Extended Year Membership

On May 1, 2017, Girl Scouts launched their Extended Year Membership product which allows new members—both girls and volunteers—to sign up for Girl Scouts early for a cheaper price.

The concept allows girls to start Girl Scouts before the summer months and enjoy offerings available to established members, such as camp and council events. It also allows volunteers to jumpstart their volunteer training early so they’re better prepared when they’re assigned a troop in the fall. We also targeted parents of girls promoting the benefits of joining Girl Scouts with your daughter or girl in your life.

Since membership is handled at the local level, GSUSA only promoted the announcement of the new product and then provided tools to the 112 councils to uplift at the local level.

Platforms: GSUSA Facebook and Twitter
Audience: Potential Girl Scout members
Results: This campaign was built as a tool to be used at the local level, so true social conversions are difficult to measure. However, membership overall saw a 33% increase between the months of May-July. (Spring-early summer is typically our lowest membership period).

My Responsibilities

• Led campaign strategy from start to finish.

• Content creation: social toolkits for both national and 112 councils, web assets, and graphics.

• Reported and presented campaign results.

• Monitored day-to-day social.