Today

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Girl Scout Council of the Nations Capital
2010 Cookie Kick Off
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Cookie Kick Off Welcome!
Pat Stout Cookie Task Force Volunteer Chair
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The Inspiration of Cookies
Jan Verhage Executive Director GSCNC
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Girl Scout Leadership Experience
Brigid Howe Program Services Manager GSCNC
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Girl Scout Leadership Experience Cookie Program
Connections

• Discover
• Girls learn their skills, strengths and values
• Connect
• Girls connect with other girls, adults and
  community organizations
• Take Action!
• Girls make the world a better place

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Girl Scout Leadership Experience Cookie Program
Connections

• Cookie College 2010 (Flagship Campus)
• Sponsored by Verizon Wireless
• January 17, 2010
• Chevy Chase, MD
• For Brownies and Juniors
• Activities include online marketing safety, sales
  skills, food science, math
• Cookie College Satellite Campus(es)
• For Brownies and Juniors
• Planned by YOU!
• Satellite campus syllabus available
  mid-November for SUCMS to plan events

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Girl Scout Leadership Experience Cookie Program
Connections

• Cookie Academy Meeting Guide
• Available mid-November for leaders
• For Daisies and Brownies
• Meeting Guide for first-time cookie sellers

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Girl Scout Leadership Experience Cookie Program
Connections

• Cookie Graduate School/CPA training
• December 5, 2009
• Annandale, VA
• For Cadettes, Seniors and Ambassadors
• Trains girls to mentor Daisy/Brownie troops and
  to staff Cookie College activities

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Inspired by U
Lilliea Jackson Little Brownie Bakers
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Todays agenda

• Consumer insights
• Getting to Know Our Customers
• Bundling and order cards
• Strategies to Grow Your Sale
• Activity kits and website links
• VIP We Promise to Make it Easier
• New cookies
• Thank You Berry Munch!
• Cookie club
• Online Marketing

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Profile of the loyal cookie buyer
Who Are Girl Scout Cookie Buyers Today?
56 Female 62 Married 90 Primary Grocery Shopper
52 Age 30-54
46 Have At Least 1 Child Living At Home
76 White/Caucasian
Note Upper case letters equal significance at
90. Base of Past 3 Year Girl Scout Cookie
Purchasers includes data from our augments for
the ethnic sample groups. Non-purchasers are
those who were terminated from the survey because
they have not purchased Girl Scout Cookies in the
Past 3 Years.
Girl Scout Cookie Price Sensitivity Study
(09-001451-01)
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Profile of the loyal cookie buyer
Purchase Intent For 2009 Base 2007/2008 Girl
Scout Cookie Purchasers (n730)
Purchase Intent In 2009 By Region
March 2009 (n 1,079 loyal GS cookie purchasers)
94 are likely to purchase Girl Scout Cookies
again
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Where do they buy?
Average Number of Boxes Purchased
March 2009 (n 1,079 loyal GS cookie purchasers)
Girl Scout Cookie Price Sensitivity Study
(09-001451-01)
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Cookie bundle interest
Interest In Purchasing Bundles Base Past 3-Year
Girl Scout Cookie Purchasers (n1079)
Top 3 Box
92 C
91 C
70
Price per box
3.50
3.33
4.00
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Research-driven marketing to grow the sale
Bundle promotion 5 for 20 Special gift wrapping
at booth/store location Consumer incentive for
buying cookie gift pack
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Cookie bundle test pilots
1 of total girl sellers participated (110
girls) Special girl incentive for reaching cookie
bundle goal Overall sale up 1 over prior
year Girls were up 1.5 in the service unit
Sales were up 5 in the service unit A total of
319 bundles (of six) were sold.
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Cookie bundling Suggestive Selling
2009 PILOT PROJECTS 2010 STRATEGIES
New Order Card Design! Cookie Bundling Multiple
Purchases
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Cookie bundling Suggestive Selling
2009 PILOT PROJECTS 2010 STRATEGIES
New Teen Order Card Design! Cookie Bundling
Multiple Purchases
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Inspired by U - The Connect Year

• S E E W H A T S N E W!
• Cookie Activity Kits help girls work toward
  official Girl Scout awards
• Online resource center for Cookie VIPs
• Theyll flip over the new flip design

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Cookie activities linked to GS awards

• In the words of A D U L T
• V O L U N T E E R S
• Volunteers would like to see the Cookie Program
  Kit be the source for activities to earn the
  Cookie Activity Pin.
• .
• Many of the things in the kits were the same
  things the girls had been doing for the last 9
  years , and they dont earn any awards by doing
  the activities in the kit.

Girls can

• Discover a social issue
• Connect with customers about the issue
• Take Action using cookie proceeds to make
• the world a better
  place

Source Little Brownie Bakers Program Outcomes,
online survey of Adult Volunteers, 2008-2009. n
568
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Welcome Cookie VIPs!
Volunteers are VIPs! Very Inspiring People
Little Brownie Cookie Volunteers can

• Go online to access a world of printable
  resources and activities!

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Technology leveragedLBB style
Public Website www.littlebrownie.com eBudde h
ttps//ebudde.littlebrownie.com http//ebdemo.li
ttlebrownie.com https//ebuddearchive.littlebrow
nie.com Booth Scheduler https//ebudde.littlebro
wnie.com Cookie Locator http//cookielocator.litt
lebrownie.com Cookie Club http//cookieclub.littl
ebronwie.com Online Training http//vipetraining.
littlebrownie.com Online Voting http//littlebrow
niecouncils.com/surverys
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Little Brownie Bakers cookie portfolio

• Thin Mints
• Samoas
• Tagalongs
• Do-Si-Dos
• Trefoils
• Lemon Chalet Cremes
• Dulce de Leche

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Whats new for 2010?

