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The Girl Scout Experience Among Young Girls Today: Towards a Marketing Strategy for Girl Scouting

By Yankelovich, Clancy, and Shulman, Inc. (New York, N.Y.: Girl Scouts of the USA, 1992). (62 pp.)

This study's key end result was to serve as actionable guidance for marketing, positioning, and communications strategies. Its objectives were to identify ways Girl Scouts of the USA can most effectively communicate with girls at the Junior and Cadette Girl Scout program age levels to increase interest in both joining and remaining in the Girl Scouts.

Specifically, its objectives were the following:

The key end result is actionable guidance for marketing, positioning, and communication strategies for engaging girls across demographics in Girl Scouting.

To download The Girl Scout Experience Among Young Girls Today: Towards a Marketing Strategy for Girl Scouting, use the link below. For more information about this publication, e-mail the Girl Scout Research Institute or call (800) GSUSA 4 U.

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