Girl Scouts of the USA Girl Zone IMC Plans Book

The Girl Scouts of the USA
Girl Zone Website

Integrated Marketing Communications Plan

The Girl Scouts of the USA
Girl Zone Website

Prepared by Katie Essner
December 2010

2 | The Girl Scouts

Table of Contents
Executive Summary 4

Situation Analysis 6

Research: SWOT Analysis 14

Overall IMC Strategy 22

Girl Zone Defined 25

Marketing Strategy 33

Creative Strategy 37

Public Relations Strategy 40

Internet Marketing Strategy 43

Campaign Timeline 46

Budget and ROI 48

Evaluation 50

Conclusion 52

Appendices 54

3 | The Girl Scouts

Executive Summary

4 | The Girl Scouts

Executive Summary Founded on the promise to build girls of courage,
confidence and character, Juliette “Daisy” Gordon Low
In 2009, the Core Business Strategy was completed and
as a result the organization has seen the benefits of a
began the Girl Scouts in 1912. She assembled 18 girls stronger network, consistent programming, additional
from Savannah, Ga., for the first Girl Scout meeting volunteers, an increase in funding resources and the
upon discovering the need for an organization open ability to serve more girls. To compliment the
to girls from all backgrounds. Lowe believed all girls organization’s internal strengthening, this integrated
should be given the opportunity to develop mentally, marketing communications plan seeks to create a
physically and spiritually. The first Girl Scouts hiked, brand loyalty among girls to the Girl Scouts.
played basketball, went on camping trips, learned how
to tell time by the stars and studied first aid. With an 8 percent decline in membership over the last
10 years, forming a bond with the organization aims
Today, the Girl Scouts are doing far more than outdoor at decreasing the regression. The following integrated
activities. Boasting 3 million members and counting, marketing communications plan would create an
the Girl Scouts have made bold moves to transform the online world that combines all aspects of a Girl Scout’s
organization to ensure it provides a premiere life. Their troops, their friends and their online lives
leadership experience for girls. In 2004, the Core Busi- together in one place, housed under the safety
ness Strategy was created to focus on the Girl Scouts umbrella of the Girl Scouts.
brand, program experience, governance structure,
volunteer diversity and funding. At the root of these The online world aspires for girls to develop a loyalty
elements was the realignment and combination of and bond to the Girl Scouts, for the organization to stay
smaller councils to form larger, more effective councils. relevant to girls and to weave the real and virtual lives
of girls today into a network they can love and their
parents can trust.

5 | The Girl Scouts

Situation Analysis

6 | The Girl Scouts

Situation Analysis

Product and Service Analysis
Products, Experience and Know-How
The Girl Scouts are known for selling cookies as well as
candy, nuts and magazines yearly. When selling these
products, girls must set goals in order to raise funds to
support their activities for the year, to fund community
service and leadership projects, to attend summer
camp, to travel to destinations and to provide events
for girls in their community.

The activity of selling cookies is directly related to the
Girl Scouts purpose of helping all girls realize their full
potential and become strong, confident, and
resourceful citizens. The process of selling products
allows girls to learn the skills of setting goals, making
decisions and managing money along with people
skills and business ethics.

7 | The Girl Scouts

Situation Analysis
Economic and business conditions
Market Analysis
The current economic conditions are poor and many
Demographics
families have been hit by the recession, which may
The main demographic for this integrated
affect families being able to afford the Girl Scouts or
marketing communications plan are Girl Scout
having time to pick their child up from the Girl Scouts.
Brownies and Juniors nationwide, age eight to 11.
This encompasses girls educated in public, private,
The business conditions are also depressed, but the Girl
charter and parochial schools, as well as those who
Scout organization has remained stable financially.
are homeschooled and have joined a troop in their
area.
Troops rely greatly on the sale of cookies, candy, nuts
and magazines; it is a challenging time for Girl Scout
The demographics of the families of the girls involved
councils and troops that depend largely on sales and
in the Girl Scouts are important to recognize. The Girl
donations for troop funds.
Scouts can be time-consuming and costly for lower
and lower middle income families. Council and troop
leaders nationwide will also be a critical demographic.

