Donate Opportunities. Goodwill Advertising Strategy November 16, 2010
Team One: Alanna Eaton Amanda Granado Megan Harvey Madison Strouse Shannon Willison
Executive summary Goodwill has been around for 90 years and would like more people to become
involved by being loyal contributors and shoppers. Goodwill also aims to bring in more government contracts and funds. Their focus is to offer workforce readiness and training skills to the society as well as help the underprivileged reach their fullest potential in a society filled with hardships. They would like to increase revenue and customer loyalty by spreading knowledge about the company to all social classes. Our advertising plan of Goodwill Industries of Denver includes an analysis of the advertising situation, the marketing strategy, the promotional objectives, and the media placement strategy. The push behind our plan is to directly relate possessions for donation to the benefits that directly go into the community through the programs that Goodwill offers. Our target audience is middle to upper class individuals who believe in giving to charity and have extra items to donate on a regular basis. We would like to market to people who have values and enjoy giving back to the community. Advertisements will be created for print ads, billboards, radio, social media, and outdoor. The ads will communicate the big idea of Goodwill; Goodwill is more than just a thrift store and offers benefits and programs to community members that could not access them on their own. Our goal is to not convince our target audience to donate once but to become loyal to Goodwill by continuing to donate and occasionally shop at Goodwill.
Goodwill Industries of Denver have been known in the past mainly for their contributions to the community through the several retail stores. This however does not capture the full spectrum of the services that Goodwill Industries of Denver has to offer.
Goodwill Industries began in 1902 in Boston. Since its beginnings the Goodwill philosophy is “a hand up, not a hand out”. Since its foundation, Goodwill has been training people in work ethics while helping those at a disadvantage to build skills that would allow them to better their future. This is still the desire and aim of all the services offered by Goodwill today. The words of the founder, Rev. Edgar J. Helms, remain relevant to the continuing efforts and vision of Goodwill; “We have courage and are unafraid. With the prayerful cooperation of millions of our bag contributors and of our workers, we will press on till the curse of poverty and exploitation is banished from mankind.”
Recent efforts of Goodwill Industries to shift perceptions of the general population from a thrift store to life improving services include a launch in 2001 entitled “Building Stronger Families”. This campaign tried to change the focus of serving individuals to supporting and enhancing the quality of life for communities and families whom Goodwill serves and employs. In 2002, to celebrate the 100th anniversary of Goodwill Industries they launched its 21st Century Initiative. This initiative stated a strategy for serving 20 million people by the year 2020. The slogan including repetition on “20 and 20” made the campaign memorable. The negative aspect of the campaign is
the use of the word serving. It continues to make Goodwill seem like a thrift store. In a sense it sounds like a hand out, not a hand up. In 2007 Goodwill Industries launched another initiative called the “Going Green Initiative”. The purpose of this initiative is to reduce the environmental footprint of Goodwill as well as preparing workers for “greencollar jobs”. The positive aspect of this campaign is the appeal that Goodwill Industries is going green. It shows that Goodwill is keeping up with the other efforts to maintain a healthy environment. It can be construed as negative for the company because it does not really address what the company wants or needs from their advertising campaigns. This is more of an advocacy for going green than Goodwill. If a donator wants to donate or grant funds to help the environment, Goodwill is not the first place they would look at.
Our campaign for Goodwill industries of Denver will appeal to those who are most likely to donate; donate time, funds, clothes, etcetera... Through research we came to the terms that women are the main contributors to Goodwill Industries, specifically women ages 35 and up. At this age women are more likely to be settled into a certain lifestyle. They have a keen sense of what they want to do with their money and their time. Among these women, we are appealing to those who have strong morals and values; thus they would be interested in donating to an organization that relates to those morals and values. These women must also have the time and discretionary items to donate. We believe most of our target audience will be family oriented. We will target women who will react off a “feel-learn-do” FCB.
D. SWOT Analysis:
Goodwill gives back to the community.
