Girl Scouts of Northern Illinois
Integrated Advertising (TV, print, billboards, radio)
Ad Buy Strategy/Placement
Girl Scouts of Northern Illinois (GSNI) is a council that serves more than 15,000 girls and 5,000 adults, encompassing a 16-county region of Illinois, from the Wisconsin border to south of Interstate 80, and from the western half of Lake County to the Iowa border. GSNI wanted to regionalize and modernize the Girl Scouts’ value proposition, specifically for northern Illinois to increase council memberships.
Chartwell Agency developed an aggressive and proactive marketing strategy that actively reached parents, donors, and the general public across multiple marketing and advertising vehicles. Chartwell also provided an annual roadmap of activities to ensure consistent and effective communication across the council. We also developed and trained leadership on an authentic regional message that reflected the local GSNI experiences while incorporating the national brand value proposition.
Chartwell developed the campaign Choose Your Adventure to demonstrate how Girl Scouts puts girls in the driver’s seat and allows them to shape their own experience by choosing the adventures that intrigue them the most. Choose Your Adventure also touted the customizable experiences Girl Scouts offers and how the organization encourages girls to explore various interests. The multi-pronged advertising rollout strategy included print, radio, digital, and billboards to position and promote the GSNI with adequate reach and frequency for maximum effectiveness.
The multi-pronged approach allowed GSNI to outperform other regions across the nation in terms of memberships, renewals and volunteer engagement. This campaign won a Gold Addy Award from the Advertising Federation of Northern Illinois.
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