Girl Scouts CEO Kathy Cloninger Details 'Marketing Transformation' During Conference Board Speech

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Mar 29, 2010, 09:30 ET

NEW YORK, March 29 /PRNewswire-USNewswire/ -- Speaking to an international audience of sales, marketing and customer relations management executives on March 25, Kathy Cloninger, Chief Executive Officer of Girl Scouts of the USA, explained how the iconic 98-year-old organization is transforming itself through a renewed focus on its core customer: girls aged 5-17.

"Everybody knows us, but what they mostly know about us is that we sell cookies," said Cloninger during a speech at the Conference Board's annual Customer Experience Management Conference in New York City. "We do, and we're proud of it. What we're proudest of is that the cookie program is the largest sales and entrepreneurship training program for girls in the world."

The primary mission of the Girl Scouts, Cloninger explained, is building self-confidence and leadership ability in girls. "It's vital," she said. "We need more women leaders in this country, and to get them we need to fill the pipeline with brave, self-confident girls. That's what we do, and we're being clearer and clearer about telling our customers, 'Whatever you can dream, you can be. Come with us, and we'll help you.'"

"We were thrilled to have her," said Robert Reiss, Conference Program Director and Chairman of The Conference Board. "The audience was just galvanized. Most of them have never heard of an organization as large and complex as this even attempting what the Girl Scouts are doing, much less succeeding."

For more than 90 years, The Conference Board has created and disseminated knowledge about management and the marketplace to help businesses strengthen their performance and better serve society. The Conference Board operates as a global independent membership organization working in the public interest. It publishes information and analysis, makes economics-based forecasts and assesses trends, and facilitates learning by creating dynamic communities of interest that bring together senior executives from around the world.

About Girl Scouts

Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.4 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls living overseas in 90 countries. For more information on how to join, volunteer, reconnect or donate to Girl Scouts, call (800) GSUSA 4 U (800-478-7248) or visit www.girlscouts.org.

SOURCE Girl Scouts of the USA