Girl Scouts of the USA look to boost enrollment rates with new print campaign
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The Girl Scouts of the USA plan on using print materials to boost enrollment.
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8/19/10
The Girl Scouts of the USA hope to show they do more than sell cookies with a multichannel marketing campaign involving print materials.
Looking to establish a modern identity, the initiative highlights the Girl Scouts' volunteer activities, such as reconstruction projects. The campaign also features the debut of a revised color palette and new logo. In-mail print materials, such as color brochures, are being used to support the campaign, as well as new online platforms.
"To some degree, our brand had faded and our research revealed that while many girls and parents knew about us, they had a very limited view of us," Laurel Richie, senior vice president at Girls Scouts of the USA, told MediaPost. "While we are proud of our $700 million cookie business run by girls, we offer so much more than that."
Additionally, a Spanish-language version of the campaign is being used to target the growing Hispanic population in the United States.
A recent initiative from Chase Bank shows the importance of offering Spanish-language print materials to consumers. According to the financial institution, more than 400,000 of its clients preferred receiving communications in Spanish.
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