8 | The Girl Scouts

Situation Analysis

Demand and demand trends based on research
• The demand for being a Girl Scout has declined with a slight drop in
membership from 3,401,260 to 3,330,140 in 2008 to 2009, respectively

• An 8 percent decline in Girl Scouts membership during the past 10 years

• In 2009, there was an overall increase in adult volunteers, jumping from
896,298 in 2008 to 904,610 in 2010

• The biggest increase in 2009 membership, 7.9 percent, was seen in the
Hispanic community for both girls and volunteers

• The biggest decrease in 2009 membership, 8.9 percent, was seen in the
American Indian/Alaska Native community

9 | The Girl Scouts

Situation Analysis

Competitive Analysis
The Main Competitors
The Girls Scouts of the USA is the only non-profit global organization
for girls of its kind, but does see competition from other after school
activities. Few organizations for girls have the same draw and presence
for grade schools and high schools across the world, but those that do
include 4H, Girls and Boys Clubs of America and various local after-school
organizations. The Girl Scouts also have competition from sports and
clubs that the girls may become involved in through their schools.

10 | The Girl Scouts

Situation Analysis

Current Financial Situation
The Core Business Strategy implemented by the Girl Scouts in 2004 focused on realigning the Girl Scouts and
combining smaller councils and service units into larger networks, thus creating stronger and more effective
councils. This change aided councils’ financial resources by consolidating funds and reducing overhead, and
allowed the Girl Scouts to stay afloat in the economic crisis.

In 2009, the Girl Scouts allotted $10,555,000 of their overall budget for communications. Advertising costs for
the organization totaled approximately $516,000 and $1,321,000 in 2008 and 2009, respectively. The Girl Scouts
receive donated advertising from third-party donors not included in these costs.


Situation Analysis

Macroenvironment
Legal Factors
Laws and regulations to be considered for the Girl COPPA requires websites to explain their privacy
Scouts and this integrated marketing communications policies on the site and receive parental consent
plan include non-profit and tax exempt laws and laws before collecting or using a child’s personal
protecting children’s privacy on the Internet. As a information, such as a name, address, phone number,
non-profit organization, the Girl Scouts cannot sell or Social Security number. This law also prohibits a
shares to others or personally benefit in any taxable website from requiring a child to provide more personal
way, thus all revenue is used to support the information than necessary to play a game or
organization and its members in a way that promotes participate in a contest.
self-preservation, expansion and future plans.

Laws regarding children’s privacy on the Internet
include several Acts, the most pertinent to this
integrated marketing communications plan being the
Children’s Online Privacy Protection Act (COPPA). COPPA
was created to help protect kids online by preventing
a child’s personal information to be known without a
parent knowing and agreeing to it first.


Situation Analysis

Social and cultural factors
Nationwide there are now more non-traditional
families, including single parent families, divorced
families, gay parents, remarried parents and children
being raised by relatives, among many other arrange-
ments. There is also an increase in minority families
nationwide.

Culturally, there are also more women in the workplace,
and women are more commonly seen as equals to men.
This movement was embraced by the Girl Scouts with
the addition of badges, activities and a website dedicat-
ed to technology and the pursuit of male-dominated
careers.


Research: SWOT Analysis


Primary Research

Research and Research Methodology
Three surveys that involved a combination of quantitative and open-ended qualitative
questions were distributed to women who may or may not have been Girl Scouts, Girl
Scout troop leaders and current Girl Scouts. (See appendices for surveys.)

Primary Research Key findings from Survey for Women
A survey for women who may or may not have been a When responding to what girls do today in an
Girl Scout was administered through Survey open-ended question, 52 percent of women said selling
Monkey. The survey received 45 responses and cookies, 24 percent said going camping and 39 percent
provided a better understanding of how women today said the girls do the same thing today as they’ve always
view the Girl Scouts. It also gave women the chance done. Of the women surveyed, 75 percent, had
to say what activities they think the girls participate in participated in the Girl Scouts and 65 percent agreed
today compared to when they were younger and see there were fewer girls who joined the Scouts today.
how many women have encouraged girls around them When asked if they would be a Girl Scout today, 45
to become involved with the Girl Scouts. percent said yes, 20 percent no and 35 percent were
unsure.


Primary Research A survey through Survey Monkey was created for Girl
Scout troop leaders and received 89 responses. This
Key findings from Survey for Troop Leaders
When asked what girls enjoyed most about the Girl
survey provided a very insightful look into what the Scouts, 79 percent of troop leaders said being social
troops are doing today and how they are organized. It with each other. When asked about the addition of an
gave the opportunity for troop leaders to say why they online world that would allow girls to connect with
believed girls left the Scouts, at what age and what the Girl Scouts across the nation, 73 percent of troop
organization could do differently to keep girls involved. leaders said girls would enjoy the site. According to
They were also asked their opinion on the addition of troop leaders, girls are most likely to drop the Girl
an online world for the girls and if they thought girls Scouts in the fifth through sixth grade (45 percent) or
would enjoy it. the seventh and eighth grade (41 percent) because
they do not think it’s cool to be a Girl Scout (50 percent)
or are busy with sports (44 percent).


