Felicia Garcia, Jennifer Franz, Tyler Hutchison
Table of Contents • • • •
Background Research: History Page 2 Mission & Vision Page 3 The 4 P’s Page 4-5 The Brand Experience Page 6-7
• • • • • •
Qualitative Research: Observational Research Page 8 Testimonies/Success Stories Page 9 Focus Group Page 10 Key Insights Page 11 Consumer Profile Page 12 Target Audience Page 13
• • • •
Quantitative Research: Research Findings Page 14-15 Overview of Competitors Page 16 Competitive Matrix Page 17 SWOT Analysis Page 18
Visual Brand Analysis: • Visual Branding Page 19-20
• • • •
Creative Strategy & Execution: Big Idea Page 21 Campaign Objectives Page 22 Traditional Advertising Page 23-24 Nontraditional Advertising Page 25-32
Media Plan & Evaluations: • Media Budget Page 33-34 • Media Plan Page 35-36 • Evaluations Page 37-38
Appendix • Bibliography Page 40 • Survey Page 41-47
Section 1: Background Research
o o d will was founded in 1902 by Rev. Edgar J. Helms in Boston. Rev. Edgar J. Helms was born in Malone, New York on January 19, 1863 and passed away on December 23,1942. Rev. Helms was a Methodist Minister Early Social Innovator, and believed in the manta of “Not charity, but a chance”, meaning a job is better than a handout. Edgar Helms collected used household goods and clothing in wealthier areas within the city. He trained and hired those who were considered unemployable (those who were poor or had disabilities) to mend and repair the used goods. Goods were then resold or 2
given to the people who repaired them. The Goodwill Philosophy of “A hand up, not a hand out” was created since this system worked for the non-profit organization, which is headquartered in Rockville, Maryland.
Mission & Vision
“Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”
“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.” - Rev. Edgar J. Helms (Vision remains constant even though times have changed)
The 4 P’s Products (And Services)
- Collects donations - Funded Employment job Training - Job Placement Services/help find work - Financial Education - Youth Mentoring - Affordable priced products (Clothing, electronics, household items, books, furniture, etc). - “By the Pound” stores in larger cities where items they couldn’t sell in smaller stores are marked down and sold in bulk.
Since Goodwill is a donation center and retail store of used goods, their items will only be in that particular Goodwill store location. Goodwill does not manufacturer its own clothing line, interior items line, or any other retail line therefore the Goodwill brand cannot be carried in other stores. Goodwill contains a variety of brands passed down through people who have donated.
The 4 Pâ€™s Price
The Brand Experience
The Brand Experience Retail Environment • Psychologically strategic music choice. • “Familiar favorites” and songs that are meant • To put customers and employees in a good mood. • Friendly staff • Organized layout like any other retail store with the exception of a “miscellaneous” section. • They accept basically anything in decent condition in terms of donation. • Altruistic • Passionate • Personable • Welcoming atmosphere • Slightly low on interaction/full impression in terms of services
Website Environment • • • • • • •
Sleek Attracting Inviting Informative Interactive Factual Articles and Success Stories
Section 2: Qualitative Research
Observational Research Who Shops Here?
ccording to employees, it is mostly college age to middle-aged men and women, as well as families who shop at Goodwill. Based on our observations, we are able to confirm that, but we saw a wide range of demographics of all ages, races, genders. Most people who shop there are low income, but we observed a variety of people with various income backgrounds. There is something at Goodwill for everybody regardless of income.
Testimonials & Success Stories “There is a sense of community here. I once saw a man buy coats for the children of a family that came in and couldn’t afford them. It can get emotional working here sometimes.” - Goodwill Employee (Carbondale, IL)
“Paul came to the Goodwill in June 2012 with no actual paid work experience and lacked confidence. He completed the Assessment Career Exploration Program and worked on his interviewing skills through the Metropolitan Employment and Rehabilitation services (MERS). Through Goodwill, he gained interpersonal skills and self advocacy, landing a job as a laundry attendant at The Guarters of Des Peres nursing home” 9
1.) Do you shop at thrift stores or consignment shops? Yes or No
2.) Please list the thrift stores you have been to. 3.)What types of purchases do you usually make at thrift stores/consignment shops? 4.) Explain your experience/feelings you get when you are at thrift stores or consignment shops? 5.) If you were ever in a Goodwill, please explain your brand experience in this store or experiences with the company? 6.) What do you know about Goodwill’s Social Responsibilities and their community services? 7.) How do you feel about the Goodwill Company as a whole? 8.) If you have been to Goodwill and other thrift shops, please compare the two according to your personal preference.
