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Next Generation Marketing:

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Parents Want to See Someone 'Like Me' All Parents Want Their Child to Be Successful ... assume that all Latinos you are trying to reach have Mexican ancestry. ... – PowerPoint PPT presentation

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Title: Next Generation Marketing:


1
Next Generation Marketing
  • Keys to the Future

2
Percent of U.S. Population That Is Non-White
and/or Hispanic/Latino, By Age December 2004
Millennials 1979-1994 Nexters 1995-Present
Baby Boomers 1946-1964
Gen X 1965-1978
Silent Gen Before 1946
3
Youth Expect Diversity
4
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5
Parents Want to See Someone Like Me
6
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7
All Parents Want Their Child to Be Successful
8
SUCCESS
  • African American Parents
  • Son growing up to be an upstanding citizen in the
    community
  • Hispanic/Latino Parents
  • Son maintaining a close bond with the family
  • Asian American Parents
  • Son excelling academically

9
African American Market
  • Parents want their children to join organizations
    that
  • Build leadership skills
  • Develop independence
  • Develop character and values
  • Involve teamwork
  • Provide discipline
  • Serve the community
  • Youth want to join organizations that
  • Have fun activities
  • Involve being a part of a team
  • Include their friends
  • Allow them to gain recognition

10
Hispanic/Latino Market
  • Parents want their children to join organizations
    that
  • Teach responsibility
  • Strengthen the family bond
  • Reinforce cultural values
  • Provide a safe environment
  • Youth want to join organizations that
  • Have fun activities
  • Provide adventure
  • Give them choices

11
Jeff Herrmann
  • Scout Executive
  • Denver Area Council

12
Keys to Successful Recruiting in Hispanic/Latino
Communities
  • Help prospects (parents of children, potential
    leaders, and potential donors) understand
  • What Scouting is all about
  • Why it is important that they get involved
  • How Scouting is culturally relevant
  • What we want them to do
  • Use testimonials from people they respect like
    clergy, prominent community members, employers,
    and trusted friends.

13
Keys to Successful Recruiting in Hispanic/Latino
Communities
  • Remember that parents of Hispanic/Latino children
    want
  • A safe place for their children
  • A place that reinforces their family values
  • A place where the entire family can be involved
    (parents, siblings, and extended family)
  • A place where their childs self-esteem and
    confidence can grow
  • A place where their children can be successful

14
Keys to Successful Recruiting in Hispanic/Latino
Communities
  • There is no one silver bullet for success in
    reaching the Latino population however,
    experience has taught me several immutable
    lessons
  • Your council must make a long-term commitment to
    program delivery to these youth and their
    community.
  • Staff and volunteers must reflect the community
    being served speak the language and understand
    and respect the culture.
  • You develop trust and respect by keeping your
    word and delivering more than you promised.
    Dont promise what you cant deliver.

15
Keys to Successful Recruiting in Hispanic/Latino
Communities
  • Be upfront and willing to sell one on one.
  • Make your program culturally relevant. Remember
    that Hispanic means a common language (Spanish),
    not a common culture. Unless you live in a
    southern border state, dont automatically assume
    that all Latinos you are trying to reach have
    Mexican ancestry. Most Latino families have a
    strong interest in preserving their own cultural
    heritage.
  • Latino families expect to participate in Scouting
    activities as a whole family. Are your camping
    plans accommodating?

16
Keys to Successful Recruiting in Hispanic/Latino
Communities
  • Dont assume that all Latinos are Roman Catholic.
    One of the fastest growing segments of the
    evangelical movement is Spanish speaking.
  • Get the support of the business community. Show
    how Scouting in the Latino community can be
    beneficial to business and overall community
    health.
  • Most communities of any size have advertising and
    marketing companies that specialize in reaching
    the Latino market. Dont be bashful about asking
    them to help you spread the word about Scouting.

17
John Coleman Jr.
  • Scout Executive
  • Louisiana Purchase Council

18
Best Methods for Reaching the African American
Community
John L. Coleman Jr.
  • John L. Coleman, Jr.

19
Best Methods for Reaching the African American
Community
  • Be sincere in your intentions to serve the
    African American community.
  • Be there for the long term you may not have an
    opportunity to go back.
  • Give youth the opportunity to go camping and
    participate in outdoor programs.
  • Recruit the best leadership available to serve as
    Scout leaders, Cubmasters, den leaders, etc.

20
Best Methods for Reaching the African American
Community
  • Your staff should be reflective of the community
    you serve.
  • Hire the brightest sharpest African American
    candidates.
  • Someone in the office should serve as a mentor to
    the young professionals.

21
Best Methods for Reaching the African American
Community
  • You must have a plan to underwrite registration
    fees, handbooks, etc.
  • Get the youth in the Scouting uniform ASAP.
  • Provide an activity shirt if the troop cant
    initially afford the uniforms.
  • Must have a plan to provide transportation.

22
Best Methods for Reaching the African American
Community
  • Recruit organizations with congruent goals to
    sponsor the Scouting programs
  • Fraternities
  • Housing authority tenant associations
  • Urban League youth program
  • African American churches, especially AME and
    Baptists!

23
Best Methods for Reaching the African American
Community
  • Establish Scoutreach committees to oversee the
    programs.
  • Recruit the best person available to serve as
    Scoutreach chairman and add to executive board.
  • This person should have YENOM and clout!
  • Will need the following subcommittees to be
    effective
  • Program
  • Fund-raising
  • Service

24
Best Methods for Reaching the African American
Community
  • Get leaders to training ASAP and surround them
    with qualified Scout leaders if possible.
  • Establish mentor troops to work with newer
    troops.
  • Commissioner or service team member recruited to
    assist the DE.

25
Alicia Lifrak
  • CFO
  • Chief Seattle Council
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