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Cub scouts

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Sruti Dhulipala
Sruti Dhulipala

Cub Scouts enrollment has been declining and they aim to increase recruitment by 4% through a new marketing strategy. Their strategy is to position Cub Scouts as the "School of Mischief" where boys can learn essential skills like knot-tying and first aid through hands-on activities while satisfying their desire for adventure and mischief. The creative materials show how Cub Scouts offers forbidden fun for boys and teaches valuable lessons through mischief. This positioning appeals to boys' adventurous spirit while reassuring parents their children will learn important skills.

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CUB SCOUTS S A V E BOYHOOD PACK 1313 Sruti Dhulipala, Jillian Dresser, Latasha Ewell, Dave Treston December 4, 2007
AGENDA Situation Goals Insights and Observations Targeting Communication Strategy Creative Conclusion
SITUATION Enrollment is down Recruitment efforts blocked
GOALS Increase Cub Scout enrollment by 4% (2,758 recruits) Develop a long-term recruitment plan including: ? New touchpoints ? Relevant message to boys and parents ? Repositioning of the Cub Scouts brand
INSIGHTS AND OBSERVATIONS
THE DECLINE OF BOYHOOD? Over-protective parents Strict school curriculum TV/computers/videogames Pressure to succeed earlier in life
THE RETURN OF BOYHOOD
Scouts can solve the crisis in 21st century manhood. Hal Iggulden, co-author of The Dangerous Book for Boys
Before about 1915, boyhood was seen by most grown-ups as a state of natural savagery. [A boy was] resourceful, adventurous, not much interested in school, very interested in wild places. Foreword to the American Boy¡¯s Handy Book
TARGET AUDIENCE
Cub scouts
HOW SCOUTS IS VIEWED... Traditional Clean-cut boys who tie knots The dorks Arts and crafts
SCOUTS REALLY IS...
STRATEGY Appeal to boys¡¯ desire for mischief
POSITION Cub Scouts is the School of Mischief
THE TAKEAWAY For Boys Forbidden fun For Parents Lessons buried in mischief
What does it mean to be in the School of Mischief?
CREATIVE
Cub scouts
Cub scouts
Cub scouts
KNOT TYING Essential knowledge for building a raft from logs, making a tripwire, or getting a handle on pesky siblings. FIRST AID Cuts and bruises are common occurrences while practicing mischief. Learn how to take care of yourself so Mom doesn¡¯t have to. MARKSMANSHIP This means shooting B.B. guns and archery. Yes, we¡¯re letting you touch guns and bows and arrows. And we¡¯ll teach you how to handle them safely. MODEL ROCKETRY Learn how to shoot off a rocket and return to Earth safely. Or glue the cap shut to witness an incredible crash landing. WRITING WITH CODES AND SECRET INKS Never get busted for passing notes in your other school again. CAMPING Who says you have to return from your adventures into the wilderness when the sun goes down?
HAT: Keeps moms from licking NECKERCHIEF: their fingers and fixing your hair Turn around and put over your mouth to avoid cooties from nearby girls BADGES: SHIRT POCKET: Keep track of the amount A storage space for bugs of mischief you have gotten into leaves and arrowheads PANTS: The dark blue color hides the dirt and grass stains from your adventures
MISSION: Collect all the items and bring them to your first den meeting. 1. Your finished catapult 2. Find a stick that can be used for a walking stick 3. Capture a bug 4. Find three rocks that could be used as arrowheads 5. Write a recipe for a mischief sandwich and make it 6. Get a girl¡¯s phone number
1. Using craft glue, attach the clothespin to the board 2. Glue the small wood block to the back of the clothespin. This will push down on the clothespin to launch the ball 3. Let glue dry 4. Glue the popsicle stick to the small wood block allowing for a long arm for launching. 5. Let Glue dry 6. Glue the bottle cap to the end of the popsicle stick. Make sure you leave a finger¡¯s length on the end. 7. Let glue dry. 8. Launch the ping-pong ball across the room by pressing down on the end of the stick and letting go!
Cub scouts
Cub scouts
COMPASS: Navigate your way through your backyard, or annoy your parents by repeatedly telling them which direction they are facing. DUCT TAPE: You never know when a roll of duct tape will come in handy. You might need to tape your leg back on. ROPE: How else are you going to make that tire swing? MAGNIFYING GLASS: Examine bugs up close. Find their burning point. FLASHLIGHT: If you ever stumble upon a mysterious cave, you¡¯re probably going to want to take a look inside. FIRST AID KIT: It might get dangerous out there, so be prepared for cuts and scrapes. BINOCULARS: Spot cootie carriers approaching your tree fort from thousands of feet away. HIKING BOOTS: When you stomp through mud puddles you don¡¯t want to wear your church shoes. Discover more about scouting at www.scoutingvirginia.org
Cub scouts
Cub scouts
Cub scouts
Cub scouts
Cub scouts
Cub scouts
Cub scouts
SECRET MIRROR MESSAGE SUPPLIES Liquid Hand or Dishwashing Soap Cotton Swab Mirror DIRECTIONS Put a couple drops of liquid hand soap or dish washing soap into a cup. Use a cotton swab or your finger to write a message on the mirror in the bathroom. Make sure it is thin enough to be invisible. Next have a loved one take a hot shower with the door closed. As they step out of the shower, they will be greeted by your message. Don¡¯t take hot showers? Then just breathe hard on the message and presto it appears. What's Going On? The soap breaks up the surface tension of water and keeps the mirror from becoming fogged up with steam.
Cub scouts
Cub scouts
Think you can beat a cub scout? Prove it. Pick up a Pinewood derby car kit and build your dream car. Come to the race and test your car making skills. Oh, and don¡¯t for get to wear your neckerchief disguise. They¡¯ll never know you¡¯re not a scout. PINEWOOD DERBY SATURDAY APRIL 6th, 2008 17TH ST FARMER¡¯S MARKET LEARN MORE ABOUT SCOUTING AT WWW.SCOUTINGVIRGINIA.ORG
Cub scouts
Cub scouts
Cub scouts
Cub scouts
CONCLUSION Low-cost Local Sponsorships Year-round cycle
THANK YOU

