Introduction of Girl Scouts Marketing Strategy

        Girl Scouts is all about unleashing the potential of girls and preparing them for the upcoming challenges in their chapters of lives. Through various activities such as taking a hike overnight under the starry sky and running a business of cookies all on their own. Different activities help in building the confidence of girls, a powerful sense of self, seeking different challenges, displaying positive points and values, forming and maintaining healthy bonds, identifying and solving issues in various groups and communities. Despite all the positive and strong points, the members of Girls Scouts have been falling each and every year. Compared to 2013, the numbers have again fallen which has developed a critical issue for the organization that is 102 years old.

    Gradually, the number of volunteers are falling which is making it tough for the organization to perform with the same vigor. It is important to redesign how Girl Scouts is approaching targets so that the diversity of experience is not being limited at all.

Decrement in the number of volunteers and members  of Girl Scouts Marketing Strategy

    During 2013-2014, the total number of adult members and youth members dropped to approximately 6 percent. In 2013, the figures were 2,994,844 to and in 2014, the figures decreased to 2,813,997 which means that a sharp fall was actually observed. Overall, the fall reached to almost 11.6 percent. One of the biggest reasons for such a decrement is actually the financial status of families. Most of the parents don’t have the time to pay heed to such activities and that contributes a lot to the shortfall in numbers.

Losing interest in the traditional activities has also been a reason for a decrement that occurred in the number of members and donors supporting the Girl Scouts. It is, after all, not rare to lost interest in the same process that has been going on for every new scout for a long time [1].

Marketing strategy  of Girl Scouts Marketing Strategy

    Although the Girl Scouts has been redefining the purposes and systems to reach a broader audience and get the lost attention back but it doesn’t seem to work considering the lack of communication through social media. Various platforms of social media have become very important for any organization to survive in the market regardless of the aims and purposes. Sure, there has been a drop in the figures of members and volunteers but it can be improved through advertising which can attract a new audience. Another issue is the lack of attention on the end of parents as which can be addressed through making the activities affordable for parents in such a way that even the double-working families can afford them.

    In order to raise the interest among the target audience, advertising and uploading unique interacting activities on the platforms of social media can help in reaching a broad amount of users. Considering its global status, it can be utilized to reach a diversity of eyes and attract the attention which Girl Scouts lack at the moment. Although advertising using the means of television can also be beneficial but it will be costlier and will reach a limited amount of young girls. A platform like Facebook is very common so utilizing it for reaching more girls will be convenient. Overall, advertisement through social media and television both can be effective in storing the lost volunteers. During the process, new donation criteria through the web-platform can prove to be efficient in attracting new donors.

Target Markets  of Girl Scouts Marketing Strategy

    Girl Scouts has been approaching the same audience of young girls and adults for a long time and the same should be kept in even the new marketing strategy with just a little modification. Older girls by only two-three years should also be included in programs because it will open a new doorway for the organization to attract participants. Furthermore, it will be like opening a new trend in the market and raising the interest. Attracting the new part of the audience, however, should be efficient through the proposed means. Otherwise, it might not be as efficient.

Communication  of Girl Scouts Marketing Strategy

    For attracting new participants and strengthening the existing ones, it is very important to keep interest as the strong component in activities. Girl Scouts should induce new and unique activities in such a way that while communicating with new participants, curiosity and fun can be built. All the while, it should not be forsaken that parents seek affordable programs which doesn’t take a lot of toll on their family budget. The message should be relayed that Girl Scouts play a major role in building confidence while adhering to educational activities in an affordable way. Although digital platforms can help in communicating, direct interaction with nearby parents will be efficient as well [2].

Recommendations  of Girl Scouts Marketing Strategy

    Girl Scouts must adhere to the new marketing strategy and ensure that programs are not becoming expensive for normal families to afford. Every new activity should have a new thing to teach while developing the confidence of young girls. Using the same activity again and again can reduce the interest which can cast a negative effect of participants. Through collaboration with adults, new activities can be designed.

References of Girl Scouts Marketing Strategy

Cbsnews. (2014, Oct 10). Why are fewer girls joining the Girl Scouts? Retrieved from Cbsnews: https://www.cbsnews.com/news/girl-scouts-membership-drops-sharply/

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being. Pearson.