BinTharDunThat

Agree with you. The ads were television, and may have been only major market. They were a running discussion for our city. Still, four months after a rollout at NAM, a third of a year, we’re largely waiting for that high-profile brand relaunch. Using Scouting America without a heavy brand awareness campaign introduces large uncertainty to an unaware public, who might as well wonder if this is a BSA competitor like Trail Life. Just telling Councils and Units to start using a new logo is not a brand rollout of any significance. Part of that nationwide, substantive brand awareness campaign, when finally provided (if ever) must be that this is not the BSA of 1924, it’s the BSA of 2024. Every opportunity to inform the public and create goodwill should be sized. For example, why was it not included on popcorn packaging sold in August, September, and October? They may have drafted a great plan, but where’s the execution?

Thanks. These are helpful and worrisome. Revitalize Our Brand and Broaden Our Appeal Says only 3 respondents were aware of abuse claims or bankruptcy. That raises questions of the value of the action plan. We couldn’t watch television without hearing “were you abused in Scouting?” The data seems unbelievable. I get the value of DEI, but that term seems to have become radioactive. Is BSA behind the curve on how it characterizes increasing membership across all demographics? Still, wholly agree that “If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” I haven’t seen much of the BSA story pushed into the market in the last 3 months (1 good, long video). Have I missed something?

I’ve seen this advertisement. It’s better than what I’ve seen previously, but my encounters with it have been on BSA-affiliated sites as posts, i.e., not pushed out by Council or by National as advertising and not where new families can encounter absent a unit pushing out. Hoping to see this pushed out as ad copy. I do wish there was more brand usage/penetration. The first 45 seconds (eternity in today’s screen time) are silent on the BSA logo, the word Scouting, or a uniform. The second half, if the viewer remains that long, does a good job of connecting to the brand.

To be clear, the concept that BSA is "changing the name" is inaccurate. Because its a federally-chartered, a name change truly requires "an act of Congress" as any such change must pass through the House, and pass through the Senate, and be signed by the President of the United States. Instead of a name change, the BSA plans to (has not yet) adopt an assumed name, a doing business as (DBA), of Scouting America. I assume, given the current use, the existing trademark registration, and the ill will that would be associated with a further rebrand of the "older youth program" that Scouts BSA will continue to be the name of the program. The settlement agreement could also figure into that. Section 4 of the Settlement Agreement and Release between GSUSA and the Boy Scouts of America provides that "The BSA will continue to use the name 'Scouts BSA' for its older youth program and neither the BSA not the GSUSA will change their respective names to just "Scouts" for 10 years." (Public document)

Concur. Can’t wait. My Eagle Scout spent the day before Jr yr started as the Cub recruiter for his old pack at his elementary school with videos and a trifold. Gotta keep the Pack going to keep the Troop going.

It’s great that your Pack is developing and deploying marketing which works for you. It often seems Council relies too heavily on unit-developed marketing or unit deployment of national print and video materials. Many successful national franchises (BSA is effectively a franchise) run market-wide market-specific adverting to benefit all franchisees (units). I wish Council would do the same, leveraging beascout.org. It used to be a thing (see,e.g.,

Thanks for the feedback, Yes. We use those communication tools and more, but realized our communications are either looking to future events or recapping past events in a social media stream. None of these are big picture, are often a blink-and-you-missed-it, and are of limited benefit for recruiting/retention/fundraising. We considered expanding the monthly newsletter (intended for “on the frig” display), but it wouldn’t have a big picture spread and would require accessing several to cover events past and present. And it would frustrate brevity for “on the frig” display (we limit to 1 sheet) social media doesn’t get us there. Can’t flip between various subjects and single post gets buried rather than viewed and reviewed. Our weekly e-blasts are limited to upcoming calendar events and RSVPs, not celebration of Court of Honor, Service projects, patrol reports, OA, high adventure, NYLT, fundraising, and FOS. Our website has calendars, and documents, and photo galleries. But this requires navigation and isn’t much of a put down and come back to device. So, a Troop magazine 2-3 times a year, with all this, as electronic and physical leave-behind meets the goal. These we can distribute at Trail to Troop, Roundtable of Meet the Troops, at recruiting events and share to Cub families. These can be sent to grandparents and alumni and, because of the limited publishing schedule, don’t become annoying spam from the troop. A larger newsletter, with a mailchimp campaign, on a monthly basis might work, but that conversely would require more work than one every 4-6 months. The mailchimp might work, but a printable format would be needed so we could combine for the hard copy version. It’s a good thought. Yes, we recognize this will be work. But it’s something more and a viable solution. It would be nice to use an existing template rather than creating one. Any resources appreciated.

