Boy Scouts Targets Millennial Parents in New Campaign
Posted in: Uncategorized
The Boy Scouts of America’s first new marketing campaign in five years is targeting millennial parents with a message of fun and adventure this back-to-school season. The push encourages parents, who are balancing family and work, to help kids enjoy being kids.
“Our program makes the most of the limited time that parents have,” said Stephen Medlicott, national marketing group director at the Boy Scouts of America. “We offer them so many opportunities for their sons to learn new skills, and for their sons to learn leadership.”
The new strategy comes after years of declining membership and bad publicity over the organization’s ban on openly gay adult leaders. The organizaton’s youth membership dropped 5.85% to 2,612,955 last year, from 2,658,794 in 2012, according to annual reports.
Post a Comment