Girl Scouts Unveils New National Brand Initiative
Girl Scouts of the USA (GSUSA), one of the most well-known and well-loved organizations in the nation, is revitalizing and re-energizing its brand to reach out to a new generation of girls.
After extensive research and development, Girl Scouts has launched a brand campaign designed to reacquaint the country with the iconic organization and communicate the power girls have to change the world through Girl Scouting.
The branding, in the works as part of the organization's comprehensive transformation that began in 2004, is composed of a new visual identity, which includes a distinctive trefoil mark, revised color palette and refreshed logo. In addition, the initiative also includes plans for a 360-degree marketing program that taps the online, place-based and traditional media.
Research revealed that while many girls and parents knew about Girl Scouts, they had a very limited view. The new work is designed to let people know about the new and exciting things girls do every day as Girl Scouts.
"The brand is refreshed and will bring their attention to the wonderful leadership experiences and learning opportunities that Girl Scouts offers girls," said Rusine Mitchell Sinclair, chief executive officer of Girl Scouts -- North Carolina Coastal Pines.
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.
"We continue to give every girl access to life-changing experiences that inspire her to achieve her dreams," Sinclair said. "We're simply repositioning Girl Scouts with a message that is relevant to girls and the lives they lead today."
The campaign, known by the tagline "What Did You Do Today?", is also key to boosting the number of girls and adult volunteers who participate in Girl Scouting annually.
"The campaign not only asks girls to consider how they spend their time, but also our volunteers, who give an incredible amount of time. We're asking girls, parents and volunteers to consider how they spend their days, and what they can do to change their world," Sinclair said.
"A revitalized and energized brand is absolutely essential for us and our future growth," said Kathy Cloninger, CEO of GSUSA. "About one out of every 10 girls participates in Girl Scouting, and that's a tremendous number when you think about it. But that also means that we have a great opportunity to grow, even after almost 100 years.
"We have literally revamped our entire organization to appeal to that 90 percent of girls who aren't benefiting from the Girl Scout leadership experience. And with our new brand work, we think we have the right message at the right time," Cloninger said.
As part of the "What Did You Do Today?" campaign, Girl Scouts also has developed Spanish-language advertising to target the Hispanic market, one of the fasting-growing girl populations in the country.
With this new campaign and the projected growth in overall girl population in the United States, Girl Scouts expects to see its membership increase over the next few years. The campaign will also pave the way for a major effort to gain exposure during the organization's national centennial celebration in 2012.
Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.3 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls living overseas in 90 countries.
Girl Scouts - North Carolina Coastal Pines serves more than 32,000 girl members and nearly 10,000 adult members in 41 central and eastern North Carolina counties. The council's administrative headquarters is located in Raleigh, with additional program and service centers located in Fayetteville and Goldsboro.
For more information on membership or volunteer opportunities, call (919) 782-3021 or visit the website www.nccoastalpines.org.
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