GISP Marketing/Communications Overview
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Marketing & Communications Overview October 22, 2009
description
Goodwill Industries of the Southern Piedmont Marketing & Communications Overview presentation to UNC Charlotte students on October 22, 2009.
Transcript of GISP Marketing/Communications Overview
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
