Girl Scouts of the Missouri Heartland
Bonnie served as the Social Media Specialist for Girl Scouts of the Missouri Heartland. This position consists of managing the social channels of the organization, writing, designing, and creating content for those pages, as well as managing the organization’s website.
Position Overview:
Designed content, strategies, and managed various social media platforms
Managed Adobe Experience Manager website for the organization
Designed and executed paid and organic media targeted to girls, parents, and community
Built engaging social media campaigns
Provided monthly analytics reports on social media performance and Google Analytics
Specialized in Sprout Social
Collaborated with all other departments to promote their programs to the public
The Brand Voice
In these designs, Bonnie designed and communicated in the voice of Girl Scouts.
Girl Scouts Brand Purpose: Champion Girl Ambition.
Girl Scout Mission: Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.
Highlighting real, local Girl Scouts and their passions.
Taking UGC (user generated content) to engage the Girl Scout audience by using the photos and content they provide us and including it in our publications. In this approach to our marketing, we utilize the badge shapes and colors from our branding guide (as displayed in the khaki shape to the right), to maintain our brand style, while often using less professional photos like this Girl Scout’s dog to show authentic local girl experiences.
Content that adds value, creates brand awareness, educates, and calls the audience to action.
Campaign-specific designs
In each campaign, many typically running at one time, Bonnie provided Toolkits for the requesting department. She also oversaw the paid advertisements on Facebook and Instagram for each campaign. For the 2022 Recruitment Campaign above, designs were created that all staff could access, along with pre-written messaging that allowed all staff to professionally promote a campaign, while staying on brand and speaking in the brand voice.
Short, engaging promotional videos
Performance Reporting
Through various types of software, Bonnie reported each month on the performance analytics across all social and web platforms.
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A software that provided a wide variety of performance reports across all social channels.
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Used for reporting to brand team on top performing web pages and determining what areas we needed to focus the energy and promotions from our website when traffic and engagement was lacking.
While this does not cover the full scope of Bonnie’s work and design with Girl Scouts, this covers the basics. More Girl Scout designs are available on request.