Digital Marketing Support – Girl Scouts of Southeastern Michigan
Understanding and targeting specific audience personas is vital to effective marketing.
Understanding and targeting specific audience personas is vital to effective marketing.
7
Paid channels
1M+
Impressions
10K+
Clicks
Girl Scouts of Southeastern Michigan (GSSEM), a local chapter of Girl Scouts of America, provides young girls with diverse programming, adventures, and hands-on experiences to build confidence, character, and leadership skills. They prepare young girls to be the leaders of tomorrow
Partnering with Westcomm, GSSEM aimed to proactively engage its audience online, focusing on inspiring personal growth, building courage, confidence, and character, and promoting involvement in science, technology, engineering, and math (STEM). The primary goals of our digital media strategy were to:
• Increase awareness and consideration of GSSEM as a place for personal growth.
• Enhance perceptions of GSSEM as an organization that builds courage, confidence, and character and contributes to improving the world.
• Engage parents with young girls to get involved with GSSEM.
• Educate parents and families to increase girls’ involvement in STEM.
Our campaign implementation included:
Strategic Planning: Developed a 12-month digital marketing and media plan targeted to specific zip codes in Metro Detroit.
Targeted Campaigns: Directed traffic to landing pages tailored for various audience groups, from LinkedIn, Facebook/Instagram, display ads on local/national sites, online video and YouTube placements, outdoor placements, TikTok, Spotify, SnapChat and more.
Robust Analytics: Provided regular campaign performance reports to identify strengths and areas for improvement, adjusting campaign strategies in real time for optimal results.
This strategy successfully engages parents and caretakers of young girls and drives recruitment for local troops.
