Girl Scouts in the Heart of Pennsylvania

CD+F Presents:
TABLE OF CONTENTS EXECUTIVE SUMMARY
Girl Scouts in the Heart of Pennsylvania formed on May 1, 2007 by merging four
councils in central and northeastern Pennsylvania. Tough GSHPA formed in 2007,
there was a council in this region for many prior to the merging of these councils.
Endorsed by the national realignment plan, GSHPA was among the frst Girl Scout
councils in the country to unite. Girl Scouts in the Heart of Pennsylvania is
committed to helping girls discover their potential, connect with others from diverse
backgrounds and experiences, and take action to make their community better.
Despite having a positively perceived brand, as well as strong brand recognition and
identity, Girl Scouts in the Heart of Pennsylvania struggles to recruit and
maintain new leaders and volunteers. Currently, Girl Scouts in the Heart of
Pennsylvania is attempting to recruit more girls, leaders and volunteers by
distributing fiers.
CD+F conducted some research and found people who will not only contribute
their time to the Girl Scouts in the Heart of Pennsylvania, but who will be an
engaging volunteer or leader. Tese people consist mainly of women ages 30-60.
Te team has carefully examined Girl Scouts in the Heart of Pennsylvanias
organization, its competion and challenges. Using this knowledge and moving
forward, CD+F created simple messaging to appeal to prospective volunteers and
leaders. While using the Girl Scouts in the Heart of Pennsylvanias current I cant
wait to... theme, CD+F also created other advertisements to achieve an increase in
leaders and volunteers.
EXECUTIVE SUMMARY 2
CLIENT ANALYSIS & SWOT 3
TARGET RESEARCH 4
SECONDARY RESEARCH: TARGET 5
KEY INSIGHTS 7
THE BIG IDEA 8
CREATIVE BRIEF 9
CREATIVES 11
MEDIA PLAN 19
MEDIA SCHEDULE 20
EVALUATION 21
THANK YOU! 22
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CLIENT ANALYSIS
Girl Scouts in the Heart of Pennsylvania (GSHPA) has not previously used
conventional advertising. Te organization predominantly relies on word of
mouth in addition to fiers, email and Facebook to communicate key messages.
Because of this, GSHPA has a low market voice. Te Girl Scouts organization is
supported by cookie sales, registration fees, donations and Te United Way.
Te Girl Scouts organization and GSHPA has a loyal support base. Many
women participated in Girl Scouts when they were girls and have fond memories
of being a part of the troop. Mothers want their daughters to grow, to experience
fun new skills, and to make friends. Te girls want to have fun while learning new
skills. Te Girl Scouts and GSHPA fulflls these wishes by providing an experience
that is equally satisfying to mothers and their daughters. Tis leads former Girl
Scouts to encourage younger girls to join the organization. Former Girl Scouts
also become volunteers or leaders, again demonstrating high brand loyalty.
Despite having high brand loyalty, Girl Scouts and GSHPAs brand is at a point of
maturity and is possibly on a decline. Te essence of the Girl Scouts and GSHPA
brand focuses on community-based virtues. Te Girl Scouts organization assists
in raising girls to be moral, community-oriented people. Tere is such a high
level of equity with the Girl Scouts brand that has been passed to GSHPA. Many
women grew up as being a member of the Girl Scouts, and stay involved their
entire life. When people pass away, some people donate their money to the Girl
Scouts organization, which illustrates how positive the Girl Scouts brand equity
is.
Te Girl Scouts is a unique organization, teaching girls a wide variety of skills
from health and nutrition to environmental issues and teaching girls about
camping. Girl Scouts is additionally one of the only organizations to ofer badges
for learning a new set of skills.
Lastly, at the Girl Scout delegate meeting, it was reported that the Girl Scout
membership has been maintained and has even increased. Terefore our
campaign will focus on recruiting leaders and volunteers.
