III.I: Coolness
Scouting is "cool" with youth. Other Information:
Specific Goals: 1. We have completed and analyzed an attitude, awareness, and usage study on the perceptions of Scouting among
various segments of youth. [March 2011] 2. We have conducted the first meeting of a youth advisory panel to provide continuous
feedback with a youth perspective. [August 2012] 3. We have completed a three-year, youth-targeted media campaign that has
significantly improved youth awareness of and attitudes toward Scouting*. [May 2014] * Target audiences are to be selected
by April 2011. 4. We have leveraged Scouting's image in the market through strategic partnerships with at least three major
youth-focused organizations and/or companies, such as Major League Baseball and the National Football League. [May 2013] 5.
The BSA has developed a product and brand placement strategy, sized to market capacity, to place Scouting-branded products
and elements into media and retail channels. [May 2013]
Indicator(s):
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