This was presented to the Boy Scouts of America and students of Comm 464: Public Relations Management at Cal State Fullerton, as a summary of a 11-week campaign conducted by Innate Public Relations.

1. Innate Public Relations fulfills Orange County's public relations needs through organic, results-oriented communications plans, with a vision to create a stronger and healthier community. 1

2. A Bridge to the Future Presented by Innate Public Relations Presented to Dr. Witmer and the students of COMM 464 2

3. BSA-CIEC Requests Help the public find our message. Help us connect to the Hispanic community. Get our message out – use the press and power of social media. 3

4. Objectives Generate 15% increase in website traffic by Dec. 3, 2010. Inform 20 Hispanic community leaders about the benefits of Scouting before Nov. 17, 2010 via Luncheon. Secure a minimum of 5 media placements before Nov. 29, 2010. 4

5. Tactics: Traffic Created new catchy domain name www.IESCOUTS.org to replace www.bsa-ciec.org Created Twitter page for instant communication www.twitter.com/IESCOUTS Created FBML graphics suite for Scouts Facebook page www.facebook.com/IESCOUTS Completely remodeled BSA-CIEC homepage including Spanish translation. 5

7. Twitter

8. Monday Memo

9. Business Cards

10. Tote Bags

11. Stickers6

13. 12% in Riverside

14. 19% in Corona

15. 53% in Redlands

16. 10% in San Bernardino

17. Increased: VIA GOOGLE ANALYTICS

18. 38% in Upland

19. 35% in Hemet

20. 59% in Fullerton

21. 100% in MexicoBounce rate decreased 22% VIA GOOGLE ANALYTICS 14,544 visits - 5,115 brand new visitors VIA GOOGLE ANALYTICS 7

22. Twitter.com/iescouts 8

23. Facebook.com/iescouts 9

24. Photo Fun Challenge Used to generate traffic to IESCOUTS Facebook “fan” page. 24 submissions 825 impressions Prize: (2) tickets to San Diego Zoo (donated) 10

25. Facebook.com/iescouts OCT 11 2010 - DEC 3 2010 12% “Fan” increase via Facebook Insights 173% comment increase compared to previous 54 day period via Facebook Insights 9.23% daily activity increase compared to previous 54 day period via Facebook Insights “I like what you did with your council facebook page!” -Sequoia Boy Scouts Council 11

26. Website v2.0 “One-click” Spanish translation of site Greater consistency with National Scout website Buttons and navigation are more defined Implementation of Facebook page enhances connection to Scouts and greatly advertises social media platforms in use 12

27. Old Site 13

28. Social Media Works 26.92% of our Facebook users had never visited the Council site before. VIA GOOGLE ANALYTICS Twitter: 70 new followers in 46 days. 10.53% of our Twitter followers had never visited the Council site before. VIA GOOGLE ANALYTICS 14

29. Objective 2: Luncheon Attract 20 Hispanic community leaders to catered luncheon 15

31. 65 sent via mail with phone call/email follow-up

32. 18 confirmed RSVP’s

33. 20 actual attendees16

34. Location First United Methodist Church of Upland Determined to be centrally located based on RSVP list 17

35. Agenda Discussed Scout contributions to Hispanic community Shared stories of how Scouts have affected Hispanic lives 18

36. Call to Action Designed and produced two call-to-action style flyers detailing “how to support” and “how to start a unit.” 19

37. Post-Event Survey 55% increase of BSA knowledge thanks to luncheon “…going to speak with the leadership team at my church about starting a troop.” 20

38. Sponsorships Cash donations, raffle prizes, Coupons, tickets, and more! 21

39. Sponsorships Attendees took home tote bags full of useful information 22

40. Objective 3: Media Secure 5 media placements among radio, print, and online media before Nov. 29, 2010 Increase awareness of Scouts, relationship to Hispanic communities, and overall Scout goals. 23

41. Live Broadcast KTLA Morning News – Nov. 23, 2010 (2:53 mins.) live coverage of Inland Empire Scout’s donating food to Stater Bros. location in Chino, CA. Pitched by IPR Exec. Director. $7000 publicity value. Video 24

42. Print Placement 25

43. Lessons Learned Designate a PR Director/Liaison Designate a fact-checker to proof all materials Designate a staff member to conduct follow-up calls Donors love event photos – share them! Book event space / distribute invites further in advance 26

44. Lessons Learned Apply for donations/sponsors as soon as possible Maintain morale – long days are ahead Respect differing ideas and maintain an open forum Ensure a printer is at every meeting/event PLAN AHEAD 27

45. Thank you sincerely from Innate Public Relations for the opportunity to serve the Boy Scouts! 28