Girl Scout Council of the Nation’s Capital 2010 Cookie Kick Off
Cookie Kick Off Welcome! Pat Stout Cookie Task Force Volunteer Chair
The Inspiration of Cookies Jan Verhage Executive Director GSCNC
Girl Scout Leadership Experience Brigid Howe Program Services Manager GSCNC
Girl Scout Leadership Experience: Cookie Program Connections • Discover • Girls learn their skills, strengths and values • Connect • Girls connect with other girls, adults and community organizations • Take Action! • Girls make the world a better place
Girl Scout Leadership Experience: Cookie Program Connections • Cookie College 2010 (Flagship Campus) • Sponsored by Verizon Wireless • January 17, 2010 • Chevy Chase, MD • For Brownies and Juniors • Activities include online marketing safety, sales skills, food science, math • Cookie College Satellite Campus(es) • For Brownies and Juniors • Planned by YOU! • Satellite campus “syllabus” – available mid-November for SUCMS to plan events
Girl Scout Leadership Experience: Cookie Program Connections • Cookie Academy Meeting Guide • Available mid-November for leaders • For Daisies and Brownies • Meeting Guide for first-time cookie sellers
Girl Scout Leadership Experience: Cookie Program Connections • Cookie Graduate School/CPA training • December 5, 2009 • Annandale, VA • For Cadettes, Seniors and Ambassadors • Trains girls to mentor Daisy/Brownie troops and to staff Cookie College activities
Inspired by U Lilliea Jackson Little Brownie Bakers
Today’s agenda Consumer insights Getting to Know Our Customers Bundling and order cards Strategies to Grow Your Sale Activity kits and website links VIP – We Promise to Make it Easier New cookies Thank You Berry Munch! Cookie club Online Marketing
Profile of the loyal cookie buyer Who Are Girl Scout Cookie Buyers Today? 56% Female 62% Married 90% Primary Grocery Shopper 52% Age 30-54 46% Have At Least 1 Child Living At Home 76% White/Caucasian Note: Upper case letters equal significance at 90%. Base of Past 3 Year Girl Scout Cookie Purchasers includes data from our augments for the ethnic sample groups. Non-purchasers are those who were terminated from the survey because they have not purchased Girl Scout Cookies in the Past 3 Years. Girl Scout Cookie Price Sensitivity Study (09-001451-01)
Profile of the loyal cookie buyer Purchase Intent For 2009 Base: 2007/2008 Girl Scout Cookie Purchasers (n=730) Purchase Intent In 2009 By Region March 2009 (n= 1,079 loyal GS cookie purchasers) 94% are likely to purchase Girl Scout Cookies again
Where do they buy? Average Number of Boxes Purchased March 2009 (n= 1,079 loyal GS cookie purchasers) Girl Scout Cookie Price Sensitivity Study (09-001451-01)
Definitely Would Buy Probably Would Buy Might or Might Not Buy Probably Would Not Buy Definitely Would Not Buy Cookie bundle interest Interest In Purchasing Bundles Base: Past 3-Year Girl Scout Cookie Purchasers (n=1079) Top 3 Box 92% C 91% C 70% Price per box: • $3.50 $3.33 $4.00
Research-driven marketing to grow the sale Bundle promotion 5 for $20 Special gift wrapping at booth/store location Consumer incentive for buying cookie gift pack
Cookie bundle test pilots 1% of total girl sellers participated (110 girls) Special girl incentive for reaching cookie bundle goal Overall sale up 1% over prior year Girls were up 1.5% in the service unit Sales were up 5% in the service unit A total of 319 bundles (of six) were sold.
Cookie bundling = Suggestive Selling 2009 PILOT PROJECTS = 2010 STRATEGIES New Order Card Design! Cookie Bundling = Multiple Purchases
Cookie bundling = Suggestive Selling 2009 PILOT PROJECTS = 2010 STRATEGIES New Teen Order Card Design! Cookie Bundling = Multiple Purchases
Inspired by U - The Connect Year S E E W H A T ’S N E W! • Cookie Activity Kits help girls work toward official Girl Scout awards • Online resource center for Cookie VIPs • They’ll flip over the new “flip design”
Cookie activities linked to GS awards In the words of A D U L T V O L U N T E E R S “Volunteers would like to see the Cookie Program Kit be the source for activities to earn the Cookie Activity Pin.” …………. “Many of the things in the kits were the same things the girls had been doing for the last 9 years , and they don’t earn any awards by doing the activities in the kit.” Girls can … • Discover a social issue • Connect with customers about the issue • Take Action using cookie proceeds to make • the world a better place Source: Little Brownie Bakers Program Outcomes, online survey of Adult Volunteers, 2008-2009. n= 568
Welcome Cookie VIPs! Volunteers are VIPs! … Very Inspiring People Little Brownie Cookie Volunteers can • Go online to access a world of printable resources and activities!
