Entry Category: Radio, Radio Commercial, 30 or 60 seconds
Entry Title and Organization: 2013 Girl Scout Cookie Sale Radio Commerical, Girl Scouts of the Jersey Shore
Award Received: Silver
Challenges: While Girl Scout Cookies are a national product, marketing and promotion is primarily the responsibility of the Girl Scout Council that services each specific community. No national content was used in making this commercial. As a small council, we had to leverage our limited advertising money to maximize our exposure. This process began in October 2012, at the start of our fiscal year. We came up with a plan to combine all our organization’s audio/video needs into one project with materials we could release as needed throughout the year. This approach allowed us to create this radio commercial and videos as well as materials for several other internal departments (camp, membership, volunteer recruitment). It was a challenge to combine the production needs of these multiple projects but the end result far exceeded our previous efforts. By planning, writing and recording
these projects at the same, we were able to increase the scope of our vision. For this entry, it allowed us to create a more intricate commercial featuring a cross-section of Girl Scouts, ages 5-17. If we had relied on the free production provided by a local radio station, we would have been limited to something more traditional, featuring only one girl and an announcer.
Description: Everyone knows Girl Scout cookies, but do they know the life-skills that girls learn through the Girl Scout Cookie program? This commercial educates listeners about the five life-skills girls gain through product sales while also sharing information about how to find Girl Scout Cookie sale locations in their community.
Strategy: Our strategy was to use current, active, local Girl Scouts to tell listeners about the benefits of the Girl Scout Cookie Sale. In addition to telling potential customers how they could find cookie sale locations we wanted the girls to educate listeners about the benefit of the cookie sale to Girl Scouts. Yes, Girl Scouts earn money for each box sold, but they also learn five business skills they’ll use for the rest of their lives – goal setting, decision making, money management, people skills and business ethics. By highlighting these skills in addition to the awareness of Girl Scout Cookies for sale we felt we could increase listener interest in buying Girl Scout Cookies. In addition, we combined production of this commercial with several other radio/video projects, allowing us to leverage a limited budget more effectively.
Tactic: After talking with girls, parents, volunteers and customers, we wrote a script that would highlight the key messages of the Girl Scout Cookie Sale. We then recruited local girls from across our service area to serve as talent. These girls represented all Girl Scout levels, ages 5-17, and multiple ethnicities. Over the course of an evening, working around school activity conflicts, we recorded all the girls who appear in this radio spot, the corresponding promotional video, and the additional radio/video projects we scheduled for production at the same time.
Results: Visits to the cookie locator website to find cookie sale locations in our two-county service area increased by 40% compared to the previous year. In addition, the average number of Girl Scout Cookie boxes sold per girl from our council increased by more than 10 percent. While these results are not solely based on the effectiveness of this commercial, we feel it played a critical and key role in our strategy.