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Cub scouts

  • 1. CUB SCOUTS S A V E BOYHOOD PACK 1313 Sruti Dhulipala, Jillian Dresser, Latasha Ewell, Dave Treston December 4, 2007
  • 4. GOALS Increase Cub Scout enrollment by 4% (2,758 recruits) Develop a long-term recruitment plan including: ? New touchpoints ? Relevant message to boys and parents ? Repositioning of the Cub Scouts brand
  • 6. THE DECLINE OF BOYHOOD? Over-protective parents Strict school curriculum TV/computers/videogames Pressure to succeed earlier in life
  • 7. THE RETURN OF BOYHOOD
  • 8. Scouts can solve the crisis in 21st century manhood. Hal Iggulden, co-author of The Dangerous Book for Boys
  • 9. Before about 1915, boyhood was seen by most grown-ups as a state of natural savagery. [A boy was] resourceful, adventurous, not much interested in school, very interested in wild places. Foreword to the American Boy¡¯s Handy Book
  • 12. HOW SCOUTS IS VIEWED... Traditional Clean-cut boys who tie knots The dorks Arts and crafts
  • 14. STRATEGY Appeal to boys¡¯ desire for mischief
  • 15. POSITION Cub Scouts is the School of Mischief
  • 16. THE TAKEAWAY For Boys Forbidden fun For Parents Lessons buried in mischief
  • 17. What does it mean to be in the School of Mischief?
  • 22. KNOT TYING Essential knowledge for building a raft from logs, making a tripwire, or getting a handle on pesky siblings. FIRST AID Cuts and bruises are common occurrences while practicing mischief. Learn how to take care of yourself so Mom doesn¡¯t have to. MARKSMANSHIP This means shooting B.B. guns and archery. Yes, we¡¯re letting you touch guns and bows and arrows. And we¡¯ll teach you how to handle them safely. MODEL ROCKETRY Learn how to shoot off a rocket and return to Earth safely. Or glue the cap shut to witness an incredible crash landing. WRITING WITH CODES AND SECRET INKS Never get busted for passing notes in your other school again. CAMPING Who says you have to return from your adventures into the wilderness when the sun goes down?
  • 23. HAT: Keeps moms from licking NECKERCHIEF: their fingers and fixing your hair Turn around and put over your mouth to avoid cooties from nearby girls BADGES: SHIRT POCKET: Keep track of the amount A storage space for bugs of mischief you have gotten into leaves and arrowheads PANTS: The dark blue color hides the dirt and grass stains from your adventures
  • 24. MISSION: Collect all the items and bring them to your first den meeting. 1. Your finished catapult 2. Find a stick that can be used for a walking stick 3. Capture a bug 4. Find three rocks that could be used as arrowheads 5. Write a recipe for a mischief sandwich and make it 6. Get a girl¡¯s phone number
  • 25. 1. Using craft glue, attach the clothespin to the board 2. Glue the small wood block to the back of the clothespin. This will push down on the clothespin to launch the ball 3. Let glue dry 4. Glue the popsicle stick to the small wood block allowing for a long arm for launching. 5. Let Glue dry 6. Glue the bottle cap to the end of the popsicle stick. Make sure you leave a finger¡¯s length on the end. 7. Let glue dry. 8. Launch the ping-pong ball across the room by pressing down on the end of the stick and letting go!
  • 28. COMPASS: Navigate your way through your backyard, or annoy your parents by repeatedly telling them which direction they are facing. DUCT TAPE: You never know when a roll of duct tape will come in handy. You might need to tape your leg back on. ROPE: How else are you going to make that tire swing? MAGNIFYING GLASS: Examine bugs up close. Find their burning point. FLASHLIGHT: If you ever stumble upon a mysterious cave, you¡¯re probably going to want to take a look inside. FIRST AID KIT: It might get dangerous out there, so be prepared for cuts and scrapes. BINOCULARS: Spot cootie carriers approaching your tree fort from thousands of feet away. HIKING BOOTS: When you stomp through mud puddles you don¡¯t want to wear your church shoes. Discover more about scouting at www.scoutingvirginia.org
  • 36. SECRET MIRROR MESSAGE SUPPLIES Liquid Hand or Dishwashing Soap Cotton Swab Mirror DIRECTIONS Put a couple drops of liquid hand soap or dish washing soap into a cup. Use a cotton swab or your finger to write a message on the mirror in the bathroom. Make sure it is thin enough to be invisible. Next have a loved one take a hot shower with the door closed. As they step out of the shower, they will be greeted by your message. Don¡¯t take hot showers? Then just breathe hard on the message and presto it appears. What's Going On? The soap breaks up the surface tension of water and keeps the mirror from becoming fogged up with steam.
  • 39. Think you can beat a cub scout? Prove it. Pick up a Pinewood derby car kit and build your dream car. Come to the race and test your car making skills. Oh, and don¡¯t for get to wear your neckerchief disguise. They¡¯ll never know you¡¯re not a scout. PINEWOOD DERBY SATURDAY APRIL 6th, 2008 17TH ST FARMER¡¯S MARKET LEARN MORE ABOUT SCOUTING AT WWW.SCOUTINGVIRGINIA.ORG