Girl Scouts of Central and Southern New Jersey

NüPOINT is a marketing agency.

Case Study

What do girls want from the summer camp experience, and how might their choices help a nonprofit make better use of its real estate?

Today’s girls are as likely to choose a STEM competition over an arts & crafts project. Knowing this, the Girl Scouts of Central & Southern New Jersey wanted to better align its camp properties with girls’ changing expectations.

NüPOINT listened.

Where others might have heard, “Tell us what girls want to do at camp this summer,” we heard something different. “How can we shape a better summer experience, gain insight into which of our properties are most likely to meet those expectations, and determine which camps might be rentable so we can use that new revenue to improve the remaining properties?”

Two different questions — two different strategies. One agency that hears the difference.

The Result

A proprietary research tool to collect and evaluate data regarding summer camp preferences, aligned with an inventory of the Council's summer camp properties, providing the board with a tool to decide where to invest precious dollars to enhance the summer camp experience. For a brand built on providing relevant experiences for girls, it’s like taking a dip in a cool lake on a hot summer day.

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