Technology leveraged…LBB style Public Website www.littlebrownie.com eBudde https://ebudde.littlebrownie.com http://ebdemo.littlebrownie.com https://ebuddearchive.littlebrownie.com Booth Scheduler https://ebudde.littlebrownie.com Cookie Locator http://cookielocator.littlebrownie.com Cookie Club http://cookieclub.littlebronwie.com Online Training http://vipetraining.littlebrownie.com Online Voting http://littlebrowniecouncils.com/surverys
Little Brownie Bakers cookie portfolio Thin Mints Samoas Tagalongs Do-Si-Dos Trefoils Lemon Chalet Cremes Dulce de Leche
What’s new for 2010? • Thank U Berry Munch™ • Real, premium Ocean Spray cranberries • Sweet, creamy white fudge chips. • Crispy rice provides a satisfying crunch. • “Thank U” for supporting Girl Scouts! Approx. Ct: 14 Net Weight: 6 oz. (170 g)
Marketing Thank U Berry Munch Indulge Yourself in Wholesome Cranberries! Be happy. Be wholesome. Be ready for anything. With a classic blend of premium cranberries and white fudge chips, this hearty cookie helps you embrace the vitality of life. Crispy, puffed rice delivers a satisfying crunch. It’s pure goodness in a cookie.
Marketing more good news No Trace of Hydrogenated Oil!on the 2010 Nutrition Labels for 4 Varieties! - Trefoils ® - Lemon Chalet Cremes - Thank U Berry Munch™- Dulce de Leche
New Look - same great caramel flavor Dulce de Leche™(dool-sey dey LEY-chay) Inspired by the classic confections of Latin America, these sweet, bite-size cookies are rich with milk caramel chips. Caramel – a popular flavor among Girl Scout Cookie Consumers 1 Girl Scout Cookies Consumer Insights Study, 2006 Approx. Ct: 22 Net Weight: 6 oz. (170 g)
ASK FRIENDS & FAMILY • Introduce the concept to girls • Send an eCard • Check for Cookie Promises 2009 Proprietary and Confidential
MY COOKIE PLANNER DASHBOARD 2009 Proprietary and Confidential
SYSTEM GENERATED TEXT EMAIL 2009 Proprietary and Confidential
ELECTRONIC COOKIE ORDER CARD 2009 Proprietary and Confidential DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY 09.25.09
2009 Proprietary and Confidential DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY 09.25.09
THANK YOU SCREEN “Cookie Promises” are fulfilled offline 2009 Proprietary and Confidential DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY 09.25.09
MANAGE & TRACK COOKIE PROMISES • Additional emails are sent: • Thank You, Cookie order confirmation, a Cookie Promise reminder • New Promisesalerts appear on the girl’s cookie dashboard • Sort/printlist of promises by pending to delivered • Email deliverabilityand bounce notifications ™ 2009 Proprietary and Confidential
Plan for Success Maureen McCann Assistant Executive Director GSCNC
GSCNC Cookie Sale Goal 4,600,000 boxes
Inspiring Media Nancy Wood GSCNC Director of Public Relations
Key Points for Marketing Cookies • The Girl Scout Cookie program is the best leadership and entrepreneurial experience for girls. • It’s girl-led • Girls set goals • Girls develop marketing strategy • Girls represent the product • The Girl Scout cookie program supports Girl Scout troops and the Council in the Greater Washington Region. It enables girls to finance their activities and community service work, while helping the Council maintain camp properties, provide financial assistance to girls, and other services to benefit all girls. • Girl Scouts take part in GIFT OF CARING opportunities and provide donated cookies to deserving organizations in their communities • Girl Scout Troops are using the proceeds from the cookie program to complete community service projects and travel to new destinations.
Promotional Timeline: What You Can Do! December 18 – Cookie Sale begins with a Friends and Family effort December * – January 8 Service Unit Rally—make sure toinvite local VIP’s (Mayor, Hometown Hero Representative and the media.) Media Tour drop off PR Cookies to local newspapers, TV and radio January 5 -29 Send out the press release announcing the Girl Scout Cookie Season and introducing new cookie, Thank You Berry Munch. Guide people to our website: “Welcome to the Cookie Jar,” which has information for consumers, volunteers and the media. Encourage people to follow our Social Media pages for messages about Girl Scout Cookie program. Local Media: Troops should submit high quality photos via email to local newspapers. Include Troop Number and city and names of all included in photo.
Promotional Timeline: What You Can Do! February 4-17 Invite media to your local Cookie Drive-Through w/ focus on volunteers. (Local version) Send media press release on Gift of Caring w/ focus on donations and local organizations that will receive the gifts. February 19 - March 28 Submit a local press release on how to locate Girl Scout Cookie Booths Send local media the press release of the online Cookie poll Take a local media tour with girls to drop off Cookies at radio and local newspapers Remember when you submit photos to the local newspaper, also send them to the Council at email@example.com.
Public Relations Help Photographs: Submit photographs of cookie program activities, set camera on highest quality setting, send to newspaper via email and include Troop #, City and Names of all in picture. Sudden Service: We need girls that are available to be part of press calls through our sudden service initiatives. Local Press Reps: Use your Local Press Reps to help you tell the Girl Scout Cookie story! Contact Nancy Wood, Director of Public Relations firstname.lastname@example.org or ext. 204
Inspired Success: Work Groups Kathryn BenisonArea Membership Manager GSCNC
Watch your email for an Survey Monkey evaluation! Your thoughtful feedback will make future Kick Offs better. Have an Inspired Cookie Year! Thanks for Coming!