“We are very fortunate to have Clear Channel as a friend of the Scouting program. Like many other non-profit agencies, we have a small marketing budget but we are able to spread our message with the help of Clear Channel.” Jason Volz Marketing and Development Director Boy Scouts of America - Sam Houston Area Council
Boy Scouts of America - Sam Houston Area Council chose to use outdoor advertising (in English and Spanish) to alert the community that it is time to join Scouting and to build the Boy Scouts of America brand.
The Boy Scouts’ plan was to purchase three bulletins across Houston for branding and supplement the bulletins with 60 8-Sheet and 30-Sheet posters. The posters hit their target audience in urban and suburban neighborhoods. Boy Scouts created three versions of the poster creative, each with a testimonial message, for example: “My Son is Driven. He’s a Cub Scout”. This campaign coincided with their recruiting campaign through the months of August and September 2007.
The Boy Scouts web traffic increased by over 800% and online registration increased by 350%. Their stakeholders (board members, leaders, parents, etc) also commented that they were happy to see Scouting on billboards.