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Girl Scouts Cookies<br />Almost A Century of Innovation<br />Rhoda BernsteinRhodaBernstein@msn.com<br />1/30/10<br />
Girl Scouts – Girl Guides<br />Founded in 1912<br />&gt;10M Worldwide<br />&gt;90 Countries<br />&gt;3.4M in US<br />&gt;4...
Some Famous Girl Scouts…<br />
Dionne Warwick   Singer<br />
Candice Bergen   Actress<br />
Lois JuliberPresident, Colgate Palmolive<br />
Katie CouricCBS News Anchor<br />
Mariah Carey    Actress<br />
Hilary Rodham ClintonSecretary of State<br />
Gloria Steinem     Author<br />
Bonnie Blair   Gold Medalist<br />
Celine Dion     Singer<br />
Cheryl TiegsSuper Model<br />
Barbara Walters   TV Journalist<br />
On to the cookies…<br />
GirlScoutCookies.org<br />
Every Cookie Has a Mission<br />
Finding Cookies<br />
Everyone Has a Favorite<br />Lemon Chalet<br />Creme®<br />Do-si-dos®<br />Thin Mints®<br />Trefoils®<br />Thank You Berry...
Favorite Cookie App<br />
Favorite Cookie Poll<br />
National Breakdown<br />
More Than Just Fundraising<br />Develop …<br />Self confidence<br />Independence<br />Financial literacy skills<br />Commu...
How the Cookie Crumbles…<br />
A Peek Behind the Scenes<br />Baker contract every two years<br />GS owns 3 of the cookies<br />Trefoils®<br />Do-si-dos®<...
Short Selling Season<br />3 Months<br />Must be Winter – Keep the Chocolate Cold<br />Compliments Commercial Bakers “Seaso...
6 Selling Personas<br />
6 Selling Personas<br /><ul><li> Learning alphabet, words and numbers
 Active, constant movement:  talking, wiggling
Begins to understand consequences of behavior
 Positive attitude and pride towards school
 Has likes and dislikes (food, activities, people)
 Seeks adult approval and guidance
 May have trouble finishing what they start
Age 5-6
 Grades K-1
 Imitates/Role plays
 Likes to make things
 Wants to be liked and helpful
 Needs and wants structure
 Takes directions well</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 7-8
 Grades 2-3
 Developing reading & math skills
 Able to work on projects for 20 minute stretches
 Love repetition
 Like to inspect, organize and classify
 Relatively compliant</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 9-10
 Grades 4-5
 Building literacy skills in language arts & math
 Competitive team sports
 Musical instrument
 Beginning puberty
 Seeks recognition for their individuality
 Friends more important that teachers or parents
 Building social conscience</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 11-13
 Grades 6-8
 Middle school
 Mixed emotions about Girl Scouts
 Focus on self
 Concerned about perception of peers
 Experiencing puberty
 Spending more time on personal appearance
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Girl Scouts Cookies: Cookies with a Mission

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Girl Scout cookies are much more than raising funds. They provide opportunities for finanical literacy learning, communication skill development and personal growth. As a product, this presentation details how innovation has played a critical role in the continued success of Girl Scout cookies.

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Girl Scouts Cookies: Cookies with a Mission

