Wednesday, April 13, 2011

Girl Scouts in Forbes: “Se Habla Español”

Giovanni Rodriguez penned a Blog post at Forbes after recently discovering a press release from the Girl Scout Council of Northeast Texas. In response to Girl Scouts of the USA’s national media campaign that focuses on Hispanic and multicultural recruitment, the Northeast Texas council created its own initiative, engaging TransPerfect, the world’s largest privately held provider of language services and translation-related technologies, to tap its deep expertise in Hispanic marketing initiatives and create Spanish-language recruitment materials, program collateral and Girl Scouting guides.

Reaching that market is crucial to the nearly 100-year-old organization, which currently counts one in 10 American girls as members. The Girl Scouts of Northeast Texas, which serves 40,000 girls and supports 16,000 volunteers, localized this national effort by launching a bilingual website and recreating print materials.

Rodriguez finds noteworthy "the fact that the Girl Scouts are using an integrated approach to reach a young population. It’s a complex project involving strategies for reaching both children and their parents in both English and Spanish."

Qué has hecho hoy?