Name Change Related to Older Girl Program

To:  Unit Leaders and Parents, Greater Alabama Council.

From:  J.T.Dabbs, Scout Executive

RE: Name change related to older girl program.

As you know in 2019 the Boy Scouts of America will begin serving girls in the Boy Scout Program.  Obviously, it presents some marketing and branding issues as we recruit girls into the program, and the Girl Scout name is already taken, so the BSA has decided to just use the term Scout, i.e. Scout Troop, Scout Camp, Scout Outing, Philmont Scout Ranch etc. The official brand name for Boy Scouts and the program for girls will be Scouts or Scouts BSA when used formally.  The corporate name and official brand will continue to be Boy Scouts of America.

We currently offer a variety of programs, with different names, under the Boy Scouts of America Brand.  For example, we offer Cub Scouts and under that brand is Lion Cubs, Tiger Cubs, Wolf Cubs, Bear Cubs and Webelos.  Our programs for older youth are Scouts BSA, Venturing, Sea Scouts, and Exploring.  And we offer the new program called STEM Scouts. 

You will find in this email the information from the Boy Scouts of America related to this name change and the new marketing plan that will roll out nationally.

Please let me know if you have any questions

 

Scout Me In Says Count Me In!

We’re proud to introduce Scout Me In, the new recruitment campaign that invites all kids and families in America to be part of the life-changing experience that is Scouting. The tagline, Scout Me In, celebrates the BSA’s historic decision to serve families and welcome girls and boys into Scouting so they can experience the character-building fun and adventure the program brings to life in communities across the country.   It’s more than just a tagline, Scout Me In reinforces that the mission and core values in the Scout Oath and Law are important and relevant for both young men and women.

What It Means: For kids, Scout Me In is a call to action. 

It’s an invitation to take part in the fun and adventure that will help kids to build the confidence to find and forge a path to their own best self – today and in the future. 

For families, Scout Me In is a call for togetherness.

Today’s families are busier than ever. They are looking for options that welcome the whole family – mom, dad, sisters, and brothers – to the adventure of Scouting. 

For the BSA, Scout Me In is a call for celebration!

This is historic! By welcoming boys and girls into Cub Scouts – and into our older youth Scouting program scheduled for February 2019 – even more young people will have access to the character development and values-based leadership that will prepare them for a lifetime of success. It’s time to celebrate!  

Scout Me In Puts Kids in the Middle of the Action  

It is harder than ever to capture people’s attention. To break through, we needed a crisp, modern way to show families and kids that they need Scouting in their lives. The Scout Me In campaign is rooted in the idea that to truly understand Scouting, you need to shift your perspective. Instead of giving boys and girls a pulled-back view of Scouting, Scout Me In, puts them right into the middle of the action, so they literally see things from the point of view of doing all the biking, rocket-launching, campfire-starting, big-mouth-bass-angling awesomeness that is Cub Scouts. And for parents, Scout Me In campaign creative captures the excitement of seeing their child doing these activities in contemporary ways with images and copy that reinforce the family and character benefits of Scouting. 

 

Adventure Has a New Name: Scouts BSA 

As we enter a new era for our organization, it is important that all youth can see themselves in Scouting in every way possible. That is why we’re proud to announce that Scouts BSA is the new name for the Boy Scout program. Scouts BSA perfectly represents the new, inclusive program for older Scouts that the Boy Scouts of America is proud to offer. The name change will be effective in February 2019, when Scouts BSA will begin welcoming girls and boys.   Why Scouts BSA? Because it builds on the legacy of the Scout name. The Scout meetings, Scout camp, the Scout handbook, Scouts themselves – we have more than 108 years of heritage and tradition built on the Scout name. The organization name will continue to be ‘Boy Scouts of America.’ The BSA will continue to build the future of Scouting with Scouts BSA, as we deliver character and leadership and offer a path to the rank of Eagle Scout for boys and girls. 

Scout. It’s not just what I do, it’s who I am. 

How Was the New Name Determined? 
In February 2018, the BSA began working with an outside agency to develop naming options for the Older Girl/Youth Program. Guidelines included: 

•    The organization name ‘Boy Scouts of America’ will not change

•    The name must be relevant to today’s youth and families

•    Explore two scenarios:

(1) Two names – keep the name ‘Boy Scout’ and come up with a name for the older girl program, or 

(2) One name – develop one name that would be used for the program that would serve both boys and girls.

After reviewing and refining a list of potential names, the BSA shared the naming options with key stakeholders, including volunteer panels, professional panels, district operations basic classes, panels of commissioners, the Boy Scout Support Committee, the Marketing Committee and the Scout Executive Marketing Advisory panel. 

Outcomes 
Each group independently came to the conclusion that a separate name for the Boy Scout program and another name for the girl program was confusing and risked communicating an incorrect assumption that the girl program was perhaps watered down or somehow different. 

One Name is the Best Choice 
All of the groups independently decided that the one-name scenario was the best choice. They also agreed that the best name choice was ‘Scouts’. They agreed that the name ‘Scouts’ best preserved the brand equity of the program and provided the easiest transition. As we enter a new era for our organization, Scouts BSA perfectly represents the new, inclusive program for older Scouts.

Scouts BSA Questions and Answers  

Q: Are you changing the name of the organization? 
A: No, our iconic organization name will continue to be Boy Scouts of America Q: When will the name change be effective? 
A: The scheduled launch date for Scouts BSA is February 1, 2019.                      Q: What will the members of the program be called? 
A: Just as today, they will be called Scouts. For example, “I’m in Scouts BSA, so I am a Scout.”                                                                                                                  Q: Will The Boy Scout Handbook be updated to reflect the new name? 
A: Yes.  

 

Resources 

• Get the Scout Me In Logo                                                                                     • Rolling Release:  Watch for New Scout Me In Recruitment Assets on Brand Center                                                                                                                         • Read the Press Release in the Scouting Newsroom
• Get the latest updates on Family Scouting