Posters / Direct Mail 

Challenge::

 

The problem the Boy Scouts of America, Indianhead Council wanted to address was lack of 5th grade boys signing up for the scouts. They had approximately 26 boys sign up the previous year, and needed to hit 35 to get some national merits for the group and to fill out their troop better.

Solution:

 

My copywriter and I went to several 5th grade classes and asked who were their heroes.

 

Several said professional athletes, but more than 80% said comic book or movie Super Heroes.

 

Knowing we could not use the copyrighted names, it was decided to use the well known descriptors that were not trademarked to capture the kids' attention.

 

Through a series of posters strategically placed where the boys would see them (grocery stores, churches, school hallways/drinking fountains, locker room and other high traffic areas), and direct mail sent to them – specifically with mini-posters for their rooms, we got their attention.

Results:

 

The single night sign-up came and went.

 

The Indianhead council asked the copywriter and I to meet to discuss the results.

 

We stepped in the council room to a standing ovation.

 

They had signed up over 78 boys in the one single night sign up event. A 222% boost in scout enrollment for the Boy Scouts of America.

 

To sum it up in one word...Super!