Post on 23-Dec-2015
description
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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