Strategy & New Markets

STRATEGY AND MARKETING

GSEP started FY20 with clear goals and strategies to support the year of Girl Scouting. Special focus was put on reaching more girls in the fall with schools at the center, aiming to reach girls in every school in its 9-county footprint. In the winter and early spring, GSEP focused on supporting the Cookie Program and registrations for Camp. Visibility for GSEP increased significantly with multiple media opportunities for recruitment, cookies, and camp.

When the pandemic hit, ensuring GSEP’s membership and staff were safe was the number one priority. Then GSEP shifted to making sure the mission of Girl Scouting could be realized virtually, and launched Girl Scouts at Home and then Camp at Home during the summer. Both of these programs saw incredible attention in the local media, and phenomenal returns in Girl and Volunteer registrations. As a result, Camp at Home reached its capacity before paid media could even be placed. GSEP is proud of its efforts and ability to pivot to 100% virtual. Focusing on bringing GSEP’s community together through these online programs and social media channels has been incredibly important during this unprecedented year.