In this episode, I talk about the history of what we used to say and now what we mean when we say “All Markets Strategy.” Please use the comments feature below the video window to let me know what you are doing to address an all markets strategy. [If you are having difficulties viewing the video from this site, you can watch this episode–and all previous versions–from the WBtv channel of our YouTube site.]
Great explaination on how we are striving as an organization to be on one page and that is to serve All Markets.The real key is to insure that all departments, staffs and volunteers understand the direction we are headed and the focus of our commitment to service for all. in your words “the Main Thing”.
I am glad we are truly embracing the full potential of our organization and what it can be!
Adrian Rivas- Denver Area Council
Thanks John & Adrian. I sure would like to hear from others about this very important topic.
This is a huge part of who we are in the Puerto Rico Council. I apprecaite all the support and efforts the National Council makes to help us to provide Scouting to a mostly Spanish speaking population. The program makes a significant difference here and through the All Market Strategy we are able to have an even larger impact. I apprecaite all the support of Maria Dahl and her efforts to help us deliever the promise of Scouting to all hispanic/latino/Puerto Rican Scouts and Scouters.
Great to hear that we are practicing what we preach! We have embraced the all market strategy in our “Scouts in Every Neighborhood” campaign and plan to increase staff as we increase our density of all Scouts!
Thank you Mr. Brock for clearly outlining an organizational shift in the way we seek to identify and serve all segments of the Scouting population. The Boy Scouts has must always relentlessly pursue service to all mankind. Devoting ourselves to this cause (without swerving) will ensure positive changes in the Scouting community. Furthermore, it is our duty to ensure that young men and women regardless of their demographics are warmly welcomed into a holistic, well diversified and synergistic Scouting family.
This will ensure that no Scout is left behind.
Pursuing an “All Market Focus” organizationally will ensure that our efforts are properly focused when it comes time to place boots on the ground.
Yours in Scouting,
Cody St. John –District Executive for the Longhorn Area Council
This may seem counter intuitive but I have had success in reaching various sub-markets by treating them all the same. The aims and methods of Scouting work pretty much everywhere. The other thing I have noticed over the years is that youth and adults will follow a well trained leader with a good heart no matter what their background is. That does not mean we should not use all the tools at our disposal. I think the bilingual literature is very helpful.
I very much agree. I like the way you put it – “a well trained leader with a good heart.” The BSA is blessed with hundreds of thousands of them. The key is creating a context that no matter what a youth’s background, he (she in Venturing) feels invited and welcomed in Scouting.
Since coming on as a District Executive for Patriots’ Path Councils All Markets Initiative, we have hit the ground running working in our underserved communities. We formed a 12 member, volunteer lead All Markets Committee made up of members of the community that we are serving. We have formed a fully functional Scouting and Soccer League with 14 teams, and we are about to host our 1st annual All markets fundraiser. We have also started 7 new units, with several more in the works. The key has been non-traditional marketing and building trust in the community.
Sounds exciting Asbel. Thanks for sharing.
Thanks Wayne! Very important message. We have learned a great deal about how to communicate and what “works” within the Hispanic and African American community. As importantly, we have also learned what “doesn’t work”. Now that we have these best practices, it is time to execute. The All Markets Strategy is exactly what is needed – a means to focus our efforts and employ the assets we have developed through our task forces and initiatives – with the philosophy that “ownership” of spreading the Scouting program to EVERY eligible boy and girl belongs to all of us – volunteers and professionals alike.
As always, thanks for all you – and every professional in our movement – do to make Scouting available to our kids. The volunteers appreciate and thank you!
Tico
Wayne
Sounds like you’re trying to do more with less too. In answering your question what do we do . . . I find that when my vision is aligned with council and national strategies and I clearly communicate that vision to my key volunteers magic has happened. My greatest challenge to maximizing my marketing effectiveness is successfully managing my own business practices so that I first, schedule the time to clearly understand the vision. Once I have the direction, I then try to focus on ensuring that each encounter a volunteer or prospect has with the BSA is good one they want to write home about.
All too often, I think the tendency within our organization is to start “Scoutreach” units. Some of these are considered “African-American units” others “Hispanic units.” To fully offer the Scouting program to the most number of youth, we need to move beyond this mode of thinking. To me, it’s imperative to seek diversity within units themselves, and not simply just within our councils and districts.
Working toward this goal, to guarantee an open invitation to youth from many different ethnic and cultural traditions to join any of our units is the clear path forward to ensure our youth members have the opportunity to meet people who differ from themselves. In this way, youth members will learn that our commonalities far outnumber our differences. The result is a richer Scouting experience for everyone.
Agreed! A local council has the authority and responsibility to extend membership opportunities to all youth within its jurisdiction. While we may be keeping one eye on the distinct needs and resources of a particular segment of current/potential stakeholders we have to remember that there is ONE Scout program, created and maintained by BSA, that local councils provide in concert with BSA.
Wayne, you mentioned cultural competency training. Is this training coming for staff and volunteers? Our council diversity committee has been offering a general 3 1/2 hour diversity training session annually for several years for staff and volunteers, but we’re now seeking a new vehicle. Thanks.
Hello Pam,
The National BSA Employment and Diversity Office is currently developing a new Three Tier Cultural Competency Training module for BSA staff. The Companion Volunteer Training module is part of the All Market Strategy plan and should follow a bit later.
Maria Dahl-Smith
National Director All Markers Strategy
Thank you Wayne for talking about this awesome subject that is so very important. The wonderful outcome in growing “organic” volunteers at the unit, district and council level (often nurturing one volunteer and one unit at a time) is a BSA great gift to cities and communities.
A major challenge are our own beloved people. Moving more of our committees and organizations at the Districts and Council level to be like and look like the communities we strive to serve is rife with issues. Top leadership in Districts and Council addressing this year-round…well, is just as important as “the All Markets” organic volunteers we look to recruit and retain. Year-round Districts and Council Nominating Committees with forward thinking members supported by top leadership sensitive to community and volunteer institutions is paramount. Without thoughtful consideration…to the newcomer, unfortunately, our time-honored institutional committees or groups can look like unwelcoming cliques, running counter to the very “All Markets” diversity we strive to nurture and retain.