Roland U.S. “Girl Scouts Rock!”

Goals

Goals

Introduce Girl Scouts to the possibilities music offers. Influence moms to consider the purchase of musical instruments and music lessons.

Roland wanted increase exposure to younger female consumers while increasing the awareness of the benefits of music to mothers.

Strategy

Strategy

Directly touch thousands of Girl Scouts and their moms with a six-city “Girl Scouts Rock” Powered by Roland hands-on educational experience.

Fletcher conceptualized and managed an experiential edu-tainment event that started in Los Angeles and was held in five additional cities across the country. FletcHER also introduced and managed the relationship with the Girl Scouts national office and secured celebrity endorsements to bolster participation.

Results

Results

Event repeated in Miami, Dallas, Chicago, and NYC. Coverage in Los Angeles Times, Variety, Huffington Post, New York Times, among other media outlets.

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