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The Girl Scouts Western Pennsylvania organization wants to show that Scouting is much more than cookies or camping.
After extensive research and development, Girl Scouts debuted a new brand campaign to re-acquaint the country with the organization and communicate the power that girls have to change the world through Girl Scouting.
“The campaign also is designed to boost the number of girls and adult volunteers who participate in Girl Scouting annually after a period of declining membership,” said Cori Begg, Girl Scouts Western Pennsylvania promotions and advertising manager.
“And with our new brand work, we think we have the right message at the right time.”
It is hoped the new branding will impact girls in Cambria and Somerset counties.
Begg said that local Girl Scouts are loyal to the organization’s well-loved and iconic brand. The goal is to attract the girls who aren’t in Girl Scouting.
“Currently we have an 11 percent to 13 percent market share,” Begg said.
“Our goal is to retain our current girls, while leveraging our brand to attract new girls who are not in Girl Scouting.”
Putting a new face on Scouting is all about repositioning Girl Scouts with a message that is relevant to girls and the lives they lead.
“Our research revealed that while many girls and parents knew about us, they had a
very limited view of us,” Begg said.
“This new brand identity is designed to let people know about all the exciting things girls do every day as Girl Scouts.”
The organization has listened to what girls have said about what they want from their Girl Scout experience.
“Our brand promise is to give girls access to life-changing experiences through travel opportunities, leadership awards, unique girl-centered programming that meets their needs and interests, as well as fun, friendship and adventure,” she said.
The Girl Scout Leadership Experience, which features a series of 15 outcomes or benefits, helps every Girl Scout learn to discover her own values, connect with her peers and adults, and take action to improve her community.
“The campaign not only asks girls to consider how they spend their time, but also our volunteers, who give an incredible amount of time,” Begg said.
“We’re asking girls, their parents and volunteers to consider how they spend their days, and what they can do to change their world.”
Features
Girl Scouts are debuting new brand campaign to boost rolls
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