2015 COUNCIL MARKET ANALYSIS REPORT

Transcription

1 2015 COUNCIL ANALYSIS REPORT Chief Seattle 609 Strategic Performance Office The mission of the Boy Scouts of America is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Scout Law.

2 COUNCIL ANALYSIS TABLE OF CONTENTS INTRODUCTION... 1 LINKS TO INFORMATION ABOUT MOSAIC SEGMENTATION... 1 RESOURCES AND METHODOLOGY... 2 DEMOGRAPHIC AND INCOME PROFILE... 3 MAPS 0F BSA... 6 Cub Scouts... 7 Boy Scouts... 8 Venturers... 9 DATA TABLES Cub Scouts Boy Scouts Venturers COUNCIL MOSAIC PROFILE APPENDIX: TOP FIVE SEGMENTS PER ZIP CODE i

3 INTRODUCTION This Council Market Analysis Report was created specifically for your council. The report includes information about the youth and families your council currently serves and information about those who live in your council area who are not being served. This report is intended to help your council: Meet the needs of your current members Recruit more members like the ones you currently serve Attract more youth in underserved communities Identify community sponsors and donors Target and appeal to new chartering organizations The Mosaic Segmentation System developed by Experian Information Solutions, Inc. The Boy Scouts of America provides this valuable planning and marketing tool for every council. A lifestyle analysis is applied to your council s year end Cub Scout membership and to the households in your council area. The Mosaic system provides an in depth look at your market, including: - Basic demographics - Ethnicity, culture, and languages - Values, attitudes, and religious and political preferences - Consumer and entertainment preferences MOSAIC SEGMENTATION SYSTEM Experian Information Solutions, Inc. has assigned each neighborhood in the U.S. to one of 71 Mosaic segments that best describes most of the households in that area. Information and descriptions of the Mosaic segments and groups can be found at: Mosaic USA Interactive Guide Overview of Mosaic groups (14 pages) 1

4 RESOURCES AND METHODOLOGY This report in PDF format and an Excel file of the table data is available at MyBSA > Resources tab. Contact with questions or comments. Resources provided by BSA at A brief training on using the Council Market Analysis Tools for membership recruitment and new unit development Strategies for chartering organizations Resources provided by BSA at Eagle Scouts: Merit Beyond the Badge Environmental Scan Ethnic and Generational Diversity Values of Americans Fact Sheets Resources for general demographic information Definition/explanation of terms in this report: Total Available Youth (TAY) Population totals based upon the 2010 census and estimates from Experian Information Solutions, Inc. Cub Scout TAY includes boys ages six through 10 Boy Scout TAY includes boys ages 11 through 13 Venturing TAY includes boys and girls ages 14 through 16 For the breakdown by ethnicity The percentage of each ethnicity within a ZIP code was applied to the TAY numbers Due to rounding, the totals will vary slightly from the TAY totals on JTE BSA Members Based on the year end membership as reported by the councils The membership numbers are limited to the following: Pack, troop, team, crew, and ship members Members with a valid address Members who live in a ZIP code that is assigned to the council in which they are registered BSA Market Share Determined by dividing the number of members by the TAY, reported as a percentage Expected on the Cub Scout table only Based on the Council Mosaic Profile, the number of expected Cub Scouts is determined by considering the percentage of Cub Scout members in each Mosaic segment and applying that percentage to the households in each ZIP code Gap on the Cub Scout table only The difference between the number of expected Cub Scouts and the number of Cub Scout members 2

5 DEMOGRAPHIC AND INCOME PROFILE This profile contains data about the council area from the 2010 Census, 2014 estimates, and 2019 projections. The information is about the total population of the council area it is not specific to the council membership. This profile is useful for: o Long range strategic planning o United Way and grant applications Demographics include: o Population o Total households o Urbanicity o Population by race/ethnicity o Total Available Youth o Population by age and median age o Educational attainment o Household income demographics o Housing demographics 3

