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October 1, 2021
Girl Scouts’ “Press Play” Fall Recruitment Campaign Leverages Social Media Ads; Moms are Signing Up Their K-3rd Grade Girls
Jean Ban

CHICAGO (October 1, 2021) –The new “Press Play” recruitment campaign from Girl Scouts of Greater Chicago and Northwest Indiana (GSGCNWI) is progressing to its end date of October 31, with a goal of introducing more young girls to the fun of Girl Scouting.

Colman Brohan & Davis, Inc. (CBD Marketing) planned and executed the media buy, thus far racking up more than a half million digital ad impressions against area moms and grandmothers. Ads are appearing on Facebook and Instagram in English and Spanish with creative provided by Girl Scouts of the USA.

The campaign encourages sign-ups via an online form. Positive results include people who are going directly from the online social media ads to the sign-up form, enrolling their daughters and granddaughters.

According to Julie Somogyi, chief external affairs officer for GSGCNWI, families of girls in grades K-3 are seeking experiences that help their girls feel connected, joyful, and inspired during this challenging time.

“This campaign connects us to families who have been searching for experiences that focus on social and emotional wellness, build skills, and foster resiliency, “ she said. “We’re happy our message is being seen by the audience we most want to impact as we optimize campaign creative elements in these final weeks.”

“The Press Play campaign leverages the power of social media advertising to deliver a highly specific message to a highly targeted audience,” added Liz Brohan, CBD Marketing’s CEO. “As we complete the campaign’s scheduled run, we know we’re reaching exactly the right people and are confident the GSGCNWI will experience positive benefits related to their recruitment goals.”

About CBD Marketing: Colman Brohan & Davis, Inc. (CBD Marketing) is a Chicago-based integrated marketing and advertising agency that builds strong connections between brands and the hearts and minds of their customers. Founded in 1988, CBD serves national and global clients in manufacturing, energy, appliances, building products, education, retail, financial services, food, food ingredients and other industries. Companies and organizations count on CBD to Market What’s Meaningful®, building more intimate and profitable relationships in emotional and rational ways.

About GSGCNWI:  Girl Scouts bring their dreams to life and work together to build a better world. Through programs from coast to coast, Girl Scouts of all backgrounds and abilities can be unapologetically themselves as they discover their strengths and rise to meet new challenges. Backed by trusted adult volunteers, mentors, and millions of alums, Girl Scouts lead the way as they find their voices and make changes that affect the issues most important to them.  For information about Girl Scouts of Greater Chicago and Northwest Indiana, visit www.girlscoutsgcnwi.org or call 1-855-ILOVEGS (456-8347).

Contact:
Jean Ban
CBD Marketing
jban@cbdmarketing.com
312-259-4648 (C)

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