Challenge: The Girl Guides®, Quebec Chapter knew they had a recognized, iconic brand recognized, a strong brand that had lost relevance with its target audience. They were more than cookies and camping.
Assessment: We discovered they had relevant programs, specifically leadership and science programs that would resonate with today’s young girls.The goal was to re-educate the target audience on the benefits of joining a non-competitive environment where a young girl can learn leadership skills, develop friends for life and find her passion and at the same time boost annual membership. Analysis, discovery and creating a promotional plan that includes key messaging, creativity and timing is only part of the story. It is the implementation that also counts.
How we helped: Our area of support included developing a promotional program to promote and re-educate their targeted audience that Girl Guides is strong, current and relevant with a solid dose of cookies and camp. We designed a year-long brand reputation program, which included a variety of press releases, inviting the media to key events, establishing Brand Ambassadors who helped spread the word as well as attend key events. We also promoted leadership and science programs through social media and a dedicated blog.
Campaign Time Frame: One Year
Campaign’s Message: Girls Leading Tomorrow
Result: Response to the campaign exceeded expectations. The Quebec chapter received an increase in requests for more information and compliments on the program. Annual membership also increased and the Quebec chapter received several media plugs, listed below.
- 2 May 2013: Longueuil, hôtesse du Festi-Guides, Courrier du sud
- 30 April 2013: Becoming a Girl Guide: Empowering our Daughters with Female Leadership, The Kid Scoop
- 23 April 2013: Guiding: An Experience of a Lifetime, Divine.ca
- 11 April 2013: Girl Guides: Why You Should Sign Up Your Daughters, Divine.ca
- 8 April 2013: Girl Guide life lessons for financial and career success, Chatelaine
- 9 Oct 2012: Lancement de la campagne « Filles d’aujourd’hui, leaders de demain », Premières en affaires