Case Study: Girl Scouts Embracing Change

By Kellen Company

One of the strengths of the AMC model is its ability to meet evolving client needs, even in the midst of delivering against an existing scope of work. Here, Kellen shares their approach to the strategic reinvention of the Girl Scouts' Triennial Convention and the successful outcomes it delivered.

Girl Scouts of the USA (GSUSA) contracted Kellen to assist in the planning, management, and production of its triennial national convention. The group needed a partner to provide the necessary operational support and strategic guidance to ensure the convention achieved its primary objective: continued growth of the Girl Scouts movement.

Kellen drew upon its deep event production expertise to design an audience experience that would reignite the passion for Girl Scouts across the globe. The convention utilized eight hotels and included a state-of-the-art main stage production featuring pyrotechnics, flutter-fetti, and a themed event "countdown" built for the opening ceremony. The audio-visual technology included video mapping and digital animation, all leveraged and managed by the Kellen team. Kellen coordinated the management of a crew of 120+ AV technicians required for all of the sessions, breakouts, and main stage live events. As the scope of the work grew, Kellen's experienced meeting planners provided training and support to further assist the new GSUSA conference planning team.

  • The flagship event attracted close to 7,000 attendees from 147 countries and is the most significant driver of membership in GSUSA.
  • The event allowed GSUSA to reconnect, recruit, and deepen its ties to the international Girl Scouts community, ensuring the movement continues for years to come.
  • Featured at the event were VIPs and other well-known personalities, including a video welcome from Michelle Obama.
For more information on Kellen's approach and to see key moments from the convention, watch our 'A 'Day in the Life' of Association Strategic Membership Growth' video. In it, Kellen staff detail their work in reinvigorating the Girl Scouts' approach to member acquisition. You can view it here.
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