Girl Scouts To Debut For-Profit Women-Focused Media Brand 'CircleAround'

Girl Scouts of the U.S.A. (GSUSA) is set to launch a new for-profit media brand aimed at women aged 25-50 with CircleAround, a site dedicated to positive stories that support the organization’s core values.

CircleAround, which officially launches in beta June 30 with plans for a full launch in July, signed on Verizon Business and Shutterstock as signature launch partners.

Through its sponsorship, Shutterstock will provide visual content for CircleAround. Verizon will use its sponsorship to support female-owned businesses. That support includes one-to-one mentorship, industry-specific panels and content focused on female small business owners.

More details are expected in the coming weeks, as is the announcement of additional media and signature partners.

CircleAround’s content is focused on inspiration, wellness, work, money, parenting, relationships and news delivered in the form of articles and blog posts, videos, podcasts and galleries. The brand was created in partnership with marketing and communications agency Rogers & Cowan PMK, which worked with GSUSA on brand conceptualization, strategy and execution.

The site plans to publish 150 new pieces of content a month distributed to current members and its alumni network of 50 million adults.

GSUSA will use revenue distributions from CircleAround — culled from sponsorship opportunities and advertising — to further its mission as a nonprofit supporting the development of strong, confident girls. Further revenue will be reinvested to support company operations that fund the Girl Scout Movement.

“We are proud to be disrupting the media space for women and ensuring our adult alums and women in general have content relevant to them,” said Sapreet Kaur Saluja, Chief Strategic Partnerships and New Ventures Officer, Girl Scouts of the USA.

CircleAround fills the current gap in the marketplace by providing a one-stop destination for content rooted in usefulness with a holistic approach that’s inclusive of the diversity of perspectives and interests of our readers,” she added.


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