The Case for Girl Scouts

In the summer of 2017, Girl Scouts released 23 new badges in STEM and the outdoors—the largest programming rollout in almost a decade. This announcement was placed right before our fall recruitment time (back-to-school/when new troops typically form) and an impending announcement from a competing scouting organization. The strategy was two-fold:

1) Present Girl Scouts as relevant again by uplifting our programming—new and existing— in a more modern light.

2) Highlight 100+ years of proven success of the Girl Scout program using the Girl Scout Research Institute’s recent Impact Study.

Platform: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members, girl advocates, existing partners + new partners
Results: The announcement of the new program was well-received across our membership and press. The social team received over 1M impressions for the announcement alone.

The Case for Girl Scouts messaging is still ongoing and has been embedded in many other recruitment campaigns, such as Fall Recruitment, the Winter Daisy campaign, Extended Year Membership, and even in our cookie messaging.

My Responsibilities

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

• Community management: finding and sharing stories that aligned with campaign goals.

• Aligned with PR partners on strategy and execution.

• Monitored day-to-day social.