1. Reputation issue
An outdated public image that some young
people think Girlguilding is a religious
organisation that is just about baking and
sewing.
In 2012, a lack of volunteers stopped over 50,000 girls
on the waiting list to join Girlguiding.
we lost around £379,000 membership subscription

2. Communications strategy
• Since the Century Celebrations in 2010…
members media
Reposition
Girlguiding
influencers
Potential/existing
volunteers

3. Competitor activity

4. Project with partnership programs
Corporate
partnership
program A
Related to personal Volunteer Corporate
skills/business sense … Training partnership
development scheme program B
Corporate
partnership
program c

5. A wider picture
Rebranding
communications
strategy
Girlguiding
Recruitment
Campaign
2014
Training scheme
(Partnership
programs)

6. Timescale
• 1st June 2013- 1st March 2014:
seeking corporate partners
• Late September 2014:
Start partnership programs while
Girlguiding Recruitment Campaign 2014

7. Benefits
• £60,000 corporate support (fund/resources)
• modernise our image
• increase volunteers growth
• increase girls membership subscription
Budget
• around £20,000, including agency fees