DESIGNER

Emma Mayali

PROFILE/DESCRIPTION

Girl Scouts is a trusted and respected international non-profit organization that aims to prepare young girls for lives of leadership and adventure. Girl Scouts was founded over 100 years ago, all the way back in 1912 by Juliette Gordon Low, and the organization is still growing today. The Girl Scout mission statement is to build girls of courage, confidence, and character, who make the world a better place. A crucial part of fulfilling this statement are the countless programs led by Girl Scouts, such as field-trips, skill-building clinics, and overnight camps. To fund these activities, Girl Scouts receive donations from ordinary people who want to support the cause.

The target demographic for this campaign is generally all ages, although more geared towards parents and old people, since they like to support Girl Scouts. The campaign would be in the New Haven county in Connecticut, because there are lots of old people and families with kids there.

Brand advantages: already established organization, iconic products

Brand attributes: well-known and respected, fun, educational

Brand experience: over 100 years old

GOALS

The goal of this campaign is to encourage people to help fund their local girl scout troops so that young girls have access to events and activities that will help them learn and grow. People should be encouraged to donate at the GS website.