Major Northern Star Scouting Brand/Image and Marketing Campaign Results
To help remind and educate prospective members and their families what Scouting is all about, we partnered with CCF, a leading Twin Cities marketing/advertising agency to produce and help manage the largest campaign in our history. CCF has produced our last eight annual reports on a pro bono basis, so know Northern Star Scouting well and have done excellent work for us.
The campaign theme was “Prepared For” and illustrates with powerful photos and copy many aspects of what being “Prepared for Life,” the BSA’s overall theme, means. The primary audience was families with children at the entry point of Scouting, the early elementary grades, yet also extended to older youth, their families, and the broader community.
The campaign tactics began in August, focusing on the digital channels popular with Millennial parents and their children. These include paid search, advertising on social media, digital video - Youtube, video games and on web displays/banners, plus out-of-home digital displays on area billboards, at the Mall of America and in targeted skyways.
The campaing wrapped up on October 13 and has delivered just over 18.2 million impressions to our target audiences and 27.4K clicks to our PreparedFor.org Landing Page. . Here is a breakdown of impressions by media chanel:
- Out of Home: 9,764,194 impressions (inlcudes billboards, Mall of America, Children's/ Museum signage)
- Display Banners: 2,719,614
- Tik Tok: 1,317,158
- YouTube: 1,166,196
- Video Game Placements: 2,450,595
- Facebook & Instagram: 779,121
- Google Search: 41,855
The objective was to put Scouting on parents' radar, to help them get to know it as an inclusive, safe and valuable program that gives their children even more opportunities to be successful. The messaging showed Scouting’s focus on family, allowing work/life balance and still putting children first.
The campaign set the stage for the critical individual school flyers, personal invitations and follow-up asking kids and families to join. It made for a more positive joining atmosphere, yet the personal asks continue to be the key to recruiment success.