Goodwill: MUCH MORE THAN THRIFT

AUDIENCE RESEARCH | INTEGRATED CAMPAIGNs | BRAND STRATEGY

As a non-profit and one of the largest retailers, Goodwill is a multi-faceted organization with many messages to communicate to a variety of different audiences from shoppers and donors, to job trainees and philanthropic supporters.

Over 5 years I’ve worked with Goodwill to define their audiences and develop campaigns that not only drive donations, retail foot traffic and online sales, but also tell the deeper, lesser-known story of the impact Goodwill has in our own community.

RESULTS:

• 7% growth in in-store sales

• 37% growth in e-commerce

• New brand platform to guide internal and external communication strategy