Next Generation Marketing:

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Next Generation Marketing

• Keys to the Future

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Percent of U.S. Population That Is Non-White
and/or Hispanic/Latino, By Age December 2004
Millennials 1979-1994 Nexters 1995-Present
Baby Boomers 1946-1964
Gen X 1965-1978
Silent Gen Before 1946
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Youth Expect Diversity
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Parents Want to See Someone Like Me
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All Parents Want Their Child to Be Successful
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SUCCESS

• African American Parents
• Son growing up to be an upstanding citizen in the
  community
• Hispanic/Latino Parents
• Son maintaining a close bond with the family
• Asian American Parents
• Son excelling academically

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African American Market

• Parents want their children to join organizations
  that
• Build leadership skills
• Develop independence
• Develop character and values
• Involve teamwork
• Provide discipline
• Serve the community
• Youth want to join organizations that
• Have fun activities
• Involve being a part of a team
• Include their friends
• Allow them to gain recognition

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Hispanic/Latino Market

• Parents want their children to join organizations
  that
• Teach responsibility
• Strengthen the family bond
• Reinforce cultural values
• Provide a safe environment
• Youth want to join organizations that
• Have fun activities
• Provide adventure
• Give them choices

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Jeff Herrmann

• Scout Executive
• Denver Area Council

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Keys to Successful Recruiting in Hispanic/Latino
Communities

• Help prospects (parents of children, potential
  leaders, and potential donors) understand
• What Scouting is all about
• Why it is important that they get involved
• How Scouting is culturally relevant
• What we want them to do
• Use testimonials from people they respect like
  clergy, prominent community members, employers,
  and trusted friends.

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Keys to Successful Recruiting in Hispanic/Latino
Communities

• Remember that parents of Hispanic/Latino children
  want
• A safe place for their children
• A place that reinforces their family values
• A place where the entire family can be involved
  (parents, siblings, and extended family)
• A place where their childs self-esteem and
  confidence can grow
• A place where their children can be successful

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Keys to Successful Recruiting in Hispanic/Latino
Communities

• There is no one silver bullet for success in
  reaching the Latino population however,
  experience has taught me several immutable
  lessons
• Your council must make a long-term commitment to
  program delivery to these youth and their
  community.
• Staff and volunteers must reflect the community
  being served speak the language and understand
  and respect the culture.
• You develop trust and respect by keeping your
  word and delivering more than you promised.
  Dont promise what you cant deliver.

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Keys to Successful Recruiting in Hispanic/Latino
Communities

• Be upfront and willing to sell one on one.
• Make your program culturally relevant. Remember
  that Hispanic means a common language (Spanish),
  not a common culture. Unless you live in a
  southern border state, dont automatically assume
  that all Latinos you are trying to reach have
  Mexican ancestry. Most Latino families have a
  strong interest in preserving their own cultural
  heritage.
• Latino families expect to participate in Scouting
  activities as a whole family. Are your camping
  plans accommodating?

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Keys to Successful Recruiting in Hispanic/Latino
Communities

• Dont assume that all Latinos are Roman Catholic.
  One of the fastest growing segments of the
  evangelical movement is Spanish speaking.
• Get the support of the business community. Show
  how Scouting in the Latino community can be
  beneficial to business and overall community
  health.
• Most communities of any size have advertising and
  marketing companies that specialize in reaching
  the Latino market. Dont be bashful about asking
  them to help you spread the word about Scouting.

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John Coleman Jr.

• Scout Executive
• Louisiana Purchase Council

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Best Methods for Reaching the African American
Community
John L. Coleman Jr.

• John L. Coleman, Jr.

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Best Methods for Reaching the African American
Community

• Be sincere in your intentions to serve the
  African American community.
• Be there for the long term you may not have an
  opportunity to go back.
• Give youth the opportunity to go camping and
  participate in outdoor programs.
• Recruit the best leadership available to serve as
  Scout leaders, Cubmasters, den leaders, etc.

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Best Methods for Reaching the African American
Community

• Your staff should be reflective of the community
  you serve.
• Hire the brightest sharpest African American
  candidates.
• Someone in the office should serve as a mentor to
  the young professionals.

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Best Methods for Reaching the African American
Community

• You must have a plan to underwrite registration
  fees, handbooks, etc.
• Get the youth in the Scouting uniform ASAP.
• Provide an activity shirt if the troop cant
  initially afford the uniforms.
• Must have a plan to provide transportation.

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Best Methods for Reaching the African American
Community

• Recruit organizations with congruent goals to
  sponsor the Scouting programs
• Fraternities
• Housing authority tenant associations
• Urban League youth program
• African American churches, especially AME and
  Baptists!

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Best Methods for Reaching the African American
Community

• Establish Scoutreach committees to oversee the
  programs.
• Recruit the best person available to serve as
  Scoutreach chairman and add to executive board.
• This person should have YENOM and clout!
• Will need the following subcommittees to be
  effective
• Program
• Fund-raising
• Service

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Best Methods for Reaching the African American
Community

• Get leaders to training ASAP and surround them
  with qualified Scout leaders if possible.
• Establish mentor troops to work with newer
  troops.
• Commissioner or service team member recruited to
  assist the DE.

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Alicia Lifrak

• CFO
• Chief Seattle Council