The Team. Beth Hunter: MCC Marketing Director. Focus: To drive the overall marketing strategy for the MCC.

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1 The Team Beth Hunter: MCC Marketing Director Focus: To drive the overall marketing strategy for the MCC. Reports to: Matt Thornton, MCC Scout Executive and Chuck Truza, VP of Marketing/Communications Contributes to marketing effectiveness by identifying short-term and long-range issues that must be addressed; providing information and commentary pertinent to deliberations; recommending options and courses of action; implementing directives. Obtains market share by developing marketing plans and programs for each initiative; directing promotional support. Maintains relations with Michigan communities by organizing and developing specific customer- relations programs; determining company presence at fairs/festivals, community events, and/or educational seminars. Provides short- and long-term market forecasts and reports by directing market research collection, analysis, and interpretation of market data. Influences present and future promotions by determining and evaluating current and future Scouting trends. Maintains research database by identifying and assembling marketing information. Provides marketing information by answering questions and requests. Achieves financial objectives by preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions. Completes marketing department operational requirements by scheduling and assigning employees; following up on work results. Maintains marketing staff by recruiting, selecting, orienting, and training employees. Maintains marketing staff job results by counseling and disciplining employees; planning, monitoring, and appraising job results. Develops marketing staff by providing information, educational opportunities, and experiential growth opportunities. Maintains professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks; participating in professional societies. Contributes to team effort by accomplishing related results as needed. Beth was hired by the Southwest Michigan Council in 2007 after a long career as a BSA volunteer Den Leader, Troop Committee Chair and Outdoor Activities Coordinator. Growing up, she never had the opportunity to be a Boy Scout but, developed a love of Scouting with her son on his journey to Eagle. After a short time, Beth became the Marketing Director for the Southwest Michigan Council and the Southern Shores Field Service Council using her experiences from a volunteer career, her BA education from Western Michigan University in Industrial Marketing, and her prior careers in marketing. Beth has now become the Marketing Director for the Michigan Crossroads Council where she will use her combined experiences to drive the entire marketing department towards its vision and mission for Scouting in the state of Michigan.

2 Josh Stoneburner: Digital Marketing Manager Focus: Social media, video, graphic, promotional expertise, blogging, marketing Participates and communicates to marketing team, President Ford Field Service Council cross-department Helps execute the day-to-day delivery of marketing campaigns. Work to create content strategy for social media based on overall marketing calendar. Work with marketing team to curate relevant content to reach the MCC s ideal customers. Monitor, listen and respond to users in a Social way. Design, create and manage promotions and Social ad campaigns Compile report for management showing results (ROI) Monitor trends in Social Media tools, applications, channels, design and strategy. Identify threats and opportunities in user generated content surrounding the MCC. Report notable threats to management. Oversee design (ie; Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, Twitter profile, and blog) Professional development opportunities: Scouting knowledge, public relations and communications. Joshua was hired into the President Ford Field Service Council in July 2015 and after a short stint as a Marketing Specialist, Joshua has quickly moved into his role within the MCC as a Digital Marketing Manager. With a background in video production and social media marketing, Joshua s focus will be on further immersing Michigan Scouting into the digital realm while helping unify our brand identity. Joshua is a single father, avid drummer and often uses his free time to film for his small business, Stoneburner Video Productions, LLC.

3 Ashley Kraft: Graphic Design Specialist Focus: Graphic design, computer web skills, marketing Helps the team with the design and creation of marketing production related efforts such as promotional items, printed collateral, multimedia collateral, and direct mail pieces. Participates and communicates to marketing team, Water and Woods Field Service Council s crossdepartment Interprets the marketing team needs and develops graphic concepts to suit their purpose. Think creatively to produce new ideas and graphic concepts for upcoming activities and events. Work as part of the team with printers, video, photographers, other designers, web developers and MCC marketing specialists. Determining size and arrangement of illustrative material and copy, all within the guidelines of the BSA branding Keeping abreast of emerging technologies in new media, particularly design programs such as InDesign, Photoshop, FreeHand, Illustrator, Acrobat and Flash. Review materials for branding consistencies. Professional development opportunities: Public relations/communications, advertising expertise Ashley was hired as the Marketing Specialist for Water and Woods Field Service Council in June of She is proficient in Adobe Illustrator, InDesign and Photoshop. She works on a wide range of graphic documents including, but not limited to, flyers, postcards, programs and flyers. In October 2015 Ashley was moved to Michigan Crossroads Council as their Graphic Design Specialist.

