Emily Schubert

Ben Scheffler
Jillian Plummer
Girl Scouts of the USA
Title of Campaign:
Celebrity Bake-off with the Girls
Situation-Issues-Campaign Overview:
We hope to raise awareness and funding for the Girl Scouts of USA by hosting a celebrity GScookie bake off in the city of Atlanta, Georgia. The celebrity contestants would use any of the 12
GS cookies to create an all-new, original recipe that highlights the flavors of the cookie yet uses
it in a creative way.
Brief overview of organization:
The Girls Scouts of the USA was founded by Juliette Daisy Gordon Low in Savannah, Georgia
in 1912. Her goal was to bring together young females into a central place where they could
grow physically, mentally, and spiritually. Today there are over 2.8 million members of the GS of
USA. The Girl Scouts create women who are confident, courageous, and of strong character.
Primary Messages:
The Girls Scouts of the USA take pride in their involvement in the organization and encourage
participants to support their activities.
The Girl Scouts of the USA hope to raise awareness of how the organization impacts their lives,
as well as the local communities.
The Girl Scouts of the USA are dedicated to the service of others and will continue to be
proactive in future opportunities.
Measurable Objectives:
1. To educate current and future donors on the impact the Girl Scouts have not only on
young females, but communities nationwide.
2. To increase positive opinion about the organization and the importance of female
participation
3. To encourage donations from current and future donors.
Slogan:
Where girls grow strong

Tactics:
1. Controlled Media
Brochures
Website
Fact Sheets
Invitations
2. Uncontrolled Media
Press Releases
Photo Ops
Interviews
3. Digital Media
Photographs
Blogs
Social Media accounts
Media Relations Plan:
Publics:
Residents of Atlanta (general public)
Neighboring communities
Girl Scout Alumni.
Parents
Female youth
Business owners
Local schools
Grandparents/Retirees
Local youth organization such as the YMCA
Local Churches
Community Non-Profit such as the Salvation Army
Place/Time:
Atlanta, Georgia
November 14, 2015
Event Outline:
Partner with Food Network

Potential celebrity guests:

1. Sports teams :
Atlanta Falcons
Atlanta Braves
1. Famous Girl Scouts:
Taylor Swift
Barbara Walters
Venus Williams
Gwyneth Paltrow
Dakota Fanning
Chelsea Clinton
2. Celebrity Bakers
Buddy Valastro
Duff Goldman
Paula Deen
Rachael Ray
Timeline:
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Celebrities would gather early morning to prepare for baking 9a.m.

Games/Entertainment for non bakers 1 p.m. 3p.m.
Celebrity meet-n-greet 2 p.m.
Event doors open to general public 1p.m.
Judging / Voting of favorite recipe and announce winner 2p.m.
Presentation by local Girl Scout troops 3 p.m.
Performance by Taylor Swift 4 p.m.
Presentation from Buddy Valastro 5 p.m.
Clean Up 6.pm.