Assignment: For this project, we worked with Girl Scouts of NY/Penn and they asked us to develop a campaign to attract more volunteers.

Research: For this project we did the usual internet research and we also did a focus group. Girl Scouts of NY/Penn provided us with a room full of volunteers to run our focus groups with. We recorded the focus group and transcribed the entire session. After that we identified common themes and color coded portions of the transcripts based on the theme they most closely related to. We found that while the current volunteers were dedicated they were also dealing with a lot. Weekly meetings, camping trips, selling those amazing cookies we all love, and so much more.

Insight

The insight here was the volunteers of the Girl Scouts of today were having the same exact problems that their founder, Juliette Low, did when she started the organization.

Solution: Back to their roots

Our solution to get more volunteers for the Girl Scouts was to have current members follow in the footsteps of their founder and get more volunteers by aggressively recruiting friends and family. To expand their ranks the Girl Scouts needed to expand beyond recruiting former Girl Scout members and their parents. Juliette Low didn't have any kids of her own when she started the Girl Scouts. But she had a passion, and an idea that she dedicated herself to. We recommended that the Girl Scouts tap into that spirit and the spirit of some of these retro images to drive their volunteer recruiting efforts. 

In Retrospect: This was probably one of my favorite projects from class. The client was happy with it, we got 98 out of 100 on the project, and we ended our presentation by presenting the client with a cake that had a picture of Juliette Low on it, the day before their founders’ day.