Girl Scouts Exec Named Chief Marketing Officer of the Year
September 19, 2011 Martha Waldron, chief marketing officer of Girl Scouts of Eastern Massachusetts, has been named the nonprofit chief marketing officer of the year by the Boston Business Journal for her work in boosting awareness of the organization.
When Waldron joined the organization three years ago, she was charged with developing new messaging to counter the declining membership of Girl Scouts of Eastern Massachusetts
, according to the BBJ.
She responded by developing the All Her, All Together campaign, which featured billboards displaying a proud girl.
It made new people give Girl Scouts a new look and let longtime supporters bask in the glow of newfound attention to an organization they knew was vital all the time, Waldron was quoted in the BBJ.
Girl Scouts of Eastern Massachusetts serves more than 45,000 girls ages 5-17 and 17,000 adult volunteers in 178 communities, which means that the organization needs to fine tune its messages to reach different audiences.
My challenge and contribution is to develop really comprehensive marketing plans for identified priority areas, and define our objectives, goals, audience for each target area, the paper quoted her as saying.
To get the message out, Waldron has developed multimedia partnerships and employed in-kind donations, according to the BBJ.
Noting that she has to work within tight budget constraints, Waldron was quoted that nonprofit marketing depends on creating really strong messaging and collateral and forging relationships that give you a stage to show it on.
Before joining Girl Scouts, Waldron served as director of communications for Benson-Henry Institute for Mind Body Medicine
. She earned a bachelors degree from Regis College
Earlier this year, the organization received the 2011 Rosoff Award for External Diversity for it innovative work with their FaB Factor program, which provides a leadership curriculum targeted at a communities with some of the highest Massachusetts teen pregnancy rates. In those communities, where juvenile assaults by girls are more likely to take place, high school drop out rates and low-income students are higher than the state average.