“Overall, Boy Scouts is engaged now in reintroducing Scouting to America,” said Stephen Medlicott, national director of the marketing group at the Boy Scouts. “The Hispanic initiative is a segment of that. We need to do a better job of focusing our message and bringing clarity and consistency to what people think about the Boy Scouts.”

The Hispanic part of the program is currently focusing on six pilot areas – New York; Chicago; Orlando, FL; Fresno and San Jose, CA; and South Texas – and will expand nationwide in the third quarter of 2009. The Boy Scouts hired Hispanic Communications Network (HCN) as its Hispanic AOR for the campaign, and the firm began research and strategy planning 18 months ago.

“It includes everything from attracting, retaining, and promoting [Latino] executives within [Boy Scouts'] staff, to increasing the membership ranks of Latino youth, to getting more Latino parents involved,” said Carlos Alcazar, CEO of HCN. The Boy Scouts also plan to partner with Latino advocacy and service groups.  Read more….

Source: www.prweekus.com