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The Boyscouts of America Campaign
The Boyscouts of America Campaign
The Boyscouts of America Campaign
TABLE OF
           CONTENTS
GETTING STARTED
       Table of Contents       1
       Who We Are              2
       Memorandum              3
FINDINGS
       Situation Analysis      4-5
       S.W.O.T. Analysis       6-7
CREATIVE WORK
       Creative Brief          8-9
       Style Guide             10-11
       Direct Mail             12-13
       Outdoor Advertising     14-15
       TV Spot                 16-19
       Non-Traditional Media   20-21
       Radio Advertising       22-23
       Social Media            24-25
       Promotions              26-27
       Public Relations        28-29
MEDIA PLAN
       Calendar                30-31
CLOSING
       Conclusion              32-33
APPENDIX
       Research                34-35
       Sources                 36-37




                                       P E A R L I N T E G R AT I O N S
ACCOUNT EXECUTIVE
                                     WHO WE ARE      ACCOUNT COORDINATOR
    Lauren Kerwin                                    Katie Dingersen
    Lauren is a senior at Michigan State             Katie is a senior at Michigan State University
    University pursuing a degree in Advertising.     pursuing a degree in Advertising. Katie is a
    Lauren is an active member of Alpha Phi          member of Kappa Kappa Gamma sorority.
    sorority and Michigan State Hillel. Her          Her internships include Geoffrey Weill and
    internships include Marie Claire Magazine,       Associates, a travel public relations firm
    Ambassador Magazine and Ignition Media           in New York, where she was very involved
    Group. While at her internships, Lauren          in creating media campaigns for specific
    worked mostly on social media, event             accounts.
    planning and administrative duties.
                                                       ACCOUNT MANAGER
     PRODUCTION MANAGER                              Taylor Smith
    Marla Sternberg                                  Taylor is a senior at Michigan State
    Marla is a senior at Michigan State University   University pursuing a degree in Advertising
    pursuing a degree in Communication with a        with a specialization in Public Relations.
    specialization in Public Relations. She has      Taylor is a member of PRSSA and Sigma
    worked for public relations agency’s Truscott    Kappa sorority. Taylor worked for McDonald
    Rossman and Behrman Communications,              Garber Broadcasting where she was very
    and Yad Ezra Food Pantry, where she was          involved with promotional activities and
    involved in media relations, social media        sucessful with finding co-op activities.She
    and copy writing.                                is interested in sales, public relations and
                                                     fashion marketing.
    CREATIVE DIRECTOR
    Jordan Smietana                                     COPY EDITOR
    As a senior at Michigan State University,        Kate Norris
    Jordan Smietana is pursuing her Bachelor         Kate is a senior at Michigan State University
    of Arts degree in Creative Advertising. She      pursuing a degree in Advertising with a
    was selected to be a part of the Intense         specialization in Public Relations. She was
    Portfolio Workshop at Michigan State for         an advertising intern at Good Fruit Video
    the summer of 2011. Jordan has interned          and took on a leadership role in the Gamma
    for Know Advertising where she worked as         Phi Beta sorority.
    an Assistant Art Director and Luftig Warren
    where she focused on marketing.



2
Boy Scouts of America,

We at Pearl Integrations would like to thank you for giving us the
opportunity to share our work and enlighten you on our findings.

As a team, we enjoyed learning about your organization and how it
has progressed over time. This program teaches men of all ages how
to become responsible, self-sufficient, and respectable members of
their communities.




                                                                  MEMORANDUM
We hope that our research will be valuable to your organization and
help you with future marketing efforts.

Best,

Pearl Integrations



Lauren Kerwin            Marla Sternberg        Jordan Smietana




Taylor Smith             Katie Dingersen        Kate Norris




                                                                           P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign
The Boyscouts of America Campaign
SITUATION ANALYSIS
       CLIENT HISTORY




    The Boy Scouts of America organization was founded in 1910. There are four
    programs available for youth to participate in: Cub Scouts, Boy Scouts, Venturer
    Scouts, and Explorers/LFL.


      MAIN CHARACTERISTICS
    MAIN CHARACTERISTICS

    Value-based organization that works to teach youth to be responsible,
    conscientious and productive members of society.


    KEY CHALLENGES
      KEY CHALLENGES

    Attract and retain school-aged boys interested in the Scouting program.
    Get the message out to prospective members. Limited funds available for
    advertising and promotional events.


      BARRIERS TO OVERCOME
    BARRIERS TO OVERCOME

    The “uncool” status, lack of volunteers, competition from other programs,
    uninformed audiences and a faith-based institution.


     IDEAS OF EXPANSION

    Boost, strengthen and raise membership numbers through more effective
    advertising strategies, community involvement and increased access to schools.


4
FUTURE GOALS
FUTURE GOALS

Increase Area 2 membership to 140,000 Scouts within the next five years.


VISION
    VISION

Reverse the declining trend of Boy Scout membership through innovative
advertising and marketing tactics.


 COMPETITION
COMPETITION

Other extracurricular school activities and sports programs that attract
school-aged youth and religious organizations.


TARGET
   TARGET

Adults, school-aged youth and community members.




                                                                           P E A R L I N T E G R AT I O N S
*        FAVORABLE

                    STRENGTHS
    INTERNAL




               •   Nationally recognized organization that delivers lifelong skills
               •   Instills tradition, survival skills, team work and an active lifestyle
               •   Greater high school and college graduation rate
               •   Wide variety of activities
               •   Environmentally friendly organization
               •   Strong local presence




                   OPPORTUNITIES
    EXTERNAL




               •   Target kids and parents differently
               •   Promote and grow the Venture Club
               •   Reach out to uninformed individuals in new geographic areas,
                   specifically influential community members
               •   Bring together different regions to give participants the
                   opportunity to meet a more diverse group of friends




6
S.W.O.T. ANALYSIS

       WEAKNESSES
                         UNFAVORABLE
                                                       *
•   Insufficient information and advertising provided to




                                                                      INTERNAL
    parents and children
•   Traditionally directed toward Christian caucasians
•   Handbook promotes traditional gender roles
•   Cost of Boy Scouts program is not advertised effectively




       THREATS




                                                                        EXTERNAL
•   Bad public image due to corrupt individuals in organization
•   Lack of interest due to gaming and social media
•   Broad range of after school activities available
•   Uninformed individuals




                                                                  P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign
The Boyscouts of America Campaign
CREATIVE BRIEF
                                    MAIN OBJECTIVE FOR ADVERTISING
                                    Increase participation in the Boy Scouts
                                    program by changing negative perceptions
                                    while continuing to motivate Scouts and
                                    volunteers to stay active in the program.


             TARGET MARKET
    Adults, school-aged youth and
             community members.




                                                   TONE
                                        Child and parent
                                    friendly; thrilling yet
                                                     direct.

                                                               MANDATORIES
                                                               Maintain core values and always include
                                                               the website in advertisements.

8
COMPETITORS
The Boy Scouts are faced with competition
such as youth athletic programs, religious
organizations and after school programs.     PROBLEM AND OPPORTUNITY
Our technology driven society creates more   Current problems have been maintaining
alternative activities for children.         membership because of limited knowledge
                                             and changes in member interest as they
                                             mature under peer pressure. Current
                                             opportunities for the Boy Scouts are to
                                             maintain membership, increase target
                                             market and attract committed volunteers.




