Marketing Strategy

Posted by
Kim P.

Associate Development Director

Posted Date
Dec 17, 2018
Virtual volunteer opportunity
Impact statement
This project will save us $11,198 , allowing us to offer "camperships" to youth who cannot afford Scouting.

Project Details

What We Need
  • A written summary of the Organization's marketing goals and target audiences
  • A list of key marketing channels that will yield the highest return on investment, with rationale
  • Specific tactics the Organization can use to leverage the identified marketing channels
  • Messaging guidelines for the channels identified, including specific key messages (if needed)
  • A summary of the key metrics for evaluating marketing effectiveness, and guidance on how to track metrics over time
Additional Details

Jersey Shore Council is in need of a marketing evaluation, needs assessment analysis of our current marketing plan, as well as an implementation of a stronger marketing strategy.

What We Have In Place
  • We currently have national marketing resources, which should make it easy for you to get started. We also have a dedicated staff member, and the ability to provide any other information you need.
How This Will Help

Over the past several years, Jersey Shore Council has struggled with developing an effective and successful marketing plan. With the expansion into Family Scouting, which offers Scouting to young women, we are approaching a new era in Scout history. We need to evaluate our current practices and devise a thorough and efficient marketing plan that will ensure our success for the future.

Project Plan

Prep: Information Sharing and Goal Setting
  • Volunteer Manager outlines any current marketing activities and strategies
  • Volunteer Manager shares any existing marketing materials
  • Professional connects with the Volunteer Manager for a brainstorming/overview session, to discuss goals, target audiences, and existing activities/materials
  • Professional and Volunteer Manager outline next steps and timeline for the project
Milestone 1: Identification of Marketing Channels
  • Professional conducts research and analysis to determine the channels that the Organization should be using, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the channels identified
  • Professional incorporates Volunteer Manager’s feedback and finalizes channels
Milestone 2: Strategy Finalization
  • Professional drafts tactics and messaging guidelines for the different channels, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the draft
  • Professional creates metrics that the Organization can use to evaluate the effectiveness of their marketing
  • Volunteer Manager provides feedback to the Professional on the metrics
  • Professional incorporates Volunteer Manager’s feedback and delivers a final draft of the Marketing Strategy
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About The Org

Our Mission

The mission of the Boy Scouts of America is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.

What We Do

The Boy Scouts of America was created in 1910, and has been active in New Jersey since that time. The Jersey Shore Council was formed in 1992 with the merger of the Ocean County and Atlantic Area Councils. The service area includes all those two counties plus southeastern Burlington County and Ocean City. More than 5,500 youth were served in 2016 throughout our service area. It is among the largest youth serving organizations in the state of New Jersey led by approximately 1,750 volunteers. More than 100 community organizations, representing educational, religious, non-profit, civic, and business organizations join in partnership with Jersey Shore Council by chartering 175 Scouting units (packs, troops, teams, crews, posts and groups). From Cub Scouting, with thrilling outdoor programs such camping, and other outdoor adventures - on to Boy Scouts and Venturers, with camporees, summer camps, Scouting shows, and national jamborees - families can enjoy building a lifetime of experiences unmatched by other organizations. This experience can lead to The Order of the Arrow, Scouting's national camping honor society to obtain the rank of Eagle Scout, extending their participation from teen years well on into adulthood.

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