Oct 14 34% Growth For the Girl Scouts 2018 Summer Camp Campaign
Every year the Girl Scouts of Northeastern New York (GSNENY) implement a robust marketing campaign to promote their numerous summer camps throughout the region. What makes the Girl Scouts summer camp experience unique is that not all councils can offer a variety of summer camp experiences. This creates multiple differentiating factors when promoting these camps to girls within their council as well as nearby councils. The campaign took a digital heavy approach, using print collateral and traditional media as supplementary content.
- Reach 1,330 girls before December 31, 2017 (Prior years had only reached roughly 1,100)
Girls reached before December 31, 2017
Growth in summer camp registrations from previous year
The first step of the Girl Scouts summer camp campaign was to create a more appealing identity for each camp. To do this, we created a mascot for each camp. These mascots aligned with the specific differences between the camps and set the foundation for all content we would create. This includes specific color palettes, icons, and imagery for each as well.
The Girl Scouts summer camp campaign focused on digital media to maximize their reach throughout the region. This digital content consisted social media marketing, email marketing, and Google Adwords. To begin we targeted select zip codes within the council and specific zip codes outside of the council with specific messaging and camps. Content creation was broken down between the camps, girl grants, registration deadlines, and other factors according to priority. After the campaign had run for a few months we reallocated some of the media purchasing and targeted select zip codes with the largest room for growth. Using this digital approach we were able to continuously expose select audiences to applicable messaging over the course of the roughly 6 month campaign.
To supplement the digital efforts we designed multiple print pieces including flyers, posters, and postcards, as well as the GSNENY summer camp booklet. This multiple page booklet included camp dates, classes/activities, bus schedules, fees, and more. The booklets were then mailed direct to select addresses based on past summer camp registrations. For the target audiences who did not attend summer camp in the past we developed a series of postcards with different selling points on each, therefore lowering the cost of acquisition.