A Place to Grow Communications Campaign

Objectives

• To reduce the workloads of the Unit and District leaders directly related to the recruitment and retention of members.
• To articulate a strong message about what Girl Guides is, can offer and provide young women and the community.
• To link the great marketing and promotion initiatives of the Girl Guides NSW/ACT community together to leverage their collective power.
• To produce communications that speak to all Guiding decision makers (and influencers) not just the Girls.
• To support strong relationships between Girls, volunteers and parents and the state-based brand/organisation to foster loyalty, advocacy and retention beyond the Units.

Strategy

• Zadro designed and delivered an insights project to better understand past and current Girl Guides, parents and volunteers.
• Zadro created an integrated communications campaign to engage Girl Guides, parents, volunteers and the wider community; it was called A Place To Grow.
• Zadro supported the Girl Guides community, engaging with 540 Units to promote the campaign during Girl Guides Month with templates, PR releases, presentations and social media content in a detailed marketing kit.
• Zadro designed marketing collateral for Girl Guides to use across all of their channels and also directed the publication of this content.

Results

• Successfully launched this  grass-roots recruitment and retention campaign for Girl Guides NSW and ACT.
• Engaged with wider audiences increasing membership enquires by 600% in May.
• Reached 194% more people on Facebook in May than the previous month.
• Increased engagements by 134% on Facebook compared to the previous month.
• Achieved 8 media clippings for the campaign in May.