                                             NET TAKEAWAY
                                             The Boy Scouts has been and will
                                             always be a traditional, service based
                                             organization. Scouts should take away
                                             lifelong skills that will help them become
                                             strong members in their societies.




                                                                              P E A R L I N T E G R AT I O N S
STYLE GUIDE
     It is important for the Boy Scouts of America
     to follow a style guide because it will unify
     the look of the campaign.


            FONTS




                                  DIRTY EGO
                                 BEBAS NEUE
                           Abadi MT Condensed Light

     •   Dirty Ego is a headline font primarily used in advertisements directed toward
         children throughout the campaign. It is the font used when writing the slogan
         “Get on Our Level.”, written in capitalization.

     •   Bebas Neue is a font used in headlines for parent advertisements. Its impact is
         similar to Dirty Ego, but has a cleaner readability.

     •   Abadi MT Condensed Light is the font chosen for the body copy in all
         advertisements. It also compliments both headline fonts.



10
LOGO LOGO                              SWATCHES

The updated logo helps           A rustic, burnt red and deep navy blue have
the organization look            been substituted for the former colors because
unified and makes their          it will appeal to an older crowd, and make youth
activities a little more         feel more sophisticated and responsible. A
intense.                         black swatch was added to the palate to make
                                 scouting seem tough, cool and more extreme.




BOY SCOUTS OF AMERICA                 C:0 M:0 Y:0 K:0         C:48 M:100 Y:100 K:21




                                  C:100 M:100 Y:44 K:38       C:100 M:100 Y:8 K:100

 BOY SCOUTS OF AMERICA

    STYLE ELEMENTS


•    When using a black background, the splatter brush in Adobe Illustrator can be
     used. The splatter marks are always white and at a 25% opticity.



                                                                                      P E A R L I N T E G R AT I O N S
FRONT COVER COPY                1              The goal of direct mail is to capture
         LEADERSHIP. Does your child
                 have what it takes?                     attention of households with boys ages
                                                       five to seventeen. This direct mail targets
             The righthand side has an
         opening to pull out the insert.
                                              2          not only the adults but also children by
     Once fully removed, the cardstock              having two unique elements. One element is
              springs open into a cube.
                                                  informational while the other is a pop-up box
       The back side interlocks the two       3                     to grab the child’s attention.
      flaps with a slit in the center. The
         Boy Scouts of America logo is
                       also in the center.

                                                                               5       CUBE SIDES: COPY
                 INSIDE HEADLINE              4                                        1. Get on our level. 2.
                Does your child enjoy                                               Can you shred this hard?
     snowboarding, white water rafting               that have encouraged                 3. Do you clear this
            or playing video games?                        them to become             much air? 4. Have you
                                                    motivated, responsible             survived a high ropes
                                     COPY         and dedicated members               course? 5. Outpaddle
           If you answered yes to any of              of society. Don’t miss            the toughest rapids?
        the above, sign your child up to           this opportunity to help
      become a Boy Scout of America.                   your child stand out
              Not only will he develop the        from the crowd. Sign up         WHERE IT WILL BE SENT
      good values and morals of a true                                today!     The direct mail piece will be
         leader, but he will build lifelong                                         sent to households in the
       friendships while participating in             To sign up online or        area with boys the ages of
      some of the most exciting indoor              learn more about the
          and outdoor activities around!
                                                                               five to seventeen. The mailer
                                                   Boy Scouts of America
                                                                               will only be sent to boys who
                                                             program visit
         For years, the Boy Scouts of                  www.scouting.org.
                                                                                 are not currrently in the Boy
     America have successfully taught                                                         Scout program.
     young men important life lessons




12
1                           2




    5




4                           3




        DIRECT MAIL
                P E A R L I N T E G R AT I O N S
1




         2

14
OUTDOOR ADVERTISING
Outdoor billboard advertising is an                                            GET ON OUR LEVEL.
effective method that could potentially                                        SIGN UP BELOW FOR MORE INFORMATION AND MEETING DATES:



leave lasting impressions on drivers and
passengers. Through clear and concise
messages and visually appealing
images, the billboards are designed to
take viewers into the moment as though
the activity is actually happening.                                       BOY SCOUTS OF AMERICA


                                                                 3
                                                                                      Facebook: Boy Scouts of America
                                                                                      @bsa100years                            VISIT US ONLINE AT   www.scouting.org.




1    The “Get on Our Level.”          LOCATION                                                          spent on outdoor billboard
     slogan not only refers to        • Outdoor billboards will be placed                               advertising.
     the extreme activities the          along southeastern Michigan                 •                  On average, drivers only view
     Boy Scouts participate in,          highways that experience heavy                                 each billboard for 2-4 seconds.
     but symbolizes how they             traffic on a daily basis. They will         •                  Billboard extensions can be
     achieve and attain different        attract the attention of drivers                               added from 5 to 5’6 feet on
     levels   throughout      the        and increase brand recognition                                 top, 2 feet on the side, and 1
     program.                            in the community.                                              foot on the bottom, depending
                                      • Poster advertisements will be                                   on local restrictions.
     Placing a life-like child           hung along the walls of local
2                                        public classrooms and hallways                                                 Posters    will   continue
     on the outer edge of the                                                                     3
     billboard initially will shock      encouraging students to sign up.                                               to follow the “Get on
     the viewer, engaging their                                                                                         Our Level.” slogan and
     attention. Afterward, stress     ADDITIONAL FACTS                                                                  style guide. Dates for
     is placed on the fact that       • The average size of a billboard                                                 informational meetings will
     the Boy Scouts of America           is 14 feet by 48 feet.                                                         be given and space will be
     are tougher than you think.      • In 2010 over $6.1 billion was                                                   provided for sign up.

                                                                                                                                                                       P E A R L I N T E G R AT I O N S
TELEVISION AD :30


     TV ADVERTISEMENT       VIDEO                                AUDIO

                        BOY GETTING                         SFX: SNOW
                        AIR OFF HALF                        SCRAPING / CAMERA
                        PIPE WHILE                          FOLLOWING HIM DOWN
                        CAMERA                              “SHREDDING”.
                        FOLLOWS HIM                         VOICE 1: Take it to the
                        DOWN.                               next level.
                                                            SNOWBOARDER
                                                            VOICE : Do you boost
                                                            this high?


                        GROUND                              SFX: LEAVES BREAKING
                        VIEW OF BOY                         TIRES TO A STOP
                        SLAMMING TO A                       DOWN A FOREST HILL
                        STOP DOWN A                         STOPPING.
                        FOREST HILL.                        VOICE: Can you handle
                                                            these trails?




                        FOUR BOYS IN                        SFX: FIRE CRACKING.
                        TEAMS OF TWO                        VOICE: (All together)
                        COMPETE TO                          Can you make fire?
                        BUILD A FIRE.
                        BOYS LOOK UP
                        AT CAMERA.




16
VIDEO                                            AUDIO

STRAIGHT VIEW                                   SFX: THE WATER.
OF A BOY ON                                     VOICE 1: Hooked yet?
DOCK WITH A
LAKE BEHIND
HIM. HE JUST
CAUGHT A HUGE
FISH.