Focus Group Participants • • • • • • • • •
5 women Age 20-24 Caucasian, Hispanic, Middle Eastern SIU students 5 men Age 20-24 Caucasian, Black, & Hispanic SIU students
Key Insights B
ased on our focus group, we found the following key insights:
• Most of them were unaware that Goodwill offered career help, youth mentoring, financial education, or any other social services for that matter. • Goodwill seems to be the thrift-store of choice but not exclusively. • Every person in the Focus Group said they shop at Goodwill “every now and then.” • Most purchases were of miscellaneous items (old electronics, games, VHS movies, random party objects, etc.) And clothing.
“My experience with thrift stores have been boring at times. When I think of Salvation Army I think of Shelters; that their primary purpose is connected to shelters more so than reselling to the public. I think Goodwill offers a better view of a used clothing store when compared to other thrift stores. Goodwill just looks more attracting”. Focus Group Attendee, Male, 21
Consumer Profile Consumer Profile
• Beth • Female • Caucasian • Age: 24 • Job: Waitress • Yearly income: $18,000k/yr
rying to support herself and her three year old young son Patrick is her main priority. When she’s not waitressing long hours at the small family restaurant down the street, she enjoys taking her son to the park, meeting up with old friends, and surfing the internet with hopes of a new occurrence in her life. Beth dropped out of college her sophomore year when she found out she was pregnant, which was never what she dreamed of. She relies on government assistance/ aid (food stamps). She loves being creative and experimenting with cooking different meals when she could.
Target Audience Primary Audience:
Demographics: Demographics: • 24-35yo Single Parent Family • 18-25yo College students • Working class ($18k-$36k/yr) • Part-time jobs (<$20k/yr) • Male and Female • Educate them on career services and financial • Hispanic, African American, Caucasian, Asian. management education. • Get them out of the mindset that their parents Secondary Audience: will pay for everything to get them ready for real life Demographics: • Tertiary group could attend “Life Simulations” • 25-50yo Disabled or something where they are taught to live on • Work part-time (<$20,000/yr) a budget • Don’t/can’t support anybody but themselves • Male and Female • Male and Female • Hispanic, African American, Caucasian, Asian. • Hispanic, African American, Caucasian, Asian.
• • • •
Psychographics of Audiences:
Hobbies Include: Sports, Reading, Learning, Baking, and more (diverse) Family oriented Personality: All types Optimistic/Feels Let down when burdened
Section 3: Quantitative Research
e conducted a survey that asked questions regarding consumers thrift store experience, preference, knowledge of Goodwill services, interests in community services and issues, media usage, and demographics. The survey results have came from 50 adults and the results of key questions are presented across these pages.
Section 4: Competitive Research
ased on our research findings, we have found that Salvation Army and Plato’s Closet are Goodwill’s top two strongest competitors. Presented below are the details about each competitor.
• The Salvation Army is an integral part of the Christian Church • It’s objects are ‘the advancement of the Christian religion… of education, the relief of poverty, and other charitable objects beneficial to society or the community of mankind as a whole.’ • Although religious, they’re highly altruistic, ultimately making them competitive to Goodwill. • According to international statistics from 2014, there are: 15,409 corporations,108,786 employees, and 1,150,666 salvation soldiers. There has been 10,859 community development programs, 281 residential addiction dependency programs, 45 mother and baby homes, 86 projects regarding services to the armed forces, 230,113 prisoners visited, and much more. • Prices of items are reasonable
• Plato’s Closet practices creative and modernized recycling in their business. • Their goal is to offer fashion conscious people great values on gently used brand name clothing lines and merchandise. • Greek philosopher Plato’s theories of reusing and preservation greatly appealed to the founders and their unique idea of recycling, which is also humanitarian, once again making them competitive to Goodwill. Their contemporary fashion and low prices also make them competitors. • Plato’s Closet was ranked #108 out of 500 in the 2015 franchise 500 revealing the impact of the newest trends and the industries poised for growth • Plato’s closet was also ranked #90 in 2015’s Fastest-Growing Franchises in the past two years.
