Northern Star Scouting
Scout Council Serving Minnesota and Western Wisconsin
Northern Star Scouting supports youth and families across its region by helping young people grow through real confidence-building experiences that increase their confidence over time. As the organization looked ahead to the future of scouting, there was a clear need to better reflect the realities of today’s families and show how scouting fits into modern life. The opportunity was not to change the mission, but to tell the story in a way that felt relevant and welcoming for families encountering scouting for the first time.
Services Provided
- Creative
- Paid Media
- Web design
4.7 M+
total impressions
12.5 %
YoY lift in new member registrations
Performance beyond all benchmark CTRs
The Challenge
Opening the Door to Everyone
For the Fall 2025 recruitment season, Northern Star Scouting set out to update how scouting is perceived and reach families who had not traditionally seen themselves represented. Existing perceptions often relied on assumptions about who scouting is for and what participation looks like. The challenge was to shift that narrative while staying true to the organization’s values, all within a digital environment.
The Solution
Strategic Digital Storytelling With Heart
Rocket55 partnered with Northern Star Scouting to build a recruitment campaign grounded in collaborative problem-solving. Early conversations focused on internal priorities and the realities of how parents discover youth programs today. That insight shaped a digital-first strategy designed to feel current and accessible.
Campaign creative focused on kids having fun in modern, inclusive scouting environments paired with messaging that addressed parents’ questions in a direct, approachable way. The work emphasized the idea that joining scouting is doable and relevant rather than intimidating.
Video content played a key role in bringing these stories to life and was supported by social placements and landing page guidance to create a clear path from first impression to registration.
The Results
Millions of Impressions and New Scouts
The work generated more than 4.7 million impressions and delivered engagement that exceeded benchmarks, particularly among parents ages 30 to 45. In 2025, Northern Star Scouting saw a 12.5 percent increase in new Scout recruiting, which was the primary objective of the Rocket55 partnership. Leaders and volunteers across the organization shared positive feedback, noting that the updated creative felt more representative of today’s families.
Rocket55 was an excellent partner in our Recruitment campaign. They listened carefully to our challenges and met them head on. We felt engaged with every member of the team, from leadership on down. They brought big ideas to the table and were able to mobilize very quickly. Most importantly, they made us feel heard — never talking down or giving us a ‘less than full’ effort. They worked hard to share their efforts at all levels of our organization. Stakeholders from board members to front-line volunteers were excited about R55’s content and implementation.
— Greg Ball, Field Director