BOYS COVERED                                    VOICE: Boy Scouts of
IN MUD.                                         America. Get on Our
                                                Level.




                                                                                    STORYBOARD
BOY SCOUTS OF                                   VOICE: More for
AMERICA LOGO.                                   information visit www.
                                                Scouting.org.




                        BOY SCOUTS OF AMERICA




 *   LOW UPBEAT DRUM RHYTHM IN THE BACKGROUND


                                                                         P E A R L I N T E G R AT I O N S
TELEVISION SPOT
                                        This TV ad shows young men engaging in
                                        extreme sports, not traditionally associated
                                        with Boy Scouts of America. The commercial
                                        illustrates a new image of a thrilling and
                                        vibrant organization. Shots and music are
                                        fast-paced, exciting and uses a tone that
                                        captivates viewers.




     ADDITIONAL FACTS

        •   97.8% of all American households have televisions
        •   Kids ages 6-11 spend about 28 hours a week in front of the TV
        •   71% of 8 to 18 year-olds have a TV in their bedroom
        •   In about 2/3 of households, the TV is “usually” on during meals
        •   In 51% of households, the TV is on “most” of the time
        •   Most children’s programming does not teach what parents say they want their
            children to learn




18
CURRENT PROBLEM                           CHANNELS TO AIR ON
It has become apparent, boys are leaving   Television stations that adults and
the program due to lack of acceptance      children both watch on a regular basis.
from peers, interest in other activities   The TV spot will run on the local ABC
and time constraints. This advertisement   and NBC affiliate stations as well as
was created to improve the perception      Nickelodeon and ESPN. These stations
of the Boy Scout program for youth.        reach our target market and perfectly
                                           pair with our upbeat TV spot.
  WHY IT WILL WORK
                                           our plan
                                            OUR PLAN
Based upon our research, we are
confident that this commercial will be     The commercial will run weekdays
successful in attracting members who       during afterschool hours and weekend
would otherwise opt for activities other   mornings. Our research has shown
than the Boy Scouts of America.            our target audiences tend to watch TV
                                           during these time periods.




                                                 EXPLANATION                         P E A R L I N T E G R AT I O N S
NON-TRADITIONAL
         WHY IT WILL WORK

     Part of our creative work includes
     preshow movie marketing because
     it connects with an attentive and
     captive audience. More than half of all
     theatergoers are in their seats during
     the preshow and with the right pre-                    U.S. MOVIEGOERS
     movie advertisement, the Boy Scouts of
     America can excite and influence boys                 SEE ABOUT 6 FILMS
     and their parents about signing up for
     the program.
                                                                    PER YEAR

     PREFLIX MOVIE FACTS

     •    Advertisements run before a captive audience, before all shows and 7 days per week

     •    100,000 movie patrons per month

     •    Each cinema runs 4 to 5 shows per day per auditorium
          Approximately: 2160 to 2700 shows per month

     •    Program begins 15 minutes prior to every show

     •    Advertisement length pricing is listed in 15 second ad spots

     •    26% of U.S. moviegoers are within the age of 2 to 17 (our target market)

     •    The average moviegoer (18-39 at 42%) sees approximately 6 movies a year

     •    Payment plans available

20
Preflix movie marketing was selected as part of our
advertising plan because it connects to an attentive and
captive audience. Nearly a third of all U.S. moviegoers are
within our target market. Since the average moviegoer sees
about six movies annually, the right preshow advertisement
has potential to excite children and parents about signing
up for the Boy Scouts of America program.



  45
                                       * MOVIEGOERS BY AGE GROUP
  40
                          42%
  35

  30

  25

  20       26%
  15                                     21%
  10

  5                                                    11%
  0
            2-17          18-39          40-59           60+

 2010 MOVIEGOERS: $222.7 MILLION | 2010 TOTAL ADMISSIONS: $1.3 BILLION

                                                                         P E A R L I N T E G R AT I O N S
RADIO AD
     The radio advertisements are testimonials that provide copy
     targeting Cub Scouts, Boy Scouts and adults that have
     participated in the program. The testimonials will capture the
     individual stories about what the program means personally.
     Expressing action and adventure will be the main objective
     which will be a a great representation for the potential that
     the Boy Scouts of America has to change lives.




      SUGGESTED STATIONS

            •   The top 8 morning and afternoon stations in the area
            •   Popular among children ages 5-15 and adults 30-50




22
RADIO ADVERTISEMENT 1                                     RADIO ADVERTISEMENT 2
00:15                                                     00:15

1. MUSIC: Light upbeat drum comes in at the               1. MUSIC: Light upbeat drum comes in at the
beginning.                                                beginning.

2. (FADE IN/FADE OUT)                                     2. (FADE IN/FADE OUT)

3. DR. GOLD: Hi, my name is Dr. Gold. I was and           3. JACK: Hi, I’m Jack.
always will be a member of Boy Scouts of America.
                                                          4. TOM: And I’m Tom.
4. DR. GOLD: Growing up, Boy Scouts of America
offered programs that made me want to help                5. JACK: Last week we went white water rafting and
people and enhance others lives. I knew I wanted to       saw the coolest waterfall.
be a doctor ever since I was handed a first-aid kit.
I couldn’t put it down. Boy Scouts of America gave        6. TOM: But then our raft got stuck and ripped.
me the skills and dedication that helped me through
medical school. If it wasn’t for Boy Scouts of America,   7. JACK: We stayed calm and used the skills we
I don’t know where I would be today. I save lives. I am   learned to fix it!
a scout. Get on my level.
                                                          8. TOM: When was the last time you had an adventure
5. MUSIC: Light music comes in at the end.                like that? We are Boy Scouts.

6. (FADE IN/FADE OUT)                                     9. JACK AND TOM: Get on our level.

7. ANNCR: For more information on Boy Scouts of           10. MUSIC: Light music comes in at the end
America visit www.scouting.org.
                                                          11. (FADE IN/FADE OUT)

                                                          10. ANNCR: For more information on Boy Scouts of
                                                          America visit www.scouting.org.




                                                                                                    P E A R L I N T E G R AT I O N S
SOCIAL MEDIA
          FACEBOOK                        advertisement. This differs from
                                          Facebook because it serves as a
     “Share Your Story”                   way to market via YouTube and
     As an extension of the radio ads,    there will be a contest once a
     Scouts are able to post their        month for a story to be featured
     personal stories to hopefully be     on the main website.
     chosen for the next radio ad.
     Scouts can continually post their    Monthly Troop Takeover
     stories and every two months         A different troop takes over
     the Boy Scouts will choose one       all social media each month
     new story to run.                    by posting videos about their
                                          troops as a whole, their projects
     Weekly Post                          and activities. Members are able
     The post will contain information    to share why they love the Boy
     regarding Boy Scouts along           Scouts and what the Boy Scouts
     with specific troops community       has taught them.
     service projects. There also
     will be posts about the new          Personal YouTube Page
     advertisement campaign.              Each troop has their own
                                          YouTube page that feeds into the
     Monthly Troop Takeover               Boy Scout main YouTube page.
     Each month a troop will be
     selected to post about what                 TWITTER
     their troop is doing. The specific
     individuals within the troops can    Weekly Tweets
     discuss projects, fundraisers        Tweets will inform followers
     and new activities. This engages     of new activities, projects and
     the current members as well as       valuable information about the
     informing perspective members        Boy Scouts.
     on each troop.
                                                 Boy Scouts of America
           YOUTUBE
                                                 @boyscouts
     “Share Your Story”
     Also an extension of the radio              bsa100years


24
Social media is the newest form of interactive advertising
reaching a wide variety of individuals. This tool is free and
extremely easy to use when properly managed. The Internet,
being a primary source of communication and entertainment
for our youth, gives us a fresh, inexpensive and convenient
path to reach our target market.