Competitive Matrix Brand
Colors: Blue, black Men, “A hand up, not a & white Mainly Women, Store Layout: hand out.” Ages 18-40 Organized (Sections, aisles, signs, spacious) Variety of things, very friendly & helpful staff
Clothes starting at $0.50. 85% of the items in the store are under $10.
Founded in 1902; Rev. Edgar J. Helms; Boston, Mass. Collected used household goods & clothing. Trained/hired unemployed people (poor or disabled)
Clothes, toys, jewelry, electronics, movies, music, kitchenware, miscellaneous items, games, and books
Colors: White & “Save souls, grow red saints, and serve Store Layout: Less organized suffering (no aisles, circular humanity.” racks, cluttered), Warm & inviting staff
Men & Women, Ages 30-45
Clothes range from as low as $1 to a high of $40, depending on the item. Very similar to Goodwill’s pricing.
Founded in 1865 by Minister William Booth & wife Catherine; left church to share gospel on the streets to the poor, the homeless,the hungry, and the destitute (physical & spiritual needs) “Salvationists”
Clothing, books, figurines, home/ office supplies, decorations, home decor, jewelry, miscellaneous
Colors: White, red, Men, & black Mainly Women, Store Layout: Ages 18-24
$4-$8 T-Shirts & dresses Jeans range to a max of $15 Prices are about 50% to 75% off the original price.
Founded in Columbus, Ohio by Lynn and Dennis Blum; experienced business owners with history of creative recycling.
Name brand clothing, jewelry, books, CDs, DVDs, hats, bags, scarves, etc. Primarily a clothing store with high quality selection and variety.
“Got a bursting closet, but nothing to wear? We need to talk.”
Organized (fashionable mannequins/displays, women’s clothes in front, men’s in back, spacious) Quality products, hip staff/not the friendliest
SWOT Analysis Strengths • Very good branding and brand elements (logo, color scheme, etc). • Leading global brand • Since people are always growing out of old clothes, a large number of people donate items to Goodwill locations • Inventory pricing on used items are low • Ability to sell items for less since they are tax-exempt • Mission, vision, philosophy, and purpose are for a good cause • Variety of services; more than just a store
Weaknesses • People are unaware of the services and opportunities Goodwill offers • People do not usually like to buy used products or clothing • Product that won’t sell remains on the shelf for a longer time > costs money to ship it out to sell in bulk • Products are not as modernized or “fashionable” as some of its competitors • Limited resources to meet consumer needs
• Eligibility for charitable grants • Sponsor charity events (can be national or local run charities) • Can host informational sessions about their services on their radio played throughout the store • Advertise their services through non-traditional media channels • Growing availability to increase budget • Sell items online • Hipsters/modern fashion goers wanting to buy retro or outdated
• Salvation Army has similar purpose, they accept donations and offer services • Plato’s Closet purchases back clothing in a certain condition • Fashion retailers & department stores advertisements and inventory of new products and what’s in fashion • Stigma about thrift-store shopping • Online retailers • Economic crisis (people less willing to donate anything when money is tight) • People don’t have a thorough understanding of the services Goodwill offers
Section 5: Visual Brand Analysis
V Visual isual B Branding randing The Logo:
he designer of Goodwill’s logo n terms of shop signage, there is a large, simplistic “Goodwas Joseph Selame, in 1968. He will” sign with it’s logo on the front exterior of the store. originally designed the logo that repOn the interior, there are signs used for the organization of resents the “face” of Goodwill Industhe store such as (Women’s, Men’s, etc) to show the broad tries, known as the “Smiling G”. “The “Smiling G” represents both our name array of merchandise Goodwill offers. and the smiles that come from helping people help themselves” (Hardy). It also exemplifies the notion of happiness and relief to those in need, which could be observed in the zoomed in “Smiling G” on the upper left part of the overall logo. Goodwill’s logo is both partially typographic and illustrative.
