack andcompleted the eighth-grade) orcompleted the eighth grade) orCampaign, generally held inthe Boy Scout Troop are differentfourteen years of age but not yetfifteen years of age but not yetSeptember and October. Marketingentities, the Scout must leave Cubtwenty-one years of age. Venturing’stwenty-one years of age. Adultssupports this campaign withScouts in order to join Boy Scouts.purpose is to provide positiveare selected by the participatingadvertising, collateral material,As part of the rank advancement,experiences to help young peopleorganization for involvement in theand incentives for new memberduring the Cub Scout’s fifth-grademature and to prepare them toprogram. Exploring’s purpose is togeneration. Marketing works closelyyear, he visits three (3) Boy Scoutbecome responsible and caringprovide experiences to help youngTroops to determine which one headults. Boy Scouts can participate inpeople mature and to preparewants to join. This transition occursboth Scouting and Venturing. Highthem to become responsible andindependently of the affiliation ofAdventure programs are a key drawpacks or troops with a Sponsoringand incentive in attracting ScoutsOrganization. Though multipleinto Venturing. It is also attractivemembers of a den may participatebecause it’s a co-ed program.Venturing enables the program24LOVE-1073 MarketingPlan JL4.indd 24-252510/6/2015 9:19:51 AM

caring adults. Explorers are readyemphasis: career opportunities, lifeIt is critically important to developto investigate the meaning ofskills, citizenship, character education,messaging for the Hispanic andinterdependence in their personaland leadership experience.Asian markets that are sensitiverelationships and communities.to the cultural norms of thoseThe majority of the marketingmarket sectors. This will require closeExploring is based on a unique andmaterials for Exploring/Learning forcollaboration between Marketingdynamic relationship betweenLife are developed at the nationaland the Hispanic Scouting and Asianyouth and the organizations in theirlevel. The Marketing Plan for 2016 willScouting Committees. Currently,communities. Local communitysupport the Exploring/Learning forGoogle Translate is on every pageorganizations initiate an ExplorerLife programs but will require minimalof the SHAC website, which is anpost by matching their people andresources.advancement in the Council’sprogram resources to the interestsMESSAGINGof young people in the community.The result is a program of activitiesthat helps youth pursue their specialIt is important for messaging tointerests, grow, and develop.be highly targeted and consistentacross all channels of distribution. TheExplorer posts can specialize in aMarketing Team constantly strives tovariety of career skills. Exploringwork with staff, volunteers, and unitprograms are based on five areas ofleaders to develop messages thatalign with the marketing strategiesengagement of a range of diverseaudiences. However, it is not sufficientto just do a translation of messages,as different socio-cultural groupswithin ethnicities interpret messagingfrom their unique perspective.Further investigation of messagelocalization will occur during thecourse of the Marketing Plan year.and are consistent in content andpresentation. This is a significantchallenge, as communications occurdaily and originate from a widerange of sources. The MarketingPlan for 2016 will advocate for acentral point of review and messagerefinement to achieve the highestpossible level of message alignment,consistency, and clarity.26LOVE-1073 MarketingPlan JL4.indd 26-272710/6/2015 9:19:51 AM

COMMUNICATIONSPROMOTIONSdesign, and branding to align withthe Council’s Strategic MarketingThe Marketing Team supports FieldPlan. The following is a listing of theServices, Program Services, andpromotion for each program area.Development through a range of(Note: in certain years, additional,promotions that occur throughoutspecial programs arise which willthe year. Each promotion includesneed marketing support and will bethe development of marketingblended into the traditional annualmessages, collateral material,program.)and in some instances, advertisingCouncil Administration(further delineated in the followingsection). These programs are done inAnnual Report (presentationcollaboration with both the Scoutingand print version)professionals and volunteer leadership.Field ServicesCurrently, many of the collateralmaterials in CommunicationsFall Recruitment (August -are not fully coordinated with aOctober)comprehensive marketing strategy.Scout Fair (March-April)It is the intent of the Marketing PlanPopcorn Sale (August - October)for 2016 to identify and captureFriends of Scouting (Annual)as many of these communicationsas possible under a comprehensiveMarketing/Communications Program.The Marketing Team will strive tocoordinate all messaging, graphic28LOVE-1073 MarketingPlan JL4.indd 28-292910/6/2015 9:19:52 AM

