21st Century Girl - Girl Scouts at 100

The Girls Scouts are turning 100 this year. One of the oldest and well-known organizations for girls is also one of the savviest marketers. From its annual promotion of its cookie sale to its upcoming anniversary float in the 2012 Rose Parade, it knows how to promote itself and its main mission: To build girls of courage, confidence and character. To its credit, the Girl Scouts has been quick to acknowledge the changing demographics of the country and understand what these changes mean to its future and mission. For the past decade the organization has run a series of campaigns that reassert what the Girl Scout are while simultaneously redefining WHO a Girl Scout is.

Actively reaching out to underrepresented communities and launching the national Hispanic Membership Marketing Initiative (HMMI) to recruit and retain Latinas. READ MORE