The

GOODWILL. GOOD FIND.

Campaign

BY: Alyssa Duross, Loren Korkin, Tiffany Trilli, Danielle Wasserman and Christian Weeks

Table of Contents

Research

Timeline

Creative Strategy Statement/Objective

Target Audience

Traditional Media

Traditional Public Relations

Creative Executions

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Demographics: Male or female

Ages 18-25

Low income – $15,000 or less

High school education

Psychographics: College students – pursuing higher education

Don’t have much money to spend

Enjoy going to parties

Care about having a great outfit

According to a brief survey conducted at the University of Central Florida,

eight out of every ten students are looking for a place to find cheaper DIY

costumes and outfits for the various themed parties they attend. During the survey

it was revealed that students would frequent a location if they were able to find

one quality item they were looking for after just one visit. The students also

mentioned they enjoy spending their money in places they know are giving back to

their local communities.

The average Goodwill shopper prior to this campaign was female, over 40,

with a low income. By focusing on a specific demographic and psychographic in

towns with a Goodwill store and a college nearby, we hope to increase revenue

from a previously untapped market. The money raised in retail stores due to this

effort will go directly back into community programs and directly impact the ability

for Goodwill to provide jobs to the unemployed. We also expect that this

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new spending at Goodwill will encourage students to donate their unused items

back into the industry.

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September- Campaign outreach and awareness begins - Press release will be sent out to DIY bloggers, student newspapers

and local broadcast stations- Launch pop-up shop on campus to kick off the campaign and

spread awareness

October - Promote Halloween by pushing DIY costumes on social media- Encourage consumers to donate old costumes with flyers around

campus- Launch window displays in local stores with sample Halloween

costumes to create buzz

November- Start “Thankful” campaign - Social media heavy using the hash tag #GiveGoodwill- Launch website and banner to website - Begin the signing of “your biggest achievements” on local

campuses

December- Giving back for the holidays strand of campaign - T-shirt give away on campus - Highlight tack sweater season through social media &

window displays

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Creative Strategy Statement/Objective Creative Strategy Statement

Ads will target college students who attend parties and convince them that Goodwill is the best option to find themed outfits for a low price. A fun, yet realistic representation of the items you can find and how much they cost at Goodwill will convince them.

Advertising PlanAdvertising Objective: To reveal the amount of retail possibilities Goodwill can provide to students for parties or events in order to raise funds that go back into community programs.Strategy: Reach out to college students in the Orlando area through various means, including a social media campaign, interactive events and advertisements (on local campuses) and publications.Key Fact: Goodwill sells donated items for a considerably low price to help those with low income and is notorious for having an assortment of strange clothing to be purchased.Advertising Problem: Students don’t realize what a large resource the retail Goodwill stores can be to find outfits for themed parties.Target Consumers: College studentsCompetition: Thrift stores, Target, Wal-MartKey Consumer Benefit: Students will spend a small amount of money on great outfits for parties and events.Support: Billboard, web (Knight News), magazine (Orlando weekly), t-shirts, social media campaign Tone Statement: Realistic, whimsicalMandatories and Limitations: Logo, slogan, URL

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Meet Daniel and

Kathryn.Daniel and Kathryn both attend

their local university and are

members of Greek life on

campus. Alongside their

involvement in fraternity and

sorority events, they both have

part time jobs so they can have

extra money to have fun with

friends. Events they often attend

are hosted on campus by Greek

life and involve a theme. They

want to participate but they don’t

want to spend hard earned

money by going to brand name

retailers for outfits that they use

for just one night. They want a

place to find easy DIY costumes

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Mon – Fri Weeken

d

Stuff Social

Connectivi

ty

After studying

hard and keeping

school on track,

the students

either have

chapter or time

to hit the gym or

relax by the pool.

On the

weekend the

students like to

participate in

IM sports, go to

the bars, throw

themed parties

with Greek life

or head to the

beach!

As young college

students, they are

very connected to

all things social

media.

As part of our campaign, we at Goodwill plan on using various forms of traditional media to achieve a successful outcome. Designs can be found under the “Creative Executions” section of this book.

Traditional media being used:

Billboard

Banners

Flyers

Outdoor ads o Bus stops

o Storefronts

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(Press Release to be sent to Knight News and Orlando Weekly):

Goodwill® Announces “Goodwill. Good Find.” Campaign

ORLANDO, Fla. (Sept.1, 2015) — Goodwill Industries International is proud

to reveal a new campaign targeted towards college students and

universities around the nation. The new social media strategy

#GoodwillGoodFind encompasses the goal to reach out to the younger

demographic and share the Goodwill story to our future leaders.

Our campus outreach program will launch this September starting at the

University of Central Florida. The campaign will kick off with free Goodwill

branded t-shirts portraying students’ feelings on the emotions they feel

when giving back. There will be pop-up shops on market Wednesdays,

where students can go on campus and check out items that Goodwill has to

offer. We are bringing the store to your own backyard! Following, will be a

visual inspiration banner placed outside of the Career Center that students

may sign with their biggest achievements.

Showcase your goodwill and join the conversation using #GoodwillGoodFind

and follow us on Twitter, Instagram and Facebook to stay up-to-date with

our upcoming events and surprises. To find a Goodwill location near you, use

the online locator at GoodWill.org.

About Goodwill Industries International

Goodwill is one of America’s top 20 most inspiring companies (Forbes,

2014). Goodwill agencies are innovative and sustainable social enterprises

that fund job training programs, employment placement services and other

community-based programs by selling donated clothing and household

items in more than 3,000 stores and online at shopgoodwill.com. Local

Goodwill agencies also build revenue and create jobs by contracting

with businesses and government to provide a wide range of

commercial services, including packaging and assembly, food services

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preparation, and document imaging and shredding. Goodwill channels 83

percent of its revenues directly into its programs and services. To learn

more, visit goodwill.org.

Front Page of Website

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How Goodwill Gives Back

Our Mission

Goodwill® strives to enhance the dignity and quality of life of

individuals and families by helping people reach their full

potential through education, skills training and the power of

work. Last year, Goodwill helped more than 9.8 million people

train for careers in industries such as banking, IT and health

care, to name a few — and get the supporting services they

needed to be successful — such as English language training,

additional education, or access to transportation and child

care.

National Results

Total revenue generated by Goodwill organizations: $5.17 billion

Total revenue spent directly on programs: 83 percent

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Total number of donors (includes repeat donations): 87 million

Total number of retail stores: More than 2,900 and an online auction site, www.shopgoodwill.com

Local Results

Goodwill stores meet the needs of all job seekers, including programs for youth, seniors, veterans, and people with disabilities, criminal backgrounds and other specialized needs.

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Facebook Campaign:

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Instagram Campaign:

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Twitter Campaign:

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Billboards

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Banners

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Window Campaign Display

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Pop-Up Shop Flyer

Bus Stop Interactive Ad

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