Need
Rebranding to position Central Florida Council, Boy Scouts of America as an organization that is relevant to meeting the needs of today’s youth in building values and leadership qualities.
Background
Central Florida Council was established in 1922, carrying out the Boy Scouts of America’s mission of preparing young people to make ethical choices throughout life and assuming leadership roles in every area of their community. The Council serves a seven-county area and has a membership of more than 28,000 in the traditional uniformed programs – with greater growth anticipated over the next five years.
Strategy
Technetium has a close relationship with Council, as agency President Joe Forgét serves on the Executive Board as VP of Marketing. An Eagle Scout, Forgét led the Technetium team in shaping a strategy that would increase awareness of and support for the Council and its long-term goals in the community. The first stage was to establish a more prominent presence in the Central Florida business community to help fundraising efforts for construction of a new Service Center and capital improvements for the Camp La-No-Che Scout Reservation, as well as volunteer recruitment among executives for various Scouting programs.
Action
Technetium started rallying awareness and building affinity by launching a new annual event: the Corporate Dodgeball Tournament, for which company teams compete for a traveling trophy and cash prize. A micro-site provided tournament details and online team registration. This same approach was taken to the Boy Scout Golf Classic tournament as well as the Sporting Clay Invitational. Council collateral was given an updated, yet traditional design with a rich earth-tone palette. Projects include the new www.cflscouting.org Web site, Annual Report, Long-Range Plan, pocket folder, Service Center and Capital Campaign brochures, van wrap, posters and other marketing materials.
Result
The inaugural Corporate Dodgeball Tournament featured 64 teams playing to a sold-out crowd of 1,100 at the Orlando Downtown Recreation Complex – plus more than 4,000 fans watching the tournament live via an Internet TV channel. The tournament raised more than $40,000, and paved the way for Councils throughout the United States to hold their own Corporate Dodgeball Tournaments. National BSA’s 11th Annual National President’s Award for Marketing Excellence recognized Central Florida Council with honors for Best Marketing Collateral, Best Web Site and Best Multicultural Marketing. The Council is now very well-situated to achieve its long-term goals.