LOS ANGELES, June 16, 2020 /PRNewswire/ -- Girl Scouts of the
USA announced today the launch of
CircleAround Powered By Girl Scouts, a media brand and online
destination targeted to meet the needs of today's women.
CircleAround's mission is to present a compelling, inspiring and
trusted content site for women that is grounded in the values women
share with powerful content tailored for women with specific
messages of commonality, positivity, and usefulness.
CircleAround will curate content pieces covering Inspiration,
Wellness, Work, Money, Parenting, Relationships, and News. Content
in the forms of articles, long and short form blogs, videos,
podcasts, and sliding galleries will be centered on usefulness and
holistic viewpoints, from multiple perspectives.
CircleAround is operated by a wholly owned for-profit subsidiary
of Girl Scouts of the USA. Revenue
is generated through partners who advertise on the
site. Revenue distributions are then made to GSUSA so they can
further their mission to build girls of courage, confidence and
character who make the world a better place. CircleAround content
is grounded in Girl Scout values — such as Service, Honesty,
Courage, Respect — while helping all women honor those values in
adult life. The rest is reinvested in company operations to
continue to generate revenue to fund the Girl Scout
Movement.
Girl Scouts of the USA worked
in partnership with Rogers & Cowan PMK, the preeminent
integrated marketing and communications agency in global
entertainment, to create CircleAround. R&CPMK's Strategy &
Transformation practice collaborated with GSUSA on all stages of
development of the media company, from brand conceptualization and
strategy to execution. The partnership is a fixture of R&CPMK,
and parent company IPG's, continuing mission of inclusivity and
ongoing support of women through D&I initiatives.
CircleAround will deliver engaging content for its current
members and its inherently loyal Girl Scout Alum network of 50
million adults. Girl Scouts alums are an incredibly dedicated,
successful group of women. More than half of female business
leaders are Girl Scouts alums and that list of alums also includes
celebrities such as Taylor Swift,
Venus Williams and Katie Couric.
While CircleAround is powered by Girl Scouts of the USA, it is designed for adult women with an
overall age demographic of 25-54. Additionally, the content and
brand itself are rooted in Girl Scouts values, which studies have
shown are the everyday values of women today, including Service,
Honesty, Friendship, and Respect.
"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."
Shutterstock and Verizon Business join CircleAround as signature
launch partners. Shutterstock is a creative platform for compelling
content and innovative tools. Shutterstock is committed to being a
champion for women through every point of life, from youth through
adulthood, providing meaningful and inspirational visual content
for CircleAround. Verizon will also be joining as a signature
launch partner to support female-owned businesses through
one-to-one mentorship, industry-specific panels, and content
celebrating the achievements and lessons from female small business
owners. Formal partnership details to be released in the coming
days. Additional media and signature partners are set to be
announced in the coming weeks.
"Girl Scouts of the USA is one
of the most trusted brands in the United
States and we are confident that with CircleAround, we will
provide adult women with a continued sense of community and support
in the form of an online media content destination," said
Chris Butler, COO,
CircleAround. "We look forward to partnering with brands like
Shutterstock to give our audience relevant, useful, and relatable
information that can be applied to daily life. Shutterstock's
vibrant collection of more than 300 million images provides us with
fresh and visual content to amplify our stories."
"Shutterstock's mission is to empower creativity and
storytelling through high-quality, diverse content," said
Candice Murray, VP of Editorial,
Shutterstock, Inc. "Partnering with CircleAround will allow
us to further this mission and we are thrilled to support a content
destination that offers different perspectives and is a true
representation of women and girls around the world."
Commenting on the partnership, Tami
Erwin, CEO of Verizon Business said, "We're excited to be
one of the inaugural partners of CircleAround and are proud to
stand behind their mission of supporting and inspiring women.
Especially now, as many face-to-face interactions are difficult in
the wake of the pandemic, the content and the community that the
CircleAround platform will provide is essential."
CircleAround will launch in public beta on June 30, 2020, with a full launch in early
July 2020. At the July launch, the
site will contain original content and will continue to share 150
new pieces of content per month. The platform will include
personal stories from everyday women, as well as prominent
influential individuals and live on circlearound.co.
