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Moving from a '53 Buick to an '09 Vette
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Remember in Nashville how Bob reminded us the public thinks of us like the old Buick? While I love Norman Rockwell artwork, it's time we respectfully put it in the closet for safe keeping, along with the photo's of selling war bonds in 1942. We need to update all our marketing to move FORWARD and to be relavant. Let use pictures of Good turn for America projects, lets show OUR Scouts in action, not my Grandfather's generation. Each council should strive to move to use modern pictures and marketing. Respect the past, but we've been stuck in the 1940's for a heck of a long time!
Idea # 123100th Anniversary, 
Moderator Comments
12/5/08
From: Michael Ramsey, Brand Management Director, Marketing Group

We have proud heritage in the Boy Scouts of America. Our collection of Rockwell paintings is a proud and important part of that heritage and there is a huge number of parents, volunteers and alumni who see themselves in those works of art. However, as we market to our target audiences, it’s important to remember that, as beautiful as those images are, they do not resonate with everyone.

It’s no secret that our society has changed and will continue to change. We want to be sure that our marketing messages reflect those ongoing changes. We want youth and adults to see themselves in Scouting. We want them to know that Scouting is in step with the needs of youth and families. Perhaps most importantly, that Scouting is a place for them. We should show images that reflect the demographics of our communities.

The organization has taken huge strides in this area. We have staff focused on Hispanic and multicultural audiences. There is a concerted effort to ensure that the face we show mirrors the communities we serve.

All of this work is important and there is much left to do. We should celebrate our proud heritage. Those photos and paintings are part of the fabric of our nation. We should use them where appropriate. But to remain part the American tapestry in the next 100 years, we must never lose sight of who we serve today.
Comments
I believe there is a time and a place for each. The Rockwell prints attract the long time Scouters who have dollars to contribute in support of the program. We can not isolate our donor base. Looking at our stakeholders as unique and different and tailoring branded materials to that group will always be the best approach. It takes more thought on our end to develop as we are not shooting with a shotgun but shooting with a .22 rifle. I agree we need to look forward but also need to ensure we do not isolate our past as we move forward.
Judy Sizemore 8 months ago
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Judy Sizemore 5 months ago
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