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
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
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