Primary Research
A survey was created on Survey Monkey for girls
currently involved in the Girl Scouts and had 55
Field trips responses. The results of this survey provided a look
at activities the girls wished they were doing more of,
Socializing their reactions to an online world, how long they had
Horseback riding been involved in the Scouts and how many more years
Volunteering they would like to stay involved.
Sleep overs
Key findings from Survey for Girl Scouts

Being with friends Of girls surveyed, 20 percent would not or were unsure
if they would continue to be involved in the Girl Scouts.
Playing games Making memories Fifty-two percent of girls liked the idea of receiving a
prize online from a badge they earned. The majority of
Camping girls, 79 percent, were using the Internet more often
than television, radio, magazines and newspapers. Due
Working on badges Museums to legal issues, few girls of the target third to fifth grade
Crafts
were able to complete the survey and 52.8 percent of
Learning new things girls surveyed were in or above the eighth grade. Thus,
the response to an online world essentially targeted at
third to fifth graders was only 43.4 percent positive.


Secondary Research

Due to the nature of the target age group for this The Girl Scouts did a study focusing on the effect of the
integrated marketing communications plan, the Internet on girls. When asking what advice girls
majority of research findings were based on secondary received from the adults in their lives about the
research. Internet, girls said they received very little pertinent
and valuable information. Despite giving little advice,
According to a study by M2 Research, 93 percent of girls girls believed their parents were most concerned about
age eight to 11 play online games. The study found that their safety online and 75 percent of girls surveyed
kids tend to play a variety of online games on many were given rules from their parents regarding the
different sites. M2 analyst Louise Curcio believes the Internet. When asked what the girls most want from
kids market has been overlooked by companies. their parents concerning the Internet, the girls
responded that they wanted to be taught
responsibility, educated about possible dangers and
have their parents trust them. Girls wished for their
parents to be cautious, but not too cautious.


Secondary Research
A survey conducted by Lightspeed Research in June A study conducted by Roiworld found that gaming, in
of 2010 found Facebook was the dominant network general, is becoming an increasingly important element
among teens and parents, with 95 percent of parents of online activity for teens, and most of the online game
and 86 percent of teens with social networking pages play amongst the demographic of 13 to 17 year-olds
on Facebook. Fifteen percent of parents and 10 percent occurred on social networking sites such as Facebook,
of teens had who used social networking sites had Gaia Online and Maplestory. More than one third of
Twitter accounts. those who responded positively to using Facebook said
they play games on Facebook over 50 percent of their
According to a study from Nielsen Online, the largest time on the site.
number of tykes and preteens go to YouTube for video
(or 4.1 million viewers aged 2 to 11). Key Findings from Secondary Research
The current generation of Girl Scouts is familiar with
technology and avid online gaming and social media
users. Their parents are also using social media, but
may not be giving enough advice to girls concerning
the Internet. Being online is a social experience for girls
and they see social media as a means to communicate
with friends. Facebook is their social media platform of
choice, but use the website for gaming as well as
connecting.


Overall Strengths, Weaknesses, Opportunities and Threats
Strengths Opportunities
Strengths are features or capabilities associated with the Girl Scouts Opportunities are trends, events or ideas in society, government or
that provide a superior and competitive priority advantage or meet media that may be capitalized upon to retain Girl Scout membership
a top ranked customer need. Strengths are generally internal and and increase positive perception.
long-term. • The Internet, particularly online gaming and social media sites,
• Strong history can be used to reach the girls and the general public
• Brand is well-known and recognized globally • Girl Zone creates an opportunity to engage girls with a virtual
• Provides leadership opportunities, instills values and helps world where they can interact with the organization and girls
build character for girls of all ages from across the nation
• Cookie, candy, nuts and magazines sales • Moms can now be reached online through blogs and social media
• Non-profit global organization • Badges and troop work can be integrated with the Girl Scouts
• Donate a lot back to the community, environment and the online presence
world
• Strong networking and word of mouth marketing
• Consolidated councils to create stronger and more effective
units

