Communicating the organizational identity of the Girl Scouts of the Philippines through an event

• Main Authors: Cruz, Adrienne Chloe L., Ruffy, Ella Erica N., Veriña, Angelo R.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/12144
• Institution: De La Salle University

Girl Scouts of the Philippines (GSP) is a non-profit organization situated in Padre Faura, Manila with a mission and vision of instilling the principle of womanhood, promoting holistic growth in girls aged 4 to 21 years and molding them to become responsible Filipino citizens. GSP follows themes as the 8-Point Challenge, which are programs and activities dedicated to fulfill their mission and vision. Through the interviews, surveys and qualitative content analysis, the group discovered that there is lack of awareness of the 8-Point Challenge from GSP’s the target public. The organization’s communication efforts are not enough as it was revealed that majority of their communication efforts are not enough as it was revealed that majority of their communication efforts regarding the 8-Point Challenge are directed towards their internal public (e.g Girl Scouts and GSP employees). In addition to this, there are misconceptions regarding the programs and activities that GSP conducts and there is failure to generate return visits in their social media accounts. In order to solve the organization’s problem, the group created an (1) event called 2Challenge the Girls3 which served as medium in introducing the 8-Point Challenge, the organizational identity of GSP, to its public. It was patterned after the game Amazing Race where there were 8 stations representing each of the 8-Point Challenge. For the event to be sustainable, (2) a 32-page step-by-step guidebook was designed. The guidebook was made in order to serve as a template for GSP in their future efforts in conducting the same kind of event for the same target public.