  1. 1. Girl Scouts Cookies<br />Almost A Century of Innovation<br />Rhoda BernsteinRhodaBernstein@msn.com<br />1/30/10<br />
  2. 2. Girl Scouts – Girl Guides<br />Founded in 1912<br />&gt;10M Worldwide<br />&gt;90 Countries<br />&gt;3.4M in US<br />&gt;45K in Minnesota<br />Mission<br />Girl Scouting builds girls of courage, confidence, and<br />character, who make the world a better place.<br />
  3. 3. Some Famous Girl Scouts…<br />
  4. 4. Dionne Warwick Singer<br />
  5. 5. Candice Bergen Actress<br />
  6. 6. Lois JuliberPresident, Colgate Palmolive<br />
  7. 7. Katie CouricCBS News Anchor<br />
  8. 8. Mariah Carey Actress<br />
  9. 9. Hilary Rodham ClintonSecretary of State<br />
  10. 10. Gloria Steinem Author<br />
  11. 11. Bonnie Blair Gold Medalist<br />
  12. 12. Celine Dion Singer<br />
  13. 13. Cheryl TiegsSuper Model<br />
  14. 14. Barbara Walters TV Journalist<br />
  15. 15. On to the cookies…<br />
  16. 16. GirlScoutCookies.org<br />
  17. 17. Every Cookie Has a Mission<br />
  18. 18. Finding Cookies<br />
  19. 19. Everyone Has a Favorite<br />Lemon Chalet<br />Creme®<br />Do-si-dos®<br />Thin Mints®<br />Trefoils®<br />Thank You Berry Munch®<br />Trefoils®<br />Samoas®<br />
  20. 20. Favorite Cookie App<br />
  21. 21. Favorite Cookie Poll<br />
  22. 22. National Breakdown<br />
  23. 23. More Than Just Fundraising<br />Develop …<br />Self confidence<br />Independence<br />Financial literacy skills<br />Communication skills<br />Commitment<br />
  24. 24. How the Cookie Crumbles…<br />
  25. 25. A Peek Behind the Scenes<br />Baker contract every two years<br />GS owns 3 of the cookies<br />Trefoils®<br />Do-si-dos®<br />Thin Mints®<br />Most sales in Jan-Mar – Some in Nov/Dec<br />Very large sales organization (&gt;3 million)<br />
  26. 26. Short Selling Season<br />3 Months<br />Must be Winter – Keep the Chocolate Cold<br />Compliments Commercial Bakers “Seasons”<br />A Supporting Role to the GS Mission<br />
  27. 27. 6 Selling Personas<br />
  28. 28. 6 Selling Personas<br /><ul><li> Learning alphabet, words and numbers
  29. 29. Active, constant movement:  talking, wiggling
  30. 30. Begins to understand consequences of behavior
  31. 31. Positive attitude and pride towards school
  32. 32. Has likes and dislikes (food, activities, people)
  33. 33. Seeks adult approval and guidance
  34. 34. May have trouble finishing what they start
  35. 35. Age 5-6
  36. 36. Grades K-1
  37. 37. Imitates/Role plays
  38. 38. Likes to make things
  39. 39. Wants to be liked and helpful
  40. 40. Needs and wants structure
  41. 41. Takes directions well</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 7-8
  42. 42. Grades 2-3
  43. 43. Developing reading & math skills
  44. 44. Able to work on projects for 20 minute stretches
  45. 45. Love repetition
  46. 46. Like to inspect, organize and classify
  47. 47. Relatively compliant</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 9-10
  48. 48. Grades 4-5
  49. 49. Building literacy skills in language arts & math
  50. 50. Competitive team sports
  51. 51. Musical instrument
  52. 52. Beginning puberty
  53. 53. Seeks recognition for their individuality
  54. 54. Friends more important that teachers or parents
  55. 55. Building social conscience</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 11-13
  56. 56. Grades 6-8
  57. 57. Middle school
  58. 58. Mixed emotions about Girl Scouts
  59. 59. Focus on self
  60. 60. Concerned about perception of peers
  61. 61. Experiencing puberty
  62. 62. Spending more time on personal appearance
  63. 63. Resist adult authority, seeks independence</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 14-15
  64. 64. Grades 9-10
  65. 65. Seeks relevance
  66. 66. Interest in boys
  67. 67. Desire leadership roles</li></li></ul><li>6 Selling Personas<br /><ul><li>Age 16-17
  68. 68. Grades 11-12
  69. 69. Assuming leadership responsibilities
  70. 70. Concerned about graduating/college
  71. 71. May hold a part-time job</li></li></ul><li>67 Selling Personas<br />/<br /><ul><li> Affluent (>$50K), well-educated
  72. 72. Age 34-54
  73. 73. Married with multiple children
  74. 74. Homemakers, healthcare services or professional/managerial
  75. 75. Own newer, larger, more expensive vehicles
  76. 76. Lifestyle preferences…higher use of/more
  77. 77. Credit cards
  78. 78. Technology
  79. 79. Mail order
  80. 80. Pets
  81. 81. Contributions to health-related causes
  82. 82. Less likely to move and tend to live in single family homes</li></li></ul><li>67 Selling Personas<br />/<br />
  83. 83. 67 Selling Personas<br />/<br />
  84. 84. Process Challenges<br />Sales Tools<br />Incentives<br />Weather<br />Sales Team<br />Ordering<br />Distribution<br />
  85. 85. Sales Materials<br />
  86. 86. Incentives – Do they matter?<br />Badges<br />Stuffed Animals<br />Cookie Credits (for programs and camps)<br />
  87. 87. Weather<br />Cold in MN<br />Heat in CA and FL<br />
  88. 88. MN “Sales Team”<br /># Troops – 4,100<br />Volunteers – 17,745<br />Girl Scouts – 45,698<br />
  89. 89. Ordering - eBudde<br />
  90. 90. Distribution<br />
  91. 91. Distribution<br />
  92. 92. Distribution<br />
  93. 93. Cookie Delivery<br />
  94. 94. Cookie Delivery<br />
  95. 95. Cookie Delivery<br />
  96. 96. More Challenges…<br />Changes in Market<br />Health conscious<br />“Why don&apos;t you offer cookies that are whole-wheat, wheat-free, non-dairy, dairy-free, vegan, sugar-free, gluten-free, organic, low-carbohydrate, low-calorie, low-fat, non-fat, fat-free, etc.?“From Girl Scout Cookie FAQs<br />Childhood obesity<br />Fair trade<br />“Switzerland”<br />Girl Safety<br />Family Structures – Time Commitment<br />Single Parents<br />Both Parents Working<br />
  97. 97. Still Very Successful<br />Conservative est. &gt;200M boxes sold in US<br />&gt;4M boxes sold in Minnesota<br />&gt;80,000 boxes sold in Edina(largest MN Service Unit)<br />
  98. 98. Innovations<br />Cookie Care and Share Program<br />Elimination of Trans Fats<br />eBudde System<br />Cookie Booths<br />Technology<br />Geo Planning – Walkabout – March 6th<br />Social Media<br />Digital Patches<br />
  99. 99. Over 500 Facebook Groups<br />
  100. 100. GS Cookies on FB<br />
  101. 101. FB Cookie App<br />
  102. 102. MySpace<br />
  103. 103. Many Council MySpace Sites<br />
  104. 104. Digital Patches<br />
  105. 105. Twitter<br />
  106. 106. Flickr<br />
  107. 107. GS YouTube Channel<br />
  108. 108. Possible Future Innovations<br />Mobile App for Taking Orders<br />Selling Cookies Online<br />Vegetable Cookies?! <br />Electronic Payments<br />Others?<br />
  109. 109. Thanks!<br />Rhoda Bernstein<br />RhodaBernstein@msn.com<br />952.393.3773<br />Special thanks to <br />Barbara Boelk<br />Public Relation Specialist<br />Girl Scouts of Minnesota and Wisconsin River Valleys<br />

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