6 Demographic and Income Profile 609, Chief Seattle Council Population Description 2010 Census 2014 Estimate 2019 Projection % Change Total Population 2,175,096 2,298,569 2,399, Population per Square Mile Total Households 891, , , % Change Urban/Rural Population Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent % Change Urban Population 2,038, ,156, ,249, Urban > 50,000 1,951, ,066, ,153, Urban < 50,000 87, , , Rural Population 136, , , Not Defined Population by Race/Ethnicity Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent African American/Black 115, , , % Change Asian 282, , , Caucasian/White 1,472, ,523, ,540, Hispanic/Latino 176, , , Native American 19, , , Pacific Islander 14, , , Some Other Race 5, , , Two or More Races 89, , , Total Available Youth 2014 Estimate 2019 Projection % Change Cub Scout-age 66,723 70, Boy Scout-age 39,381 40, Venturing-age 76,074 77, Total TAY 182, , Population by Age Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent % Change to 4 132, , , to , , , to , , , % Change to , , , to , , , to , , , , , , Median Age

7 Educational Attainment Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent % Change No High School Diploma 117, , , High School Diploma/Equivalent 274, , , Some College 340, , , Associates Degree 122, , , Bachelor's Degree 414, , , Post Graduate Degree 244, , , Population Age 25+ 1,515,028 1,613,783 1,707, % Change Households by Income Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent % Change $0 - $14,999 79, , , $15,000 - $24,999 70, , , $25,000 - $34,999 76, , , $35,000 - $49, , , , $50,000 - $74, , , , $75,000 - $99, , , , $100,000 - $149, , , , $150, , , , Average HH Income 93,171 95, , Median HH Income 66,739 68,206 80, Per Capita Income (pop) 38,527 39,540 45, Housing Units Description 2010 Count 2010 Percent 2014 Estimate 2014 Percent 2019 Projection 2019 Percent % Change Total Occupied Units 891, , , Owner Occupied/Mortgaged 415, , , Owner Occupied/No Mortgage 125, , , Renter Occupied 349, , , Vacant Units 76, , , Total Housing Units 968, ,417 1,044,

8 MAPS The following three maps show a picture of the council area. These visuals are useful for: o Identifying areas of potential growth o Assigning ZIP codes to districts o Determining locations for day camps and district events Consider locations that are convenient for your members Consider locations that will make Scouting more visible in your community Look for opportunities for service projects o Determining locations for Scout shops or satellite offices o Planning billboard campaigns o Seeking new chartering organizations o Planning direct mailing campaigns BSA Market Share maps The labels on these maps identify the ZIP codes in the council area. The number of youth members divided by the number of boys in each ZIP code is reported as a percentage (BSA Market Share). The shading on the map indicates ZIP codes with higher and lower BSA market shares. 6

9 BSA : S 609, Chief Seattle Council Membership TAY: Expressed as percentage High (Above 23.25) Above Average (12.75 to 23.25) Average (6.9 to 12.75) Below Average (3.8 to 6.9) Low (Below 3.8) 7

10 BSA : S 609, Chief Seattle Council Membership TAY: Expressed as percentage High (Above 39) Above Average (20 to 39) Average ( to 20) Below Average (5.4 to ) Low (Below 5.4) 8

11 BSA : 609, Chief Seattle Council Membership TAY: Expressed as percentage High (Above 6.2) Above Average (2.425 to 6.2) Average (0.94 to 2.425) Below Average (0.365 to 0.94) Low (Below 0.365) 9

