All Markets Strategy Summit Energizes Council Leadership at #NAM2015

It was like a diversity-focused Justice League assembly in Atlanta, GA, on the day leading up to #NAM2015 (that’s, National Annual Meeting). Leaders like incoming Chief Scout Executive Michael Surbaugh and W.W. Grainger VP of Corporate Accounts Michael Dubose enlivened the All Markets Strategy Summit stage, electrifying the conversation around the BSA’s ongoing mission to reach diverse kids and parents.

The All Markets Strategy Summit brings Scouting professionals and volunteers together to hear from councils and leaders who have successfully struck and maintained a diverse chord locally. The energy brought to this year’s Summit is intended to echo through the unit levels as attendees bring these insights home (along with some helpful learning material, like a pack of playing cards highlighting strategies to reach more kids).

After a flag ceremony led by local Scouts and a prayer led by Lee Shaw, AMS Chair (and former BSA national president) Rick Cronk kicked off the meeting, declaring, “Ninety-three percent of all Scouts were Cub Scouts before they became Boy Scouts.” His words hit on the Summit’s focus of recruiting kids from all backgrounds to enter the BSA’s program for the most impressionable members of society – Cub Scouts.

Chief Diversity Officer and Director of the Southern Region Ponce Duran and AMS Summit Chair Advisor Ron Oats also kicked off the half-day session.

Surbaugh emphasized the importance of reaching out to new markets by reflecting upon his experiences in Scouting. “Every community, I learned, was different. It wasn’t a ‘one size fits all’ approach.”

Keynote speaker Michael Dubose, VP of Corporate Accounts North America at W.W. Grainger, focused on the ideas of adaptation and innovation in Scouting. For the BSA to continue to be relevant, the organization must adapt and “embrace our new world,” said Dubose. 

Attendees heard from a diverse crew on a variety of Scouting’s best practices for fostering broad engagement:

• The Central Florida Council (Robert Utsey and Douglas L. Hollis) emphasized the importance of top-down leadership. That is, diverse board members help reach diverse youth.
• Lionel Jellins of the Sam Houston Council and Jeff Isaac of the Gulf Stream Council pinpointed strategies for developing and retaining diverse units. Their segment highlighted Praheme’s groundbreaking film Muddy Lions, and the filmmaker himself shared his inspiration for the piece.
• The Atlanta Area Council (Tracy Techau, Faye Hammonds, and Jason Volz) illustrated how their team has made the most of program specialists and maintained their highly diverse team for more than two years.
• Michael de los Santos of the Alamo Area Council shared how the team hosted events tailored to the Hispanic culture of the youth it serves.
• Peter Walts of the Cradle of Liberty Council shared with attendees how the council made Scouting work for urban areas, highlighting an event that brought major buy-in from corporate partners, parents, and, of course, kids.
• Pheng Her of the Northern Star Council shared how the Scouting program was successful in reaching him, as an Asian American young man. Now the Eagle Scout is helping his council, which he recently joined as a district executive, continue to reach children who share his heritage.
• Jeff Hermann of the Orange County Council delved into the numbers and metrics key to measuring success in tapping into all markets.

Scout Jesus M. and program specialist Lizmarie Rivera took the stage at the All Markets Strategy Summit.

The meeting wrapped as a local Scout addressed attendees. Second Class Scout Jesus M. shared how Scouting helped him realize his full potential. “I thought I couldn’t reach the top, but Scout leaders inspired me to go to the top,” Jesus explained, referencing reaching the peak of a mountain. However, in the spirit of the Summit, attendees and all Scouters know he can achieve much more.

Stay with us as we continue to keep you in the know on all things #NAM2015. And let us know what areas you’re most interested in. Which of the above topics sound most useful to you? What would you like to learn more about in your council?