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- 1. Girl Scouts Go Digital (finally)! Sarah Gormley, CMO, Girl Scouts of the USA December 8, 2014
- 2. Agenda • Girl Scouts today – what you probably know… and what you may not know • What we are doing to change – for volunteers and girls, and how technology is enabling the change • Salesforce • Adobe web platform • Volunteer toolkit • Digital cookie • Where we are headed with email marketing!
- 3. Girl Scouts – at a glance Confidential and Proprietary - Not for Public Distribution - Do Not Copy 3 • Nearly 3 million members worldwide • 2 million girls • 800,000 adults • Facing declines from peak of 4 million in 2003 • 30,000 girls currently on wait lists across the country • Approximately 59 million Girl Scout alums • They score higher on indicators of success including sense of self, volunteerism and community work, civic engagement, education, and income/socioeconomic status. • 90% of parents believe that Girl Scouts has made their girl happier and more self confident. • 95% of volunteers agree that they make a difference in the lives of girls because they volunteer with Girl Scouts.
- 4. Before we get started… Confidential and Proprietary - Not for Public Distribution - Do Not Copy 4
- 5. Customer Pain Points 5 • Reputation for ‘arm twisting’ parents into becoming volunteer • Lack of communication leaves volunteers feeling confused and on their own • Adults have less time to commit to volunteering and Girl Scouts takes too much time • Volunteer training and on boarding are overwhelming for volunteers
- 6. Building a Digital Infrastructure… Salesforce — clean and consistent data, knowing our customers and track them across channels. Adobe Web Platform — clean, modern design on a powerful platform gets councils ready to step up their game for new applications to serve them better and enables content sharing and syndication Volunteer Toolkit — putting troop experience and troop management at their fingertips Digital Cookie — takes the largest girl run business in the world into a new era
- 7. Salesforce
- 8. Salesforce Confidential and Proprietary - Not for Public Distribution - Do Not Copy 8 • Fast, easy, online sign up saves time • Personalized experience • Improved customer journey throughout life cycle • Supercharged data and analytics
- 9. Confidential and Proprietary - Not for Public Distribution - Do Not Copy 9 GAME CHANGER, TIME SAVER “What we’re seeing with Salesforce is volunteers being able to move through the entire system in minutes vs weeks!”
- 11. Confidential and Proprietary - Not for Public Distribution - Do Not Copy 11 Websites – The Old Way
- 12. Confidential and Proprietary - Not for Public Distribution - Do Not Copy 12 Websites – The New Way
- 13. Web Platform • Powerful platform capabilities such as site-wide search, and events and activities management • Consistent experience across all devices • Supports optional national content and Council specific content • Front door for accessing the Volunteer Toolkit and Digital Cookie 13
- 15. Confidential and Proprietary - Not for Public Distribution - Do Not Copy 15
- 16. 16 Volunteer Toolkit “I know that a brand-new troop leader is going to be so happy to have this amazing resource!”
- 17. Digital Cookie
- 18. The Girl Scout Cookie Program 18 The largest girl-led business in the world! • Nearly 2 million boxes sold every season in 4 months • About $800 million in sales • #2 cookie in market – topped only by Oreo • Close to 1.5 million girls participate in the program every year
- 19. Now we are taking the program digital! A new way for girls to “learn by doing” using technology • Learn 21st century entrepreneurship skills • Create her own digital cookie world • Expand her own cookie business experience • Develop digital and email marketing skills
- 20. Email Marketing
- 21. Foundation for Email Marketing 21 GSM Email Alumnae Email GSUSA Newsletter Council Email Desired Outcome: Holistic View of Email Interactions New Actions: • Pilot Councils onboarded to shared platform • Created first Email Preference Center • Established Communication Protocol Team to build transparency across National/Councils
- 22. 22 New process allows for GSUSA to create emails for Council use — stronger brand voice/presence, integrated look and feel Improved Sharing of Creative Assets
- 23. It’s all about the girl!
- 24. What can you do to help? • Engage with us on social media! • Were you a Girl Scout? Sign up for our alumnae network. • Volunteer, volunteer, volunteer—and that doesn’t mean you have to lead a troop. • Buy cookies – online, at a booth, from a girl you know!
- 25. Thank You!
Notes de l'éditeur
- 2M Girls 7% of all Girls K-12 12.4% of all Girls K-5
- CLICK ANYWHERE TO PLAY Notes: SG wants to tell a group of email marketers the story of change going on at GSUSA – it does not have to be about email marketing – more sharing with them where we are and what’s transpiring that will put us in a place to behave like younger, more nimble brands. Basically the Fast Company story in a series of clear and succinct slides…will open with reference to cookies but then say the story is much bigger than that….hence the flow of CEI first, then cookies, then end on email marketing being critical but dependent on getting organization ready…will be happy to report back next year!!!!!