Does anyone have a template for a magazine which could be used for a Troop communication? What format/application is used? It seems like a Troop magazine, published 3 times a year, might be helpful for our unit to recruit, retain, and fundraise for council and unit. I'd like to avoid reinventing the wheel if possible. My last desktop publishing gig was 30 years ago. If someone has a resource, I'd welcome the lead. We're thinking that a digital magazine, which could have some print on demand copies, published in September, January and May, would provide an opportunity to communicate to our parents, Scouts, former members, and COR members what the Troop has done, what the Troop will be doing in the future, and how certain functions occur (like requesting or participating in BORs). It seems a challenge to get most parents to do more than slow down to eject their youth at a meeting. Granted, we have some parents who fully opt-in - but we keep going back to the same well for support. It also seems like this would provide a recruiting resource which could be left behind or emailed to prospects. Finally, it seems like it would be beneficial to maintain contact with former troop members and to provide a means for supporters to contribute to FOS (rather than squeeze the adult volunteers, who are already contributing time, effort and money). I'm assuming its possible since these magazines seem to come from every other organization - HOA, high school alumni, camp alumni, etc. Thanks.

Floodgates seemed to have opened on email from Forum. I am today getting emails associated with Monday's request, Tuesday's post, and notifications of direct messages. My difficulty seems to have been addressed.

I appreciate your points. I think the mission statement is about what makes the organization distinct and different from its competitors, while encompassing its unique culture, goals, and values. At present, the BSA mission statement could be applied (sans the incorporation by reference of Oath and Law) to any number of civic organizations. While the Oath and Law are known quantities for those in the program, the use of this shorthand does not communicate much to outsiders. I wholeheartedly agree that parents who weren't scouts as a youth lack sufficient information to choose it over T-Ball, or even at all (time suck, relatively high cost of entry, no apparent unique benefit). I concur that we don't see scouting in public like we used to, or even how we see everything else now in a fractured media scape. We do parades, but there's little contact with the public. I've advocated that BSA should build small movies, around lifesaving events, or Scouting competitions, and put those in the movie theatre where folks are mostly stuck and share those to volunteers. Kinda hard to sell Scouting when folks have little perception of what it is (or dislike what they perceive it has become).

A focus on the mission is needed. [ ...taking stand on soapbox....] Assuming the internet search to be accurate, its clear the mission statement has changed over time. The Congressional Charter/1910 statement is not current (boys) and is not what BSA National is doing (training on "patriotism, courage, self-reliance, and kindred virtues, using the methods that were in common use by boy scouts on June 15, 1916." The last part would require limiting Scouting to 1916 technology and methods. The current mission is a bit of a word salad that is indecipherable except to those already familiar with the Scout Oath and Scout Law, as it is then interpreted. We all recall the culture debate of "morally straight." I don't get a lot of parents wanting their kid to join BSA to learn ethics and morals because a) the parents want to take ownership of that and b) if that's why their coming, I'd like to see the kid's history. Moreover, the current mission statement does not tell a parent of a prospective scout enough to say "yeah, that's what I want for my kid." Its far easier to explain a sports league as increasing athletic performance and sportsmanship. Or an academic program as "academic proficiency and success. Or Religious schooling which teaches ethical and moral choices aligned with the parent's perception of that those should be. The mission statement should succinctly convey what differentiates Scouting and therefore why it is worthwhile. When we pitch to parents, we might share the reason to join BSA is because - "To product citizen-leaders who recognize the value of activities and concepts outside their comfort zone and who have the courage to explore them." BSA produces citizen-leaders through experiential activities where the members (I'll use "Scouts") see leadership from their fellows, or evaluate the leadership failures and how to avoid thereafter. Those Scouts learn followership and leadership. They participate in activities where the responsibility is on their shoulders because they are empowered to lead. Adventures (Cub Scouts) and Merit badges (Scouts BSA) (and their parallels in Sea Scouts, and Venture Scouts, and others) are directed to taking an active role in the Scout's own environment - community, nation, society and world - and learning that they can overcome any fear they may have to try knew things and then share that knowledge with others. These badges, many chosen by the Scout themselves, also help that Scout explore vocations/avocations because one person's hobby may be another person's job. Advancement, i.e. Ranks, is a tool to accomplish this mission by setting clear guideposts that each BSA member can identify and meet. Camping is one of the places where the outside pressures can be eliminated so BSA members can focus on these actions. We don't have many meetings where the Scouts get together to discuss how they are making ethical and moral choices or how we are instilling in them the values of the Scout Oath and Law. Its my perception that because the product is not accurately marketed to purchasers, they don't feel the need to join. And imparting the "need" is essential. Differentiating, rather than being a catch-all, is critical to showing why they should feel the "need" to join. [End of yelling at the wind]

I’ve been chomping at the bit to respond on this for two days. This is one of my biggest feedback subjects. This BSA article is consistent with the challenge we regularly face that BSA does t know what its product is and therefore has no idea how to sell it. My Eagle Scout, 15yo or so, complains that BSA takes the fun, and the outing, from Scouting. His troop regards the wilderness survival campout as the ultimate outing. He’s happy building pioneering projects, or canoeing, or at Philmont. He’s 100% not pursuing Scouting because “ of Scouting's modern-day skills that range from essentials in self-sufficiency and kindness learned early on in Cub Scouts to advanced skills like rocketry, robotics, coding and combating cyberbullying.” His old man is happy to endorse the experiential leadership development program, the problem solving elements, and the opportunity to explore vocation and avocation. He laments that he can’t climb pioneering signal towers, or fire a cannon, or carry a muzzle loading rifle and tomahawk like his dad did in Explorers. He actually has expressed concern about “what if they make Scouting ‘safe’ and unchallenging.” hopefully BSA will reassess and learn that it’s the sweet taste of success in the outdoors where leadership comes from the Scouts.