                                                                P E A R L I N T E G R AT I O N S
1    DISCOUNT PROGRAM               POSSIBLE SPONSORS
                                                                     an exciting game with their friends, but
                                                                     also fans will learn about the Boy Scouts
     Work with local museums          •    Henry Ford Museum /       program and how they can potentially
                                           Greenfield Village
     and/or sporting venues to        •    Grand Rapid Children’s    get involved.
     create a discount program.            Museum
     The program gives family         •    DeVos Centers              3     LUNCH TRAY LINERS
     members of the Boy Scout         •    Van Andel Arena
     program memberships or                                          Boy Scouts of America will provide
     tickets at a discounted price.                                  lunch tray liners to schools in advance
     These discounts are all           2    WHITECAPS SPONSOR        to promote the scheduled visit at the
     given at venues that support                                    beginning of the school year. The liners
     the active and educational       Sponsoring a West Michigan     will include information about the school
     lifestyle which the Boy Scout    Whitecaps game will be         visit and how to sign up.
     program supports.                beneficial to the Boy Scouts
                                      of America program. Not only          TRAY LINER ELEMENTS
                                      will members get to watch       •   Energetic Colors   •   Games
                                                                      •   Sign Up Dates      •   Pictures



                                                                      4 STICKERS / SILICONE WRISTBANDS
     Promotions for Boy Scouts of America                            Stickers and wristbands will be
     will involve potential Boy Scouts and the                       distributed to students during school
                                                                     visits. They will be used to supplement
     community. By involving the public in the plan,                 informational papers and excite
     it will not only increase the number of boys                    students. Stickers can be placed on their
                                                                     notebooks or t-shirts and wristbands can
     interested in the programs but will also give                   be worn, increasing brand recognition.
                                                                     Details about information night will be
     the Boy Scouts of America a more positive                       printed on the stickers.
     image.




26
2      1




    3


4




        PROMOTIONS
                P E A R L I N T E G R AT I O N S
Public Relations can strengthen an
     organization during positive and negative
     times. It is vital for the Boy Scouts of America
     to have a strong presence in the community
     to shed a positive light about themselves.
     Strong relationships with local media outlets
     is a great tool to provide free advertising.


28
PUBLIC RELATIONS
PRESS RELEASE




FOR IMMEDIATE RELEASE                                                     CONTACT: Taylor Smith
May 12, 2012                                                                     231-838-0462
                                                                            smit1411@msu.edu

                                 NEWS RELEASE
             The Boy Scouts to Host Local “Mud Run”
Local Boy Scout Troops will be organizing the race as part of their new
campaign, “Get on Our Level.”
East Lansing, Michigan, The Boy Scouts of America, region 11 troops, will be hosting local
mud run races in the area during the coming weeks and into July, 2012. The scouts will be helping
with set up, sign up and flow of all contestants as well as clean up.
Different troops will be cheering competitors on with water along the way as part of the new Boy
Scout campaign, “Get on Our Level.” There will be a booth at each event for competitors and their
families to get more information about the organization and hopefully sign up for any level of boy
scouts.
        The new campaign is encouraging young men to step their game up in school, family,
social and physical aspects of their life.

For more information on the Mud Run or the Boy Scouts of America call Taylor Smith at 231-
838-0462 or visit http://www.scouting.org/ to find your local boy scout troops.

                                              ####

                                                                                          P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign
The Boyscouts of America Campaign
CALENDAR                      JAN      FEB      MAR       APR      MAY           JUN




                  RADIO

                              * * * * *
              OUTDOOR ADS

                              * * * * * *
               SOCIAL MEDIA

                              * * * * * *
               PROMOTION



                   TV
                                        *
                MOVIE ADS

                              *         *
                    PR

                              * * * * * *
               DIRECT MAIL

                                    * * *
           Outlined is our flighting schedule. Each anticipated element of our
           campaign will have particular months when it will be prevalent.

 30
JUL    AUG   SEP   OCT   NOV   DEC




             *     * *
* *          *     * * *
* *          *     * * *
* *          *
  *   * *    *
*       * *
* * * * * *

      2012 PERSPECTIVE YEAR          P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign
The Boyscouts of America Campaign
CONCLUSION
     We believe this information will be valuable to you and
     your organization and we appreciate your consideration.
     The “Get on Our Level.” campaign will be a way to target
     new audience members while continuing to improve the Boy
     Scouts of America image. Please refer to our Appendix for
     further research along with our contact information for further
     questions.

     Thank you for your time,

     Pearl Integrations




32
P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign
The Boyscouts of America Campaign
RESEARCH
                      FINDINGS

                SURVEY QUESTIONS
                1. Has your son ever participated in Boy Scouts? If so, what
                level did he reach and/or why did he quit?
                2. Does your child attend summer camp? If so, what type?
                3. What are your first impressions of the Boy Scout
                program?
                4. Do you feel the program is racist?
                5. What values do you try to instill in your child at a young
                age?
                6. Would you prefer signing your child up for Boy Scouts or
                a sport, and why?
                7. Do you find basic survival skills or technology skills more
                useful?
                8. Is there any sort of stereotype you associate the Boy
                Scouts with?
                9. What is your husband’s career/ your career?
                10. Do you currently reside in a big city or small city?
                11. Do your children go to a public or private school? Is it
                religious or not?
                12. What are some of your son’s interests?
                13. Has any news/media influenced your thoughts about the
                Boy Scouts of America?
                14. How often does your family sit down for dinner
                together?
                15. How old is your son?
                16. What time of day does your child watch the most TV?
                Please include any other thoughts, comments or concerns
                about the Boy Scouts of America:

                  CREATIVE WORK

                NON-TRADITIONAL ADVERTISING
                • On average, more than 62% of theatergoers are in their
                  seats during the preshow


34
•   UniqueScreen Media represents 2,800 screens in 35
    states and over 325 individual theater locations
•   74% of Americans attend movies
•   Cinema attendance is up 20% over 2008
•   Audiences arrived at the theater an average of 24
    minutes early
•   122 million movie tickets are sold each month in the
    United States
•   27% of audience are in their seats 15 to 20 minutes prior
    to the advertised showtime
•   48% of audience are in their seats 10 to 15 minutes prior
    to the advertised showtime
•   74% of audience are in their seats 5 to 10 minutes prior
    to the advertised showtime
•   99% of audience are in their seats 0 to 5 minutes prior to
    the advertised showtime

SCREEN LOCATIONS
• Alma: 6 Screens
• Benton Harbor: 14 Screens
• Coldwater: 7 Screens
• Grand Rapids: 47 Screens
• Grandville: 27 Screens
• Hillsdale: 7 Screens
• Lansing: 39 Screens
• Muskegon: 16 Screens
• Owoso: 7 Screens
• Portage: 15 Screens

