If you thought Scouting was all about knots and campfires, think again. From STEM to service projects, the Boy Scouts of America (BSA) equips kids with the skills and values they need to grow into successful adults. BSA’s Greater St. Louis Area Council partnered with Elasticity to develop and execute an integrated marketing communications strategy to attract new Scouts and show the region how Scouts Stand Out.
In the years leading up to its partnership with Elasticity, the Greater St. Louis Area Council saw a decrease in enrollment. Several factors contributed to the decline, including a public perception that confined Scouts to uniformed kids sitting around campfires tying knots. Accordingly, we set out to shift that perception, specifically amongst urban audiences and parents with kids under 13 years old.
From CEOs to Super Bowl champs, from laboratories to law schools, Boy Scouts have gone on to impact the world in endless ways. For 100+ years, Boy Scouts have established a legacy of success, virtue, and leadership. We knew we needed to convey that message to busy parents, so we summed it up in three words: Scouts Stand Out. This slogan informed all facets of our campaign, from social content to traditional earned media and everything in between.
To show how Scouts Stand Out, we connected the memorable experiences Scouts have as youngsters with their future success in adulthood. Our creative executions utilized a tag that included a depiction of a Scout in action as the “current status” and a career or long-term accomplishment as the “future status.”
Telling people “Scouts Stand Out” is one thing, but we wanted to show St. Louis why this was true. In November, St. Louis area Scouts braved frigid temperatures to collect more than 2 million canned goods for the annual “Scouting For Food” campaign. Accordingly, we secured several earned placements in traditional and broadcast media to let our audience know that these kids were a dedicated, virtuous bunch.