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Marketing Campaign Initiatives
Overall Goals
•Provide mktg. tools to volunteers/girls
•Increase community awareness
•Inform internal audiences & community
2012 Cookie Program
Marketing Campaign Initiatives
Internal Communication
•Cookie Program Family Guide
•CookiE-Grams
•Online Resources - website/Facebook
•GSGLA Cookie & Nut Friends
2012 Cookie Program
Marketing Campaign Initiatives
External Communication
•Billboards, Mall Network, Cinema Ads
•Online & Print ads & Radio PSAs
•Social Media
•Official Booth Site Posters
•Press & Media Coverage
2012 Cookie Program
Marketing Campaign Initiatives
Partnerships
•Pasadena Federal Credit Union
• What Can a Cookie Do Video Contest?
Exploring Partnerships
•Go Country FM
•Clear Channel (KIIS/MYFM/KOST/HOTT)
•KTLA
•Restaurants/Food Trucks/Bakeries
2012 Cookie Program
Marketing Campaign Initiatives
Be a Marketing Guru!
•Troop Boothing Kit
•Super Boothing Kit
•Download & use website resources
•Utilize your networks (on and off-line)
•Represent Girl Scouts with pride!
• Wear uniform/sash, pins, colors
• Be prepared to “speak Girl Scout”!
• Smile and say thank you!
2012 Cookie Program
Marketing Campaign Initiatives
Marketing Messages for 2012
•Want Cookies? There’s an app for that.
•The “More” Campaign
•Cookie Program is the largest financial literacy
program for girls in the country
•Cookies support girl programs/activities
•Get a Box, Give a Box (Gift of Caring)
2012 Cookie Program