Recruitment-ReadySign me up

A quick drive down most streets in America tell you something.

Because of the yard signs, that is. You might learn where the parents went to college, where Jake goes to school and that Katie plays volleyball. They’re inexpensive enough for many families to have two or three, and they stand tall for everybody to see while passing by.

These little pieces of marketing should be a part of your recruitment strategy, says Ben Buckelew, Scouting America’s vice president of membership engagement.

“I love yard signs because of the visibility,” Buckelew says. “Anything that doesn’t cost much but gets Scouting in front of so many people is extremely valuable.”

For unit leaders looking to grow membership this fall, visibility goes a long way. The concept is simple. Place professionally designed signs in high-traffic locations. Schools, neighborhood entrances, busy intersections, community gathering spots and local businesses all provide valuable exposure because families pass them every day.

Unlike a social media post that disappears in a few hours, a yard sign with the Scouting America logo works around the clock. That repetition helps build familiarity and awareness before a family ever attends a recruiting event.

The goal isn’t necessarily to get an immediate sign-up. Instead, it’s to create recognition so that when families hear about Scouting later, they already know who you are.

Buckelew also suggested taking the yard sign concept a step further by involving youth directly. One idea he likes is a car-rider-line campaign at local schools. Scouts can create colorful, eye-catching posters encouraging families to join. During school drop-off or pickup times, youth and families can stand along the car-rider line and wave signs to passing parents — if the school district allows this, of course. (Read this article about developing relationships with schools for stronger recruitment.)

Buckelew believes this approach combines visibility with authenticity.

The signs don’t have to be perfect. In fact, handmade signs created by Scouts might attract more attention because they feel genuine and personal. Parents aren’t just seeing an advertisement. They’re seeing local children who are excited about Scouting.

Recruitment often focuses on one night, one event or one flyer. But visibility should be all the time.

A family might not be ready to join the first time they hear about Scouting. But after seeing yard signs near school or a Scout waving a handmade sign in the car-rider line, they’re more likely to see that Scouting is active, thriving and available in their community.

“When that family finally decides they’re ready for an adventure, they’ll already know where to turn,” Buckelew says.

Scouting America’s Brand Center includes yard sign files and banners ready for printing at one of Scouting America’s licensed print companies. Buying signs and banners in bulk makes it cheaper, so talk with families in your unit before moving forward with a sign purchase project.

• Use National Night out to show of Scouting
• Cultivate great relationships with your local schools
• Find a great speaker for your next meeting

Photo: Scouting America.