Marketing & Communications OverviewOctober 22, 2009

Goodwill Team Putting a New Face on the Brand

Four Components of Marketing & Communications

Measurements & Brand Management

Looking Forward

What We’ll Talk About Today…

Bo Hussey Vice President, Marketing & Communications

Genny Ryan Marketing & Advertising Manager

Armando Barragan Communications & Promotions Manager

Goodwill Marketing & Communications Team…

Top Five ranked international brand

Leverage strength of international brand to expand local brand

Step one…Incorporate the “Smiling G” logo and Goodwill word mark

Goodwill International Brand

What does Goodwill do?

“Mission Lockup” graphic consistently communicates the Goodwill donation cycle

Anchor for all communications

New color palette extends the brand Primary: reflex blue Complimentary colors: green, yellow & beige

Mission Lockup

“Target” approach Remove the stigma Cleanliness / lighting Merchandise presentation Employee uniforms Graphic package developed

to present mission messages

Goodwill Brand – Retail

Goodwill Brand - Store Graphics

Goodwill Brand - Signage

Utilizing theme of“Let’s Go To Work!”

Message consistencyin print materials andclassrooms

Goodwill Brand – Workforce Development

Goodwill Brand - Event Exhibits

Goodwill Brand – Print Materials

How do you spread

the word?

Create word-of-mouth marketing to: Generate top-of-mind

awareness Educate public Meet agency strategic

goals and objectiveso Generate donationso Drive traffic into

retail storeso Drive traffic into

service programs

Four Components of Marketing and Communications

PublicRelations

Advertising

Promotions& Events

Interactive/SocialMedia

Advertising!

Advertising

Goodwill GuySeries of radio and

TV ads developed byIndianapolis Goodwill.

THIS is GoodwillMission-based donation

campaign developed internally.

Donate In ‘08Mascot Smiling G

runs for president – developed internally.

Advertising

Published weekly in Job Finder & Employment Guide

Advertising – Workforce Development

Advertising – Electronic Recycling

Advertising – Halloween & End of Year

Public Relations!

PublicRelations

91% increase in media coverage forGoodwill-Southern Piedmont in 2009

266 unique stories

ALWAYS tie mission to any opportunity

Public Relations

January-March• Year-End Thank

You• Spring Cleaning• School Drives• Fashion Shows

April-June• Youth JC• Earth Day•

Cornerstone• CAL Art

Show

July-September• Tax Free

Weekend• Back-To-School• Labor Day• OST Graduation

October-December• Disability Month• Halloween

Shopping• Volunteers• Year-End

Donations

Public Relations

Promotions and Events!

Promotions& Events

Promotions & Events

Promotions & Events - Cornerstone

Promotions & Events – School Drives

Promotions & Events – Store Events

Interactive/Social

NetworkingInteractive/SocialMedia

Corporate Website

Social Media

Social Media

Social Media

How do we know if it’s working?

Customer-Driven Online surveys UNCC community survey Focus groups Customer intercepts Research

Evaluating Effectiveness Donations per household Sales per household Services per household Market studies Visibility Index

Measurement

“THIS is Goodwill” Launched March 16

Donation Results Previous 13 months:

- 7.2% year vs. year 5 months after launch:

+ 7.7%

Same 5 months Increased media stories from 19 to 33 per month Increased emphasis on social media outlets

Facebook fans: 65 to 290 Twitter fans: 71 to 550 YouTube: 2,100 videos viewed Flickr: 3,500 photos viewed

Campaign Results

Where do we go from here?

On the Horizon... Improve internal communications

Good News video segment Social media portal for team

members Alumni website for OST graduates Newsletters

Electronic - shopper, donor, internal

Traditional - development Blog

Anchor social media efforts

Looking Forward

AnyQuestions?

www.goodwillsp.orgtwitter.com/goodwillspfacebook.com/goodwillspyoutube.com/goodwillspflickr.com/goodwillsp

bo.hussey@goodwillsp.org704-332-0262