About:

High adventure, skill building and friendships that last a life time... this is what being part of the Boy Scouts is all about. A year-round program for boys ages 11-17, scouting is designed to achieve the objectives of strengthening a boy’s character, personal fitness and good citizenship. A large source of scouting’s income and training opportunities come through its Summer Camp programs.

The Challenge:

Get Them Back!
Attendance at the local Boy Scout summer camp had been suffering due to the increased popularity of soccer and other competing youth programs. The camp committee wanted to raise awareness and reinvigorate attendance.

Along with an aggressive word of mouth campaign, the council’s committee decided they needed a fresh and exciting approach for their direct mail summer camp brochure. The brochure needed to grab the attention of the boys, and at the same time present an attractive program to their parents.

The Solution:

Go Bold! Peak Their Interest!
I needed to grab a 13-year-old boy’s attention. Everyone knows that is not easy. Based on the camp’s theme each year, I created photo collages in Photoshop that would seize their awareness and peak their interest. My goal was to get the boy to believe that scout camp was pure adventure.

Each year, I designed the inside booklet to clearly illustrate to the boy’s parents that scouting had a strong commitment to development in areas such as ethical decision-making, sports, hobbies, and leadership roles.

THE RESULT:

During the three years that I had the privilege of designing the Housatonic Council’s direct mail pieces, the camp met its goal of reaching its enrollment capacity each year. Results show that my design’s effectiveness went beyond direct mail, as each year they repurposed my designs as pre-approach pieces to help recruit boys into scouting.

The council even transferred the imagery to T-shirts that helped raised money for underprivileged kids to go to camp!

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