Recruiting New Members Through Digital Engagement
Fall 2023 Recruitment Campaign:
Recruiting New Members Through Digital Engagement
Overview
Campaign Management
Marketing & Engagement
The Boy Scouts of America (BSA), Greater Colorado Council oversees the operations of all BSA programs (Cub Scouts, Scouts BSA, STEM Scouts) in Colorado. Pac/West Strategies was tasked with developing and executing a multi-channel marketing campaign aimed at recruiting new members to Scouts programs. Using a combination of social media, Google, streaming, and podcast advertising, we achieved high engagement with prospective member families, driving attendance to “Sign Up Night” orientation events. The campaign exceeded client expectations, as the Greater Colorado Council saw itself join the top 10% of councils nationally for year-over-year percentage growth in recruitment.
Our Work
This was a full-service marketing project which required our team to develop marketing infrastructure and ad content from scratch. Tools like Google Ads and Analytics were built out and integrated with other platforms for tracking purposes. Media was sourced from the Boy Scouts Brand Center and was edited to optimize ad content for channel-specific interfaces. Ad Platforms and Channels Message development in collaboration with the Greater Colorado Council board was ongoing during the early stages. These talks yielded an approach focused on branding Scouts programs as an opportunity to return the great outdoors and, for a generation socially impacted by the pandemic, to learn practical skills and social confidence. Leveraging geographic targeting of social media ads was crucial to ensuring communities were receiving information about their local packs and troops. Targeting across all platforms was geared broadly to parents of young children, rather than just parents with interests in outdoor activities. This was largely due to new Scouts programs added in recent years like STEM Scouts, which have broader appeal to those who may prefer indoor activities. Total Cub Scouts Recruited: 1,615 (Up from 1,497 in 2022) Ranked in top 10% for total number of members recruited in 2023 nationally. Ranked in top 10% of councils for year-over-year percentage growth in recruitment in 2023 nationally. Significant Growth in Girl Enrollment Total Girls Recruited: 373 (Up from 314 in 2022) Total Girl Cub Scouts Recruited: 338 (Up from 239 in 2022; 41% Increase)
Google (Display Network, Paid Search)
YouTube
Meta (Facebook, Instagram)
Hulu/Disney/ESPN+
Spotify
iHeartRadio
Largest Recruiting Class in Post-COVID Era
Growing Bigger & Faster than National Average
Pac/West Strategies president & CEO Mark Truax serves on the Greater Colorado Council’s Board of Trustees.
Creating Strong Positions for an Oil & Natural Gas Operator
Bayswater:
Positioning a Small Oil & Natural Gas Operator
Overview
Bayswater Exploration & Production (Bayswater) is a Colorado-based oil and natural gas development company operating primarily in Colorado and Texas. Over the years, Pac/West Strategies’ role and work with the Bayswater team has grown to encompass strategic communications including public relations, media relations, website management crisis communications, and, most recently, managing the composition and launch of their inaugural Sustainability Report. Beyond strategic communications, our team also provides Bayswater with government affairs and stakeholder relations services, including policy analysis, elected official outreach, and community relations strategy.
Our Work
Bayswater is an industry leader in their commitment to sustainable energy production. Since 2016, our team has worked closely with Bayswater leadership to address their government affairs, strategic communications, and community outreach needs, ensuring their external communications and outreach activities effectively represent the exemplary work Bayswater does sustainably producing a domestic energy product.
Pac/West Strategies’ work with Bayswater initially began by providing government affairs expertise to assess and help Bayswater navigate the tumultuous political landscape. As our business relationship progressed, our team’s role with Bayswater has evolved to encompass their government affairs, strategic communications, and community outreach needs.
The first major external communications service provided by the Pac/West Strategies team was the development and management of a new company website. Since then, and working closely with Bayswater leadership, our team has designed and produced a suite of company collateral, assisted with press releases and placement of positive stories in local newspapers, crisis communications as needed, and, in 2021, managed the drafting, construction, and roll out of Bayswater’s inaugural Sustainability Report.
Aligned with our diverse external communications services, Pac/West Strategies also manages Bayswater’s community outreach efforts. Our team works with Bayswater to orchestrate meaningful engagement through diverse avenues with local stakeholders in the communities where Bayswater operates. We assisted with focusing Bayswater’s philanthropic efforts in the communities where they operate and/or causes their employees are passionate about, including launching a match program for Bayswater employees in 2021.
Cover page of the Bayswater 2020 Sustainability Report. Please click here to read the full report.
Promotional video for Bayswater developed by the Pac/West Strategies team. Click here to visit the Bayswater website where the promo video is featured on the homepage.
