Using Social Media To Welcome New Families
The Importance of Social Media Marketing
This is where our families are
- 68% of Americans are on Facebook
- 75% of Facebook users visit the site at least daily
- 43% of American Adults receive their news from Facebook
This is how consumers make decisions
- 57% have decided on a purchase before they go to the store
- 64% read online reviews before making a decision
- 65% learn about a product or service through social media
- 6.3X per day the average American mom checks Facebook
Do these stats hold true for Scouters and Potential Scouters?
There was an average of 16.6% increase in recruitment for units that geofenced verse similar units who did not.
Taken from NextConnect 2019 Digital recruiting seminar
Geofencing For Scouting Recruitment
Before Starting a Digital Recruitment Campaign
Consider what families are looking for in a new program
Share your Story – The Pack Website and Facebook page should show action, fun, highlight events and activities, and engaged parents/volunteers.
Clear Information – Families that see expectations of families, meeting times and locations, pack calendar, and contact information know what to expect and see that it is an organized functional Scout unit they are looking at.
Ease of Access – Be Sure BeAScout Pins are up to date and online registration is activated. Families that are researching online want to be able to apply online
Digital Advertising for the Pack
Effective Facebook Promotions
- Single Unit Events Preform best
- Multi-pack or district events are less effective
- Events at Schools are most successful
- Parks and public places are second
- Facebook promoted recruitment events held at churches preform worst.
Don’t Stop at Facebook. Consider;
- Next Door
- This is also very helpful for popcorn sales and recurring events.
- Peachjar School eFlyers
Council Provided Facebook Marketing
Units that support our Recruitment plan will have Facebook postings provided for them in addition to the resources and materials like flyers, eFlyers, school access support and more.
We are committed to keep it easy for units to receive these support items. Units can request this support by;
- Identifying a specific school to target recruitment efforts
- Hosting a stand alone recruitment that we can drive new families towards
- Working with district volunteers and staff early enough that marketing materials can be prepared in an effective timeframe.