Source: www.gshpa.org & Lyndsey Pompey
SWOT
WEAKNESSES:
Declining brand
Poor internal communication
Inefcient website organization
Lack of organization
Low amount of leaders
Low amount of volunteers
Not enough troops for all girls
Months for girls to be placed
Charge money for everything
Difcult to arrange meetings
STRENGTHS:
Established brand
Good core values
Positive brand perception
Builds character
Good growing experience
Teach important skills
Contribute to community
OPPORTUNITIES:
Reach untapped markets
Increase market sales
Raise the number of volunteers
Increase number of leaders
Have enough troops for girls
Obtain/retain engaging leaders
Become best activity for girls
THREATS:
Youth sports
4H
Missionettes
Little Flowers
Spiral Scouts
Pilgrims of the Holy Family
Earth Scouts
Keepers of the Faith
Pioneer Clubs.
American Heritage Girls
Camp Fire Girls
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RESEARCH: TARGET
Using insight from client research, CD+F narrowed the target audience for prospective volunteers and leaders down to mothers ages 30-60. CD+Fs
research has shown that the Girl Scout organization relies on parents, mostly mothers, to suggest to their daughters to join a Girl Scout troop. CD+F
also discovered through research that women become Girl Scout leaders and volunteers because their daughter(s) participate in GSHPA. To better
reach the target, we segmented the target into two groups.
Source: SIMMONS
Photo credit: http://i.livescience.com/
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Leslie, 35, is a stay-at home mom who is
actually on-the-go. She wakes up early,
prepares breakfast for the kids, drives the car
pool kids to school, cuts out coupons, grocery
shops during the day, jogs at the park, surfs
through Pinterest and other websites in her
spare time, cleans the house, takes kids to afer
school activities, makes dinner, cleans up,
and puts them to bed. She relaxes at night and
watches the local news station. In her spare
time, she attempts do-it-yourself projects.
LESLIE, Te Busy Mom at Home
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SANDRA, Te Corporate Mom
Meet Sandra, 47, working mom. She gets up
at 6 each morning get ready for work, reads
the local paper, wakes everyone up, makes
breakfast for the family, drops of the kids, and
drives to work. On her lunch break, she checks
Facebook to stay updated on the family. Sandra
commutes home afer work, picks up the kids,
makes dinner, puts the kids to bed and watches
the local news.
In addition to targeting prospective leaders, CD+F decided to target men and
women ages 27-65 for cookie sales in the next year because the Girl Scouts
organization recieves most of their proft through cookie sales. CD+F decided on
both genders and the wide age range because cookie consumers are a broad target
audience.
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SECONDARY RESEARCH: PRIMARY TARGET AUDIENCE
Innovators: Successful, sophisticated, take-charge people with
high self-esteem. Because they have such abundant resources,
they exhibit all three primary motivations in varying degrees.
Tey are change leaders and are the most receptive to new ideas
and technologies. Innovators are among the established and
emerging leaders in business and government, yet they continue
to seek challenges. Teir lives are characterized by variety. Teir
possessions and recreation refect a cultivated taste for the fner
things in life.
Source: VALS
Photocredit: www.innovationmanagement.s; blogjudge.com;
samantha-meglioli.deviantart.com/art/I-m-a-Believer-24230187
Achievers: Motivated by the desire for achievement, Achievers
have goal-oriented lifestyles and a deep commitment to career
and family. Teir social lives refect this focus and are structured
around family, their place of worship, and work. Achievers live
conventional lives, are politically conservative, and respect
authority and the status quo. Tey value consensus,
predictability, and stability over risk, intimacy, and self-discovery.
Believers: Believers are motivated by ideals. Tey are
conservative, conventional people with concrete beliefs based on
traditional, established codes: family, religion, community, and the
nation. Many Believers express moral codes that have deep roots
and literal interpretation. Tey follow established routines,
organized in large part around home, family, community, and social
or religious organizations to which they belong.
VALS Profle of Target Audience:
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Target Needs: NEED FOR SELF-ACTUALIZATION
Te target audience needs to feel needed, to be a part of
something and to meaningfully contribute to the community.
SECONDARY RESEARCH: PRIMARY TARGET AUDIENCE
Source: SIMMONS
Photo credit: casemed.case.edu; catawbahumane.org
Target Psychographics:
Value: Happiness, family, achievement, confdence, community service and education.