TIME FRAMEDATE OF EVENTRESPONSIBILITIESMarketing also provides support toCOUNCIL ADMINISTRATIONScouting for Food/Souper BowlProgram Services for a number ofAnnual Report - PrintDec - MayMayAllof Caring (January - February)Council events including (but notAnnual Report - SlideNov - DecDecAllCouncil Recognition Receptionlimited to) Fun with Son, ResidentDEVELOPMENT(May)Camp, Day Camp promotions,Eagle Scout Recognition Reception PostcardAprilMayAllCub Leader Pow-WowWeekend Camp, Summer CampEagle Scout Recognition Reception ProgramAprilMayproofUniversity of ScoutingLeader Guides, etc. Please referDistinguished Family Award DinnerJune - SeptSept - OctProof, Print,Mailto the follow Marketing ProgramLeaders of TomorrowAnnualAnnualCalendar and matrix for an overviewWhitney M. Young, Jr. Award ProgramSeptOctProof, Printof a typical year.Corporate Dodge Ball TournamentAprilJuneAllAug - OctOctAllProgram ServicesDevelopmentNew Eagle Scout Reception (May)Golf Tournament InviteDistinguished Family Award DinnerEndowment/ Heritage Society Invitation(September - October)Sporting ClaysFriends of Scouting (BoardDonor Touch PointsWhen NeededAllJan - AprilAprilAllAnnualAnnualAllCampaign) - (Annual)Giving GuideNov - DecDecAllLeaders of Tomorrow (Annual)Book of ListsNov - DecDecAllWhitney M. Young, Jr. ServiceFIELD SERVICEAward Luncheon (October)Scouting for Food MarketingNov - FebJan - FebAllCorporate Dodgeball ChallengeFall Recruitment - Materials, AdvertismentsApril - OctAug - SeptAllScout Fair - MaterialNov - AprilAprilAllPopcorn SaleJune - SeptAug - OctMinimalFriends of Scouting BrochureOct - MayDec - MayAll(June)Annual Sporting Clays Tournament(April)PROGRAM SERVICESAnnual SHAC Golf ClassicCub Day CampMarch - JuneJune - JulyAll(October)McNair Cub Adventure Camp PublicationsMarch - JuneJune - JulyAllEndowment/Heritage SocietyEl Rancho Cima PublicationsMarch - JuneJune - JulyAllDonor TouchpointsTellepsen PublicationsWhen NeededAnnualWhen NeededWinter Camp PublicationsOct - DecDecAllFun with Son PublicationsAug - OctOctAllCub Scout Leader Pow WowSept - NovNovAllUniversity of ScoutingDec - FebFebAllScouting For FoodNov - FebJan - FebAlleScouterAnnualMonthlyAllCouncil eINTERNAL COMMUNITCATIONSEXTERNAL COMMUNITCATIONSAll create, proof, print and mail30LOVE-1073 MarketingPlan JL4.indd 30-313110/6/2015 9:19:53 AM

ADVERTISINGPlan for 2016 is predicated on anThe Council uses advertising to extendincorporating video for higherthe brand into the marketplaceengagement of the target audience.and promote individual programs.Historically, the majority of theThis includes print, broadcastadvertising budget has been spent(radio and television), out-of-promoting the Fall RecruitmentPrinted under license from the Boy Scouts of America. All rights reserved.increase in the use of online media,Take selfies.Serve others.Gain confidence.Build friendships.Take chances.Hang out.Make a difference.Seek opportunity.home (billboards), and online. TheCampaign. The Marketing Plandecision regarding which media tofor 2016 contemplates a similarpurchase is dependent on budgetprioritization of the advertisingand potential revenue impact of thebudgets. What follows are sampleindividual campaign. The Marketingadvertisements placed in 2015.Leave a legacy.Mentor others.Chase adventure.Expand your horizons.ADVENTURE IS WAITING.BUILD YOURS AT BEASCOUT.ORG.Make friends.Race cars.Build character.Catch fish.Roast marshmallows.Gain confidence.Earn badges.Take pictures.Hit targets.Climb rocks.Help people.Laugh loud.Explore caves.Discover trails.Grow better.Take hikes.Ride bikes.Camp out.Visit museums.Play sports.Work together.Launch rockets.Learn games.Have fun.BUILD YOURS AT BEASCOUT.ORG.32LOVE-1073 MarketingPlan JL4.indd 32-333310/6/2015 9:19:55 AM

