Campaign Goals:
1. Increase the number of Cub Scouts recruited from August to October 2015
a. Generate a 30% increase in Cub Scouts recruited in non-Scoutreach and non-LDS units.
2. Recruit Cub Scouts prior to the beginning of the popcorn sale so they have the
ability to sell popcorn and provide a financial return.
a. Leverage the campaign to get closure on membership that would normally
come in during the month of October and November.
3. Provide unit incentives that increase the retention of Cub Scouts in our program.
4. Create a higher level of public awareness of Scouting in Michigan
a. Target Markets
i. Prospective Parents
ii. Scout Volunteer Leaders
iii. Community at Large
iv. Donor Base
5. Provide new Scouts the opportunity to participate in one event immediately after joining a pack.
Action Plan and High Level Overview:
1. All Field Service Councils committed to using the Hooked on Scouting fishing campaign
a. Budgeted for additional expense
b. Recognized fishing as one of top interests of Cub Scout age boys
c. Recognized last years’ growth in membership using the HOS campaign
2. 2015 HOS campaign to Field Service Council staff and volunteers
a. January through March
b. Management meetings
c. Projected a goal of a 30% increase in Cub Scout recruiting in non-Scoutreach and
non-LDS Packs
3. Engaging Packs and Pack Leadership in the recruiting process
a. April and May
b. Important to do
i. Program planning and calendar with fall School Night date set in the spring
ii. Schedule School Night date well before Hooked on Scouting events so all clean-up of membership can occur and new Cub Scouts can participate
c. Generate volunteer excitement and enthusiasm
i. Our best Packs anticipate a big influx of new Cub Scouts
ii. Their energy and organization level increase in preparing to recruit and bring new Cubs in. They believe this campaign will work.
iii. The rods & reels are for new Cub Scouts recruited August through
event date.
iv. The Field Service Council will host the HOS events in October so all packs have an incentive to get their school night completed prior to the HOS fishing date.
4. Program Planning
a. May through June
b. Focus effort on program planning in Cub Scout Packs
c. Key to retention
i. Without preparing units to take kids in by completing program planning, adding these extra kids would be brief growth for membership that
wouldn’t last
ii. Plan/Calendar/Budget/Way to Pay for it
1. This is nothing new, but even getting 75% of our Packs to do it is a challenge and a summer worth of work for staff and volunteers
5. Popcorn Sales
a. Speak to the Units regarding program planning and budgeting and popcorn sales will fall in naturally as a way to offset the budget.
b. Set a Unit goal to meet the financial needs of the unit an
6. New Packs
a. New Packs that start between August and the fishing date will also receive the Hooked on Scouting program incentives.
7. Hooked on Scouting Fishing Events Scheduled
a. Saturday October 3: GLFSC, PFFSC Saturday
October 4: GLFSC Sunday
October 10: SSFSC, PFFSC, WWFSC
i. Hooked on Scouting events are scheduled by the Field Service Council
b. Recruit local Fishing Clubs and people who fish to run stations
i. Syllabus for event attached
ii. Needs list for events attached
iii. These stations really need to be run by people who fish
8. Marketing and Publicity
a. TV and Radio airtime/Press releases/targeted emails/banners/posters/flyers will be purchased in bulk by MCC and paid for by each FSC
b. New parents will be driven to the Hooked on Scouting informational website
i. Staff updated 100% of contact information for Packs in the FSC
c. Office /Support staff will be prepared and scripted on how to respond to questions from parents
i. Support staff will be provided with the same contact information that will be on our website
ii. They will also be provided a reference sheet on the time, date and location of all scheduled School Nights provided by Field Directors
iii. Support staff will forward parent contact information to:
1. Unit Service Executives
2. Pack leadership
d. Boy Talks
i. Staff and volunteers will use rod/reel as props
ii. Staff members will be able to talk specifically about what kids will be doing at the HOS fishing event if they join
iii. They will be able to focus on a specific promise we will keep rather than what we hope the Cub Scout Pack will do with them
9. Closing the Sale
a. Leverage the free fishing equipment and Hooked on Scouting fishing events
i. Prior to receiving fishing equipment or participating in an event each new Cub Scout has to:
1. Turn in a completed registration form
2. Have all signatures completed as needed
3. Paid in full
ii. Unit Service Executives only trade fishing equipment for completed and paid applications, no exceptions.