Weaknesses Threats
Weaknesses are a lack of a capability or feature that prevents the Threats are possible events in society, government or the media
Girl Scouts from having a feature or capabilities associated with the outside the control of the Girl Scouts that may have a negative impact
Girl Scouts that provide a superior and competitive priority upon Girl Scout membership and positive perception.
advantage or meet a top ranked customer need. Weaknesses are • Recession prevents donations and proper funding at local and
generally internal and long-term. national levels
• Scattered online presence • Families hit by the recession may not be able to afford the Girl
• Strict rules and limitations for troop leaders Scouts
• Little to no communication with the general public • Competition from other after-school organizations
• After grade school, there is a strong emphasis on individual • Competition from school-related activities, such as clubs or sports
work rather than within a Girl Scout troop • Girls no longer interested in the same activities and do not find
• Not communicating with girls and parents about the benefits the Girl Scouts relevant to their lifestyle
that come from being a Girl Scout in middle school and high
school


Key Priority Issues Strengths that need to be leveraged, weaknesses that
need to be bolstered, opportunities to take advantage
of and threats to be reduced or mitigated.

1. Provides leadership opportunities, instills values and
helps build character for girl of all ages (Strength)

2. Scattered online presence (Weakness)

3. The Internet, particularly online gaming and social
media sites, can be used to reach the girls and the
general public (Opportunity)

4. Girls no longer interested in the same activities and
do not find the Girl Scouts relevant to their lifestyle
(Threat)


Overall IMC Strategy



In order to increase retention of Girl Scouts, the orga-
nization must become more relevant to the girls’ lives,
as well as communicate and connect with them on a
personal level to build a loyalty to the organization. Girl
Scouts’ Girl Zone will create a safe, strong, interactive and
relevant website for the girls to play games, network and
utilize as an educational resource.


Overall IMC Objectives

IMC Objectives

To increase retention of the Girl Scouts membership by 5 percent

To increase Girl Scout activity by 20 percent from the launch of Girl
Zone to the completion of the first year

To obtain 40 percent of Girl Scout users on Girl Zone nationwide
one month after the launch

To make 5,000 media impressions nationally and worldwide during
the campaign execution


Girl Zone Defined


What is Girl Zone?

Currently the Girl Scouts of the USA has a gaming website called Go Girls Only. The website is open to anyone
and offers three games, a quiz section, a “coming soon” advice column, Girl Scout news, Girl Scout history and a
page dedicated to girls’ skills. The website creates a solid foundation for Girl Zone to build from, but does not have
enough content in rotation. Despite a fresh and appealing design, the website does not update quizzes or games
often and thus lacks the ability to draw returning visits.

Go Girls Only aims to attract new girls by saying, “If you like this, you’ll like the Girl Scouts.” Girl Zone, on the other
hand, wishes to pique and sustain the interest of current Girl Scouts. Girl Zone seeks to create an online world that
is a community for girls where they can visit often and discover something new each time.

For girls in the eighth grade and high school, Girl Zone will offer information on study abroad programs, camps
around the nation specifically for cadettes and seniors as well as the Girl Scout desinations program. Scholarships,
volunteer opportunities and service award tips and ideas will also be promoted on Girl Zone. These
oportunities will be placed on the the education section of the website for girls to see where the Girl Scouts can
take them and the benefits of staying involved with the Girl Scouts.


What is Girl Zone? Girl Zone will be an interactive website for the Girl
Scouts of the USA that allows girls to play games online,
Monitored chat will allow girls to meet and connect
with Girl Scouts across the nation. The chat will be
interact with girls from all across the world and bring an monitored to prevent girls from using inappropriate
online dimension to work they do with their troops. Girl language or cyber bullying. Troop leaders will receive
Zone will include a basic homepage with a login, an in-depth lesson on Internet privacy and safety from
gaming center, monitored chat rooms, learning center council leaders that they will in turn teach the girls in
and quizzes. Girl Zone will be mobile friendly. order to achieve the highest standards of online safety.
Parents and girls will be asked to sign the Girl Scout
Girl Zone allows girls to earn badges with their troops Internet Safety Pledge. (See appendix for the Girl Scout
that contain an online component where they can Internet Safety Pledge)
enter a code included with the badge and redeem for
points online. In the learning center, there will be opportunities for
girls to earn badges individually. A “Did You Know?”
The gaming center will feature games rotated on a section will contain interesting information on the Girl
monthly basis. Popular games will remain available Scouts and various random facts.
and a redemption center for points will be housed in
the gaming section. The girls will create a personalized Quizzes will be created by the web team and updated
avatar of a Girl Scout to play with and points can be on a monthly basis.
redeemed for new outfits or accessories for their Girl
Scout.


