Girl Scouts debuts media brand for women

Linda J. Dodson

Dive Brief:

  • Girl Scouts of the USA created a media brand and website with content aimed at women ages 25-54. CircleAround Powered By Girl Scouts will curate content with topics such as wellness, work, money, parenting, relationships and news, according to an announcement shared with Marketing Dive.
  • Telecom giant Verizon and stock-photo provider Shutterstock are launch partners for the media brand, whose website will include articles, videos, podcasts, blogs and photo galleries grounded in Girl Scout values such as service, honesty, courage and respect. The organization plans to announce more sponsors and media partners soon.
  • CircleAround will launch a test website on June 30 with a full rollout planned for July. The website will publish about 150 pieces of content each month, and its advertising revenue will help to support the mission of the nonprofit. The organization worked with marketing firm Rogers & Cowan PMK, which is owned by Interpublic Group, to create CircleAround.

Dive Insight:

The Girl Scouts’ media brand and website CircleAround gives advertisers a brand-safe venue to support a youth organization that for 108 years has encouraged female empowerment through a variety of activities. CircleAround is notable as a brand aimed at women who may have participated in scouting when they were younger or who may be seeking inspiration, advice or community at different stages of their lives. The Girl Scouts have an alumnae network of more than 50 million women in the U.S., a significant potential audience for CircleAround.

The creation of a media brand and website comes as the coronavirus pandemic limits public gatherings that are a foundation of Girl Scouts’ activities. The news comes as the pandemic has affected sales of the organization’s classic cookies that typically start at the beginning of each year and is a key fundraising effort. As of 2018, the organization reported selling about 200 million boxes of cookies each season to generate around $800 million, USA Today reported. Earlier this month, Girl Scouts partnered with grocery chain Price Chopper/Market 32 to sell cookies in its stores after boxes have sat unsold during the health crisis

For the Girl Scouts, CircleAround can help to reconnect with those alumnae who may have lost touch with the organization as they grew up. CircleAround can support the organization’s mission of female empowerment into adulthood, and seek support from former Girls Scouts who aligns with its goals. CircleAround also can help to grow the nonprofit’s membership by reaching parents who are looking for activities for the next generation of Girl Scouts.

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