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Transcript
Effectively Integrating Marketing Into Council Operations Marketing driven or Market driven? 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 BSA Market Driven Journey Game Changers (yes, no or maybe?) • Scout Parents • Journey to Excellence • Membership Standards Study Integrating Marketing Into Operations Case 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 Game Marketing Component: Products and Services Communication Channels Customers Market Demographics List Teams Responsible: Finance How We Used to Think Marketing Operations Technology Journey to Excellence Our New Paradigm Finance Marketing Membership Standards Study Operations Technology 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