Girl Zone


Building Girl Zone The Girl Scouts will hire a web team for the Prior to website completion, the Girl Scouts will
randomly assemble a focus group to test Girl Zone
development and maintenance of Girl Zone. Consisting
of a manager, developers, programmers, copywriters for three months. The group will consist of 10 troops,
and designers, the web team will be responsible for approximately 300 Girl Scouts, to fix any issues with Girl
writing web copy, designing the website, maintaining, Zone. Troop leaders from the test groups will be asked
monitoring and updating Girl Zone. to attend an online webinar hosted by the Girl Zone
team to explain the website. The troop leaders will be
The web team will be responsible for fixing any glitches, asked to relay all information to their troops in order to
monitoring the chat and anticipating problems before kick off the three-month trial. A survey will be hosted
they occur. A crisis communications plan will be utilized on Girl Zone following the trial period to gauge
by the web team should any issues arise. (See reactions to the website and determine if any changes
appendices for crisis communications plan.) need to be made before launch.


Marketing Strategy


Marketing Strategy

Target Marketing Parents of girls who are in the Girl Scouts and have
Girl Scout Brownies and Juniors, from third to fifth daughters in the third through fifth grade as well as the
grade who are most likely to drop out in the fifth general public nationwide are also target markets.
through sixth grade are the target market. These girls Parents have a strong influence and decision in their
face choosing other after-school activities and sports children’s extracurricular activities, and building a
over the Girl Scouts, and by capturing their interest in loyalty to the organization when the girls are younger
the third grade, it will help build a loyalty to the Girl will most likely improve the probability girls will stay
Scouts. If girls have a solid foundation and devoted involved. As girls are generally aware of culture and
relationship with the Girl Scouts, it is less likely they will societal influences, a positive and trendy view of the
drop the organization when faced with multiple Girl Scouts may decrease the public’s “not cool”
extracurricular activities. impression.


Marketing Strategy Key Messages to Target Audiences
The following primary key messages are for the target audiences.

Primary Key Messages
The Girl Scouts continue to build courage, confidence and
character in girls, even in an ever-changing society

The Girl Scouts allows girls to discover, connect and take action
both with their troops and online

It is fun and trendy to be a Girl Scout

Secondary Key Messages
The Girl Scouts provide a safe, entertaining and educational
online resource for girls

The Girl Scouts are relevant to girls today


Positioning and Marketing
Communications Strategies
Positioning Marketing Mix
The Girl Scouts are a worldwide preeminent In order to promote the launch and use of Girl Zone,
organization dedicated solely to building girls of a combination of social media, word of mouth, public
courage, confidence and character who make the world service announcements and print advertisements will
a better place. be used. The core of the marketing will rely on public
relations, social media and word of mouth efforts.
Marketing Communications Strategies
The marketing communications strategy of Girl Zone
will be to reach out and ask Girl Scout troops across the
nation to participate in the launch of the Girl Scouts Girl
Zone. Girls will be reached through their local councils
and troop leaders and troop leaders will be asked to
provide the girls with all the necessary information
about the site. Both troop leaders and the girls will be
asked to celebrate the launch of Girl Zone.

The general public will be aware of the launch of Girl
Zone in order to spread the message that the Girl
Scouts are staying relevant to girls today. Public
relations efforts will be utilized to reach the media and
councils will be provided with the proper materials and
asked to relay the Girl Zone launch to their local media.


Creative Strategy


Creative Strategy Creative Brief
Background: Why are we advertising? What is the single most important persuasive idea
The Girl Scouts of the USA are trying to attract the we can convey?
attention of girls who risk dropping the Girl Scouts for Girl Zone combines all elements of girls real and online
other activities. By advertising to these girls, the Girl lives, seamlessly blending them into one website.
Scouts hope to capture their interest in online
gaming and social media and match it with the Girl Why should they believe it?
Scouts Girl Zone, thus creating an interest and loyalty This demographic of girls are active on Facebook where
to the organization. they can connect with their friends, take quizzes, play
games and chat. YouTube provides a medium for girls
To whom are we speaking? to create videos and connect with others. Girl Zone
Girls in the third through fifth grade who are likely to combines all these elements into one website, along
drop the Girl Scouts in the fifth through sixth grade. with educational resources that bring a new, online
dimension to their troop work.
What do they currently think?
Currently these girls are involved in the Girl Scouts but Are there any creative guidelines or mandatories?
may not be loyal to it. They may be active in sports, Advertising should show a sneak peek at what the
clubs or other after school activities they may deem website has to offer. It should intrigue the girls to want
more relevant to their lifestyle. These girls are to play on the website and learn more about it.
particularly interested in online games and are active
on social media sites such as Facebook and YouTube. All print ads will have the Girl Zone web address.