Use of colors:
oodwill’s signature colors, in terms of its unique logo, is ultimately white and blue with a black frame. In terms of color meaning and psychology, blue is the color of trust and responsibility; Dark blue is a serious masculine color representing knowledge, power, and integrity, and is used quite often in the corporate world. It is also the color of the non-emotional worrier with repressed feelings which could possibly represent people’s struggles. According to the same website, the color white could represent the future symbolizing wholeness, new beginnings, or equality and unity.
ll Goodwill employees either have a blue tee-shirt or vest on.
Analyze the advertising materials: Sales environment: oodwill’s past advertising uses
bright, uplifting colors, along with creativity that instantly put the viewer in a good mood. For example, past Halloween promotions have included the iconic Goodwill smiley “g” wearing different masks. Other promotions have displayed colorful images of various items they sell in a collage style on the side of their trucks. Some other campaigns have even featured a “see different versions of yourself” type ads where a person is standing in front of multiple mirrors, each showing the specified person wearing different clothes. An “I Will” campaign took a more modern approach with an urban style that used tiles similar to Windows 8 with sentences starting with “I will,” ending with various verbs to support Goodwill’s cause.
he sales environment in Goodwill is very organized, uplifting, and provides hope and positive feelings based off of the employee’s kind attitudes and helpful natures. The store also has a variety of merchandise that caters to everyone in their audience, providing an overall good brand experience.
oodwill’s website is easy to navigate and user friendly. It also makes good use of design principles and color contrasts that are inviting and easy on the eye. There are also factual statistic on the website and an engaging map that describes success stories from around the world. Lastly, it has a lot of helpful links to social resources that are easy to find, supporting their mission to help the community in the most efficient way possible.
Section 6: Creative Strategy & Execution
The Big Idea
Give a Hand, Get A Heart.
The big idea of this campaign is to focus on charitable ambient/guerilla advertising, coupled with online advertising and a bit of traditional and nontraditional advertising. Everything will revolve around the slogan “Give a hand. Get a heart.” This charitable advertising will consist of a renovated van with Goodwill decals. This van will travel around downtown Chicago and to various parks offering free showers, haircuts/grooming, and food/water to the homeless. Along with this, the homeless will also receive a blanket and a waiver to cash in at any Goodwill store to borrow professional clothing for job interviews. Other charitable advertising will consist of: 1. Goodwill sponsored access ramps for the disabled in areas where they don’t exist. 2. Goodwill sponsored storm shelters placed throughout various parks and other high-rate homeless areas in the city to escape the rain. 3. Goodwill sponsored sleep tanks placed in parks and beaches around Lake Michigan. These will be plentiful and spaced out to minimize risk of violent competition for the sleep tank. They will be heated during the winter time. 4. “Heat canopies” placed throughout the city for people to escape from the cold during winter. 5. Transit Shelters, benches, digital posters, and billboards will play a huge factor in media display. 6. Guerrilla advertising at events where heart shaped fans with the tagline will be passed out. Doing this type of charitable advertising will likely gain publicity through news outlets and go viral throughout Chicago (free advertising) and achieve the objective of positively shaping our audience’s views of Goodwill.
Objectives Advertising Objectives:
• Raise awareness of Goodwill Services by • Budget of $68,639 for one year to be ap20% within target audiences plied to traditional and nontraditional media platforms • Positively shape target audience’s views on Goodwill Services offered and their • Reach 20% of our primary target auimage as a whole dience at the end of the campaign year through traditional, non-traditional/ambi• Motivate and enforce a call to action to ent advertising in south-side Chicagoland target audience so they may seek help areas and use services offered by Goodwill
Creative: Traditional Billboard: $5,000 (4 Weeks)
Locations: illboards reinforce the other forms of tradi• Chicago & Halsted tional advertising. These advertisements will • I-55 (Between Harlem and Lake Shore Drive) be placed in areas where there is excessive traffic • Archer Ave. so more drivers, passengers, and pedestrians can see this ad.
Creative: Traditional Top Left: Goodwill billboard placed on side of I-55, where there is a lot of traffic and commute from south-side neighborhoods and southwest suburbs into downtown.
