The district communication function includes publicizing Scouting and its activities within the district, as well as maintaining good communications between and among the District Committee, the Commissioner corps, and unit leaders. This course will survey these responsibilities, share resources, and discuss some best practices, especially regarding Facebook and social media outreach. Intended for Webmasters, Marketing Chairs, and their committee members, as well as other interested district committee members.
2. BSA National Marketing Objectives
๏ Change the conversation about Scouting
๏ Position Scouting as “cool” amongst youth
๏ Establish the brand as recognized & valued
๏ BSA is a trusted advocate for youth
3. How Does the Council Support
Districts?
๏ Creating templates for common news stories
๏ awards, events, etc.
๏ Signal Boost for major stories
๏ Provide sharable content for social media
๏ Coordinate efforts, message, resources
5. Vital Statistics
๏ Author 40+ books
๏ Author 200+ video courses
๏ Publisher of 2 websites
๏ Business owner
๏ Inventor
๏ Photographer
๏ Director
6. Scouting Background
๏ Eagle Scout
๏ Vigil Honor Member Order of the Arrow
๏ Wood Badge
๏ Council VP Marketing & Communications
๏ Assistant Scoutmaster | Scouts BSA Troop 1533
๏ Advisor | Venture Crew 2188
๏ Father to an Eagle Scout (Michael) and a
Star Scout (Colleen)
14. District Marketing &
Communications
๏ Publicizing Scouting within the district
๏ Maintaining good communications between & among the:
๏ District Committee
๏ Commissioner Corps
๏ Unit Leaders
15. District & Unit Public Relations
๏ Empower your units
๏ Build relationships with local media
๏ Coordinate with neighboring districts
๏ Funnel stories to Council
๏ Plan ahead
16. How Does the Council Support
Districts?
๏ Creating templates for common news stories
๏ awards, events, etc.
๏ Signal Boost for major stories
๏ Provide sharable content for social media
๏ Coordinate efforts, message, resources
18. The Goals of the Web 2020 Initiative
๏ Improved information to members
๏ Families
๏ Volunteers
๏ Increases in recruitment
๏ Recruit more members
๏ Retain members with rich support and active program
๏ Additional fundraising/donations
๏ Increase fundraising
๏ Attract new donors
19. 2020 Web Communications
OPTIMIZATION PLAN
๏ A major overhaul aimed at improving how we
communicate about Scouting in NCAC
๏ The key is to use the right platform for the job
๏ Right now we are drowning in clutter and outdated
information
๏ Essential intellectual property is also scattered a
cross numerous personal accounts and devices
(and effectively lost)
20. Desired outcomes
๏ Make it easier for our members to find the right
information
๏ Improve our visibility in order to attract new members
๏ Improve efficiency amongst working groups of
volunteers and staff
๏ Increase commerce opportunities to generate revenue
38. Best practices
๏ Consolidated all council and district pages
๏ Able to better reach via boosted posts and micro-
targeting due to network
๏ Efficiency proven for Join Scouting Nights
๏ Expand use of Donate Now button
๏ Developed local training for units
44. Social Media
used most often
(ages 12–24)
Facebook 29%
Instagram 26%
Snapchat 28%
Pinterest 1%
Twitter 6%
Others 10%
45. Instagram
๏ Most popular platform for youth members
๏ Compliant with BSA policies
๏ We need to expand our outreach and consider adding
youth members as contributors
๏ Can connect to our Facebook advertising outreach
50. Website Blog
• Evergreen event
descrip/on page
• Calendar
• Event signup page
• Changes rarely
• Personal experience
stories
• Featured training
stories
• Photos from the event
• Changes daily
Basecamp
• Planning documents
from commi<ee
• Team communica/on
leading up to event
• Archives for future
years
52. What is Basecamp?
๏ Open collaboration software
๏ A way to communicate with the committee
๏ A way to share resources
๏ A record of what we’ve done for our replacements
53. Basecamp
๏ The Business side of scouting
๏ To be used by
๏ Committees
๏ Districts
๏ Staff/Volunteer collaboration
54. What is Basecamp?
๏ Project planning
๏ Creates an archive
๏ New team members get a full history
๏ Can create public links that hide the discussion
57. What gets posted here?
๏ Messages
๏ Documents
๏ Always the most current version
๏ Can link to/import existing files
๏ To-Dos
๏ Check-Ins
๏ Planning Calendars
58. Learn Basecamp Live Classes
basecamp.com/learn basecamp.com/classes
Guides
3.basecamp-help.com
60. Challenge
๏ Right now, the site is outdated and cluttered
๏ Too many people have access to publishing
๏ Irrelevant content dominates search results
๏ Current staffing means that new pages are slower to
publish and that old content is not cleaned up
๏ Too many volunteers with editorial access means that
outdated content isn’t removed
61. Issues to solve
๏ Remove clutter and dead pages
๏ Pages should be evergreen
๏ Provide links to calendar for event sign up
๏ Improve opportunities to raise money via donations
and online purchases
๏ Add consistency across business units
62. New focus for NCACBSA.org
๏ Three key purposes
๏ Join
๏ Donate
๏ Volunteer
68. We Own Adventure
๏ The council's public facing blog
๏ Focus on personalized stories and firsthand accounts
๏ Heavy emphasis on photos and social media friendly
content
๏ Capture testimonials and first-hand experiences
๏ Put a face on scouting
69. Strategic outcomes
๏ Post resources that focus on
๏ outdoors
๏ adventure
๏ community service
๏ Increase user contributions
๏ Increase search traffic
73. Black Pug
๏ Calendar of record
๏ Event registration
๏ Fee collection for events
๏ Embed focused calendars on webpages
๏ DO NOT use other calendar services
102. Room One
๏ How to Use Black Pug to Manage Scouting Events
๏ How to Use Black Pug to Manage Scouting Events
๏ Black Pug Advanced: Advanced Options for Scouting Events
๏ Managing Your Committee/District with Basecamp
๏ Managing Your Committee/District with Basecamp
๏ District Marketing & Social Media
103. Room Two
๏ Facebook for Scouting Units
๏ Photography for Scouters
๏ Telling Your Scouting Story Online and in Social Media
๏ Video for Scouters
๏ Facebook for Scouting Units
๏ Telling Your Scouting Story Online and in Social Media