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Girl Scouts of the USA Brand Presentation

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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Girl Scouts of the USA Brand Presentation

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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 All-girl organization Boldness….Juliette Gordon Low Provides valuable learning Mother/daughter bonding* * Denotes Hispanic market assets

    6. Mom-Daughter Connection The bond is strong Culturally in-sync 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 better place. 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 Digital media Be in her world and switch seamlessly between media Unique and alternative media experiences Social networking 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: Actively recruit HR departments (business to business messaging) Online direct messaging College students Alumnae Word of Mouth

    15. Brand Integration Our new brand work will be reflected throughout the Movement, including: Leadership Experience materials Advocacy Girl Scout Research Institute Leader Magazine Brand Creative (graphic guidelines, image campaign rollout, external messaging)

    16. Brand ACTION Winter 2008 Execution of Simmons family partnership Councils begin integrating brand strategy Spring/Summer 2008 Announce Creative Agency Spring Leadership Conferences - new Leadership Experience materials debut Presentation of GSRI Leadership Research Fall 2008 Launch new brand campaign at 2008 National Convention GSUSA and councils work together on brand rollout Winter 2009 Continue integration of new brand within every aspect of the Girl Scout Movement

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