cause, image and brand a real asset for the scout movement regional communication fora 2010 by the...

Cause, Image and BrandA real asset for the Scout MovementRegional Communication Fora 2010By the World Scout Bureau, External Relations & Marketing Team

©WSB | Regional Communication Fora | 2010 | page 2

Programme of the session


‘Five years ago we had a dream about improving Scouting’s Profile,and so we planted the seed of a new image…’


The concept of cause

Section 1


What is the meaning of the word “cause”?


“That for which we do something (goal, reason, motive)”


“a principle or movement militantly defended or supported”


It could also be:“The reason why the Scout Movement is supported”


Possible cause for Scouting

- “Education for life”- “Prepared for life”- “Tomorrow’s Leaders”


1 > Build the reality 2 > Show the reality

Scouting’s CausePeace Education

Environmental EducationEducation for life

Communications

Marketing

Advocacy

Partnerships

Tell cause related stories

Advocate for the cause

Find partners relatedto the cause

Identify resources to support the cause - Fundraising

The ScoutMethod

Align all activities to supporting the Cause

The YouthProgrammeand activities

The Brand The Product


The Imageof the Scout Movement

Section 2


Look at the equation

A positive constant

A variable that may be positive or negative The result

First hypothesis = Positive

NegativeSecond hypothesis =

Positive

Negative


Behind the equation


Behind the equation

Internal perceptionsScouts

LeadersMembers

External perceptionsYoung People

FamiliesPublic Opinion

Youth Programme

Adults in Scouting

Governance

Communications

Symbolic framework

Capacity to innovate

Attractive

Supportive

Transparent

Open

Meaningful

Modern

Sensitisation

Understanding


Debate


1. Among the groups members, identify one common question regarding the image of the Movement

2. Identify one common challenge

3. Identifiy one common strength for the image of the Movement

4. You have 20 minutes to discuss and prepare your report to the plenary

Open debate


From Scouting’s Profileto the World Scout Brand

Section 3


A brand is a collection of experiences that people have with an organization. It’s not just a logo, a tag line or an advertisement.

A brand is a set of fundamental principles as understood by anyone who comes into contact with an organization.

It’s an organization “reason for being”

A brand is a promise.

What is a brand


• Reach out to more young people• Retain adolescents and young adults• Reach out to more adults to support Scouting’s activities• Consolidate partnerships and reach out to new partners to

associate with Scouting• Secure more financial resources at world, regional and

national levels• Fight against isolation at all levels (partnerships)• Create an enthusiastic challenge for all Scouts

A response to identified challenges 1/ 2


• Market Scouting on its social positioning• Be able to identify social needs and youth aspirations at

world, regional and national level• Develop Scouting’s responses to social needs• Develop and implement attractive youth programmes

related to identified social needs• Train efficient Scout leaders to deliver the youth

programme• Market Scouting to its key audiences > young people,

families, sponsors and future partners

A response to identified challenges 2 / 2


Brand

Communications

Partnerships

Resources

Brand Communication Strategy

• Global Media Plan

• Publishing Plan

• E-Communication Strategy

Resources Mobilisation Strategy

• Brand Management

• Global Marketing Plan

• Development of the World Scout Shop

• Special projects

• World Scout Foundation

• Regional Foundations

External Relations Policy

• UN System

• Governments

• Civil society

Brand Protection

• Legal Protection

• Legal follow-up

Brand Management

• Licensing system

• Brand Investment Plan

Brand Identity

• Brand Identity Guidelines

• Image Concept


2008 2011 20142005 2017

Establishment

Penetration

Brand Management Long Term Vision

2007:Scouting’sCentenary

2005:World ScoutConference Launch

of the process

2008:World Scout Conference

First evaluation

Sustainability


2008 2011 20142005 2017

Establishment

Sustainability

Penetration

Brand Management Long Term Vision

Challenges:• Keep the momentum• Sustain the Achievements• Improve


The Brand Platform& Key Messages

Creating a better worldVision the big idea behindWorld Scouting

Educating young people to play a constructive role in society

Missionthe task we fulfill to realize our big idea

InvolvingExcitingEmpowering

Brand valuesthe qualities we need to live our big idea

A social forceA culture of peaceA constructive contribution

Brand themesthe themes we communicate to help implementing our big idea


A new Brand Identity

Fleur-de-lys

We start with the World Scout Emblem

Wordmark (name) Fleur-de-lys

... And one name for global use.

And an emotional information, a claim.

Fleur-de-lys Wordmark (name)


Brand Management“Increase the Brand Equity”


Branding > Protection > Management > Revenue > Re-investment

Revitalise the Brand Design

Protect the Brand

Increase the Brand Equity

Identify Brand Revenues

Re-invest the Brand Revenues

- Use the brand platform- Publish the brand manual- Capacity Building

- Reinforce the protection- Clarify the ownership of the brand- Publicise the rules- Control

- Define an investment plan-Define a global marketing strategy for internationalevents

- Stop haemorrhage of incomes- Control licensing- Refocus revenues in a singlebudget line

- Define the way of re-investingbrand revenues

Increase the Brand Equity


• The feasibility study on the Brand Management was conducted in 2006

• The ownership of the brand has been clarified

• All trademarks belong to the World Scout Bureau Inc, legal representative of WOSM

• The rules are the same since 1973…

• New support services have been created: legal protection, integration in the global marketing plan and brand manual

Brand Protection


Merchandising


The World Scout Shop

Scoutstore

• Scoutstore is the official World Scout Shop of WOSM. All sales are made through its online shop.

Discount for NSOs

• Your NSO is eligible for a discount of 20% on all items that you purchase from the online shop or by direct contact.


Some World Scout Shop goods


worldscoutshop.orgscout-store.com


Using the World Scout Brandat national level?


Thank you for your attention!

Thank you.Be on brand!


Thank you for your attention!

The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm

Concept and writing: Richard AmalvyDesign and diagrams: Simon BourgesPhotos: Archives of the World Scout Bureau

© World Scout Bureau, September 2003, September 2008© World Scout Bureau, April 2010

All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.

Find all resources onscout.org/mediascout.org/brand

cause, image and brand a real asset for the scout movement regional communication fora 2010 by the...

Documents

scout movementsection

scoutings image

world scout bureau

world scout brandsection

possible cause

word cause

organization reason

scoutings profileto