Above: Goodwill billboard placed on corner of Chicago and Halsted, where it is busy, with traffic, pedestrians, Kendall College students, and small business offices.
Creative: Non-Traditional Online/Digital: $6,639 • • • •
Facebook Ads Search Engine Optimization Pandora Spotify
ur tertiary target audience are young adults to recent college graduates who are active online. They’re millennials, and according to research these individuals spend more time and get their information online. hrough Facebook, we will be able to directly target The online advertising for this campaign will conour audience through age, income, behavior, and losist of Search Engine Optimization, Facebook ads, Pan- cation. Pandora and Spotify were selected because the madora, and jority of our audience uses one or both of these services to Spotify.
listen to music and can be geographically targeted as well as targeted through music preference. A sponsored Facebook ad will be there to inform those in their own privacy of their home, cell phone, or tablet. This can also lead to re-targeting ads for those who search any of the key words related to Goodwill. Goodwill will also run a social media campaign on all the other social media platforms they have active such as Twitter, Instagram, Google +, YouTube, and their Goodwill blog.
Creative: Non-Traditional Poster Displays: $5,000 (4 Weeks) Locations: • 55th St & Halsted • 18th St & Blue Island • 47th St & Kedzie
osters will be placed on the sides of transit shelters, In order to reach our single-parent audience in a more ensured way, we will include Goodwill posters and pamphlets containing information about Goodwill’s services set up at low-cost health clinics around Chicago. These pamphlets will also include a coupon that allows single parents a month of free day-care service.
Creative: Non-Traditional Benches: $5,000 (4 Weeks) Locations: • Michigan Ave. • State Street • Archer Ave.
enches with the logo will be placed in areas where our target will be but also in areas that can attract the attention of others to intrigue them to learn more about this tagline and purpose with Goodwill.
Creative: Non-Traditional Transit Shelter: $5,000 (4 Weeks) Locations: • Western and 55th Street • Archer Ave and California • Archer Ave and Western • Ashland and 18th Street • Michigan Ave • State Street
he bus shelters will make a statement to those waiting for the bus. The Goodwill Logo, “Give a hand. Get a heart.” logo and tagline will be placed along the transit shelter. A decal with the list of some of Goodwill’s services will be presented.
Creative: Non-Traditional Accessible Ramps: $5,000 (4 Weeks) Locations: • Michigan Ave. • Millennium Park • Grant Park • Navy Pier
oodwill will place accessible ramps where they are not present. This is to gain the attention of handicap to seek services from Goodwill. This may also lead to positive public relations and media coverage.
Creative: Non-Traditional Goodwill Service Van: $5,000 Locations: • Pilsen/Little Village • Bridgeport • Englewood • Down North & South of Western Ave, South of Halsted, California, Damen, Kedzie, Michigan, State St.
Goodwill Service Van with the “Give a Hand. Get a Heart” campaign logo along with other decals will travel along the south-side neighborhoods of Chicago. This van will help the homeless and extremely low income individuals who may be in need. The Goodwill Service van will offer the following quick services: • • • • •
Showers and Restrooms Warm Meal or Snack Water Information on services Clothing assistance and grooming
his type of non-traditional ambient/ guerrilla advertising can also gain the attention of other media channels and progress into positive public relations for Goodwill which can lead to much more awareness being generated. This is assuming that bloggers, news, and radio outlets generate positive opinions about this advertising presented by Goodwill.
Creative: Non-Traditional Events/Promotions: $12,500
big part of reaching our objective with this campaign rests in the events that Goodwill will be present at. The Gospel Fest, Taste of Chicago, Lollapalooza, and Fiesta Del Sol are all big events that Goodwill can set up stand at. At each of these events, Goodwill will hand out blue heart shaped fans and hand shaped containers with the Goodwill logo and a blue heart on them. The containers will be a sort of “goodie bag” that also includes pamphlets and brochures with information about the various services Goodwill has to offer. Another event that will take place that isn’t a Chicago regular is a Goodwill sponsored Job Fair/ Financial Life Simulation. This will be held in Grand Park in Chicago and will give people the opportunity to search for a job and participate in simulation activities to learn how to better manage their finances. Every event stand will contain a Goodwill donation box and information about the services they offer.