PROMOTIONS
• In 2010, the Boy Scouts of the Dallas/Fort Worth area
  set up a similar discount and special promotions plan.
• Participants included The Texas Motorplex, Cowboy
  Stadium, Pizza Hut Park and the Museum of Nature and
  Science



                                                                 P E A R L I N T E G R AT I O N S
SOURCES       PHOTOGRAPHS
               www.flickr.com
               •   NightLights:       •   Sdfriend
               •   asm024             •   gerlos
               •   Basheertome        •   EricMagnuson
               •   Medhi              •   Dr. Nomad
               •   Ian Hayhurst       •   Bma4573
               •   Doonvas            •   Radio Rover
               •   Doug Greenberg •       Richtpt
               •   Xavier Donat       •   J Patz
               •   Julian-            •   Nhuisman
               •   Alfred Hermida
               •   Phaith Fotos
               •   frankjuarez
               •   red.dahlia
               •   VivaAntarctica
               •   John Steven
                   Fernandez
               •   Idea dude
               •   Balise42
               •   Adewale_oshineye
               •   VancityAllie
               •   candiceecidec
               •   e-magic
               •   See-ming Lee
               •   Official U.S. Navy
                   Imagery
               •   Jennuine Captures
               •   Ed Yourdone
               •   The U.S. Army
               •   megankhines
               •   kbaird
               •   joeldinda
               •   Micha Taylor
               •   Matt biddulph
               •   gredaline
               •   GoodNCrazy

36
INFORMATIONAL SOURCES

www.scouting.org

OUTDOOR ADVERTISING
www.oaaa.org

SOCIAL MEDIA
www.facebook.com
www.youtube.com
www.twitter.com

NON-TRADITIONAL
Thom Stephens
Account Executive
UniqueScreen Media, a Cinedigm Company
tstephens@preflixsales.com

TELEVISION
www.med.umich.edu
      >>Your Child
      >>Topics
      >>A Guide to Information & Support for Parents
www.nationmaster.com
      >>U.S.
      >>Med-Media
www.uis.unesco.org

PROMOTIONS
www.examiner.com
     >>Culture Events in Dallas
     >>Boy Scout of America Discounts & Special Promotions




                                                             P E A R L I N T E G R AT I O N S
The Boyscouts of America Campaign

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The Boyscouts of America Campaign