- UPDATED TALKING POINTS Let’s take a look at some of our long-term organizational pain points before we dive into the specifics of how these transformational efforts will yield opportunities for us to begin to solve for them: Pain Point – Setting up troops (HANDCUFF IMAGE) Right now many councils are experiencing a sieve with first year vols because leaving up to service units to support when in reality they’re only partially functioning in partial regions. Leaving too much to chance. Investing so much to bring in new great troop leaders which costs a lot – ensuring consistent follow up thru staff people could be best investment you make. Paint Point - Lead generation (MULTIPLE PATHWAYS IMAGE) For years we have depended on one recruitment strategy for this market which is school based recruitment flyering and parent meetings. While this is still one viable option in many communities, we must adapt this strategy to current realities and implement additional approaches including use of online and web strategies, social media, community events, and personal referrals. Paint point– Time required (CLOCK IMAGE) Volunteers currently contribute 200+ hours per year compared to the industry average of 80. Getting more in line with industry best practices will improve the experience, and ensure they’re engaged, inspired and motivated to deliver a better experience for girls. Paint Point- Lack of communication (TALKING HEADS IMAGE) We currently lack a consistent communication stream throughout the customer experience. This includes communications during recruitment (value prop to adults, communication during onboarding, and commuication after placement. A more robust CRM tool via salesforce will solve for these challenges. Pain Point (MAP IMAGE): Volunteer training and on-boarding overwhelming and does not meet expectations and compete with market competitors.
- We need to build the digital infrastructure to power what our girls and volunteers need most and deliver it through a great experience.
- The system itself IS working thanks to our cohort A co-owners and a lot of blood, sweat, and tears from GSUSA IT folks as well! Working on a few bugs and data conversion tougher than we anticipated – plus major business process changes! But we’re already hearing such great reports from the field – we’ve heard from so many teams that they’re already astounded at the time-saving benefits that Salesforce brings and they’re excited about all the opportunities it has for transforming their business processes, their interaction with vols and girls, and so much more that’s integral to taking the movement forward. You’ll hear a bit more about our learnings later – and the key people and process changes that we’re learning are critical, but first let’s take a look inside the council websites – a key customer-facing piece of this exciting transformation.
- Councils old site were often clunky – both visually and technically. They were hard for parents and potential consumers to navigate and they didn’t reflect our new branding and marketing approach. No point of entry on the web page – and they weren’t designed for audience that includes girls and caregivers/adult. Really not a great user/consumer experience or entry point to our movement…A large part of this initiative was the ability for councils to work with GSUSA to build new websites that give them a strong brand identity, aligns the look and feel of council sites, and makes the platform clearer, simpler, and easier for their consumers to navigate
- Nationally curated content benefits. The Web Platform is the front door to which you gain secure, authorized and personalized access to the Volunteer Toolkit and, ultimately, Digital Cookie. And it, in itself, is a fantastic product. Responsive design Centralized, secure, resilient hosting of Council websites Modern flexible authoring and publishing tools to create and maintain your council site Supports optional national content and council specific content Powerful platform capabilities such as site-wide search, and events and activities management Personalized experience for Volunteers, Parents, Girls, and Administrators Consistent experience across all devices There’s a lot more detail on technology, and we want to talk to you about that along with costs, legal implications and communications protocols– but before we do, we want to stop here and give you a chance to talk with one another about what all of this means for your Councils From the information you’ve sent us on your IT costs-- What we’re providing will be affordable and will not be more expensive than what you’re currently spending.
- WEB INTEGRATION POINT: Can’t have VTK without the web… The VTK is accessible to authenticated volunteers via their council’s web page’s “sign-in” function. Integration in current release is limited…release 2 has even more! The website is the portal into the VTK…integration from the website into the VTK happen through here, such as Events and Activities Forms are accessible on website Email Communication Current Councils Live with VTK: North Carolina Coast Pines West Central Florida Northeast Texas Southern Appalachians
- We’ve made the GSLE deliverable on VTK – this is huge In addition, the excitement in the field over the amazing potential of the volunteer toolkit is HUGE. This is something (along with salesforce and the whole initiative) that we demo’d at CONVENTION and got great responses from vols and council staff and leadership Summary of Key Features: Use it online at the grocery store or on the sidelines of the soccer game - Tablet and Smart Phone responsive We’ve got the whole year covered - A choice of pre-populated sets of meetings for all age levels Printable/Downloadable Meeting Aids and Resources Variety of administrative functions—Set your troop calendar, meetings times, and locations, email the parents in the troop with changes or tell them what they need to bring No more hunting for registration and permission forms - add custom activities and events to your troops agenda and let parents sign off WITHIN the application
- As Anna just recounted to us in a meeting the other day – when she was coming out of a session at convention, a CEO pulled her aside and was really complimentary, but said – can I give you some advice about messaging this? And I think it really sums up what we’re trying to convey and how we can really all start to share the importance of this initiative – “It’s not about a technology project, we’re finally supporting volunteers in a bigger way – we’re making their lives easier and better, we’re helping them work faster so they can help more girls. It’s a new way of work and a new way of life for us in a really radical way. It’s ultimately a more progressive way to serve our entire constituency.” And, of course – Girls are at the heart of everything we do, so by changing these ways of work, we enable our volunteers to bring that impact to girls faster, easier, and better too!
- In true Girl Scout fashion, girls always initiate the sale. So if you know a Girl Scout, tell her you're interested in becoming a Digital Cookie customer and she will take it from there!