What would we like them to think? Tone of voice?
Girl Zone is a fun and trendy website relevant to their Tone of voice will be youthful.
lifestyle.


Creative Strategy Traditional Initiatives
Girl Zone will create a Public Service Announcement
Media Budget and Justification
The PSA will be free to run on television, but will be
video series for the launch of Girl Zone. The PSAs will produced and directed by the Girl Scouts and a
feature snapshots of the website and feature a Girl videographer. In order to create the videos, the budget
Scout talking about the Girl Zone. The video series will will allot $25,000 for the entire creative and execution
be posted on the Girl Scout website, YouTube and process.
promoted through social media, as well as run on
television stations that agree to air the PSA. (See Girl’s Life magazine was chosen to advertise for Girl
appendix for PSA.) Zone since 97.6 percent of the average readers are
between ages 9 to14. One full-page advertisement in
Print Advertisements Girl’s Life magazine costs $22,780, the total sum to run
Two print ads will run in Girl’s Life magazine. Each ad both ads equaling $45,560. In order to create the ads,
will show a preview of the Girl Zone website in order to the Girl Scouts will allot $4,440. In combination of the
give girls an idea of what the website will look like. Ads video and print advertisements, $75,000 of the budget
will provide the web address and Girl Scout logo. (See will be dedicated to advertising.
appendices for print advertisements.)


Public Relations Strategy



The Girl Scouts of the USA will create and implement Public Relations Communications Objectives
a public relations campaign as an effective way to The objectives of the Girl Zone public relations
generate interest of Girl Zone. The strategy of this public campaign will be to obtain 40 percent of Girl Scout
relations campaign will be to create a greater awareness users on Girl Zone nationwide one month after the
among target markets of the website through launch and to make 3,000 media impressions nation
promotional efforts. and worldwide through the duration of the integrated
marketing campaign.

News release
The Girl Scouts will send out a news release to the
national media announcing the launch of Girl Zone two
weeks prior to the launch date via PR Newswire
nationwide Associated Press wire. Council offices will be
sent the news release and asked to distribute it to their
local media. (See appendices for news release.)



Promotional Campaign Council training sessions with troop leaders will teach
All Girl Scout council offices in the nation will receive a leaders how to use the website and what questions
box of packets to be distributed to troop leaders. Each they might expect from girls. Online safety and privacy
packet will contain the first badge requirements that rules of the website will be thoroughly reviewed.
can be earned by the girls online, login information,
informational brochures for parents, a reference manual Troops will be asked to schedule a night or afternoon
for troop leaders and the announcement flier of the where girls can meet in a computer lab and log on to
national “Get Online with the Girl Scouts” night. the website together. They will be encouraged to have
food and fun activities for the girls to make the online
Councils will attend an online webinar with the Girl experience fun and memorable. Also, if the girls have
Zone web team where Girl Zone will be explained any questions during their first online session, troop
in-depth. Council leaders will be asked to schedule a leaders can answer based on their training with the
training session with troop leaders two weeks prior to councils.
launch where Girl Zone and informational materials will
be explained. At the end of the evening, the girls and troop
leaders will be asked to complete a survey housed on
the website to give feedback. This will help capture first
responses and alert the Girl Scouts of bugs or glitches
that may occur. (See appendices for surveys.)


Internet Marketing Strategy


Internet Marketing Strategy
The Girl Scouts will stay abreast of technological The Facebook account for the Girl Scouts of the USA will
changes in order to ensure Girl Zone stays relevant to be used to promote the site and allow girls to
girls. Games and quizzes will be updated and rotated communicate their feedback. Facebook will be focused
on a monthly basis, with the core of the games staying on creating discussion and conversations with the girls.
the same. New features will regularly be added to the Girls will be encouraged on the Girl Scout Facebook
website to always keep it new and fresh and new media page to like the organization and troop leaders will be
will be used to share updates with the girls. asked to make separate group pages for their troops
for parents or girls, depending on their age range. With
New Media Initiatives Facebook’s new groups, troops can easily share
Social media will be utilized to promote Girl Zone information about Girl Zone and other Girl Scout
before its launch and to keep girls, parents and troop activities going on. Parents can join the group to easily
leaders aware of new additions and features. It will also stay informed, but the group will be closed to the gen-
be used to inform the general public about the Girl eral public so only group members can see the group
Scouts’ state of technology. activity.