  • 4. TABLE OF CONTENTS GETTING STARTED Table of Contents 1 Who We Are 2 Memorandum 3 FINDINGS Situation Analysis 4-5 S.W.O.T. Analysis 6-7 CREATIVE WORK Creative Brief 8-9 Style Guide 10-11 Direct Mail 12-13 Outdoor Advertising 14-15 TV Spot 16-19 Non-Traditional Media 20-21 Radio Advertising 22-23 Social Media 24-25 Promotions 26-27 Public Relations 28-29 MEDIA PLAN Calendar 30-31 CLOSING Conclusion 32-33 APPENDIX Research 34-35 Sources 36-37 P E A R L I N T E G R AT I O N S
  • 5. ACCOUNT EXECUTIVE WHO WE ARE ACCOUNT COORDINATOR Lauren Kerwin Katie Dingersen Lauren is a senior at Michigan State Katie is a senior at Michigan State University University pursuing a degree in Advertising. pursuing a degree in Advertising. Katie is a Lauren is an active member of Alpha Phi member of Kappa Kappa Gamma sorority. sorority and Michigan State Hillel. Her Her internships include Geoffrey Weill and internships include Marie Claire Magazine, Associates, a travel public relations firm Ambassador Magazine and Ignition Media in New York, where she was very involved Group. While at her internships, Lauren in creating media campaigns for specific worked mostly on social media, event accounts. planning and administrative duties. ACCOUNT MANAGER PRODUCTION MANAGER Taylor Smith Marla Sternberg Taylor is a senior at Michigan State Marla is a senior at Michigan State University University pursuing a degree in Advertising pursuing a degree in Communication with a with a specialization in Public Relations. specialization in Public Relations. She has Taylor is a member of PRSSA and Sigma worked for public relations agency’s Truscott Kappa sorority. Taylor worked for McDonald Rossman and Behrman Communications, Garber Broadcasting where she was very and Yad Ezra Food Pantry, where she was involved with promotional activities and involved in media relations, social media sucessful with finding co-op activities.She and copy writing. is interested in sales, public relations and fashion marketing. CREATIVE DIRECTOR Jordan Smietana COPY EDITOR As a senior at Michigan State University, Kate Norris Jordan Smietana is pursuing her Bachelor Kate is a senior at Michigan State University of Arts degree in Creative Advertising. She pursuing a degree in Advertising with a was selected to be a part of the Intense specialization in Public Relations. She was Portfolio Workshop at Michigan State for an advertising intern at Good Fruit Video the summer of 2011. Jordan has interned and took on a leadership role in the Gamma for Know Advertising where she worked as Phi Beta sorority. an Assistant Art Director and Luftig Warren where she focused on marketing. 2
  • 6. Boy Scouts of America, We at Pearl Integrations would like to thank you for giving us the opportunity to share our work and enlighten you on our findings. As a team, we enjoyed learning about your organization and how it has progressed over time. This program teaches men of all ages how to become responsible, self-sufficient, and respectable members of their communities. MEMORANDUM We hope that our research will be valuable to your organization and help you with future marketing efforts. Best, Pearl Integrations Lauren Kerwin Marla Sternberg Jordan Smietana Taylor Smith Katie Dingersen Kate Norris P E A R L I N T E G R AT I O N S
  • 9. SITUATION ANALYSIS CLIENT HISTORY The Boy Scouts of America organization was founded in 1910. There are four programs available for youth to participate in: Cub Scouts, Boy Scouts, Venturer Scouts, and Explorers/LFL. MAIN CHARACTERISTICS MAIN CHARACTERISTICS Value-based organization that works to teach youth to be responsible, conscientious and productive members of society. KEY CHALLENGES KEY CHALLENGES Attract and retain school-aged boys interested in the Scouting program. Get the message out to prospective members. Limited funds available for advertising and promotional events. BARRIERS TO OVERCOME BARRIERS TO OVERCOME The “uncool” status, lack of volunteers, competition from other programs, uninformed audiences and a faith-based institution. IDEAS OF EXPANSION Boost, strengthen and raise membership numbers through more effective advertising strategies, community involvement and increased access to schools. 4
  • 10. FUTURE GOALS FUTURE GOALS Increase Area 2 membership to 140,000 Scouts within the next five years. VISION VISION Reverse the declining trend of Boy Scout membership through innovative advertising and marketing tactics. COMPETITION COMPETITION Other extracurricular school activities and sports programs that attract school-aged youth and religious organizations. TARGET TARGET Adults, school-aged youth and community members. P E A R L I N T E G R AT I O N S
  • 11. * FAVORABLE STRENGTHS INTERNAL • Nationally recognized organization that delivers lifelong skills • Instills tradition, survival skills, team work and an active lifestyle • Greater high school and college graduation rate • Wide variety of activities • Environmentally friendly organization • Strong local presence OPPORTUNITIES EXTERNAL • Target kids and parents differently • Promote and grow the Venture Club • Reach out to uninformed individuals in new geographic areas, specifically influential community members • Bring together different regions to give participants the opportunity to meet a more diverse group of friends 6
  • 12. S.W.O.T. ANALYSIS WEAKNESSES UNFAVORABLE * • Insufficient information and advertising provided to INTERNAL parents and children • Traditionally directed toward Christian caucasians • Handbook promotes traditional gender roles • Cost of Boy Scouts program is not advertised effectively THREATS EXTERNAL • Bad public image due to corrupt individuals in organization • Lack of interest due to gaming and social media • Broad range of after school activities available • Uninformed individuals P E A R L I N T E G R AT I O N S
  • 15. CREATIVE BRIEF MAIN OBJECTIVE FOR ADVERTISING Increase participation in the Boy Scouts program by changing negative perceptions while continuing to motivate Scouts and volunteers to stay active in the program. TARGET MARKET Adults, school-aged youth and community members. TONE Child and parent friendly; thrilling yet direct. MANDATORIES Maintain core values and always include the website in advertisements. 8
  • 16. COMPETITORS The Boy Scouts are faced with competition such as youth athletic programs, religious organizations and after school programs. PROBLEM AND OPPORTUNITY Our technology driven society creates more Current problems have been maintaining alternative activities for children. membership because of limited knowledge and changes in member interest as they mature under peer pressure. Current opportunities for the Boy Scouts are to maintain membership, increase target market and attract committed volunteers. NET TAKEAWAY The Boy Scouts has been and will always be a traditional, service based organization. Scouts should take away lifelong skills that will help them become strong members in their societies. P E A R L I N T E G R AT I O N S
  • 17. STYLE GUIDE It is important for the Boy Scouts of America to follow a style guide because it will unify the look of the campaign. FONTS DIRTY EGO BEBAS NEUE Abadi MT Condensed Light • Dirty Ego is a headline font primarily used in advertisements directed toward children throughout the campaign. It is the font used when writing the slogan “Get on Our Level.”, written in capitalization. • Bebas Neue is a font used in headlines for parent advertisements. Its impact is similar to Dirty Ego, but has a cleaner readability. • Abadi MT Condensed Light is the font chosen for the body copy in all advertisements. It also compliments both headline fonts. 10
  • 18. LOGO LOGO SWATCHES The updated logo helps A rustic, burnt red and deep navy blue have the organization look been substituted for the former colors because unified and makes their it will appeal to an older crowd, and make youth activities a little more feel more sophisticated and responsible. A intense. black swatch was added to the palate to make scouting seem tough, cool and more extreme. BOY SCOUTS OF AMERICA C:0 M:0 Y:0 K:0 C:48 M:100 Y:100 K:21 C:100 M:100 Y:44 K:38 C:100 M:100 Y:8 K:100 BOY SCOUTS OF AMERICA STYLE ELEMENTS • When using a black background, the splatter brush in Adobe Illustrator can be used. The splatter marks are always white and at a 25% opticity. P E A R L I N T E G R AT I O N S