4 Robert Silvernail: Marketing/IT Specialist Focus: Computer web skills, marketing, Information Technology Oversees the use of online analytical tools including Google Analytics, to analyze, interpret, draw conclusions and summarize information and present these in written reports and/or verbal presentations. Manages and governs tag management system utilizing Google Tag Manger Manages Google analytics set up to support advanced tracking, profiles, goal conversion tracking and custom filters to measure, monitor and provide insight into user behavior. Work closely and collaboratively with team members across digital marketing and social media to share data and insights. Provide training to internal teams on best practices for website management. Executes reporting and analytic tasks in support of other team members. Recommend tools, metrics and best practices for the measurement of online and offline marketing campaigns. Ensure consistency of overall website look and feel, branding, navigation, and usability to ensure optimal website experience for the customers. Assist in creative development and execution of website content projects and enhancements. Creates new content and/or enhances, edits and reformats off-line collateral with internal teams to create sustainable website content based on user needs and objectives. Troubleshoots website issues. Creates new website presence based on organizational needs. Assists with content taxonomy and web page tagging to achieve strong SEO Professional development opportunities: Writing/editing skills Robert joined the Michigan Crossroads Council team as the Marketing Specialist in the President Ford Field Service Council. Joining the MCC marketing team in October, he was instrumental in the successful launch of the new MCC website, michiganscouting.org and Black Pug registration system. Robert brings with him 11 years of service as a member of the BSA both as a volunteer and as an employee. Having enjoyed the benefits of Scouting as a child, Robert will be celebrating his 20 th year in the Scouting organization! With both his experiences as part of the organization, and his ability to work with all levels of technology Robert will focus on marketing and IT expertise to support the MCC marketing team.

5 Kerrie Mitchell: Public Relations Director - East Focus: Media/PR Connections, Writing & Editing, Blogging, marketing Participates and communicates to marketing team, Great Lakes Field Service Council s cross-department Help develop a marketing communications plan including strategy, goals, budget and tactics. Help create and deliver press releases, media relations content Help plan and direct public relations programs designed to create and maintain a branded public image for the MCC and its FSC customers. Work with the Field Service Council staff to obtain Scouting stories happening in the field and with volunteers that will translate to positive recognition and exposure. Work with Social Media marketing team member to coordinate messages and stories that affect the Scouting stories initiative. Promote program and new initiatives through public relations. Copyedit, proofread, and revise communications Research media coverage and industry trends Conduct extensive media outreach Working with the marketing team, help plan publicity strategies and campaigns Work with field staff to obtain Scouting stories happening in the field and with volunteers that will translate to positive recognition and exposure. Work with Field Service Council staff to plan publicity strategies for events/activities. Plan and execute new blogging initiatives to drive new website audiences Professional development opportunities: Graphic skills Kerrie was hired into Great Lakes Field Service Council in January of 2015 as the Marketing and Communications Director primarily responsible for the communications, public image, and brand management of Boy Scouts of America throughout Southeast Michigan. With eight years of combined experience in communications, marketing, public relations, branding, content development, and social media marketing, Kerrie will now focus her efforts on the public perception of Scouting in Michigan throughout the eastern side of the state.

6 Jane Parikh: Marketing Relations Director - West Focus: Media/PR Connections, Communications, Writing & Editing, Blogging, marketing Participates and communicates to marketing team, Southern Shores Field Service Council s crossdepartment Help develop a marketing communications plan including strategy, goals, budget and tactics. Help create and deliver press releases, media relations content Help plan and direct public relations programs designed to create and maintain a branded public image for the MCC and its FSC customers. Work with the Field Service Council staff to obtain Scouting stories happening in the field and with volunteers that will translate to positive recognition and exposure. Work with Social Media marketing team member to coordinate messages and stories that affect the Scouting stories initiative. Promote program and new initiatives through public relations. Copyedit, proofread, and revise communications Research media coverage and industry trends Conduct extensive media outreach Working with the marketing team, help plan publicity strategies and campaigns Work with field staff to obtain Scouting stories happening in the field and with volunteers that will translate to positive recognition and exposure. Work with Field Service Council staff to plan publicity strategies for events/activities. Plan and execute new blogging initiatives to drive new website audiences Professional development opportunities: Graphic skills Jane joined the Southern Shores Field Service Council in June as a Marketing & Communications Specialist. In October she was appointed Public Relations Director West with the Michigan Crossroads Council. Jane will continue to draw on her background as a journalist to secure positive external exposure on a regular basis for the MCC and its member councils throughout the state of Michigan. Jane is married with four children. She is a self-confessed news junkie and her kids biggest fan.

7 Megan Yankee: Innovations Marketing Manager Focus: Community involvement, project management, social media, writing, blogging Partner with marketing team to identify growth platforms Develop plans and initiatives that will support brand strategies. Lead and participate in ideation/brainstorming sessions and concept/proposition development. Utilize insights to capture trends that will identify opportunities for program and fundraising growth. Develops strategies and methods to apply for innovation funding. Coordinates innovation projects with marketing team Build relationships with thought leaders to grow Scouting awareness and participation. Recommends projects with grass-roots innovation that impacts families and communities. Reports quarterly to Executive Board Professional development opportunities: Advertising expertise, Wordpress skills Megan was hired into Southern Shores Field Service Council in March of 2015 and has recently been promoted to the MCC Marketing Department after briefly serving as an Exploring Executive. Megan has a background in marketing, fund development and operations and has primarily worked for symphony orchestra s including one of the top 5 orchestras, The Philadelphia Orchestra. She brings a unique perspective to Scouting, coming from the arts and also being a mom to a 3-year-old daughter and a second one on the way! She will be focused on bringing new ideas to Scouting, thinking outside of the box and supporting the MCC Marketing Department. Megan is also an accomplished professional classical violinist, traditional Irish fiddler and singer-songwriter, which she maintains in her spare time.