12 DATA TABLES The data tables include a great deal of information for each traditional program Cub Scouts, Boy Scouts, and Venturing for each ZIP code in your council. Information includes: o Total Available Youth (TAY) o Year end Membership totals o BSA Market Share o Gap and Expected members (for Cub Scouts only) o Race and Ethnicity: Total Available Youth, Membership totals, and BSA Market Share Hispanic/Latino African American Asian Caucasian Other Races Members not identified by ethnicity Uses: o o o Consider the ethnic makeup of the members and the available youth in each ZIP code Identify the population in districts by grouping the ZIP code information Use the Excel tables available from MyBSA Target specific ZIP codes for recruitment efforts These tables are available in Excel format at: MyBSA > Resources tab > Council Market Analysis Report > select by Region, Area, and HQ city 10

13 DATA TABLE An analysis of the Cub Scout data table can identify specific ZIP codes for targeted recruiting. The Council Mosaic Profile that is included later in this report contains an in depth analysis of the council s Cub Scout members and the households in the council area. By applying this analysis to individual ZIP codes, the number of expected Cub Scouts is determined. Expected The percentage of Cub Scout members in each Mosaic segment applied to the households in each ZIP code Gap The difference between the number of expected Cub Scouts and the number of Cub Scout members The gap represents boys who are in the same demographic segments as the boys your council is currently serving. A high negative gap indicates a ZIP code that includes boys who are likely to find Cub Scouts appealing. If the negative gap is greater than 50, look for new chartering organizations. If the negative gap is less than 50, look for units already established in these areas, and encourage them to reach out to youth in their area. To target your underserved markets, consider ZIP codes with low market shares and high numbers of households with children. Study the Mosaic profiles and consider the ethnic and cultural make up of these ZIP codes to determine marketing strategies. Look for a new chartering organization in this ZIP code. High market share and high gap: this is where your current members live Low market share and high negative gap: this is where boys like the ones you currently serve live High TAY and low market share: this is your underserved population 11

14 ZIP CODE ZIP NAME TAY S EXPECTED GAP AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY Auburn 1, % % % Auburn 1, % % % Bellevue % % % Bellevue % % % Bellevue 1, % % % Bellevue % % % Bellevue % % % Bothell % % % Carnation % % % Duvall % % % Fall City % % % Issaquah % % % Kenmore % % % Issaquah 1, % % % Kent 1, % % % Kent 1, % % % Kent 1, % % % Kirkland 1, % % % Kirkland 1, % % % Maple Valley 1, % % % Medina % % % Mercer Island % % % Kent 1, % % % North Bend % % % Pacific % % % Ravensdale % % % Redmond 2, % % % Redmond % % % Renton % % % Renton 1, % % % Renton % % % Renton 1, % % % Renton 1, % % % Snoqualmie % % % Vashon % % % Woodinville % % % Sammamish 1, % % % Sammamish 1, % % % Woodinville % % % Auburn 1, % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % 12

15 ZIP CODE ZIP NAME Auburn Auburn Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Carnation Duvall Fall City Issaquah Kenmore Issaquah Kent Kent Kent Kirkland Kirkland Maple Valley Medina Mercer Island Kent North Bend Pacific Ravensdale Redmond Redmond Renton Renton Renton Renton Renton Snoqualmie Vashon Woodinville Sammamish Sammamish Woodinville Auburn Seattle Seattle Seattle Seattle CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 14 1, % % % % % % % % % 16 1, % % % % % % % % % % % % 1 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 14 1, % % % % % % % % % % % % % % % 1 13

16 ZIP CODE ZIP NAME TAY S EXPECTED GAP AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Bainbridge Island % % % Seattle % % % Seattle 1, % % % Seattle % % % Seattle % % % Seattle 1, % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle % % % Seattle 1, % % % Seattle % % % Seattle % % % Seattle % % % Seattle 1, % % % Seattle % % % Baring % % % Beaver % % % Bremerton % % % Bremerton % % % Bremerton % % % Silverdale % % % Brinnon % % % Chimacum % % % Clallam Bay % % % Forks % % % Bremerton % % % Port Hadlock % % % Hansville % % % Indianola % % % 14

