PARTNERSHIP CASE STUDY RESULTS: BEYOND THE EXPERIENCE
Few market segments respond as well to experiences as youth. Kids and teens almost demand active engagement—they don’t want companies to tell them things; they want to see, touch, and play with products. Brands that get their goods into the hands of young people and fulfill their promise have the potential to win a loyal, lifelong customer. Understanding that many organizations want to engage with active youths, the Boy Scouts of America created Scouting Works, an engagement platform to build partnerships with brands that want to have an impact on this demographic. It offers marketing, media, and sales opportunities with an integrated approach focused on results.
“Our whole interest is to make young people feel good about being in the outdoors. It’s about doing things —camping, hiking, water activities, ziplines, biking, anything that entices that person to stay in the outdoors more than five minutes.”
“For brands, there are opportunities to provide products and share their knowledge at a time when young people are building their outdoor skills. We want to partner with organizations that have a good brand and can help us provide the best experience,”
– Keith Christopher, outdoor programs/properties department manager for Boy Scouts of America
JanSport products have been tested in some of the Earth’s roughest environments, from the Badlands in South Dakota to the summit of Mount Everest.
JanSport partnered with Philmont Scout Ranch, the Boy Scouts of America’s premier High Adventure Base, with more than 219 square miles of rugged northern New Mexico wilderness. Backpacking treks, horseback cavalcades, and training and service programs offer young people many ways to experience this legendary country.
JanSport partnered with the Ranch to create the Wilderness Pledge Guia program for youth, although staff may also participate. Participants who go through Guia training will work closely with Leave No Trace (LNT) and will have the opportunity to assist and guide crews in implementing LNT outdoor ethics. Those who earn the distinction may purchase the award, and proceeds increase Philmont’s sustainability efforts.
In addition to the Wilderness Guia Program, JanSport provided training to the Philmont Rangers, Tooth of Times Traders staff, and camp employees on how to properly fit and utilize JanSport outdoor technical packs. This has proven helpful when Scouts arrive at camp with packs that don’t fit properly or are incorrectly packed.
Another valuable part of the relationship between the JanSport brand and Philmont is the opportunity for research and development of new products to supplement the JanSport line. Select camp employees have the opportunity to test and provide feedback on several day packs and packs from the JanSport Outside collections. Some Rangers tested the JanSport Katahdin 70L on a seven-day wilderness excursion providing crucial feedback on how to improve its features. The relationship with the Ranch and all feedback received is an integral part in the development of outdoor technical packs for JanSport. Read more
Every summer, Philmont Scout Ranch welcomes more than 23,000 Scouts from around the country, where they take part in backcountry adventures. Throughout its existence, conscientious attention to low-impact camping techniques has helped maintain the Ranch’s wilderness. JanSport co-founder and author Skip Yowell, who is also an Eagle Scout, is one of the founding members of the Outdoor Industry Association, and his credibility in the field legitimizes the programs that result from the coalescence of the brand and the camp. Read more
Scouting Works Experiential Marketing
Understanding that many organizations want to engage with active youths, the Boy Scouts of America created Scouting Works, an engagement platform to build partnerships with brands that want to have an impact on this demographic. We offer marketing, media, and sales opportunities with an integrated approach focused on results.