Creative: Non-Traditional Lollapalooza
Fiesta Del Sol
Chicago Blues Festival
Chicago Gospel Festival
t Lollapalooza, the same thing will be implemented, tarting off as a block but will also sell t-shirts to people at the music festival party, Fiesta Del Sol that includes a free 24oz bottle of water with a purchase has evolved into a nationsince it will ally publicized event be during the with an attendance summer. This of over 1.3 million is part of the people during the â€œGive a hand. four day event. As the largest Latino festival in the Get a heart.â€? Midwest, Fiesta Del Sol brings live entertainment, campaign. local art, diverse cuisine, carnival rides and more. LollapalooThe Fiesta is organized by over 200 community leadza has about ers and volunteers. 300,000 in attendance.
he Chicago Blues Festival is the largest free blues festival in the world and remains the largest of Chicagoâ€™s Music Festivals. During three days on five stages, more than 500,000 are in attendance.
verage of 300,000 in attendance every year. Fans will be distributed as well as a table set up to provide services, accept donations, and sell products like those being sold at Lollapalooza.
Section 7: Media Plan & Evaluations
Media Budget Total Media Spend of $68,639 Out-Of-Home: $50,000
• Billboard $5,000 • Transit Shelter $5,000 • Poster Displays $5,000 • Benches $5,000 • Accessible Ramps $5,000 • Goodwill Service Van $5,000 (Some advertisements will be displayed more than once and that is included in the cost)
Online/Digital Advertising: $6,639 • • • •
Facebook Ads $1,040 pay-per-click Search Engine Optimization $599 Pandora $2,500 Spotify $2,500
Events and Promotions: $12,000 • • • • • • •
Chicago Gospel Festival Chicago Blues Festival Fiesta Del Sol Taste of Chicago Lollapalooza Employee Visiting Shelters Goodwill Sponsored Job Fair
$500 per table/tent $500 per table/tent $300 per table/tent $500 per table/tent $700 per table/tent $7,000 $2,500
ecause our budget is predominantly limited, and our goal is to change peopleâ€™s perspectives and attitudes about Goodwill (Most specifically the services it offers); we must measure the results of our advertisements over a period of time (1 month) to see if they are truly effective and noticed. Overall, the most crucial information that can be observed would be the increase of consumer traffic in Goodwill stores after our campaign has been launched. We could ultimately ask these new customers how they heard of us. Overall, effectiveness could be tracked in other subtle ways as well.
Billboard: n order to calculate roughly how many people observe our billboard located on highway I-55 in Chicago, we could monitor highway traffic flow with highway monitoring/tracking devices. Since we did include social media information on our billboard, we could also keep track of website activity (Likes, etc.). This website like- tracking could also be used in our Facebook ad. Goodwill Service Van: o determine Goodwillâ€™s effectiveness in helping people in need with our public service on wheels campaign, we could hand out surveys to these individuals about the help they received through our services and their ultimate opinion on our technique, along with what they plan on doing in the future (Coming to us for interview help, etc.)
Poster Ad/Transit shelter ads: o track individuals awareness and response to our poster ad and transit shelter ad, we could hand out a survey after a one month period asking about
Evaluations the publics opinion about our creative campaign and Events: n terms of measuring the results and success of how they feel about our company as a whole.(Before our event tables we could compare potential canand after attitude analysis). didates of our services to actual estimates of the event’s population. We could do this by being aware Ramp/Bench out of home ads: ince out of home ads are relatively modern and of how many people usually attend these events and more engaging, the collection of responses could simultaneously keep track of how many “Give a be different. One way that would provide proof of hand, get a heart” fans we give away with our infortheir use would be through motion detectors (in the mation printed on them. This could give us a rough ramp) and possibly surveys to people who have no- estimate of who was exposed to our campaign and who wasn’t. ticed these unique advertisements on the street.
(Example: Lollapalooza)- Hosts about 300, 000 Employee shelter and food bank visitations: e could simply keep track of how many em- people over a three-day period, in ratio to handing ployees we send out to shelters and food out however many fans). banks, with hopes that we touch the lives of those people in need when we get there. We could monitor who took our advice through people that sign up at our information sessions with their names and phone numbers, if that applies
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