17 ZIP CODE ZIP NAME Seattle Seattle Seattle Seattle Seattle Bainbridge Island Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Baring Beaver Bremerton Bremerton Bremerton Silverdale Brinnon Chimacum Clallam Bay Forks Bremerton Port Hadlock Hansville Indianola CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % 2 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 1 15

18 ZIP CODE ZIP NAME TAY S EXPECTED GAP AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY Keyport % % % Kingston % % % Nordland % % % Olalla % % % Port Angeles % % % Port Angeles % % % Port Ludlow % % % Port Orchard 1, % % % Port Orchard % % % Port Townsend % % % Poulsbo % % % Quilcene % % % Seabeck % % % Sekiu % % % Sequim % % % Silverdale % % % Suquamish % % % 66,721 7, % 7,628 3, % 9, % 16

19 ZIP CODE ZIP NAME Keyport Kingston Nordland Olalla Port Angeles Port Angeles Port Ludlow Port Orchard Port Orchard Port Townsend Poulsbo Quilcene Seabeck Sekiu Sequim Silverdale Suquamish CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 1 43,791 4, % 5, % 4, % 1,427 17

20 ZIP CODE ZIP NAME Auburn Auburn Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Carnation Duvall Fall City Issaquah Kenmore Issaquah Kent Kent Kent Kirkland Kirkland Maple Valley Medina Mercer Island Kent North Bend Pacific Ravensdale Redmond Redmond Renton Renton Renton Renton Renton Snoqualmie Vashon Woodinville Sammamish Sammamish Woodinville Auburn Seattle Seattle Seattle Seattle TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 1, % % % % % % % % % % % % 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 18

21 ZIP CODE ZIP NAME Auburn Auburn Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Carnation Duvall Fall City Issaquah Kenmore Issaquah Kent Kent Kent Kirkland Kirkland Maple Valley Medina Mercer Island Kent North Bend Pacific Ravensdale Redmond Redmond Renton Renton Renton Renton Renton Snoqualmie Vashon Woodinville Sammamish Sammamish Woodinville Auburn Seattle Seattle Seattle Seattle CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 0 19

22 ZIP CODE ZIP NAME Seattle Seattle Seattle Seattle Seattle Bainbridge Island Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Baring Beaver Bremerton Bremerton Bremerton Silverdale Brinnon Chimacum Clallam Bay Forks Bremerton Port Hadlock Hansville Indianola TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 20

23 ZIP CODE ZIP NAME Seattle Seattle Seattle Seattle Seattle Bainbridge Island Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Baring Beaver Bremerton Bremerton Bremerton Silverdale Brinnon Chimacum Clallam Bay Forks Bremerton Port Hadlock Hansville Indianola CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 1 21

24 ZIP CODE ZIP NAME Keyport Kingston Nordland Olalla Port Angeles Port Angeles Port Ludlow Port Orchard Port Orchard Port Townsend Poulsbo Quilcene Seabeck Sekiu Sequim Silverdale Suquamish TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 39,366 6, % 2, % 5, % 22

25 ZIP CODE ZIP NAME Keyport Kingston Nordland Olalla Port Angeles Port Angeles Port Ludlow Port Orchard Port Orchard Port Townsend Poulsbo Quilcene Seabeck Sekiu Sequim Silverdale Suquamish CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 5 26,039 2, % 3, % 2, % 3,427 23

26 ZIP CODE ZIP NAME Auburn Auburn Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Carnation Duvall Fall City Issaquah Kenmore Issaquah Kent Kent Kent Kirkland Kirkland Maple Valley Medina Mercer Island Kent North Bend Pacific Ravensdale Redmond Redmond Renton Renton Renton Renton Renton Snoqualmie Vashon Woodinville Sammamish Sammamish Woodinville Auburn Seattle Seattle Seattle Seattle TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY 1, % % % 1, % % % % % % % % % 1, % % % % % % % % % % % % % % % % % % % % % 1, % % % % % % 1, % % % 1, % % % 1, % % % 1, % % % 1, % % % 1, % % % 1, % % % % % % 1, % % % 2, % % % % % % % % % % % % 1, % % % % % % % % % 1, % % % % % % 1, % % % 1, % % % % % % % % % 1, % % % 1, % % % 1, % % % % % % 1, % % % % % % % % % % % % % % % 24

