Girl Scouts Cookies

Almost A Century of Innovation

Rhoda BernsteinRhodaBernstein@msn.com

1/30/10

Girl Scouts – Girl Guides

• Founded in 1912• >10M Worldwide• >90 Countries• >3.4M in US• >45K in Minnesota

MissionGirl Scouting builds girls of courage, confidence, andcharacter, who make the world a better place.

Some Famous Girl Scouts…

Dionne Warwick Singer

Candice Bergen Actress

Lois Juliber President, Colgate Palmolive

Katie Couric CBS News Anchor

Mariah Carey Actress

Hilary Rodham Clinton Secretary of State

Gloria Steinem Author

Bonnie Blair Gold Medalist

Celine Dion Singer

Cheryl Tiegs Super Model

Barbara Walters TV Journalist

On to the cookies…

GirlScoutCookies.org

Every Cookie Has a Mission

Finding Cookies

Everyone Has a Favorite

Do-si-dos®

Trefoils®

Trefoils®

Lemon ChaletCreme®

Thin Mints®

Thank You Berry Munch®Samoas®

Favorite Cookie App

Favorite Cookie Poll

National Breakdown

Thin Mints;

25%

Samoas; 19%

Tagalongs; 13%

Do-si-dos; 11%

Trefoils; 9%

Others; 23%

More Than Just Fundraising

Develop …• Self confidence• Independence• Financial literacy skills• Communication skills• Commitment

How the Cookie Crumbles…Amount Per Box Recipient

$ .55 - $ .60 Troop

$ .11 GS Awards & Recognitions

$ .85 Baker

$ 1.94 - $ 1.99 Council programs, services & properties

$3.50 Total

A Peek Behind the Scenes

• Baker contract every two years• GS owns 3 of the cookies– Trefoils®– Do-si-dos®– Thin Mints®

• Most sales in Jan-Mar – Some in Nov/Dec• Very large sales organization (>3 million)

Short Selling Season

• 3 Months• Must be Winter – Keep the Chocolate Cold• Compliments Commercial Bakers “Seasons”• A Supporting Role to the GS Mission

6 Selling Personas

DaisiesBrowniesJuniorsCadettesSeniorsAmbas-

sadors

6 Selling Personas

Daisies

BrowniesJuniorsCadettesSeniorsAmbas-sadors

• Learning alphabet, words and numbers• Active, constant movement: talking, wiggling•Begins to understand consequences of behavior • Positive attitude and pride towards school• Has likes and dislikes (food, activities, people)• Seeks adult approval and guidance• May have trouble finishing what they start

•Age 5-6• Grades K-1• Imitates/Role plays• Likes to make things• Wants to be liked and helpful• Needs and wants structure• Takes directions well

6 Selling Personas

Daisies

BrowniesJuniorsCadette

sSeniorsAmbas-sadors

•Age 7-8• Grades 2-3• Developing reading & math skills• Able to work on projects for 20 minute stretches• Love repetition• Like to inspect, organize and classify• Relatively compliant

6 Selling Personas

DaisiesBrownies

Juniors

CadettesSeniorsAmbas-

sadors

•Age 9-10• Grades 4-5• Building literacy skills in language arts & math• Competitive team sports• Musical instrument• Beginning puberty• Seeks recognition for their individuality• Friends more important that teachers or parents• Building social conscience

6 Selling Personas

DaisiesBrowniesJuniors

Cadettes

SeniorsAmbas-sadors

•Age 11-13• Grades 6-8• Middle school• Mixed emotions about Girl Scouts• Focus on self• Concerned about perception of peers• Experiencing puberty• Spending more time on personal appearance• Resist adult authority, seeks independence

6 Selling Personas

DaisiesBrowniesJuniorsCadettes

SeniorsAmbas-sadors

•Age 14-15• Grades 9-10• Seeks relevance• Interest in boys• Desire leadership roles

6 Selling Personas

•Age 16-17• Grades 11-12• Assuming leadership responsibilities• Concerned about graduating/college• May hold a part-time job

DaisiesBrowniesJuniorsCadetsSeniors

Ambassadors

67 Selling Personas

DaisiesBrowniesJuniorsCadettesSeniorsAmbas

-sadors

Adult

Volunteer

s

/

• Affluent (>$50K), well-educated• Age 34-54• Married with multiple children• Homemakers, healthcare services or professional/managerial• Own newer, larger, more expensive vehicles• Lifestyle preferences…higher use of/more• Credit cards• Technology• Mail order• Pets• Contributions to health-related causes

• Less likely to move and tend to live in single family homes

67 Selling Personas

DaisiesBrowniesJuniorsCadettesSeniorsAmbas

-sadors

Adult

Volunteer

s

/

Up to 3; 53%

4 to 5; 18%

6 to 9;

16%

10+13%

Years of Service

67 Selling Personas

DaisiesBrowniesJuniorsCadettesSeniorsAmbas

-sadors

Adult

Volunteer

s

/

Not employed, re-tired; 9%

Work PT; 29%

Work FT; 33%

FT Home

maker13%

Employment Status

Process Challenges

• Sales Tools• Incentives• Weather• Sales Team• Ordering• Distribution

Sales Materials

Incentives – Do they matter?

• Badges• Stuffed Animals• Cookie Credits (for programs and camps)

Weather

• Cold in MN• Heat in CA and FL

MN “Sales Team”

# Troops – 4,100Volunteers – 17,745Girl Scouts – 45,698

Daisies, 7%

Brownies; 44%

Juniors; 34%

Cadettes, 10%

Seniors, 5%

Ordering - eBudde

Distribution

Distribution

Distribution

Cookie Delivery

Cookie Delivery

Cookie Delivery

More Challenges…

• Changes in Market– Health conscious

“Why don't you offer cookies that are whole-wheat, wheat-free, non-dairy, dairy-free, vegan, sugar-free, gluten-free, organic, low-carbohydrate,

low-calorie, low-fat, non-fat, fat-free, etc.?“From Girl Scout Cookie FAQs

– Childhood obesity– Fair trade

• “Switzerland”• Girl Safety• Family Structures – Time Commitment

– Single Parents– Both Parents Working

Still Very Successful

• Conservative est. >200M boxes sold in US• >4M boxes sold in Minnesota• >80,000 boxes sold in Edina

(largest MN Service Unit)

Innovations

• Cookie Care and Share Program• Elimination of Trans Fats• eBudde System• Cookie Booths• Technology– Geo Planning – Walkabout – March 6th

– Social Media• Digital Patches

Over 500 Facebook Groups

GS Cookies on FB

FB Cookie App

MySpace

Many Council MySpace Sites

Digital Patches

Twitter

Flickr

GS YouTube Channel

Possible Future Innovations

• Mobile App for Taking Orders• Selling Cookies Online• Vegetable Cookies?! • Electronic Payments• Others?

Thanks!

• Rhoda Bernstein• RhodaBernstein@msn.com• 952.393.3773

Special thanks to Barbara BoelkPublic Relation SpecialistGirl Scouts of Minnesota and Wisconsin River Valleys