  • 19. FRONT COVER COPY 1 The goal of direct mail is to capture LEADERSHIP. Does your child have what it takes? attention of households with boys ages five to seventeen. This direct mail targets The righthand side has an opening to pull out the insert. 2 not only the adults but also children by Once fully removed, the cardstock having two unique elements. One element is springs open into a cube. informational while the other is a pop-up box The back side interlocks the two 3 to grab the child’s attention. flaps with a slit in the center. The Boy Scouts of America logo is also in the center. 5 CUBE SIDES: COPY INSIDE HEADLINE 4 1. Get on our level. 2. Does your child enjoy Can you shred this hard? snowboarding, white water rafting that have encouraged 3. Do you clear this or playing video games? them to become much air? 4. Have you motivated, responsible survived a high ropes COPY and dedicated members course? 5. Outpaddle If you answered yes to any of of society. Don’t miss the toughest rapids? the above, sign your child up to this opportunity to help become a Boy Scout of America. your child stand out Not only will he develop the from the crowd. Sign up WHERE IT WILL BE SENT good values and morals of a true today! The direct mail piece will be leader, but he will build lifelong sent to households in the friendships while participating in To sign up online or area with boys the ages of some of the most exciting indoor learn more about the and outdoor activities around! five to seventeen. The mailer Boy Scouts of America will only be sent to boys who program visit For years, the Boy Scouts of www.scouting.org. are not currrently in the Boy America have successfully taught Scout program. young men important life lessons 12
  • 20. 1 2 5 4 3 DIRECT MAIL P E A R L I N T E G R AT I O N S
  • 21. 1 2 14
  • 22. OUTDOOR ADVERTISING Outdoor billboard advertising is an GET ON OUR LEVEL. effective method that could potentially SIGN UP BELOW FOR MORE INFORMATION AND MEETING DATES: leave lasting impressions on drivers and passengers. Through clear and concise messages and visually appealing images, the billboards are designed to take viewers into the moment as though the activity is actually happening. BOY SCOUTS OF AMERICA 3 Facebook: Boy Scouts of America @bsa100years VISIT US ONLINE AT www.scouting.org. 1 The “Get on Our Level.” LOCATION spent on outdoor billboard slogan not only refers to • Outdoor billboards will be placed advertising. the extreme activities the along southeastern Michigan • On average, drivers only view Boy Scouts participate in, highways that experience heavy each billboard for 2-4 seconds. but symbolizes how they traffic on a daily basis. They will • Billboard extensions can be achieve and attain different attract the attention of drivers added from 5 to 5’6 feet on levels throughout the and increase brand recognition top, 2 feet on the side, and 1 program. in the community. foot on the bottom, depending • Poster advertisements will be on local restrictions. Placing a life-like child hung along the walls of local 2 public classrooms and hallways Posters will continue on the outer edge of the 3 billboard initially will shock encouraging students to sign up. to follow the “Get on the viewer, engaging their Our Level.” slogan and attention. Afterward, stress ADDITIONAL FACTS style guide. Dates for is placed on the fact that • The average size of a billboard informational meetings will the Boy Scouts of America is 14 feet by 48 feet. be given and space will be are tougher than you think. • In 2010 over $6.1 billion was provided for sign up. P E A R L I N T E G R AT I O N S
  • 23. TELEVISION AD :30 TV ADVERTISEMENT VIDEO AUDIO BOY GETTING SFX: SNOW AIR OFF HALF SCRAPING / CAMERA PIPE WHILE FOLLOWING HIM DOWN CAMERA “SHREDDING”. FOLLOWS HIM VOICE 1: Take it to the DOWN. next level. SNOWBOARDER VOICE : Do you boost this high? GROUND SFX: LEAVES BREAKING VIEW OF BOY TIRES TO A STOP SLAMMING TO A DOWN A FOREST HILL STOP DOWN A STOPPING. FOREST HILL. VOICE: Can you handle these trails? FOUR BOYS IN SFX: FIRE CRACKING. TEAMS OF TWO VOICE: (All together) COMPETE TO Can you make fire? BUILD A FIRE. BOYS LOOK UP AT CAMERA. 16
  • 24. VIDEO AUDIO STRAIGHT VIEW SFX: THE WATER. OF A BOY ON VOICE 1: Hooked yet? DOCK WITH A LAKE BEHIND HIM. HE JUST CAUGHT A HUGE FISH. BOYS COVERED VOICE: Boy Scouts of IN MUD. America. Get on Our Level. STORYBOARD BOY SCOUTS OF VOICE: More for AMERICA LOGO. information visit www. Scouting.org. BOY SCOUTS OF AMERICA * LOW UPBEAT DRUM RHYTHM IN THE BACKGROUND P E A R L I N T E G R AT I O N S
  • 25. TELEVISION SPOT This TV ad shows young men engaging in extreme sports, not traditionally associated with Boy Scouts of America. The commercial illustrates a new image of a thrilling and vibrant organization. Shots and music are fast-paced, exciting and uses a tone that captivates viewers. ADDITIONAL FACTS • 97.8% of all American households have televisions • Kids ages 6-11 spend about 28 hours a week in front of the TV • 71% of 8 to 18 year-olds have a TV in their bedroom • In about 2/3 of households, the TV is “usually” on during meals • In 51% of households, the TV is on “most” of the time • Most children’s programming does not teach what parents say they want their children to learn 18
  • 26. CURRENT PROBLEM CHANNELS TO AIR ON It has become apparent, boys are leaving Television stations that adults and the program due to lack of acceptance children both watch on a regular basis. from peers, interest in other activities The TV spot will run on the local ABC and time constraints. This advertisement and NBC affiliate stations as well as was created to improve the perception Nickelodeon and ESPN. These stations of the Boy Scout program for youth. reach our target market and perfectly pair with our upbeat TV spot. WHY IT WILL WORK our plan OUR PLAN Based upon our research, we are confident that this commercial will be The commercial will run weekdays successful in attracting members who during afterschool hours and weekend would otherwise opt for activities other mornings. Our research has shown than the Boy Scouts of America. our target audiences tend to watch TV during these time periods. EXPLANATION P E A R L I N T E G R AT I O N S
  • 27. NON-TRADITIONAL WHY IT WILL WORK Part of our creative work includes preshow movie marketing because it connects with an attentive and captive audience. More than half of all theatergoers are in their seats during the preshow and with the right pre- U.S. MOVIEGOERS movie advertisement, the Boy Scouts of America can excite and influence boys SEE ABOUT 6 FILMS and their parents about signing up for the program. PER YEAR PREFLIX MOVIE FACTS • Advertisements run before a captive audience, before all shows and 7 days per week • 100,000 movie patrons per month • Each cinema runs 4 to 5 shows per day per auditorium Approximately: 2160 to 2700 shows per month • Program begins 15 minutes prior to every show • Advertisement length pricing is listed in 15 second ad spots • 26% of U.S. moviegoers are within the age of 2 to 17 (our target market) • The average moviegoer (18-39 at 42%) sees approximately 6 movies a year • Payment plans available 20
  • 28. Preflix movie marketing was selected as part of our advertising plan because it connects to an attentive and captive audience. Nearly a third of all U.S. moviegoers are within our target market. Since the average moviegoer sees about six movies annually, the right preshow advertisement has potential to excite children and parents about signing up for the Boy Scouts of America program. 45 * MOVIEGOERS BY AGE GROUP 40 42% 35 30 25 20 26% 15 21% 10 5 11% 0 2-17 18-39 40-59 60+ 2010 MOVIEGOERS: $222.7 MILLION | 2010 TOTAL ADMISSIONS: $1.3 BILLION P E A R L I N T E G R AT I O N S
  • 29. RADIO AD The radio advertisements are testimonials that provide copy targeting Cub Scouts, Boy Scouts and adults that have participated in the program. The testimonials will capture the individual stories about what the program means personally. Expressing action and adventure will be the main objective which will be a a great representation for the potential that the Boy Scouts of America has to change lives. SUGGESTED STATIONS • The top 8 morning and afternoon stations in the area • Popular among children ages 5-15 and adults 30-50 22
  • 30. RADIO ADVERTISEMENT 1 RADIO ADVERTISEMENT 2 00:15 00:15 1. MUSIC: Light upbeat drum comes in at the 1. MUSIC: Light upbeat drum comes in at the beginning. beginning. 2. (FADE IN/FADE OUT) 2. (FADE IN/FADE OUT) 3. DR. GOLD: Hi, my name is Dr. Gold. I was and 3. JACK: Hi, I’m Jack. always will be a member of Boy Scouts of America. 4. TOM: And I’m Tom. 4. DR. GOLD: Growing up, Boy Scouts of America offered programs that made me want to help 5. JACK: Last week we went white water rafting and people and enhance others lives. I knew I wanted to saw the coolest waterfall. be a doctor ever since I was handed a first-aid kit. I couldn’t put it down. Boy Scouts of America gave 6. TOM: But then our raft got stuck and ripped. me the skills and dedication that helped me through medical school. If it wasn’t for Boy Scouts of America, 7. JACK: We stayed calm and used the skills we I don’t know where I would be today. I save lives. I am learned to fix it! a scout. Get on my level. 8. TOM: When was the last time you had an adventure 5. MUSIC: Light music comes in at the end. like that? We are Boy Scouts. 6. (FADE IN/FADE OUT) 9. JACK AND TOM: Get on our level. 7. ANNCR: For more information on Boy Scouts of 10. MUSIC: Light music comes in at the end America visit www.scouting.org. 11. (FADE IN/FADE OUT) 10. ANNCR: For more information on Boy Scouts of America visit www.scouting.org. P E A R L I N T E G R AT I O N S