COOPERATIVEADVERTISINGAGENCYOF RECORDCOLLATERALMATERIALThe Marketing Team will collaborateThe Marketing Plan for 2016 willThere is a vast array of collateralresource to all internal and externalwith Development to investigateinclude prequalification selectionmaterial produced annually. Piecesstakeholders. Currently, Marketing isopportunities for cooperativeof an advertising agency of record.originate at the council, district andserving in a reactive capacity whenadvertising. A good example ofSelection of this agency will beunit level. There is an opportunityrequests are made at the districtthis working successfully was theinitiated during the fourth quarterto coordinate and manage theseand unit levels. The ultimate goal ispartnership with Schlumbergerof 2015. Partnership with an agencymaterials in a manner that willfor Marketing to prepare collateralduring the Houston Business Journal’sof record will promote consistencysignificantly heighten Scouting’smaterial guidelines for use at theCentury of Service advertisingand coordination of all marketingmarket impact across our servicedistrict and unit level. This process willcampaign. Development is in ongoingcampaigns in messaging, marketarea. Under the current protocols,be initiated in 2016.discussions with potential cooperativefocus, graphic style, and content.there is a dilution of market impactto market. It will necessitate theaddition of staff members skilled inthese areas to provide a value-addedadvertising partners and will submitthat can be measurably improvedideas for innovative, cooperativeThe Cockrell Scout Center creates anthrough a fully coordinated program.campaigns.opportunity for promoting ScoutingThe Marketing Plan for 2016 willon one of the city’s busiest freeways.begin the process of establishingThe Marketing Plan for 2016 willMarketing as the administrator forinclude an investigation for strategiesall council-generated collateralfor communicating Scouting throughmaterial. The focus will be onstatic and/or dynamic imagery. Theconsistency of messaging, brandMarketing Team will further exploreinterpretation, graphics, andthe creation of a Banner Districtproduction quality. This will bealong TC Jester to display andaccomplished while maintaining thepromote scouting programs.highest sense of urgency and speed34LOVE-1073 MarketingPlan JL4.indd 34-353510/6/2015 9:19:57 AM

Samples Collateral Naterial:Poster looks good but need to work on logo section:Still missing sonic logo (had it last year).sending copy of boston market logo on this pdf. canyou change the one you have to this one2014 Scout FairCoupon PackEnjoy Coupon Pack discountsTitle Sponsor:need sky high sportsneed arandas bakery. See attached‘Houston Astros see attachedI will also need this logo strip as a jpg to use on otherthingsCELEBRATING ACENTURY OF SERVICE 1914-2014SCOUT FAIRApril 12 – Reliant Arena10:00 am - 3:00 pmFERIA SCOUT 201312 de abril - Reliant Arena10:00 am - 3:00 pmEntrada libre / aparcamiento 10samhoustonbsa.orgFree Admission / Parking 10samhoustonbsa.orgGrowing Up?Be Prepared.Scouting preparesyouth withan unbelievableadventure usingvaluable lessonsin leadership,service and achievement.Sam HoustonArea Council www.samhoustonbsa.org facebook.com/shac.bsa2015Scout FairCoupon Book 10 10 for 600 in savingsWalter SCout Campat HorSeSHoe BendBe a part of Cowboy Camp. sleep ina 22 foot tepee at the Native AmericanVillage. The West is best when youexperience it at Horseshoe Bend.Saddle up at the Carol and Jim LookeEquestrian Center. Test your skills inour rodeo. Take a trail ride throughthe hill country. A shaded pool awaitsto top-off each day. 270 per ScoutCoCkrell river CampThe Blanco River offers the thrill ofkayak racing, canoeing, rowing andswimming. Back on land enjoythe Walter Family Shooting SportsComplex for archery, rifle andshotgun shooting. Loads of fun and you’ll pack up merit badges andsome C.O.P.E. skills along the way. 270 per ScoutTrust Goodyear, Your Source For Total Car Care. 36LOVE-1073 MarketingPlan JL4.indd 36-373710/6/2015 9:20:14 AM

PUBLICRELATIONSand accommodation is accomplishedthrough Shane Burks, MarketingONLINEMARKETINGThe Sam Houston Area Councilcurrently maintains one websiteDirector. In select instan

achieved under this strategic plan has prompted the development of a Strategic Marketing Plan for 2016. This will become the baseline for future annual marketing plans. What follows is an assessment of the progress made to date on the marketing strategies articulated in the Plan. A scale of 0 - 5 was used for comparative analysis: 0 No Progress

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