The “There’s Scouting in Your Community” campaign is a creative expression of a broader proposed $100,000, 18-month investment strategy designed to make Scouting more visible, accessible, and easier to join.
I independently developed the 18-month marketing investment proposal, including its strategic priorities, proposed budget allocations, campaign framework, and scaled alternatives. I am also directly involved in implementation, from launching digital campaigns to developing community partnerships.
Digital advertising campaigns are live, community partnership development is underway, and the council has gained access to Google Ad Grants. Longer-term membership outcomes are not yet established.
Securing Google Ad Grants required substantial website updates to meet program eligibility requirements. I tackled the website work first, then completed the application and built a path toward ongoing search advertising.
I independently handled the website readiness work, the full application and approval process, campaign setup, and ongoing Google Ads management. The council successfully received approval and established an additional advertising channel to reach prospective families.
Scouting offers adventure, friendship, leadership, and character-building experiences. But too many families never get close enough to understand those opportunities or how to get started. The proposal identified five connected growth gaps: visibility, understanding, conversion, retention, and the pipeline of future families.
I developed an integrated investment framework designed to help families see Scouting in trusted spaces, encounter it again online, experience it firsthand, connect with a local unit, and stay engaged. The approach combines community access, digital performance, low-barrier events, and reusable creative resources rather than treating each as an isolated campaign.
This campaign makes the proposal’s visibility and understanding goals tangible. Its message is simple: Scouting is nearby, welcoming, and offers adventure, friends, confidence, and skills for life.
The creative can work across digital ads, printed materials, and community placements, connecting a recognizable message to opportunities for families to learn more. It illustrates the kind of integrated execution the investment plan was designed to support.
View campaign landing page ↗The destination for families responding to the campaign.
Prioritize trusted family environments—youth sports, parks, schools, libraries, community events, and local partners—where Scouting can both build visibility and engage families directly.
Use search, social, YouTube, and retargeting to educate families, reinforce physical campaigns, and direct interested parents toward relevant information and opportunities.
Support free or low-cost camp festivals, community activations, merit badge showcases, and targeted outreach that serve both recruitment and retention.
Invest in reusable event signage and shared camera equipment to make outreach easier to find and capture authentic photo and video content.
The four pillars form a connected family journey: see Scouting in the community, see the message reinforced online, attend an accessible event, express interest, connect with a local unit, and remain engaged through follow-up and meaningful experiences.
The proposal defines measurement across community visibility, digital engagement, lead generation, event participation, handoff and follow-up, registration, and retention. It also outlines responsibilities across marketing, district professionals, units, volunteers, and council leadership—because attention only matters when someone helps an interested family take the next step.
Alongside the full $100,000 framework, I developed scaled investment options at $25,000, $50,000, and $75,000, plus a first-75-days execution roadmap covering partnership outreach, tracking and lead-routing systems, campaign preparation, and early testing.