Office to Residential Conversion Symposium
view videoGirl Scouts of America (ABC Bakers)
ABC Bakers, a licensed Girl Scout cookie baker, approached Streetsense to increase cookie sales and gain market share over their competitor bakery.
Approach/
We took a two-prong approach—the first focused on retention efforts for existing councils and the second was lead nurturing select target councils. We leveraged a comprehensive content strategy inclusive of enewsletters, social media marketing, events, and webinars to help communicate our message.
Annual Mascot and Theme/
Thinking two years ahead we develop a mascot and theme for the Recognition Program—the campaign and incentives that fuel girls through the cookie sale season. Using social listening tools and a bit of trend forecasting, we pick mascots and themes that will resonate with Girl Scouts and motivate them to sell cookies. Our program has been so successful, ABC Girl Scouts sell two cases more per girl than scouts partnered with the competitor baker.
Consumer Content Marketing
In order to drive and demonstrate demand for ABC-exclusive products we created a brand personality for ABC’s star cookie: the Lemonades. Setting up distinct social profiles for this fan-favorite and going so far as to launch a “Lemonades Petition,” providing an opportunity for fans to ask their local councils to bring this citrusy delight to their towns by contracting ABC as their baker.
Product Sales Conference/
To generate excitement at Girl Scout’s annual Product Sales Conference, we turned a once simple presentation into an engaging, exciting event. Over the years working together we hosted a game show (Family Feud-style), A Late Night Show (complete with a reading of mean tweets), and even a live band, all to drive awareness and enthusiasm for ABC—resulting in rave reviews and new leads from targeted councils
Results/
- 26K
visitors to Facebook
- 6%
increase in cookie sales YoY
- 34%
sales above forecast
Our content marketing strategy drove 26k fans to ABC Bakers’ Facebook page, and upon launching our consumer-oriented channels for Lemonades we grew the following on those channels to 131k. In addition to our success on social media, ABC has successfully acquired two new councils, the 2017 cookie sale was up 6% from the previous year, and the Girl Scout S’mores cookie sold 34% over its forecast the year it launched.
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