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- Our ability to revitalise a brand that has a strong heritage but has lost its relevance
- Our expertise in uncovering strong brand qualities that have been underexploited
- Our capacity to turn research insights into a tangible brand strategy to create commercial success
The Scouts is one of Britain’s best known brands. However, membership (both the young and adult volunteers) had been declining year on year since 1997.
As part of the most comprehensive review carried out by The Scout Association in 40 years, The Workroom was appointed to modernise and reposition the Scout brand.
With today’s Scouts competing against leisure and entertainment brands like Sky, Sony and Nike, we questioned the modern relevance of theorganisation. For it to have any chance of creating sustainable growth it had to communicate exactly what being a Scout stands for. In a word, adventure!
Uncovering the original, but dormant motto, ‘Be Prepared...’ we realised we had a big idea. Embodying the key positive value it communicates anticipation and fulfilment – the very essence of Scouting.
After the launch of the refreshed brand coupled with substantial updates to The Scout programme, membership decline has now halted.
Thenew range of publications and training materials we designed, has sold over 25,000 copies and generated over £2.25m of income.