Orange County Council Boy Scouts of America Marketing Plan Development

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Orange County Council Boy Scouts of
AmericaMarketing Plan Development
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Because its purpose is to create a customer, a
business has two and only two functions
marketing and innovation. Marketing and
innovation produce results all the rest are
costs.-Peter Drucker
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Marketing is an organizational function and a set
of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders. - AMA
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Increasing value to customers profitably
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Brand ManifestosA public declaration of
principles, policies, or intentions
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1) Core intention of the brand2) The
guiding principles of the brand3) The
policies that guide each department to
effectively realize the stated intention
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1) Gets to the nitty-gritty2) Bridging
between rhetoric and experience3) A
promise and guidelines4) Must be ambitious5)
Must be worth acting upon
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Can we change peoples lives?
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Brand Manifestos Crystalize and clarify the
revolutionary intentions of an organization and
ask employees and customers to join together to
make it a reality
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Brand Positioning The question is not
What business is the company in?butWhat is
the company known for?
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? What does BSA conjure as a brand? Is it the
same at each council?? What do people expect
from us?? What is our reputation?
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Learn About Our Customers
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? What is our customer profile? ? What are
their wants and needs?? What have they grown to
expect or accept? ? Does our product deliver?
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The Move From FOCUS Groups
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Eight one-on-one interviews are the equivalent of
150 quantitative survey responses.
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The Rule of Focus
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? Who sticks with our program?? Who is
successful in our program?? Who enjoys our
program?? What do they have in common?
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Expanding the Definition of Competition
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Goals for Next Plan

• 1) Acquire new members
• 2) Grow our value with current customers
• 3) Migrate customers to different offerings
• 4) Fire our least profitable customer to invest
• more in our best customers

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Joan GladstonePresident and CEO Gladstone
International