FALL RECRUITMENT & MARKETING CAMPAIGN
“EVERY DAY HEROES”
2015
For the first time ever, the Seneca Waterways Council will be executing a concentrated marketing effort to ignite
awareness and participation in Scout joining nights during a Single Week. This will make it easier for units to sign up
more scouts into their pack or troop. Units will be able to benefit from the enhanced publicity and support for unit
recruitment event(s) to connect with the families interested in joining Scouting.
“EVERY DAY HEROES”
MARKETING CAMPAIGN CONCEPT
 Kids look up to (every day) heroes (e.g., fire, law enforcement, teachers, clergy, mom
and dad) and want to be like them.
 Parents want positive role models for their kids and their kids to be successful in life.
CAMPAIGN TIMELINE
 Concentrated Marketing Effort
 Single Council-wide Sign-up Week
Mid-August thru September 25
September 21-25
CAMPAIGN STRATEGIES
All materials have been developed based on volunteer input. Materials will feature
consistent messaging and imagery developed around the “Every Day Heroes” concept. It
will be targeted to parents of Cub Scout-aged youth and appeal to first through third
grade boys.
 Units hold joining events in this targeted week to take advantage of the marketing
effort and added publicity.
 Blanket Area with Recruitment messages geared toward driving families to our website
where they can learn more about unit sign-up events
 Campaign Marketing Tactics
 print advertisements (i.e., town recreation brochures)
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digital advertising (i.e., social media/Facebook)
targeted emails to parents
billboards
website content
UNIT PROMOTIONAL
MARKETING KIT
 TV/Radio promo spots (i.e., interview segments)
 collateral materials (i.e., unit promotional kit)
 Life Size Cub Scout Cut-outs
 broadcast publicity (i.e., paid advertisements) -
*NEW FOR 2015 *
 District volunteers and District Executives will assist units in developing and hosting
their unit sign-up nights
BENEFITS TO THE UNIT
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*NEW FOR 2015 *
Unified Call to Action – marketing targeted toward single week of joining events.
Consistent messaging
Comprehensive marketing council-wide
Enhanced unit support materials
HOW YOUR UNIT CAN PARTICIPATE
 Plan your Joining Night event for the week of September 21-25. (It’s great to do more
than one sign-up event if units want to also do another date).
 Attend the Council Membership & Popcorn Launch Event on August 16th at Burgundy
Basin to get complete campaign details and pick up your Unit Promotional Kit.
 Invite a local hero (e.g., firefighter, police officer, teacher, etc.) to participate in your
Joining Night event.
 Actively promote the Every Day Heroes Campaign in your community.
In addition to the campaign publicity,
we will further support our units’
recruitment efforts by equipping them
with a promotional marketing kit.
The promotional kit will include:
 Posters
 Flyers
 Guides
 Parent advocate cards
 Promotional giveaways
(wristbands, carabineers,
pens/pencils, bookmarks)
 Lawn signs
 Join Scouting Banner
 Thumb Drive
with complete
set of customizable
marketing campaign
materials