Girl Scouts

Overview

The Girl Scouts multimedia campaign is designed to promote awareness, engagement, and recruitment by showcasing the values, opportunities, and impact of the organization. Through a mix of digital, print, and social media content, the campaign aims to inspire young girls to join, encourage parental support, and highlight the lifelong benefits of Girl Scouts.

History

Juliette Gordon Law founded Girl Scouts in 1912. Her inspiration came solely from the Girl Guides which was created by Robert Baden-Powell (the founder of the Boy Scouts) in England. On March 12, 1912, the first offical Girl Scout meeting was held in Savannah, Georgia with 18 girls. Girl Scouts quickly gained popularity and became a nationwide movement. By 1915, there were troops across the entire United States and in 1917, it began to have a national headquarters.

Onliness Statement

Juliette Gordon Law founded Girl Scouts in 1912. Her inspiration came solely from the Girl Guides which was created by Robert Baden-Powell (the founder of the Boy Scouts) in England. On March 12, 1912, the first offical Girl Scout meeting was held in Savannah, Georgia with 18 girls. Girl Scouts quickly gained popularity and became a nationwide movement. By 1915, there were troops across the entire United States and in 1917, it began to have a national headquarters.

SWOT Analysis

Strengths:

  • Strong Brand and Reputation
  • Powerful Volunteer Network
  • Inclusive & Diverse Programs
  • Global and National Popularity
  • Cookie Program

Weaknesses:

  • Typically focus on younger girls
  • Rapid membership decline
  • Strong dependence on Cookie Program success
  • Viewed as an “outdated” organization

 

 

Opportunities:

  • More focus on STEAM programs
  • Include more mental health programs
  • Create more environmental initiatives

Threats: 

  • Evolving social dynamics
  • Competition (Boys & Girls Club, 4-H, etc)
  • Legal/ political pressures (women’s rights, LGBTQ+, etc)

Market Competitor Analysis

Boy Scouts of America

Big Brothers Big Sisters

Similarities

  • Nonprofit Youth Organization
  • Leadership Development
  • Badge & Award System
  • Community Service

Differences

  • Membership & Inclusivity- Girl Scouts
  • Historically boys-only but became co-ed in 2019
  • GS emphasizes leadership, entrepreneurship, STEM, etc while BS focuses on outdoor adventure and survivial skills
  • GS is led by volunteers and BS typically have structured leadership

Similarities

  • Youth Development Focus
  • Community Service & Volunteering
  • Inclusivity & Accessibility
  • Lifelong Impact

Differences

  • Program Structure is different as GS is group based and BBBS is a one on one mentorship program
  • GS Typically focuses on leadership, entrepreneurship, STEM, etc and BBBS is primarily about building relationship
  • Success is measure in GS with badges, patches, and awards whereas BBBS’s success is measure by personal growth

Our Core Values

  • Leadership
  • Confidence
  • Strength
  • Courage
  • Community Service
  • Respect

Logo Digital Sketches

Improved Logo Design