b. There is financial value to closing the sale earlier. Our staff will spend less time and money attempting to collect, forms and fees.
i. Unit leaders and parents will complete the registration process quicker due to the Hooked on Scouting fishing event.
10. Execution
a. The competency and leadership ability of the Unit Service Executive in the District plays a key role in the success of this campaign.
b. Giving leadership to District and unit volunteers and getting their buy-in early in the process is the key to making this campaign a success.
c. If Unit Service Executives and District volunteers start working on a Hooked on Scouting Campaign in June, should not expect great results.
11. Value of Fishing Equipment and Fishing Events
a. We can paint the picture of what boys can do in Cub Scouting and be confident that they will actually be able to go fishing!
b. Families get to experience a great event right after they join.
c. New Scouts will have bonding with the other new Scouts as well as other Scouts across the district.
d. We get to keep the promises we make in Boy Talks.
e. Parents view Scouting as a resource. They will be able to see Scouting as a way for their sons to learn.
April:
· Share the new Cub Scout recruiting plan in each District
· Review at each District:
o Hooked on Scouting event date
§ Events are for newly registered Cub Scouts, sibling and existing Scouts may come to the event however, they must register and bring their own equipment.
§ Promoted as a family event! Some districts may include a picnic meal provided
by the Field Service Council
o Free fishing rod & reel
§ New Cub Scouts registered between August and the event date are eligible.
§ Fishing gear is exchanged for completed, signed and paid applications
· Must be clear that boys who are already registered from the previous year are not eligible for equipment or event.
o Volunteer help needed for fishing events
§ Fishing Clubs and contacts
· Curriculum for each station is available for volunteers running stations. Suggest doing a “dry run” of stations before event
o Need to have School Nights and new Pack organizations completed prior to
HOS fishing event in order for the new Cub Scouts to participate in fishing events
o HOS events can be used as a School Night redo if needed.
§ Unit Leader must be in attendance at Hooked on Scouting or school nights
o Pack leadership buy-in and involvement is critical and their presence at Hooked on Scouting fishing events will be beneficial.
o TV and Radio commercials will be aired September 10 – October 3
o Create “Project Sale” opportunities for each District
§ Brief one page project sale descriptions, customized to each District
§ Fishing equipment fishing events =
· $____ per new Cub Scout x ______number of new Cub Scouts
recruited in each District.
o Fishing Clubs
o Sportsmen’s Clubs
o Individuals who are concerned about the next
generation of fishermen and fishing education
o These people exist in every District and Council
o These project sales opportunities hold great potential for new FOS donors
· Units host a Family Friends of Scouting Presentation
May-June:
· Pack attends Program Kickoff where the Field Service Council provides Pack Program Planning Material to units
o District fishing events are on calendar and promoted to units as part of their plan
§ Free fishing event and free fishing gear are explained to units
§ The need to schedule and plan their fall recruitment events in the
spring is stressed
§ Districts set up recruitment nights with majority of Packs
o Heavy emphasis is placed on completing Program Planning. Professional staff play a role in ensuring that units complete:
§ Plan
§ Calendar
§ Budget
· Plan to raise dollars needed to pay for activities (Popcorn Sales)
· Even though popcorn sales are not part of the Hooked on Scouting membership campaign this year, popcorn sale dates should be stressed and Packs encouraged to sell popcorn
o New Cub Scouts need to be recruited early enough to sell popcorn
· FSC support staff are informed of the details of the Hooked on Scouting Plan
· Professional Staff and District Volunteers work with schools and Packs to set and confirm recruitment events
· Hooked on Scouting locations secured
§ Kids need to catch fish at events from shore or a dock
§ Parking/bathrooms/cooking/tables/picnic area
· School Night flyers designed
o Need to be able to customize stickers for each Pack and School Night
o Stickers are run through the copy machine using a template
· Begin to solicit donations for various needs for the event date
o Food for the event sites
o Materials for stations
June:
· Final details for School Night flyers taken care of and flyers ordered
· Support staff and professional staff are brought up to date on current status of plan
o Concerns are solicited
· Professional staff and District volunteers work with schools and Packs to set and confirm recruitment events
· All School Night materials completed
July:
· Michigan Crossroads Council website is updated to feature Hooked On Scouting
· District volunteers and Unit Service Executives finish Program Plans with Packs
o School Nights and Hooked on Scouting are planned and scheduled in each Pack
· All brochures, flyers and marketing materials are focused on sending parents to website
· Purchase fishing rods and reels (if not donated)
o Each new Cub Scout receives a rod and reel. Below are details on sources to secure the equipment needed by each Scout.