* They have brand loyalty over the 90 years
They are strong employers, using more than half of their earnings for salaries
They’ve created an environment to learn
The way they represent themselves
Their many training programs
Their employment statistics
The awareness of their programs Their image within the community (They are seen as a thrift store, and are related to clothing more than anything else.) The way they represent themselves
Competition( other nonprofits, other thrift stores, other volunteer avenues)
Lack of knowledge with in the communities they are trying to reach
Other places who are known for the programs they offer, where as Goodwill’s aren’t known.
The careers they offer
Some of the competitors in the same category as Goodwill include the Salvation Army, ARC Thrift, and Savers. In recent campaigns these competitors have used
slogans such as “Doing the Most Good” and “Good Deeds. Great Deals.” It is difficult also because some of the same core values and foundations are common to more than one of these organizations. Several of them offer services that are very similar to that of Goodwill Industries.
ARC’s goals are assisting people with developmental disabilities and their families. They provide training and education, jobs, special education assistance and are open for monetary donations. Although at first it seems that ARC and Goodwill are very similar, ARC has narrowed their reach and influence of services to a small portion of society, which is included in Goodwill’s mission also. However, by specializing and narrowing the audience they serve, ARC has left a whole demographic open for others to engage.
Savers’ mission is to provide their customers with the best selection and shopping experience of any thrift store in the world. Savers’ values are to embrace honesty, integrity and ethics is all aspects of their business. Although they do not have educational services they do accept donations and participate in recycling efforts. One point about Savers that makes them less strong of a competitor is that their history has only been established for the past 54 years. This is strength for Goodwill Industries who has a history of over 90 years of servicing people in the Denver community.
The Salvation Army’s self proclaimed title of “Doing the Most Good”, has both a positive and negative connotation. Negative connotations include a view of bragging about their brand and making helping people a competition. If the purpose and
foundations are to help people better themselves and their quality of life, then should it matter where they get assistance from? In a business sense yes, it matters; but on a charity level, no it should not. In a more positive light the Salvation Army does help a lot of people, and they have great services to offer.
The product strategy for Goodwill Industries of Denver focuses on career training and workforce skills for the disadvantaged for the community. The placement strategy will center on fundraising events, charities and advertisements in retail stores. The pricing strategy reflects our target market that is willing to donate to Goodwill to help achieve the goals. Goodwill will be competitive in the thrift store market. Advertising/Promotional Campaign Objectives: •
Create opportunities for individuals to change their lives and lives of others
To build a strong, sustainable community
More donations to Goodwill, bringing more and better goods into stores, therefore increasing revenue
Loyalty from shoppers, which will shop more at Goodwill stores than the competition, increasing overall revenue
Individual and corporate donors will contribute financially to Goodwill, therefore increasing amount of financial contributions
Additional programs and funds will come to the programs of Goodwill Campaign Strategy Statement
Target Audience: •
Middle to upper-middle class citizens of metro Denver and northern Colorado (Middle aged) DEMOGRAPHIC
People who like to give to charity, recycle, donate and help the needy (Affective Model Feel-Learn-Do) PSYCHOGRAPHIC
Women 35 and up
Positioning Strategy: The positioning strategy for our campaign is to fully reach our target audience with appeal of our big idea and strategic placement of our advertisements. As we’ve stated before, our target market is middle to upper class women who have familial values and have discretionary income. Positions for the placement are environments our targeted audience interacts with. Shopping malls, suburbs, parks, and other various locations such as churches will be display our Big Idea. The appeal of our big idea is to achieve awareness from our target market that Goodwill Industries is not only a thrift store. We want them to know the special programs that Goodwill offers. By strategically placing our advertisements, we will gain awareness within our target audience.
Goodwill industries of Denver engage in the community, and make it a goal to enhance the lives of the less fortunate. The organization has proven to stand the test of time. Goodwill industries of Denver have a variety of programs and benefits they offer to their surrounding communities. Our job is to make people aware of these Goodwill opportunities, and to actively engage donors. The big idea is, “Donate Opportunities.” This is what we want to come across in all of our creative. The organization profits off the donations of others, but in return uses those profits to support their programs and efforts with in their community. Donors of Goodwill need to know what their donations are doing beyond the thrift environment. Our campaign will provide donors that knowledge. Creative Strategy •
Our tagline is, “Donate Opportunities.”
