![Page 1: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/1.jpg)
Effectively Integrating Marketing Into
Council Operations
![Page 2: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/2.jpg)
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
Marketing driven or Market driven?
![Page 3: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/3.jpg)
![Page 4: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/4.jpg)
BSA Market Driven JourneyGame Changers
(yes, no or maybe?)
• Scout Parents• Journey to Excellence• Membership Standards Study
![Page 5: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/5.jpg)
Integrating Marketing Into OperationsCase Study
Service: •Council 2014 Membership Campaign•Outcome: Net Increase of Cub Scout Packs
Exercise: •Match Channels with Customers •Identify Project Team with Key Roles
![Page 6: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/6.jpg)
What is the “Product or Service” being marketed?
![Page 7: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/7.jpg)
Who “uses” the products or services?
![Page 8: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/8.jpg)
Who “are” the users of our product & services?
![Page 9: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/9.jpg)
What are the ways we “connect” product and services with user?
![Page 10: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/10.jpg)
Matching GameMarketing Component:
Products and Services
Communication Channels
Customers
Market Demographics
List Teams Responsible:
![Page 11: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/11.jpg)
Marketing
Operations
Technology
Finance How We Used to Think
Journey to Excellence
![Page 12: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/12.jpg)
Marketing
Operations
Technology
Finance
Membership Standards
Study
Our New Paradigm
![Page 13: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/13.jpg)
Lessons Learned
Advantages Realized/Missed Opportunities
![Page 14: Effectively Integrating Marketing Into Council Operations](https://reader036.vdocuments.mx/reader036/viewer/2022062411/56816863550346895ddeb40d/html5/thumbnails/14.jpg)
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