Internet Marketing Strategy Twitter posts from the Girl Scouts will include the
hashtags #girlscouts and #girlzone to allow Twitter
Social media websites will be used to strengthen the
relationship being built with the girls by
users to easily find posts and create conversations communicating openly and frequently on a variety of
among parents, the general public and the small sites. Social media gives the girls a personalized
percentage of girls using the site. (See appendices for experience with the organization beyond what they
suggested tweets and Facebook posts.) take away from their troops. Girls should feel a
comforting connection with the Girl Scouts through the
The Girl Scouts of the USA will create YouTube videos combination of troops and an online network.
with instructions and tips for the girls and troop leaders
to refer to. The videos will range from basic instruction, Effortlessly blending the tangible and intangible facets
website highlights and gaming tips. The video links of the Girl Scout organization creates a bond on
will be posted on Facebook and Twitter for the national multiple levels and platforms.
organization.


Campaign Timeline


Campaign Timeline

The Girl Zone integrated marketing communications plan runs from January 2011 until April 2012.
2011 2012


Budget and ROI


Campaign Budget and ROI The investment of all web development, advertising, public relations and new media efforts totals
approximately $533,215.

Website Development
Web Team $455,000
Purchase Web Domain $15
Webinar for Test Group $0

Advertising
PSA Video $25,000
Print Advertising $50,000

Public Relations
News Release Distribution $1,2000
Packets to Councils $2,000
Webinar for All Councils $0

New Media
Twitter and Facebook $0

Total $533,215

Return on Investment
(Profit – Marketing Expenses) / Marketing Expenses
Membership dues $32,518,000 + Merchandise sales: $49,214,000 / 3,330,140
members = $14.778 per member retained
166,507 members retained (5 percent) x $14.778 = $2,460,640.45 revenue

($2,460,640.45 x $533,215) / $533,215 = 246%
2.46: 1 ROI


Evaluation


Evaluation

A year after the launch of Girl Zone, the Girl Scouts will compare membership numbers to see if the 5
percent retention was obtained. Google Analytics will be recorded each month for the website’s first
year to monitor usage. The analytics will be compared at the end of the year to see if girls’ activity
online increased by 20 percent. One month after the launch, the Girl Scouts will count the number
of girls who signed up to participate in Girl Zone to determine if the 40 percent membership was
achieved. Finally, the Girl Scouts will monitor Google Alerts and the media to determine how many
media impressions were made.


Conclusion


Conclusion Girl Zone creates a bond and loyalty to the Girl Scouts by cultivating and encouraging
relationships, physically and virtually. Girl Zone combines the tangible and intangible aspects of
their experiences with the Girl Scouts to create an organization that is present on all platforms.
In a network environment they trust, girls can thrive and enjoy everything Girl Zone and the Girl
Scouts offers them.

With retention rates dropping each year, the Girl Scouts must find a way to form a bond with
girls beyond the traditional presence. It is no longer enough to simply meet several times a
month; today’s Girl Scouts have lives online that are just as important as their physical
day-to-day. If the Girl Scouts do not find a way to be present and relevant in all areas of girls’
lives, they will simply fade away. Girls will move on to other activities and organizations that
understand and can keep up with their ever-changing lives.

Girl Zone allows the Girl Scouts to keep up with the girls, while keeping girls coming back for
more. In a society of text messaging, instant messaging and social networking, connection is key
– and Girl Zone is where these connections convene.


Appendices


Appendices
Works Cited 56

Research Surveys 57

Girl Zone Crisis Communications Plan 75

Girl Scout Internet Safety Pledge 76

Girl Zone Post Launch Surveys 77

Public Service Announcement Example 80

Print Advertisements 81

Girl Zone Launch News Release 83

Girl Zone Launch Flier 85

Girl Zone Parents Brochure 86

Suggested Twitter and Facebook Posts 88


Works Cited

“The Net Effect – Girls and New Media”

“Kids and Games: What Boys and Girls are Playing Today”

“Girls and Gaming: A Summary of the Research with Implications for Practice”

“Girl Scouts of the USA: 2009 Annual Report”