Concur and withdraw my conclusion. (Wish I could edit above, but so be it). As you noted, per Jeremy Castleberry, "the council offered to a a boys only also.. But the idea lacked interest from boys only troops." Therefore no argument can be made that this is a problem as the non-elected group chose not to have a like event.

A Council-sponsored exclusionary event raises red flags. Perhaps those issues were addressed in the Council before announcing this program. Any program in Scouting which explicitly excludes a portion of the membership should be scrutinized (not necessarily barred). There are a few questions which must all be answered "yes" to establish this is consistent with Scouting values 1) "Is the exclusion of a portion of the BSA programs consistent with the Guide to Safe Scouting?" (So, only Cubs, AOLs and Scouts, Cubs and Scouts doing Cub stuff, only Scouts doing Scout-age stuff, only Crews doing Crew approved stuff (such as hunting). This seems to meet that criteria. 2) "Does this increase recruiting and/or retention?" Arguably yes, because it provides tighter re-enforcement of retention. It might also provide an avenue for AOL (girls) to attend and observe folks just like them. 3) "Is the Council providing a like program for those being excluded?" Equal programming for all is critical. I'm in favor of a campout for any group so long as other groups can likewise do so (Catholic Campout means campout for any and all other religions as well). Here, I doubt Council is providing a male-only Council-wide Camporee. In light of Item 3, this female-only campout by the Council is a fail for DEI. Alternative - what if one Troop (G) wanted to host a few other Troops (not nearly every other Troop in the Council or in the District) in a patrol competition? (I recognize this rises to a District-level program because of multiple CORs). Then, yes, totally permissible because its a Troop-run activity.

I'm continuously surprised that my Scouting experience is so different from others, or at least is appears that way. When growing up 35 years ago and in our Troop today, we put a special emphasis on Den Chiefs to engage with a Den in a Pack. Its a near-certain way to recruit a whole Den of new Scouts. The Troop also puts a premium on engagement with Packs. The Troop staffs the Cuboree. The Troop staffs the Webelos Woods/Trail to Troop. The Troop hosts an October open house directed to AOL Adventure completions. The Troop hosts an October campout with Webelos. The Troop tries to camp with the Pack and to cook meals for them. The Troop helps to recruit Cub Scouts. We go to the Blue and Gold and receive new Scouts. We don't wait for them to find us. They have too many choices. Are we a rarity in this?

As I recall, that was also following the disastrously poorly conceived SCOUTING USA rebrand. Rebrands are highly problematic. BSA needs to be smart about this. (I know, I know).

This may be more difficult now. You're looking for amendment of a statute in a divided congress where this change could well be a campaign speech item for those on the right. The corporate name and charter for the BSA are found at Title 36, US Code, Section 30901(a) "Boy Scouts of America (in this chapter, the "corporation") is a body corporate and politic of the District of Columbia."

I've not see that. The closest I've seen is a one year test pilot program assessing the viability of a third model for Troops, a second option for Scouts and families, of a co-ed Troop. Depending on resources, leadership, and choice, this maybe desirable for some. I'll be on the lookout for that.

I'll go with the guidance and details provided, but will be watching the outcome. But I wonder what happens if BSA is unable to obtain trademark registrations (which won't be until after February 2025)? The applications were only filed last month and likely won't be examined until January 2025.

Well, let’s drive forward.

@Eagle1993 Not disagreeing with you that the smartest action would be to have the most likely challenger on board before the filing and before any announcement Would you have had the same assumption before the BSA filed its recent round of trademarks and was challenged by GSUSA? Settlement Agreement between the parties is found in this filing as Exhibit 1. https://casedocs.omniagentsolutions.com/cmsvol2/pub_47373/b530ab19-6224-4f25-af12-fa7a92aa4b01_10117.pdf One wonders what the BSA will do if the trademark applications are rejected or successfully challenged in an administrative or judicial forum.

So, its been announced to be effective next February. https://www.nbcnews.com/news/us-news/boy-scouts-america-change-name-scouting-america-rcna151063 Questions about - 1) what does the GSUSA think of this? BSA has already had a fight over TMs with GSUSA. The filings above are applications - not yet examined by the PTO for distinctiveness, not yet published for third party prior user challenges. 2) has anyone noticed the abbreviation for this program, or given it much thought in light of BSA's recent issues?