Advertising and public relations in America - Essay Example

There are few traditions and mainstays in American youth culture. In the United s, the nation's adolescents are eager and quick to adopt new cultural trends and technologies. For those organizations that cater to this group, it is important that they remain relevant and constantly update and refashion themselves-if they want to survive. One such organization that is attempting to reconnect with young girls, the Girl Scouts of America, is facing difficulties in attracting new members in today's "nonjoiner culture" (Byron).

Attempting to reinvigorate an old brand is one of the most difficult advertising tasks around. [Advertising is essentially about effectively communicating information, in a persuasive and attractive manner, about particular products and services.] With so many stereotypes out there about the Girl Scouts, the job is doubly difficult, since they have the added task of convincing the public that the information that they currently have is incorrect or outdated. The article I have chosen to review deals with the advertising and public relations changes that the Girl Scouts of America is adopting in order to boost membership levels and remain an important American institution.

One of the most significant changes is the creation of a chief marketing officer position within the organization. The Girl Scouts are likely going to announce that Laurel Richie will fill that position within the next few days (Byron). Though most of us are familiar with the iconic boxes of cookies that fill our pantries in early spring, most of us are unaware of the various programs and activities that the Girl Scouts provide young girls. Information sessions about online bullying and time-management skills are just some of the new programs that the Girl Scouts are providing for its members.

Membership has been declining at about one to two percent annually for the last decade. The marketing research shows that the biggest competition for the Girl Scouts is not as they had previously thought, church groups or sports teams, but so-called "non-activities." These non-activities include, hanging out at the mall or spending time on the internet. This nonjoiner culture promotes exercising independence and remaining aloof to those communal impulses that lure people into joining clubs. Richie is committed to changing the image of the Girl Scouts as an old-fashioned, traditionalist organization that promotes antiquated values to a modern organization that respects and understands the desire for individuality.

To this end, the Girl Scouts have performed a fashion makeover, changing and updating its uniforms. The marketing campaign itself is directed towards underrepresented minority groups in the Girl Scouts' demographic makeup by focusing their attention on Asians, Hispanics and other minorities. In addition, Richie is interested in leveraging the over 200 million boxes of Girl Scout cookies sold each year more effectively, by encouraging the door-to-door sales force to speak candidly about the positive experiences they have in the Girl Scouts.

Richie is wary of falling into the trap of "trying to look cool and hip," and suggests, "We've seen jeans, sneakers and soft drinks try to do that and you just cringe" (Byron B5). In terms of structural changes, the organization has streamlined the number of leadership councils and narrowed the age differences allowed in troops. Furthermore, they are looking to move their advertising design out-of-house, and thus are looking for an agency that will add flare and panache to their advertisements.

The target demographic of the Girl Scouts is a notoriously fickle population and according to Samantha Skey an Executive VP for a strategic marketing corporation, "They're very smart about media consumption and deft at avoiding any communication that's not relevant to them" (Byron B5). Despite these issues, the organization looks forward to facing these new challenges in the 21st century. Clearly, some important issues about marketing and advertising were touched on in this article. Because of the increasingly media-savvy populace, especially among the younger generations of Americans, the value of targeting your audience effectively and quickly is at a premium.

The Girl Scouts must find a way to reposition themselves in the Internet Age, if they intend to be successful. Obviously, any company, institution or manufacturer that wishes to remain competitive must deploy ever more perceptive and sophisticated means of persuading an increasingly discriminating audience. With so many distractions instantly available at the fingertips of so many; it is essential that an organization be able to succinctly and powerfully convey its message. This speaks to the point about making communication relevant, which is the key feature of effective advertising, remaining relevant and engaged.

The success of any group whether it be the Girl Scouts or a Fortune 500 company is dependent on relevant and engaging communication. Bibliography Byron, Ellen. "Girl Scouts Seek an Image Makeover." Wall Street Journal 25 March 2008: B5.