Girl Scouts debuted today a long-term, multichannel brand campaign that is designed to reacquaint the country with the iconic organization. The campaign, known by the tagline What Did You Do Today? is also keyed to boosting the number of girls and adult volunteers who participate in Girl Scouting annually.
"About one out of every 10 girls participates in Girl Scouting and that's a tremendous number when you think about it. But that also means that we have a great opportunity to grow even after almost 100 years. We have literally revamped our entire organization to appeal to that 90 percent of girls who aren't benefiting from the Girl Scout leadership experience. And with our new brand work, we think we have the right message at the right time" said Kathy Cloninger, Chief Executive Officer of GSUSA.
The campaing is part of the organization's comprehensive transformation that began in 2004, is composed of a new visual identity. In addition, the initiative also includes plans for a 360 degree marketing program that taps the online, place-based and traditional media. As part of the What Did You Do Today? campaign, Girl Scouts also has developed Spanish-language advertising to target the Hispanic market, one of the few girl populations in the country that is growing. GSUSA already has secured more than $10 million in donated exposure in Spanish-language media ranging from Telemundo to People en Español.
In its general market campaign, Girl Scouts is working to secure $30 million in pro bono placements from national online and in-mall and airport outlets, as well as traditional broadcast and print media.