Case study: Girl Scouts Western Oklahoma

By Tim Priebe on July 20, 2022

By Tim Priebe on July 20, 2022

While we’ve worked with many nonprofits over the years, specifically with several membership-based nonprofits, Girl Scouts Western Oklahoma is one we have a particular affinity for. While they’ve had marketing staff most of the time we’ve worked with them, we have helped fill gaps in multiple areas.

You likely are at least somewhat familiar with Girl Scouts. Girl Scouts Western Oklahoma is headquartered in Oklahoma City and boasts 11,000 members in the western half of the state. The mission of Girl Scouts is to build girls of courage, confidence, and character who make the world a better place.

In 2017, their Director of Marketing and Communications reached out about a few different needs they had. Let’s look at how we ended up helping with website issues, email marketing, strategy, and more.

Website improvements

One of the most urgent issues was information organization and navigation on their main website. We met with them about priorities, put together some ideas, then worked with them to create a plan. For the initial improvements, the Girl Scouts staff ended up executing the plan themselves after we helped them develop it.

Next, the website platform was limited. Their parent organization required them to use a specific platform for their primary website, and while its capabilities fit most of their needs, it didn’t include all of them. We helped identify a few specific requirements that could be fulfilled with additional websites they had more control over. At the time, we launched two other websites, and now we provide managed hosting for a total of four websites in addition to managing their primary website.

Email marketing with drip campaigns

Later, the marketing team approached us again because of our expertise in email marketing. They were having trouble keeping email subscribers engaged. We devised a plan for drip campaigns built around four different segments, then created the content and implemented it on the platform they were using.

A reusable marketing plan

As the organization began to have some turnover, the need for a consistent plan they could execute and tweak each year became apparent. Their leadership team worked with our team to gather all the information we needed. We then developed a plan they can use again and again year after year, modifying it as necessary to fit the situation when they change their schedule of events.

Helping with marketing staff shortage

In 2020, the organization lost its entire marketing department. We worked with the CEO at the time to determine how we could help. Ultimately, we ended up taking over management for all of their websites and the hosting for all of them other than their primary site.

We’ve now worked with Girl Scouts Western Oklahoma for five years. We’ve helped them with everything from content organization on their website and email marketing to full website management and their overall marketing plan. We’re excited to continue to help them fill any gaps in their marketing whenever we can.

If your organization has its own marketing department, but there are gaps due to skillsets or time available, we would be happy to talk and see if we can help. Feel free to reach out!

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