Passionate About: Family and success
Leisure Activities: CD+F discovered through our research that stay-at-home moms
enjoy surfng the web, walking or jogging at the park, and interacting
with their children. CD+F also found that corporate moms also
enjoy interacting with their kids as well as relaxing while watching
television or reading the paper.
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KEY INSIGHTS
GSHPA needs an increase in leaders to sustain Girl Scout
troop numbers.
Most of the Girl Scout leaders are are parents of a Girl Scout.
Te Girl Scouts organizations primary source of income is
Girl Scout cookie sales. Terefore, it is important to maintain
and increase sales.
Women ages 30-60 are looking to satisfy their need for
self-actualization and contribute to the community.
In most cases, mothers of Girl Scouts were the ones who
suggested their daughter to join the organization in the frst
place.
Mothers are the primary infuencers, which is why CD+F
decided to target mothers.
Stay-at-home moms utilize social media and go to
community parks to run or drop of their children. Mothers
also browse circulars and watch local television.
Working moms travel alot due to commutes and also listen to
local radio on the way to work. Working moms also read the
newspaper.
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I WANT YOU...
Why it works: Based on the research CD+F conducted on the target audience, the team found that people in their 30s or older
mostly have achieved their physiological needs, safety needs, social needs and esteem needs. Te fnal need that our target has yet to
achieve is the need for self-actualization. Many women wish they could contribute more of their time to a worthy cause.
Potential leaders are innovators, achievers and believers. Tis audience values, above all, family and happiness. Mothers are the
perfect candidate to be leader because they want their daughters to have fun, to volunteer, to make friends and to learn new skills.
Tis ad series is not a slight suggestion, but almost a dare for mothers to contribute to the community by investing their time in
raising their Girl Scouts as they would their own children; to teach them and to cultivate moral growth. By acknowledging this need
for self-actualization, the GSHPA challenges women to devote their time to a worthy cause. To devote their time to be a Girl Scout
leader or volunteer. Because the organization requested the team to use the current I cant wait... tagline, CD+F decided to also
incorporate self-actualization into the existing GSHPA campaign.
THE BIG IDEA: SELF-ACTUALIZATION
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THE CREATIVE BRIEF
OBJECTIVE 1:
To increase the number of leaders in Girl Scouts in the Heart of Pennsylvania by 2.5 percent in the next year.
STRATEGY:

To convince: Women ages 30-60, mostly mothers.
To: Spend their valuable time leading a Girl Scout troop or volunteering for the Girl Scouts
Instead of: Volunteering elsewhere
Because: Girl Scouts supplies an opportunity to mold societys future women and ofers volunteers and leaders a way to efectively
contribute to and make a diference in the community.
Photo credit: www.bizjournal.com
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THE CREATIVE BRIEF
OBJECTIVE 2:
To increase Girl Scout cookie sales by 2 percent at the end of next years cookie selling period,
STRATEGY:

To convince: Men and women ages 27-65
To: buy Girl Scout cookies
Instead of: buying Chips Ahoy, Oreos, Keebler Elf Cookies or any other competing brands
Because: Girl Scout cookies are not only delicious, but the proceeds go to suppport a worthy organization and in turn, support Girl
Scout troops in their community.
Photo credit: www. sweets.seriouseats.com
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CREATIVES:
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I cant wait to...

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COMMERCIAL
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RADIO SPOT:
I want...to make new friends. I want...to have a fun place to go afer
school. I want...to play with my friends and learn to do new things on a
regular basis. I want adventure. I want to reach out to the community. I
want to be a Girl Scout..... and I want YOU to lead me!
Go to www.gshpa.org and sign up to be a Girl Scout leader today and
enrich the lives of others.
#27#
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MEDIA PLAN
Facebook: According to SRDS, both segments of our primary target audience utilize this aspect of social media heavily. With this information in
mind, the team decided to run ads on Facebook because both segments of the primary audience check Facebook multiple times a day to catch up on
what occurs in their family and social life.
