I developed the tagline "Give Her A Summer She'll Never Forget!" to speak directly to to the parents of the Girl Scouts (mom's from 25-40 was our target audience). The look/feel was designed to be bright and fun to show parents all the joy that their girls would have at camp. Diversity was a mandate for photography, which I art directed. Finally the bullseye bullet points under the header highlighted the differentiators for Girl Scout Camp in the marketplace, as well as the core values of Girl Scouts.

The campaign was pulled through multiple media channels including Print Advertising, Paid Social Media Advertising (specifically Instagram and Facebook ads using Zip Code Targeting) to target non-Girl Scouts, and Organic Social Media, Direct eMail, and Website to target existing Girl Scouts.

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A landing page was created on our website for the URL in the tagline which reinforced the campaign visually and provided addition information and access to the registration portal. 

For the return of in-person camp, I wanted to again show the target audience (mom's 25-40) the fun that their daughter's would have at camp, even more important after a year of virtual learning and interaction in many cases. I developed the sub-header "Get her back to fun, friends, and outdoor adventure this Summer!" to reinforce the return to in-person camp and to highlight one of Girl Scouts core tenants, outdoor adventure. The photography was purposely similar to the previous years ads.​​​​​​​

​The campaign was pulled through multiple media channels including Print Advertising, Paid Social Media Advertising (specifically Instagram and Facebook ads using Zip Code Targeting) to target non-Girl Scouts, and Organic Social Media, Direct eMail and Website to target existing Girl Scouts.