Our creative strategy seeks to appeal to people emotionally. We want our campaign to direct donations in the effort to help underprivileged individuals and communities.
We are keeping the blue and white brand colors associated with the name and logo that relates brand identity. Pink is also used as the background color on billboards to really grab the targets attention.
The psychographic we are using is the Learn-Feel-Do model.
Our advertisements aim to get the point across that Goodwill is an organization that utilizes its revenue to help get people back on their feet and reach their full potential.
We completed three print ads, various similar billboard ads just with different programs promoted on each one, outdoor settings, a radio ad, and two social media ads to display our creative strategy.
Print ads: The print ads have similar, related ideas. One ad shows a picture of shoes and states, “Who knew these shoes…Could provide tools to adults to help them find jobs within their communities?” The second related ad shows a picture of jeans and asks, “Who knew that your old college jeans…Could educate and motivate teens on a successful career path?” The third print ad displays a picture of boxes on the left hand side and arrows leading to three pictures. The three pictures exemplify programs that donating to Goodwill offers.
Radio ad: Our radio advertisement involves a woman talking about donating once loved items, expressing a need for quality goods. The radio ad expresses donations to Goodwill are much more than simply getting rid of belongings but giving to a good cause which supports Denver’s communities.
Billboard: Our billboard exhibits as giant trash bag with a sticky note stuck designated for the bag that states how donating these items will bring positive attributes to the community. We also use a box that has a sticky note on it with a similar message. The bag and box usage is relevant because most can identify
with the action of collecting old property into a bag or box and labeling its designation such as Goodwill. Our sticky notes are going to have different expressions on them to emphasize our big idea as well as demonstrate the various programs Goodwill provides. •
Social media banners: With our social media banners express our big idea by directly relating donating to Goodwill and the programs it benefits for the good of Communities.
Outdoor set-ups: Our plan includes the strategic placement of full plastic bags as well as cardboard boxes with a permanent sticky note stating the effect the donation has on helping out the community. The sticky note with carry across the same messages printed on those of the billboards.
We are placing our ads carefully to target an upper to middle class demographic. These ads all communicate Goodwill’s positives effects on the community and will motivate people to choose Goodwill over other competitors when getting rid of things in their possession that they no longer need.
Media Placement Strategy
Advertisements for goodwill will be placed in environments that directly interact with our targeted audience. In our campaign we will be targeting middle to upper class women. Our campaign will include indoor and outdoor locations.
Placement of outdoor advertisements; black bags filled with old cloths and a sticky note attached stating a cause the donations help, will be placed in suburbs and surrounding malls which include: Cherry Creek, Park Meadows, and Colorado Mills. The advertisements will not only be shown outside malls but also within. Advertisements will be placed in other locations and environments our target interacts with such as schools, churches (no particular denomination), fitness centers, parks, etcetera… Billboard advertisements will be placed along I-25 concentrating on location in stretches along suburbs. Speer and other main streets that stretch through Cherry Creek and downtown Denver will also be included.
Print advertisements will be strategically placed in magazines, school newsletters for parents, and local newspapers. Magazines that will host the advertisements are generally those in which our targeted audience interacts with. School newsletters designated to parents will contain advertisements as a way to directly reach the targeted audience. School newspaper advertisements will promote Goodwill’s program that helps teens graduate in particular. Newspapers will also be a target. Advertisements within the newspaper will be placed near sections in which the targeted audience is more likely to read, such as the coupon and entertainment sections.
Our radio advertisements will appear on radio channels such as:
KFDN 88.1 FM Christian Contemporary
KRKS 94.7 FM Religious
• • • •
KTUN 101.5 FM Classic Rock
KXKL 105.1 FM Oldies
KHOW 630 AM
KOA 850 AM News/Talk
Scheduling for the release of our campaigns is set to interact with the Denver community at the start of January 2011. The reasoning behind our release date is a new year equals a new start. The campaign will be a whole new approach for spreading information in a new year with many opportunities.