Pinterest: One segment of the primary target audience, mostly stay-at-home moms, visit Pinterest frequently. According to SRDS, for those mothers
who use Pinterest, this frequency ranges from visiting Pinterest once a week to multiple times a day.
Banner Ads: Te internet is frequently used by both targets. Tese banner ads will appear on websites frequently visited by mothers. Tese webites
will include Pandora because this site has ads by region, on the school district websites for all fve regions GSHPA covers and the websites of local
television channels mentioned later in the local television.
Billboards: Because both segments of our primary target audience drive frequently, whether they are communting, running errands or dropping kids
of, they will be on the highway many times. CD+F will place advertisements on one billboard for each region GSHPA covers.
Signs: According to SRDS, a large portion of both the primary target and secondary target visit the park. Ads will be put onto water proof signs and
be hung in four parks in eacho of the fve regions GSPA covers. Both the leader ad and cookie ad will be printed on these signs. Te cookie
advertisement will only be shown from January through May because Girl Scout cookies are a seasonal product.
Circulars: Ads will be placed in circulars distributed by Wegmans, Target, Gerritys and Rite Aid. Te advertisements will run every other week. Te
advertisement in the circular will appeal to both primary and secondary audience. Te advertisement for GSHPAs secondary audience will only run
from January through May because Girl Scout cookies are a seasonal product.
Newpapers: CD+F will run advertisements in the three local newspapers every other week. According to SRDS and Simmons our primary and sec-
ondary target audience reads the newspaper every day. CD+F will run both the leader and the cookie advertisements in the following papers: Te
Times Leader, the Intelligencer Journal and the Pittsburgh Post-Gazette.
Local Radio: According to Simmons, our primary target audience listens to local radio on the commute to and from work or dropping their children
of at school, dance or practice. CD+F will run radio spots on three local radio channels: 98.5 KRZ, 98.9 WQLV and 94.5 3Ws.
Local Television: According to Simmons our primary target watches the evening news on the local televeision channel. CD+F will broadcast this
commercial during the evening news once a day for one week, every other week.
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MEDIA SCHEDULE
MEDIA IMPRESSIONS: 2,258,825
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EVALUATION
Objective for Leaders:
To increase the number of leaders in Girl Scouts in the Heart of
Pennsylvania by 2.5 percent in the next year.
Copy Testing: To fnd if the target audience will respond
positively to the ads created, we will test the advertisements on
a few people in the target audience.
Top-of-Mind Recall Surveys: CD+F will target adult wom-
en afer the campaign and ask them where they would prefer to
spend their free time to volunteer. If the campaign is successful,
there will be a signifcant percentage of people who respond
Girl Scouts without being prompted.
Comparing Numbers: CD+F will examine the current num-
ber of volunteers and leaders before the campaign is executed
Objective for Cookie Consumers:
To increase Girl Scout cookie sales by 2 percent at the end
of next years cookie selling period.
Copy Testing: To see how the message will be received by the
target, CD+F will question members of the target audience on the
ad, to discover how it makes them feel and whether it will
infuence their consumer behavior to buy Girl Scout cookies
Surveys: CD+F will conduct top- of-mind recall surveys during
the cookie selling months of Januray through May becuase those
are when Girl Scout cookies are bought and/or consumed. Both
men and women will be surveyed. If the campaign is successfull,
there will be a signifcant percentage of people who say they prefer
Girl Scout cookies without prompting.
Monitor Sales Figures: To determine how efective our
advertisement is, CD+F will gather cookie sales fgures from
before the launch of our campaign. Te campaign will run, then at
the end of cookie season, CD+F will. Tese collected fgures will
be measured against the sales before the execution of the
campaign. If sales have increased by 2 percent, CD+F will consid-
er the ad to be successful.
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CREDITS:
SPECIAL THANKS TO:

SOURCES: www.gshpa.org; Lyndsey Pompey; Simmons; EBSCO; SRDS; VALS
THE TEAM:
Account Executive:
Megan Carey
Creative Director:
Brendan Donegan
Media Placement Expert:
Andrew Famular
Dr. Smulowitz Lyndsey
Pompey
Corrine
DiGiovine
Lesly
DiGiovine
Amanda
Massar
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