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AEP Online |
AEP Award-Winner Profile: Remaking an Image, Rebuilding a BrandThe AEP Awards represent the best materials in educational publishing and education marketing. Throughout the year, profiles of award winners will be published in AEP Online and posted on the AEP website to highlight innovations in product development, editorial practices, and marketing strategies. For almost a century the Girl Scouts of the USA have been sponsoring activities that focus on improving girls’ self-esteem, celebrating their individuality, and promoting their contributions to society. However, when most people hear the phrase Girl Scouts, they think of cookies, badges, and green uniforms. As part of a larger goal to reposition the organization, the marketing team wanted to create a campaign that showed everyone the true identity of today’s Girl Scouts. For the team, the biggest challenge occurred at the very beginning of the project. In a 180-degree shift from previous promotional efforts, the team would not focus on recruiting girl scouts nor would the Girl Scout connection be overt. Instead, they wanted the organization to commit to a project that highlighted everyday young women and their individual personalities as well as current teen issues. “Ultimately, we want to bring in more girls, but first, we needed to show them that we are relevant in their lives,” said Clare Tattersall, Creative Marketing Director. The images chosen for the “It’s a Girl’s Life. Lead it.” campaign were simple: girls involved in ordinary activities, such as skateboarding or playing guitar, with giant headlines like “Defy the Ordinary,” and “Defy the Stereotype.” The team created five ads that began running in magazines like Girls’ Life and other publications in November 2005 and will continue to run until 2007. In addition to distributing the images in magazines, individual councils could request posters for distribution, there was a series of billboards in Nebraska, and the organization’s Studio 2B website presented the images with a series of polls and contests related to the ads and the issues they represent. With the esoteric goal of challenging girls’ impressions of the Girl Scouts, however, there could be no concrete success markers.
Questions, ideas, or in need of more information? Please contact Stacey Pusey at 302-295-8349. |
For the complete profile on “It’s a Girl’s Life. Lead it.” click here. For more information on the Girl Scouts “It’s a Girl’s Life. Lead it.” campaign, contact Clare Tattersall at CTattersall@girlscouts.org. For more information on the AEP Awards, contact Doug Ferguson at 856-241-7772.
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