“Girl Scouts of the USA: 2008 Annual Report”

www.coppa.org

“Kids and Games: What Boys and Girls are Playing Today”

www.gogirlsonly.org

www.girlscouts.org


Research Surveys
Survey for Women


Survey for Troop Leaders


Survey for Current Girl Souts


Crisis Communications Plan With the creation of Girl Zone, an interactive gaming
website for the Girl Scouts of the USA, there are several
IIn order to deliver the messages properly, key and tar-
get audiences must be determined. For the Girl Scouts,
potential crises to consider. Many gaming websites deal targets will be the girls, their families, troop leaders and
with people who hack the system or find ways to cheat possibly schools. Depending on the severity of the cri-
and earn more points than they should. The monitored sis, the general public can be notified as well. After the
chat could go awry and create issues, the site could targets have been set, the medium upon which each
become too overloaded and kick everyone off or the target will be reached should be identified. E-mail will
website, in general, could be hacked. These are just a most likely be the quickest way to reach troop leaders,
few issues to keep in mind, but the preparation for the girls and parents. Schools can also be e-mailed if need
crisis will be the same. be. In addition, the Girl Zone web team will create a
dark webpage that can be activated.
First, we will need to create our crisis team. The CEOs
and web team manager will be appointed as well as any Social media will provide another great form of com-
other official who deals in areas related to the potential munication. If, for example, the website is down due to
crisis. Each spokesperson will receive media training if overuse, a tweet can be sent saying, “Looks like we were
they have not previously to ensure they handle the situ- having too much fun on the Girl Zone! Come back in
ation properly. Any crisis that happens on Girl Zone will a few minutes.” A 404 page will be created in case of a
need to have a serious tone, and this will be established website hack, so the site can be fixed without causing
in media training as well as reinforced in the crisis key any harm to the girls.
messages.
After the messages have been relayed to the publics,
Three key messages will be written for each potential the focus will be on keeping consistent tones and mes-
crisis to match the tone for the spokesperson to convey. sages and monitoring the coverage. Inevitably there
It will be crucial the spokesperson stays with the chosen will be speculation following the crisis, but always hav-
message so correct and consistent information is given. ing prepared statements that revolve around the same
concepts will keep the Girl Scouts on track. Gauging
reactions on social media, the news and through e-
mails will give the organization an idea of how the crisis
was handled. If there are more complaints than compli-
ments, the Girl Scouts will consider where things went
wrong and work them into an updated crisis plan.


Girl Scout Internet Safety Pledge* for All Girl Scouts (Revised for 2010)

I will not give out personal information such as my address, telephone number(s), parent’s or guardians’ work

Girl Scout Internet Safety
address/telephone number(s), and the name and location of my school without the permission of my parent or
guardian.

Pledge
I will tell an adult right away if I come across or receive any information that makes me feel uncomfortable.

I will always follow the rules of Internet sites, including those rules that are based on age of use, parental approval
and knowledge, and public laws.

I will never agree to get together with someone I “meet” online without first checking with my parents or
guardians. If my parents or guardian agree to a meeting, I will arrange it in a public place and bring a parent or
guardian along.

I will never send a person my picture or anything else without first checking with my parent or guardian.

I will talk with my parent or guardian so that we can set up rules for going online. We will decide on the time of
day that I can be online, the length of time that I can be online, and appropriate areas for me to visit. I will not
access other areas or break these rules without their permission.

I will not use the Internet to collect money for Girl Scout products, and I will follow all safety guidelines related to
Girl Scout product sales.

I will practice online “netiquette” (good manners) at all times when online.
I won’t spam others
I will not bully nor will I tolerate bullying (and I will always tell a trusted adult if this is a problem)
I won’t use bad language.

I will be guided by the Girl Scout Promise and Law in all that I do online.

Signed,
Girl Name ____________________________________ Date __________
Parent or Guardian _____________________________ Date __________

*The GSUSA Online Safety Pledge is based upon the Online Safety Pledge developed by the National Center for
Missing and Exploited Children.


Girl Zone Post
Launch Surveys


Public Service Announcement Example


Print Advertisements


Girl Zone News Release


Girl Zone Launch Flier


Girl Zone Parents Brochure


Suggested Twitter and
Facebook Posts
Twitter:
“Girl Scouts – let the games begin! Check out Girl Zone here link” #girlzone #girlscouts
“Girl Scouts are you ready to get in the Zone? The Girl Zone that is. Check out this video to the learn more:
link” #girlzone #girlscouts
“Want to play a game with a Girl Scout across the U.S.? Learn about Girl Zone here: link”
“Quizzes are fun for everyone. See what new quiz was just posted to Girl Zone link” #girlzone #girlscouts
“RT if you love Girl Zone!” #girlzone #girlscouts
“What do you think of Girl Zone?” #girlzone #girlscouts

Facebook:
“Girl Scouts, what do you think of Girl Zone so far?”
“What’s your favorite game on Girl Zone?”
“Have you taken the new quiz on Girl Zone yet? Check it out here! link”
“Check out the new badge posted on Girl Zone!”
“Hey Girl Scouts, make sure to “like” us for the latest Girl Zone updates and more!”


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