Monday, January 19, 2009

Education from the Boy Scouts

Hello - I want to share this article on Newsweek regarding the Boy Scouts of America and steps they're taking to genuinely recruit Latinos.

Several things popped out at me when reading this article:

1) The reminder that 1 in 4 U.S. residents will be Latino by 2050.
2) The statistic that the Hispanic births/deaths ratio is 10 to 1. The general population ratio is 1/1.

Also, Boy Scouts of America can teach us some things here about holistic multicultural marketing:
  1. Translations alone won't help them meet their recruitment goals.
  2. They've learned to explain what Scouting is all about and define the term.
  3. They've also learned to *not* wear the uniforms the first time they approach Latino families, because previously parents saw this as a military uniform. This is one of those barriers *no* translation would transcend!

Take a read!

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