Work

Problem: Girl Scouts have a high brand share in comparison to other leadership development organizations amongst young girls. Our goal is to bring people into this market and create long- lasting relationships with new members who are maybe unaware of Girl Scouts today.

 

Truth: "What do Girl Scouts do other than sell cookies?

Tension: "How would my daughter benefit from being a Girl Scout?"

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Who? 

The Dynamic Mother and Daughter Duo 

-Millennial mom
-Lives in urban setting
-Values connections, relationships and respect
-Is strong-willed and courageous
-Struggling to fully instill self-confidence and leadership skills in her daughter

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Main Idea:

The Girl Scouts Org helps girls find their strength and recognize their power.