Girl Scouts of North-Central Alabama
Social Media Release
10.20.2008
Girl Scouts Say Out With The Old, In With The New
- Quick Pitch
- Nearly 100-year-old Organization Looks to Update Image
Full Release
Barbara McGraw was glad to box up the green Girl Scout uniform skirts. “As a Girl Scout shop manager of the North-Central Alabama council, I’ve been looking at the green skirts for a long time and I see that they aren’t what the girls want. I’m looking forward to seeing new things happen.”
Later this year, Girl Scouts in the fourth grade and older will adopt a new uniform that will consist of a sash or vest that displays achievement badges, that can be worn over a white shirt and khaki pants or skirt.
As part of a national movement to change the Girl Scout’s image, Girl Scouts of the USA has hired Laurel Richie as the Senior Vice President and Chief Marketing Officer. She will be in charge of branding, communications, publishing, marketing, and Web-based initiatives.
According to Hilary Perry, Director of Public Relations and Marketing for GSNCA, having a Chief Marketing Officer on the national level will help ensure the Girl Scouts can get across the messages of leadership and learning in a trendy, new way.
“Many people think of the Girl Scouts as an old-fashioned, arts and crafts oriented group,” said Perry. “That’s simply isn’t the case. Girl Scouts have opportunities to participate in science, math and technology activities, as well as leadership activities that give them the ability to make a difference in their communities.”
Perry also notes that reinventing a brand is always a challenge. “We have 96 years invested in our brand. In our local, 36-county area, we are creating awareness of our new image by changing our overall look from the inside out which means reaching out to different demographics, specifically Asians and Hispanics. We have also formed a young professionals group that can take our message to a younger demographic.”
“We have a challenging task ahead,” Perry said, “Our staff is committed to creating a vibrant, relative leadership development opportunity that’s fun for girls and has tremendous value for their parents. Our new program year is full of new opportunities that reinforce an exciting image for girls ages 5-17. This is an exciting time to be a Girl Scout.”
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Girl Scouts of North-Central Alabama is a United Way community partner and serves more than 13,000 girls and an additional 5,000 girls in special programs across 36 counties, ages 5-17, who are developing crucial life skills that help them grow courageous and strong so they can make wise choices in today’s world and beyond. For more information, call 800-734-4541 or log on to www.girlscoutsnca.org.
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