• Thank U Berry Munch
• Real, premium Ocean Spray cranberries
• Sweet, creamy white fudge chips.
• Crispy rice provides a satisfying crunch.
• Thank U for supporting Girl Scouts!

Approx. Ct 14
Net Weight 6 oz. (170 g)
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Marketing Thank U Berry Munch
Indulge Yourself in Wholesome Cranberries! Be
happy. Be wholesome. Be ready for anything. With
a classic blend of premium cranberries and white
fudge chips, this hearty cookie helps you embrace
the vitality of life. Crispy, puffed rice
delivers a satisfying crunch. Its pure goodness
in a cookie.
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Marketing more good news
No Trace of Hydrogenated Oil! on the 2010
Nutrition Labels for 4 Varieties! -
Trefoils - Lemon Chalet Cremes -
Thank U Berry Munch- Dulce de Leche
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New Look - same great caramel flavor
Dulce de Leche (dool-sey dey LEY-chay) Inspired
by the classic confections of Latin America,
these sweet, bite-size cookies are rich with milk
caramel chips. Caramel a popular flavor among
Girl Scout Cookie Consumers
1 Girl Scout Cookies Consumer Insights Study, 2006
Approx. Ct 22
Net Weight 6 oz. (170 g)
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ASK FRIENDS FAMILY

• Introduce the concept to girls
• Send an eCard
• Check for Cookie Promises

2009 Proprietary and Confidential
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MY COOKIE PLANNER DASHBOARD
2009 Proprietary and Confidential
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SYSTEM GENERATED TEXT EMAIL
2009 Proprietary and Confidential
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ELECTRONIC COOKIE ORDER CARD
2009 Proprietary and Confidential
DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY
09.25.09
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2009 Proprietary and Confidential
DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY
09.25.09
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THANK YOU SCREEN
Cookie Promises are fulfilled offline
2009 Proprietary and Confidential
DRAFT DESIGN /FOR ILLUSTRATION PURPOSES ONLY
09.25.09
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MANAGE TRACK COOKIE PROMISES

• Additional emails are sent
• Thank You, Cookie order confirmation, a Cookie
  Promise reminder
• New Promises alerts appear on the girls cookie
  dashboard
• Sort/print list of promises by pending to
  delivered
• Email deliverability and bounce notifications

2009 Proprietary and Confidential
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Plan for Success
Maureen McCann Assistant Executive Director GSCNC
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GSCNC Cookie Sale Goal
4,600,000 boxes
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Inspiring Media
Nancy Wood GSCNC Director of Public Relations
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Key Points for Marketing Cookies

• The Girl Scout Cookie program is the best
  leadership and entrepreneurial experience for
  girls.
• Its girl-led
• Girls set goals
• Girls develop marketing strategy
• Girls represent the product
• The Girl Scout cookie program supports Girl Scout
  troops and the Council in the Greater Washington
  Region. It enables girls to finance their
  activities and community service work, while
  helping the Council maintain camp properties,
  provide financial assistance to girls, and other
  services to benefit all girls.
• Girl Scouts take part in GIFT OF CARING
  opportunities and provide donated cookies to
  deserving organizations in their communities
• Girl Scout Troops are using the proceeds from the
  cookie program to complete community service
  projects and travel to new destinations.

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Promotional Timeline What You Can Do!

• December 18 Cookie Sale begins with a Friends
  and Family effort
• December January 8
• Service Unit Rallymake sure to invite local
  VIPs (Mayor, Hometown Hero Representative and
  the media.)
• Media Tour drop off PR Cookies to local
  newspapers, TV and radio
• January 5 -29
• Send out the press release announcing the Girl
  Scout Cookie Season and introducing new cookie,
  Thank You Berry Munch.
• Guide people to our website Welcome to the
  Cookie Jar, which has information for consumers,
  volunteers and the media.
• Encourage people to follow our Social Media
  pages for messages about Girl Scout Cookie
  program.
• Local Media Troops should submit high quality
  photos via email to local newspapers. Include
  Troop Number and city and names of all included
  in photo.

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Promotional Timeline What You Can Do!

• February 4-17
• Invite media to your local Cookie Drive-Through
  w/ focus on volunteers. (Local version)
• Send media press release on Gift of Caring w/
  focus on donations and local organizations that
  will receive the gifts.
• February 19 - March 28
• Submit a local press release on how to locate
  Girl Scout Cookie Booths
• Send local media the press release of the online
  Cookie poll
• Take a local media tour with girls to drop off
  Cookies at radio and local newspapers
• Remember when you submit photos to the local
  newspaper, also send them to the Council at
  prphoto_at_gscnc.org.

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Public Relations Help

• Photographs Submit photographs of cookie program
  activities, set camera on highest quality
  setting, send to newspaper via email and include
  Troop , City and Names of all in picture.
• Sudden Service We need girls that are available
  to be part of press calls through our sudden
  service initiatives.
• Local Press Reps Use your Local Press Reps to
  help you tell the Girl Scout Cookie story!
• Contact Nancy Wood, Director of Public Relations
• nwood_at_gscnc.org or ext. 204

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Inspired Success Work Groups
Kathryn Benison Area Membership Manager GSCNC
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• Watch your email for an Survey Monkey evaluation!
  
• Your thoughtful feedback
• will make
• future Kick Offs better.
• Have an
• Inspired Cookie Year!

Thanks for Coming!