CircleAround is rooted in Girl Scout values that are authentic,
everyday values of women nationwide. Girl Scouting builds girls of
courage, confidence, and character, who make the world a better
place. These girls will grow into women and have a content
destination filled with resources on CircleAround that will
give back to the organization that gave them a strong
foundation.
Follow CircleAround on social:
Instagram, Facebook, Pinterest: @CircleAroundOfficial
Twitter: @CircleAround_
LinkedIn: @CircleAround
About CircleAround:
CircleAround is
a content media site where women come together to find
community & content that supports, informs, and inspires them
wherever they're at in their life's journey.
CircleAround uniquely fills the gap in content
for women by offering true utility and taking a
holistic approach, encompassing the diversity of perspectives &
needs of our readers. As a wholly-owned subsidiary of Girl Scouts
of the USA,
CircleAround is rooted in Girl Scouts values and
supports the Girl Scouts mission of developing girls of courage,
confidence and character who make the world a better place.
About Girl Scouts of the USA:
Girl Scouts is 2.5 million
strong—more than 1.7 million girls and 750,000 adults who believe
in the power of every G.I.R.L. (Go-getter, Innovator, Risk-taker,
Leader)™ to change the world. Their extraordinary journey began
more than 100 years ago with the original G.I.R.L., Juliette Gordon
"Daisy" Low. On March 12, 1912, in
Savannah, Georgia, she organized
the very first Girl Scout troop, and every year since, Girl Scouts
honors her vision and legacy, building girls of courage,
confidence, and character who make the world a better place. Girl
Scouts is the preeminent leadership development organization for
girls. And with programs from coast to coast and across the globe,
Girl Scouts offers every girl a chance to practice a lifetime of
leadership, adventure, and success. To volunteer, reconnect,
donate, or join, visit www.girlscouts.org.
About Rogers & Cowan PMK:
Rogers & Cowan
PMK is the preeminent integrated marketing and communications
agency in global entertainment. The agency represents more than 500
of the most prominent and influential actors, musicians, producers,
directors, content creators and athletes in the world, and creates
distinctive integrated marketing campaigns for some of the largest
brands and Fortune 500 companies across the globe.
As the industry leader in brand PR and Marketing, the agency
has a full end-to-end marketing and business consultancy operation,
including distinct practice groups in brand development, business
strategy, research and analytics, creative, content, awards,
digital, social, experiential and activation, partnership and
integration, fashion, influencer, and paid media.
With offices in Los Angeles, New
York, Nashville, Miami, and London, R&CPMK is
part of the Octagon Sports and Entertainment Network.
About Shutterstock, Inc.:
Shutterstock,
Inc., directly and through its group subsidiaries, is a
leading global provider of high-quality licensed
photographs, vectors, illustrations, videos and music to
businesses, marketing agencies and media organizations around the
world. Working with its growing community of over 1 million
contributors, Shutterstock adds hundreds of thousands of images
each week, and currently has more than 330 million images and more
than 18 million video clips available.
Headquartered in New York
City, Shutterstock has offices around the world and
customers in more than 150 countries. The company's brands also
include Bigstock, a value-oriented stock media
offering; Shutterstock Custom, a custom content
creation platform; Offset, a high-end image
collection; PremiumBeat, a curated royalty-free
music library; and Shutterstock Editorial, a premier
source of editorial images for the world's
media.
For more information, please
visit www.shutterstock.com and follow
Shutterstock on Twitter and
on Facebook.
About Verizon:
Verizon Communications
Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is celebrating its 20th year as
one of the world's leading providers of technology, communications,
information and entertainment products and services. Headquartered
in New York City and with a
presence around the world, Verizon generated revenues of
$131.9 billion in 2019. The
company offers voice, data and video services and solutions on its
award-winning networks and platforms, delivering on customers'
demand for mobility, reliable network connectivity, security and
control.
Contact:
Karina St. Jean
karina.stjean@rogersandcowanpmk.com
View original content to download
multimedia:http://www.prnewswire.com/news-releases/girl-scouts-of-the-usa-launches-circlearound-powered-by-girl-scouts-a-media-company-and-brand-for-women-that-gives-back-301077938.html
SOURCE CircleAround