Transforming Girl Scouts Brand Initiative Recap. Phase 1 of the Brand work has culminated with Lowe and sister-company, Siboney, presenting a thorough assessment of our brand.The results of their research provides us with an in depth look at the general market, our target audience (girls 8-14/volunteers 18-26), and the U.S Hispanic market..
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1. Girl Scouts of the USA Brand Presentation Attached is a condensed version of the presentation to council CEOs
February 9, 2008
2. Transforming Girl Scouts Brand Initiative Recap Phase 1 of the Brand work has culminated with Lowe and sister-company, Siboney, presenting a thorough assessment of our brand.
The results of their research provides us with an in depth look at the general market, our target audience (girls 8-14/volunteers 18-26), and the U.S Hispanic market.
3. Brand Positioning
4. Brand Challenges Public’s misperceptions (little girls; goodness of the organization)
Nice to have, not necessary
A sense of exclusion (“not for us”)*
Low mom awareness*
* Denotes Hispanic market challenges
5. Brand Assets
Boldness….Juliette Gordon Low
Provides valuable learning
* Denotes Hispanic market assets
6. Mom-Daughter Connection The bond is strong
Safety and security
Pleasure of shared company, building memories
7. Speaking With One Voice
8. The World is Ready for a New Kind of Leader Girls say:
“Leadership needs a definition different from power and control.”
Girls want to be the type of leader who:
“stands up for their beliefs and values.”
“tries to change the world for the better.”
9. The World is Ready for a New Kind of Leader She values diversity and inclusion.
She respects friendship and collaboration.
She is committed to taking action to make her
neighborhood, her community, her world a
Today. And everyday.
10. Channel Planning: Girls Target Audience:
Girls, 3rd to 8th grade (Age 8-14) By targeting girls age 8-14, we obtain a larger media universe, and, as we will explore, are more able to tie into their media habits by age.
11. Channel Planning: Girls Online
Be in her world and switch seamlessly between media
Unique and alternative media experiences
Associate ourselves with other brands with the same core values
Grassroots and experiential marketing (events)
12. Channel Planning: Girls 12 as a demarcation line:
13. Channel Planning: Volunteers Target Audience: Young professional women
Help attract and keep “tweens” in the organization
College students are an influential market
Professionals fall into urban areas, where Girl Scouts has a current need for a volunteer base
14. Channel Planning: Volunteers Tactics:
HR departments (business to business messaging)
Online direct messaging
Word of Mouth
15. Brand Integration Our new brand work will be reflected
throughout the Movement, including:
Leadership Experience materials
Girl Scout Research Institute
Brand Creative (graphic guidelines, image campaign rollout, external messaging)
16. Brand ACTION Winter 2008
Execution of Simmons family partnership
Councils begin integrating brand strategy
Announce Creative Agency
Spring Leadership Conferences - new Leadership Experience materials debut
Presentation of GSRI Leadership Research
Launch new brand campaign at 2008 National Convention
GSUSA and councils work together on brand rollout
Continue integration of new brand within every aspect of the Girl Scout Movement