  • 31. SOCIAL MEDIA FACEBOOK advertisement. This differs from Facebook because it serves as a “Share Your Story” way to market via YouTube and As an extension of the radio ads, there will be a contest once a Scouts are able to post their month for a story to be featured personal stories to hopefully be on the main website. chosen for the next radio ad. Scouts can continually post their Monthly Troop Takeover stories and every two months A different troop takes over the Boy Scouts will choose one all social media each month new story to run. by posting videos about their troops as a whole, their projects Weekly Post and activities. Members are able The post will contain information to share why they love the Boy regarding Boy Scouts along Scouts and what the Boy Scouts with specific troops community has taught them. service projects. There also will be posts about the new Personal YouTube Page advertisement campaign. Each troop has their own YouTube page that feeds into the Monthly Troop Takeover Boy Scout main YouTube page. Each month a troop will be selected to post about what TWITTER their troop is doing. The specific individuals within the troops can Weekly Tweets discuss projects, fundraisers Tweets will inform followers and new activities. This engages of new activities, projects and the current members as well as valuable information about the informing perspective members Boy Scouts. on each troop. Boy Scouts of America YOUTUBE @boyscouts “Share Your Story” Also an extension of the radio bsa100years 24
  • 32. Social media is the newest form of interactive advertising reaching a wide variety of individuals. This tool is free and extremely easy to use when properly managed. The Internet, being a primary source of communication and entertainment for our youth, gives us a fresh, inexpensive and convenient path to reach our target market. P E A R L I N T E G R AT I O N S
  • 33. 1 DISCOUNT PROGRAM POSSIBLE SPONSORS an exciting game with their friends, but also fans will learn about the Boy Scouts Work with local museums • Henry Ford Museum / program and how they can potentially Greenfield Village and/or sporting venues to • Grand Rapid Children’s get involved. create a discount program. Museum The program gives family • DeVos Centers 3 LUNCH TRAY LINERS members of the Boy Scout • Van Andel Arena program memberships or Boy Scouts of America will provide tickets at a discounted price. lunch tray liners to schools in advance These discounts are all 2 WHITECAPS SPONSOR to promote the scheduled visit at the given at venues that support beginning of the school year. The liners the active and educational Sponsoring a West Michigan will include information about the school lifestyle which the Boy Scout Whitecaps game will be visit and how to sign up. program supports. beneficial to the Boy Scouts of America program. Not only TRAY LINER ELEMENTS will members get to watch • Energetic Colors • Games • Sign Up Dates • Pictures 4 STICKERS / SILICONE WRISTBANDS Promotions for Boy Scouts of America Stickers and wristbands will be will involve potential Boy Scouts and the distributed to students during school visits. They will be used to supplement community. By involving the public in the plan, informational papers and excite it will not only increase the number of boys students. Stickers can be placed on their notebooks or t-shirts and wristbands can interested in the programs but will also give be worn, increasing brand recognition. Details about information night will be the Boy Scouts of America a more positive printed on the stickers. image. 26
  • 34. 2 1 3 4 PROMOTIONS P E A R L I N T E G R AT I O N S
  • 35. Public Relations can strengthen an organization during positive and negative times. It is vital for the Boy Scouts of America to have a strong presence in the community to shed a positive light about themselves. Strong relationships with local media outlets is a great tool to provide free advertising. 28
  • 36. PUBLIC RELATIONS PRESS RELEASE FOR IMMEDIATE RELEASE CONTACT: Taylor Smith May 12, 2012 231-838-0462 smit1411@msu.edu NEWS RELEASE The Boy Scouts to Host Local “Mud Run” Local Boy Scout Troops will be organizing the race as part of their new campaign, “Get on Our Level.” East Lansing, Michigan, The Boy Scouts of America, region 11 troops, will be hosting local mud run races in the area during the coming weeks and into July, 2012. The scouts will be helping with set up, sign up and flow of all contestants as well as clean up. Different troops will be cheering competitors on with water along the way as part of the new Boy Scout campaign, “Get on Our Level.” There will be a booth at each event for competitors and their families to get more information about the organization and hopefully sign up for any level of boy scouts. The new campaign is encouraging young men to step their game up in school, family, social and physical aspects of their life. For more information on the Mud Run or the Boy Scouts of America call Taylor Smith at 231- 838-0462 or visit http://www.scouting.org/ to find your local boy scout troops. #### P E A R L I N T E G R AT I O N S
  • 39. CALENDAR JAN FEB MAR APR MAY JUN RADIO * * * * * OUTDOOR ADS * * * * * * SOCIAL MEDIA * * * * * * PROMOTION TV * MOVIE ADS * * PR * * * * * * DIRECT MAIL * * * Outlined is our flighting schedule. Each anticipated element of our campaign will have particular months when it will be prevalent. 30
  • 40. JUL AUG SEP OCT NOV DEC * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 2012 PERSPECTIVE YEAR P E A R L I N T E G R AT I O N S
  • 43. CONCLUSION We believe this information will be valuable to you and your organization and we appreciate your consideration. The “Get on Our Level.” campaign will be a way to target new audience members while continuing to improve the Boy Scouts of America image. Please refer to our Appendix for further research along with our contact information for further questions. Thank you for your time, Pearl Integrations 32
  • 44. P E A R L I N T E G R AT I O N S
  • 47. RESEARCH FINDINGS SURVEY QUESTIONS 1. Has your son ever participated in Boy Scouts? If so, what level did he reach and/or why did he quit? 2. Does your child attend summer camp? If so, what type? 3. What are your first impressions of the Boy Scout program? 4. Do you feel the program is racist? 5. What values do you try to instill in your child at a young age? 6. Would you prefer signing your child up for Boy Scouts or a sport, and why? 7. Do you find basic survival skills or technology skills more useful? 8. Is there any sort of stereotype you associate the Boy Scouts with? 9. What is your husband’s career/ your career? 10. Do you currently reside in a big city or small city? 11. Do your children go to a public or private school? Is it religious or not? 12. What are some of your son’s interests? 13. Has any news/media influenced your thoughts about the Boy Scouts of America? 14. How often does your family sit down for dinner together? 15. How old is your son? 16. What time of day does your child watch the most TV? Please include any other thoughts, comments or concerns about the Boy Scouts of America: CREATIVE WORK NON-TRADITIONAL ADVERTISING • On average, more than 62% of theatergoers are in their seats during the preshow 34
  • 48. UniqueScreen Media represents 2,800 screens in 35 states and over 325 individual theater locations • 74% of Americans attend movies • Cinema attendance is up 20% over 2008 • Audiences arrived at the theater an average of 24 minutes early • 122 million movie tickets are sold each month in the United States • 27% of audience are in their seats 15 to 20 minutes prior to the advertised showtime • 48% of audience are in their seats 10 to 15 minutes prior to the advertised showtime • 74% of audience are in their seats 5 to 10 minutes prior to the advertised showtime • 99% of audience are in their seats 0 to 5 minutes prior to the advertised showtime SCREEN LOCATIONS • Alma: 6 Screens • Benton Harbor: 14 Screens • Coldwater: 7 Screens • Grand Rapids: 47 Screens • Grandville: 27 Screens • Hillsdale: 7 Screens • Lansing: 39 Screens • Muskegon: 16 Screens • Owoso: 7 Screens • Portage: 15 Screens PROMOTIONS • In 2010, the Boy Scouts of the Dallas/Fort Worth area set up a similar discount and special promotions plan. • Participants included The Texas Motorplex, Cowboy Stadium, Pizza Hut Park and the Museum of Nature and Science P E A R L I N T E G R AT I O N S
  • 49. SOURCES PHOTOGRAPHS www.flickr.com • NightLights: • Sdfriend • asm024 • gerlos • Basheertome • EricMagnuson • Medhi • Dr. Nomad • Ian Hayhurst • Bma4573 • Doonvas • Radio Rover • Doug Greenberg • Richtpt • Xavier Donat • J Patz • Julian- • Nhuisman • Alfred Hermida • Phaith Fotos • frankjuarez • red.dahlia • VivaAntarctica • John Steven Fernandez • Idea dude • Balise42 • Adewale_oshineye • VancityAllie • candiceecidec • e-magic • See-ming Lee • Official U.S. Navy Imagery • Jennuine Captures • Ed Yourdone • The U.S. Army • megankhines • kbaird • joeldinda • Micha Taylor • Matt biddulph • gredaline • GoodNCrazy 36
  • 50. INFORMATIONAL SOURCES www.scouting.org OUTDOOR ADVERTISING www.oaaa.org SOCIAL MEDIA www.facebook.com www.youtube.com www.twitter.com NON-TRADITIONAL Thom Stephens Account Executive UniqueScreen Media, a Cinedigm Company tstephens@preflixsales.com TELEVISION www.med.umich.edu >>Your Child >>Topics >>A Guide to Information & Support for Parents www.nationmaster.com >>U.S. >>Med-Media www.uis.unesco.org PROMOTIONS www.examiner.com >>Culture Events in Dallas >>Boy Scout of America Discounts & Special Promotions P E A R L I N T E G R AT I O N S