How do we recruit new Scouts and boost support, year after year?

Walz Tetrick has done the Heart of America Council’s annual reports for many years, using the opportunity to highlight the benefits of Scouting along with the financial data. But printing and mailing the reports was a major marketing expense. So we recommended moving the financial information online, and investing our creative energy into Scout recruitment and campaigns driving supporters to the online report. As a result, we increased the reach of the annual message from around 200 to more than 20,000. 
Creative development
Art direction
Video production
Website development
Digital communication
Content marketing
2020, 2018 Telly Awards
2020 Addy Award
2016 President’s Award, Best Marketing Campaign

2020 | “Escape the Great Indoors”

With so much screen time, young people have never needed to “Escape the Great Indoors” more. The annual report turned on Scouts’ track record of delivering more — and more life-changing — outdoor adventure than any other youth organization. Not even COVID could stop them. And we reinforced the message with an integrated recruitment campaign, including animated video.

2019 | “My Scouting Family”

Together or apart, Scouting connects people. Scouts show us what it means to be family. The annual report theme “My Scouting Family” called out Scouts’ spirit, collaboration, resilience and creativity. Going beyond the online annual report, we shared the message far and wide by creating a branded GIPHY channel and custom “My Scouting Family” stickers.

2018 | “Character in Action”

The three fingers of the iconic Scout sign represent “Duty to God and country. Helping others. Obeying the Scout Law.” The image of the hand holds another powerful meaning for Scouts: Learning by doing. It’s what sets Boy Scouts apart. Our creative team made a keepsake poster of the Scout salute built from original illustrations representing the wide diversity of Scouting’s character-building activities. An animated video brings the fun to life.

2017 | “Your Jumping Off Point”

If you ask young people why they love Scouts, they tell you about camp and fun and friends. But if you ask parents, you’ll hear about preparing kids for life. The personal adventure starts with getting outside your comfort zone and challenging yourself. We brought this idea to life in our first 360° video. Not only did we share it via email and social media, we mailed out Google Cardboard viewers for a totally immersive experience. Move your mouse over the 360° video, to move around the scene. Have the YouTube app for the best mobile experience.

2016 | “Carry the Adventure with You”

What is it about Scouting that creates unforgettable, lifelong memories? For most, the answer is easy: Outdoor adventure. So we zeroed in on what that experience feels like, creating an inspiring video, shot on location at H. Roe Bartle Scout Reservation for our social media campaign and online annual report. But we didn’t stop there, we also cut, stamped and mailed 500 keepsake “postcards” made out of old tents from Bartle, to announce the annual report.

2015 | “Build a Fire for Life”

The 12 points of the Scout Law are so much more than words on paper; they’re the reason the Boy Scouts exist. So we created 12 unique, laser-cut postcards, one for each point of the Scout Law. Hundreds of area Boy Scouts stakeholders received the keepsake cards. The interactive mailer included the annual report URL and a challenge: Use the cards to show Scout character burning bright on social media.

2014 | “The Future is Bright”

One of the great appeals of Scouting is spending time in nature, which couldn’t be more different than reading an online annual report. So instead of sending an email with a link to the website, we created a postcard with light-sensitive ink so the message would only appear in direct sunlight. The card’s directions — “Take me outside and see what I can do” — held a special double meaning, referring both the card and to Scouts themselves.