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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.

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slide2

Cookie Kick Off Welcome!

Pat Stout

Cookie Task Force Volunteer Chair

slide3

The Inspiration of Cookies

Jan Verhage

Executive Director

GSCNC

slide4

Girl Scout

Leadership Experience

Brigid Howe

Program Services Manager

GSCNC

slide5

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
slide6

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
slide7

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
slide8

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
slide9

Inspired by U

Lilliea Jackson

Little Brownie Bakers

today s agenda
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
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 buyer12
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
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)

cookie bundle interest

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
slide15

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
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
Cookie bundling = Suggestive Selling

2009 PILOT PROJECTS = 2010 STRATEGIES

New Order Card Design!

Cookie Bundling = Multiple Purchases

cookie bundling suggestive selling18
Cookie bundling = Suggestive Selling

2009 PILOT PROJECTS = 2010 STRATEGIES

New Teen Order Card Design!

Cookie Bundling = Multiple Purchases

slide19

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”
slide20

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

slide21

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
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
Little Brownie Bakers cookie portfolio

Thin Mints

Samoas

Tagalongs

Do-Si-Dos

Trefoils

Lemon Chalet Cremes

Dulce de Leche

what s new for 2010
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
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
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

slide27

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
ASK FRIENDS & FAMILY
  • Introduce the concept to girls
  • Send an eCard
  • Check for Cookie Promises

2009 Proprietary and Confidential

my cookie planner dashboard
MY COOKIE PLANNER DASHBOARD

2009 Proprietary and Confidential

system generated text email
SYSTEM GENERATED TEXT EMAIL

2009 Proprietary and Confidential

electronic cookie order card
ELECTRONIC COOKIE ORDER CARD

2009 Proprietary and Confidential

DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY 09.25.09

slide32

2009 Proprietary and Confidential

DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY 09.25.09

thank you screen
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
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

slide35

Plan for Success

Maureen McCann

Assistant Executive Director

GSCNC

slide36

GSCNC Cookie Sale Goal

4,600,000 boxes

slide37

Inspiring Media

Nancy Wood

GSCNC

Director of Public Relations

key points for marketing cookies
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
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 do40
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 prphoto@gscnc.org.

public relations help
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

nwood@gscnc.org or ext. 204

slide42

Inspired Success:

Work Groups

Kathryn BenisonArea Membership Manager

GSCNC

slide43
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!