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- Viewed as an “outdated” organization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
