This presentation was given to Robert Quezada of the Boy Scouts of America, Inland Empire Council. As part of a public relations management course, my team of six students was asked to respond to BSA's need for community engagement and scout troop leads. After some alterations to our campaign, we carried out the plan in the fall of 2010. A separate slideshow explains our success here: http://slidesha.re/iKUDHY.

1. Innate Public Relations fulfills Orange County's public relations needs through organic, results-oriented communications plans, with a vision to create a stronger and healthier community. 1

2. Public Relations Proposal Presented by Innate Public Relations Presented to Mr. Quezada Marketing Chair, California Inland Empire Council Boy Scouts of America 2

3. The Boy Scouts are… ….ready to grow as part of the Hispanic community of Southern California. “For regions like the Inland area, the Latino outreach is a matter of survival.” – David Olson The Press Enterprise March 2010 3

4. “…many Latino parents speak little or no English, and few Scout employees speak Spanish.” – Joseph Daniszewski, CEO of California Inland Empire Council, The Press Enterprise March 2010 4

5. The BSA has asked for… Increased public awareness of Boy Scouts of America, particularly in Hispanic communities. Recruit males ages seven to 11 to the Cub Scout program. Promote the 100th Anniversary of BSA. 5

6. Innate Public Relations will: Increase number of Boy Scout members in the Inland Empire by 15% Increase number of Hispanic Boy Scout members in the Inland Empire by 15% Increase membership ages seven to 11 Celebrate the BSA 100th Anniversary 6

7. BSA Strengths 100 years of established credibility in U.S. culture Strong understanding of branding BSA Handbook translated into Spanish helps CIEC Scoutreach program subsidizes low-income members 7

8. BSA Weaknesses Lack of bilingual staff members and volunteers Lack of translated online materials available in Spanish 8

9. BSA Opportunities Existing media relations Strong connection to religious institutions Increasing Hispanic population in Inland Empire 60% of public school students are Hispanic/Latino in the Inland Empire 9

10. BSA Threats Competition from modern distractions Negative press associated with recruitment standards Competition from other youth programs 4H YMCA AYSO AFTER-SCHOOL SPORTS 10

11. Demographics An estimated 4.1 million people live in the Inland Empire 43% of those are Hispanic 60% of public school children in Inland Empire are Hispanic 20% of Scouts identify themselves as Hispanic 11

12. Psychographics Key observations: 78% of Inland Empire residents identify themselves as Christians Approximately 14% of homes are headed by a female. 12

13. Situation Analysis and Core Problem Fiscal resources have been invested in marketing and advertising, according to an article by the Press-Enterprise. Public relations may be a more cost-effective option to reach BSA’s goals. BSA-CIEC is facing less than ideal membership enrollment, due in part, to a lack of engagement with Hispanic communities 13

14. Objective 1: Membership Increase overall Scout membership in Inland Empire by 15% before Feb. 28, 2011. This will improve the organization’s diversity, build a stronger community and reach the goal of increasing awareness for BSA. 14

15. Objective 1: Membership Key Public: Parents of boys ages seven to 11 outside of BSA 15

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18. Objective 1: Membership Media Relations 18

19. Objective 1: Membership STORY IDEAS: Profile story on a Scout’s growth through BSA Back to Den Night Post-Scout for Scouts Campaign Profiles number of Scouts recruited and the success of the campaign 19

20. Objective 1: Membership Online Media – Why? Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations. -Cone Inc. Online Influence Trend Tracker 20

21. Objective 1: Membership Facebook Vanity URL (facebook.com/bsaciec) Facebook landing tab highlighting Back to Den Night and Scout for Scouts Twitter page (twitter.com/bsaciec) 21

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23. Utilize #scout4scouts hash tag on Twitter so that current parents can tweet about their child’s experience, while reaching new potential Scout parents. 23

24. Objective 1: Membership Tactics: Re-vamp website to include Scout for Scouts and Back to Den Night logos Announce Back to Den Night through Monday Memo. E-mail will have a “share” button that allows users to e-mail to friends or send the memo as a link. 24

25. Objective 2: Diversity 25

26. Objective 2: Diversity Increase the number of Hispanic scouts in Inland Empire by 15% before Feb. 28, 2011. As population of Hispanics in the Inland Empire remains high, BSA must appeal to this growing audience in order to maintain its membership numbers. 26

27. Objective 2: Diversity Eliminate the language barrier between BSA and potential scout parents 27

28. Objective 2: Diversity Translate all website material into Spanish. Create easy-access link for Spanish website Translate Monday Memos into Spanish for parents 28

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30. Objective 2: Diversity Make announcement at Back to Den Night that bilingual volunteers are needed. Communicate the need for bilingual volunteers through Monday Memo. 30

31. Objective 2: Diversity Strategy: Target potential bilingual volunteers through websites and message boards Post query on Volunteermatch.com 31

32. Itemized Budget Estimated Cost to Boy Scouts of America: $525 35 hours X $15/hour Labor is the only cost. 32

34. Increased event attendance

35. Pre- and post event surveys

36. Volunteer count

37. Increases in media impressions

38. Facebook interactions

39. Website analytics33

40. Reporting procedures Weekly IPR team meetings Weekly status reports between Executive Director and client via phone Report will outline evaluation of campaign success Ongoing e-mail communication with client 34

42. Research to understand demographics and our publics

43. Word-of-mouth and social media campaigns are backed by research