The Situational Analysis
The situational analysis is considered by many marketers to be the most important element of a marketing plan. If a thorough analysis is conducted, then objectives and goals will be easily developed.
Conduct a SWOT analysis. This provides the opportunity to define your council's strengths, weaknesses opportunities, and threats.
Include the following elements in the situational analysis:
- What is the council's percentage share of the membership market (total available youth)?
- What is the average tenure of members?
- How is the council's organizational chart structured?
- What are your chartered organizations' goals for their youth programs?
- What activities compete for the interest of Scouting-age boys?
- What benefits does Scouting offer Scouting-age youth other activities do not?
- What political issues are affecting your council? What is the political climate for Scouting in the community?
- What environmental issues might affect the council over the course of the planning period?
Developing a Local Council Marketing Plan