27 ZIP CODE ZIP NAME CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED Auburn Auburn Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Carnation Duvall Fall City Issaquah Kenmore Issaquah Kent Kent Kent Kirkland Kirkland Maple Valley Medina Mercer Island Kent North Bend Pacific Ravensdale Redmond Redmond Renton Renton Renton Renton Renton Snoqualmie Vashon Woodinville Sammamish Sammamish Woodinville Auburn Seattle Seattle Seattle Seattle % % % % % % % % % % % % 1 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 12 1, % % % 15 1, % % % % % % % % % 0 1, % % % % % % % % % % % % 4 1, % % % % % % % % % % % % % % % 1 1, % % % % % % % % % % % % % % % 9 1, % % % 33 1, % % % % % % 9 1, % % % % % % % % % % % % % % % 0 25

28 ZIP CODE ZIP NAME Seattle Seattle Seattle Seattle Seattle Bainbridge Island Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Baring Beaver Bremerton Bremerton Bremerton Silverdale Brinnon Chimacum Clallam Bay Forks Bremerton Port Hadlock Hansville Indianola TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY % % % % % % % % % % % % % % % 1, % % % % % % 1, % % % % % % % % % 1, % % % % % % % % % % % % % % % % % % 1, % % % % % % % % % % % % % % % % % % 1, % % % % % % 1, % % % % % % % % % % % % 1, % % % % % % % % % % % % % % % 1, % % % 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 26

29 ZIP CODE ZIP NAME CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED Seattle Seattle Seattle Seattle Seattle Bainbridge Island Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Baring Beaver Bremerton Bremerton Bremerton Silverdale Brinnon Chimacum Clallam Bay Forks Bremerton Port Hadlock Hansville Indianola % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % 0 27

30 ZIP CODE ZIP NAME Keyport Kingston Nordland Olalla Port Angeles Port Angeles Port Ludlow Port Orchard Port Orchard Port Townsend Poulsbo Quilcene Seabeck Sekiu Sequim Silverdale Suquamish TAY AMERICAN ONLY TAY AMERICAN AMERICAN ONLY TAY % % % % % % % % % % % % % % % % % % % % % 1, % % % 1, % % % % % % 1, % % % % % % % % % % % % % % % % % % % % % 76,077 1, % 3, % 10, % 28

31 ZIP CODE ZIP NAME CAUC ONLY TAY CAUC CAUC TAY OTHER RACES TAY OTHER RACES OTHER RACES / NO ETHNICITY PROVIDED Keyport Kingston Nordland Olalla Port Angeles Port Angeles Port Ludlow Port Orchard Port Orchard Port Townsend Poulsbo Quilcene Seabeck Sekiu Sequim Silverdale Suquamish % % % % % % % % % % % % % % % % % % % % % % % % 23 1, % % % % % % % % % % % % % % % % % % % % % % % % % % % 0 50, % 6, % 4, %

32 COUNCIL MOSAIC PROFILE An understanding of your current customers, your potential customers, and the population of your market area is vital for membership growth in your council. The Mosaic segment descriptions provide information to help you develop targeted marketing and recruiting. FIRST: Refer to the Mosaic segment descriptions in the Mosaic USA Interactive Guide. Browse through the Web pages. Become familiar with the various segments and groups. Find out about a specific ZIP code here. Learn about Mosaic groups and segments here. The Pen Portrait tab links to a downloadable PDF for each description. Focus on the top five Mosaic segments in the ZIP codes you have identified for target marketing. (See Appendix of this report for a list of these segments by ZIP code.) 30