Girl Scouts of the USA Girl Zone Thesis Presentation
The Girl Scouts of the USA GIRL ZONE WEBSITEIntegrated Marketing Communications PlanPresented by Katie Essner
THE GIRL SCOUT PROMISEOn my honor, I will try:To serve God and mycountry,To help people at all times,And to live by the Girl ScoutLaw.
OVERVIEW• Girl Scouts completed the Core Business Strategy in 2009• Retention dropped 8 percent over the last 10 years• Need to develop a loyalty among girls to the Girl Scouts
OVERVIEWThis integrated marketing communications plan seeks to create an online world for girls that blends the physical and virtual lives of girls today.
SITUATION ANALYSIS• Girl Scout membership dropped from 2009 to 2010 by approximately 70,000 members• Girl Scouts gained more than 8,000 adult volunteers from 2009 to 2010
COMPETITION Sports Clubs Other after-school activities
RESEARCH FINDINGS• 93percent of girls age eight to 11 play online games (M2 Research)• 95 percent of parents and 86 percent of teens who use social media have Facebook proﬁles (Lightspeed Research)• Parentsmay not be giving enough useful advice to girls about the Internet (Girl Scout Research Institute)
RESEARCH FINDINGS• The most play of online games among 13 to 17 year-olds is on social networking sites such as Facebook (Roiworld)• More than one-third of those surveyed who use Facebook said they played games while on Facebook 50 percent of the time (Roiworld)
RESEARCH FINDINGSHalf of teens age 12 to 17 surveyed by Princeton: • Send50 or more text messages a day • 1,500 texts a month • Onein three teens send more than 100 texts a day, or more than 3,000 texts a month
OVERALL STRATEGYIn order to increase retention of the Girl Scouts, theorganization must become more relevant to the girls’lives, as well as communicate and connect with themon a personal level to build a loyalty to the organization.Girl Zone will create a safe, interactive and relevantwebsite for the girls to play games, network and use asan educational resource.
OVERALL 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 nation and worldwide during the campaign execution
TARGET MARKET Girl Zone is targeted atgirls in the third through ﬁfth grade (age eight to 11) who risk dropping the Girl Scouts in the ﬁfth through sixth grade
SECONDARYTARGET MARKETS • Troop Leaders • Parents • General Public
KEY MESSAGES TO GIRLS• 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
KEY MESSAGES TO SECONDARY TARGET MARKETS• TheGirl Scouts provide a safe, entertaining and educational online resource for girls• The Girl Scouts are relevant to girls today
GIRL ZONE WEBSITE • GoGirls Only does not provide enough variety • Girl Zone is a log in based website that offers a gaming center, monitored chat rooms with Girl Scouts from across the country, a learning center and quizzes.
BUILDING GIRL ZONE• TheGirl Scouts of the USA will hire a web team for development and maintenance• Crisiscommunications plan will be utilized should any issues arise• Girl Zone testing period with 10 troops, approximately 300 Girl Scouts
SAFETY • Girlswill sign the Girl Scout Internet Safety Pledge • Parents will receive an instructional brochure explaining the site’s safety and topics to discuss with the girls • TheGirl Zone web team will monitor the site for suspicious behavior
PUBLIC RELATIONS EFFORTS • News release announcing Girl Zone launch • Packets to councils: • First online badge requirements • Log in information • Informational brochures for parents • Reference manual for troop leaders • “Get Online with the Girl Scouts” ﬂier
PUBLIC RELATIONS EFFORTS Webinar training sessions for councils to explain website Councils will train troop leaders Troop leaders will schedule “Get Online with the Girl Scouts”
SOCIAL MEDIA• Facebook will focus on creating discussions• Troopleaders will be encouraged to create Facebook groups
SOCIAL MEDIA• Twitterwill be targeted towards parents and the general public• Hashtags #girlscouts and #girlzone
SOCIAL MEDIAYouTube will house instruction videos and Public Service Announcements
ADVERTISINGTwo print ads will run in Girls Life magazineReadership is 97.6 percent girls ages nine to 14
TIMELINEThe Girl Zone integrated marketing communications plan runs from January 2011 to April 2012
EVALUATION• Compare membership numbers to see if the 5 percent retention was obtained at the end of Girl Zone’s ﬁrst year• 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
EVALUATION• One month after the launch, count the number of girls who signed up to participate in Girl Zone to determine if the 40 percent membership was achieved• Monitor Google Alerts and the media to determine how many media impressions were made
CONCLUSION• Girl Zone creates a bond and loyalty to the Girl Scouts by cultivating and encouraging relationships, physically and virtually.• Girl Zone allows the Girl Scouts to be present on all platforms.• Ifthe Girl Scouts do not ﬁnd a way to be present and relevant in all areas of girls’ lives, they will simply fade away.
In a society of text messaging, instant messaging andsocial networking, connection is key – and Girl Zone is where these connections convene.