A Movement of Ideas for Growth Results London, November 2015

Session: Digital Marketing Strategies to Grow Membership By Alison Wilcox Girl Scouts of the USA

Membership and Marketing Collaborate to Make It Happen! Marketing - Advertises - Increases visibility of GS - Generates leads Membership - Interacts with potential & current customers - Supports Volunteers/Troops Works together to reach more members!

Barriers to Reaching Girls -VISIBILITY- Can’t flier in all schools -Limited budget -Lack of interest -Lack of awareness of Girl Scouts -So many options for girls -Lack of volunteers, not enough troops

Barriers to Reaching Volunteers - Limited time to volunteer, lack of experience, lack of resources (transportation, money) - Not enough visibility - Lack of awareness of Girl Scouts - Misunderstanding of program

One Way to Overcome Barriers: Digital Tools Girl Recruitment Girl Recruitment Volunteer Recruitment

Poll Which digital tools are you using to recruit new girl or volunteer members? A.Volunteer recruitment websites B.Digital communication services to reach parents at schools C.Paid or donated advertising on social media and other websites D.Search advertising E. Other

9 digital marketing campaigns 49 million reach 100,000+ clicks 10,000 vol leads

Spring 2014 Paid Facebook Pilot Fall 2014 Paid Facebook Ads Scholastic s + Social Media Winter 2015 Paid Facebook Ads Display Ads + Social Share Program Google Adwords PIlot Ongoing Organic Social Media Posts VolunteerMatc h /LinkedIn + AllforGood PeachJar Pilot Timeline

Facebook Ads Target Market: Volunteers Google Adwords Target Market: Volunteers Display Ads + Social Share Program Target Market: Caregivers Paid Media: Paid advertising, when a brand pays to leverage a channel or product

Reach: 24k Reach: 550k Reach: 39k Reach: 28k Earned media: Refers to publicity gained through promotional efforts other than advertising. Source: WikipediaWikipedia

What are the Pros and Cons? ProsCons Paid Media We control the message and placement! Ability to target based on market segment Expensive! Our knowledge/expertise is limited. Earned Media Experts and Members talk in their own words about their excitement and enthusiasm for Girl Scouts! Requires ongoing resources to cultivate media or members.

Fall 2014: Volunteer Facebook Advertising Use Case

Confidential and Proprietary Facebook Campaign Targeting Potential Volunteers $2000 per council deployed over 2 months Sign Up Campaign New Adult Member Sign Ups 88 councils on eBiz Redirect Campaign Volunteers Redirected from GirlScouts.org/volunteer 7 councils on Salesforce and eCouncil

Confidential and Proprietary Sign Up Campaign Reach: 13,390,874 Clicks: 93,839 Redirect Campaign Reach: 1,390,166 Clicks: 7,975

Top Performing Creative Confidential and Proprietary

Top Performing Creative Confidential and Proprietary

Learnings For signup campaign, lookalike audiences performed best Best performing audiences are women, ages — makes sense! Provide results per regional office Confidential and Proprietary

Winter 2015: Volunteer Facebook Advertising Use Case

Facebook Ads Targeting Vols 90 councils opted in Goal: 1000 new adult members Phase 1 includes image, audience and copy testing Phase 2 builds out additional images and copy based on the winning idea Confidential and Proprietary

Top Performing Copy and Image

Results Cost per click was very low—less than $1! Potential Volunteers did not sign up on the spot! In fact, clear drop off as we asked potential members to pay $15 to join! Cost Per Acquisition is not sustainable so until we simplify the lead generation or member sign up process, pause paid advertising.

Learnings Winning Audience: – Women ages – Parents of pre-adolescent children – Young women who have the time and desire to volunteer – Behaviors: Children’s causes, Environment and Wildfire, Hiking, Campaign and Outdoor Enthusiasts, and Home Improvement Shows Use two sources to track results

10 Recommendations

10... Be consistent with your brand!

Think through goals and tracking capabilities before you begin. BasicAdvanced Google Analytics UTM Codes track exactly what’s happening. For example, Facebook posts to girlscouts.org/join and are tagged with: mpaign=ICantWaitTo&utm_medium=Social&utm_s ource=facebook

Clarify the target market with your membership and marketing team.

Incorporate a quick, clear, simple, and short call to action!

Connect the digital ad to a short interest form.

Be ready to personally follow up with the lead via phone and quickly before full signup.

Narrow in on the desired market based on available data.

Start small!

Testing your message is a MUST! # of Impressions # of Clicks Help Her Change The World 290 Teach Her Something New 361 Less successful description themes… Winning description theme: making an impact

...1! Build out one set of tools that everyone can use!

BONUS: For Paid Media, always ask for a discount!

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