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The Girl Scouts of the USA                   GIRL ZONE WEBSITEIntegrated Marketing Communications PlanPresented by Katie E...
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 Gi...
OVERVIEW• Girl   Scouts completed the Core Business Strategy in 2009• Retention   dropped 8 percent over the last 10 years...
OVERVIEWThis integrated marketing communications plan seeks    to create an online world for girls that blends       the p...
SITUATION ANALYSIS• Girl     Scout membership dropped from 2009 to 2010 by approximately 70,000 members• Girl    Scouts ga...
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 perc...
RESEARCH FINDINGS• The most play of online games among 13 to 17 year-olds is on social networking sites such as Facebook (...
RESEARCH FINDINGSHalf of teens age 12 to 17 surveyed by Princeton:                            • Send50 or more text       ...
QUICK!GRAB YOUR CELL PHONE
TEXT 573-450-0840
OVERALL STRATEGYIn order to increase retention of the Girl Scouts, theorganization must become more relevant to the girls’...
OVERALL OBJECTIVES• To   increase retention of the Girl Scouts membership by 5    percent• To   increase Girl Scout activi...
TARGET MARKET   Girl Zone is targeted atgirls in the third through fifth    grade (age eight to 11) who risk dropping the G...
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-chang...
KEY MESSAGES  TO SECONDARY TARGET MARKETS• TheGirl Scouts provide a safe, entertaining and educational online resource for...
GIRL ZONE WEBSITE       • GoGirls Only does not provide        enough variety       • Girl            Zone is a log in bas...
BUILDING GIRL ZONE• TheGirl Scouts of the USA will hire a web team for development and maintenance• Crisiscommunications p...
GIRL ZONE LOG IN
GAMING CENTER
QUIZ PAGE
EDUCATION PAGE
SAFETY  • Girlswill sign the Girl Scout   Internet Safety Pledge  • Parents  will receive an instructional   brochure expl...
PUBLIC RELATIONS EFFORTS  • News   release announcing Girl Zone launch  • Packets   to councils:      • First   online bad...
PUBLIC RELATIONS EFFORTS    Webinar training sessions for     councils to explain website   Councils will train troop lead...
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
PRINT ADVERTISEMENT
PRINT ADVERTISEMENT
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...
EVALUATION• One month after the launch, count the number of girls who signed up to participate in Girl Zone to determine i...
CONCLUSION• Girl Zone creates a bond and loyalty to the Girl Scouts by  cultivating and encouraging relationships, physica...
In a society of text messaging, instant messaging andsocial networking, connection is key – and Girl Zone        is where ...
Thank you for your timeQUESTIONS?
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Girl Scouts of the USA Girl Zone Thesis Presentation

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PowerPoint Presentation for St. Bonaventure's Integrated Marketing Communications Thesis by Katie Essner December 2010

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  • Transcript of "Girl Scouts of the USA Girl Zone Thesis Presentation"

    1. 1. The Girl Scouts of the USA GIRL ZONE WEBSITEIntegrated Marketing Communications PlanPresented by Katie Essner
    2. 2. 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.
    3. 3. 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
    4. 4. OVERVIEWThis integrated marketing communications plan seeks to create an online world for girls that blends the physical and virtual lives of girls today.
    5. 5. 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
    6. 6. COMPETITION Sports Clubs Other after-school activities
    7. 7. 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)
    8. 8. 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)
    9. 9. 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
    10. 10. QUICK!GRAB YOUR CELL PHONE
    11. 11. TEXT 573-450-0840
    12. 12. 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.
    13. 13. 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
    14. 14. 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
    15. 15. SECONDARYTARGET MARKETS • Troop Leaders • Parents • General Public
    16. 16. 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
    17. 17. 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
    18. 18. 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.
    19. 19. 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
    20. 20. GIRL ZONE LOG IN
    21. 21. GAMING CENTER
    22. 22. QUIZ PAGE
    23. 23. EDUCATION PAGE
    24. 24. 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
    25. 25. 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
    26. 26. 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”
    27. 27. SOCIAL MEDIA• Facebook will focus on creating discussions• Troopleaders will be encouraged to create Facebook groups
    28. 28. SOCIAL MEDIA• Twitterwill be targeted towards parents and the general public• Hashtags #girlscouts and #girlzone
    29. 29. SOCIAL MEDIAYouTube will house instruction videos and Public Service Announcements
    30. 30. ADVERTISINGTwo print ads will run in Girls Life magazineReadership is 97.6 percent girls ages nine to 14
    31. 31. PRINT ADVERTISEMENT
    32. 32. PRINT ADVERTISEMENT
    33. 33. TIMELINEThe Girl Zone integrated marketing communications plan runs from January 2011 to April 2012
    34. 34. 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
    35. 35. 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
    36. 36. 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.
    37. 37. In a society of text messaging, instant messaging andsocial networking, connection is key – and Girl Zone is where these connections convene.
    38. 38. Thank you for your timeQUESTIONS?
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