· Back Yard Bass Educational Fish purchased
o www.backyardbass.com
§ These are plastic fish that can be “caught” with casting plugs
o The fish can be laid out on dry land, casted to and caught. They can also be used for a game during School Nights when the parents and kids are separated.
· Professional staff work with schools and Packs to set and confirm recruitment events
· Boy Talks scheduled (when schools reopen from summer vacation)
· Round-up Supplies
o Field Service Council Parent Orientation Guides from MCC
o Boys’ Life mini-magazine or Boys’ Life April fishing edition
August:
· Promotional materials and TV/Radio commercials drive parents to website
· Office support staff have complete list of
o Pack School Night dates, times and locations
o Correct contact person for each Pack
§ Phone number
§ Email address
§ Open house dates
· Phone calls from parents in communities or areas without a Cub Scout Pack
o Staff member collects:
§ Parent name and contact information
§ School and community information
§ Forwards call to Unit Service Executive/membership committee
· TV and Radio commercials begin to air across the state of Michigan
· Arrangements made by the MCC and FSC Marketing professionals to coordinate Council professional staff to make numerous appearances on morning radio and TV shows across the Field Service Council.
o Local fishing/outdoors shows also cover Hooked on Scouting
· Marketing to create opportunities with larger newspapers in the Field Service Council about the FSC’s efforts to recruit Cub Scouts and provide them and their parents with fishing education and equipment.
o This article includes photos from a photo shoot with Cub Scouts in uniform fishing
o Run articles in smaller area newspapers as well
· Professional staff and volunteers work with schools and Packs to set and confirm recruitment events
· Order patches to be earned by Cub Scouts participating in Hooked on Scouting fishing events
September:
§ Boy Talks scheduled and completed
§ School Nights held
§ First scheduled Pack Meeting held
o Popcorn Sale promoted
§ Fishing gear distributed to new Cub Scouts
§ Purchase food and supplies for District fishing events
October - November - December:
§ Hooked on Scouting Events held
§ Send Thank You notes to volunteers, Packs that participated and facility
§ Track Popcorn sales of each new Cub Scout
o Analyze financial impact created by increase in Cub Scout recruiting
§ Send thank you notes to Project Sales Donors
o Give them an update on success of the campaign
o Plan to continue for next year
§ With professional and support staff and volunteers:
o Review campaign
§ Repeat
§ Delete
§ Improve
§ Budget for FSC recruitment event for 2016
· Advertise the event as an “Open Time” when families can show up and participate.
o From _____ time to ______time
o You really don’t want 400 Cub Scouts and their families showing up at the same time if you can help it.
· Depending on the time of their arrival, participants may eat (if food is provided) before or after they go through the stations.
· The first six fishing education stations should take about 30 minutes, with a target time of 5 minutes per station. They will not begin to fish until they have completed the first 6 stations.