Girl Scouts get an image makeover

The Girls Scouts are busy updating their image in order to attract new scouts and breathe life back into the organization that was started in 1912. The organization has been working on combining regional areas to make stronger local organizations, and has now hired a marketing executive to help shake things up even more.

When you think of Girls Scouts, there's about a 99% chance that you think of their door-to-door cookie sales. This is the most easily-recognized activity of the Girl Scouts, and the new marketing executive wants to leverage that brand recognition for other marketing initiatives. With over 200 million boxes of cookies sold each year, there are plenty of opportunities for the girls to show the world what the new version of scouting is all about.

In the last few years, the organization has been working on updating the image by focusing on newer topics, such as online behavior, time management, and other more timely issues. They want to move away from the boring old image that they've developed over the years. The Girl Scouts are also focusing on appealing to a wider demographic, expanding the membership base culturally and socially.

There are almost 3 million Girl Scouts, but the numbers have been decreasing by 1% or 2% each year. The organization is working diligently on public relations efforts that promote this updated image, and management is working hard to attract more adults to leadership roles in troops. Updated uniforms are also being introduced to shake things up a little.

You go, Girl Scouts! I see the organization as a wonderful opportunity for young girls to learn many things as well as develop more self-esteem. I hope the membership tide can turn before it's too late, and that an update imaged for the organization will be instrumental in embracing a newer Girl Scouts that is relevant to many different little girls.

Tracy L. Coenen, CPA, MBA, CFE performs fraud examinations and financial investigations for her company Sequence Inc. Forensic Accounting, and is the author of Essentials of Corporate Fraud.
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