The document outlines a marketing plan to increase donations and shopping among 18-24 year olds at Goodwill stores. The plan includes appointing a fashion advisory board, in-store radio ads with a younger voice, a blog on the Goodwill website, posters on college campuses and downtown, and partnering with local fashion magazines. It also details events like a t-shirt design contest and Second Debut's Second Debut event to drive traffic. The budget is $9790 and success will be evaluated based on email list growth, blog traffic, t-shirt participation, Second Debut event attendance, Second Debut store traffic, and donations to the Goodwill Winnie mobile donation vehicle.

2. Am I
speaking
your
language?

3. GOAL

4. INCREASE
GOAL
SHOpping
& donations
BY 18-24
YEAR OLDS.

6. I practice what I preach.

7. I practice what I preach. i love my community.

8. I practice what I preach. i love my community.
I have a STRONG VISION.

9. I practice what I preach. i love my community.
I have a STRONG VISION. I’m an individual.

10. I practice what I preach. i love my community.
I have a STRONG VISION. I’m an individual.
I LOVE entrepreneurial
philanthropy.

11. I practice what I preach. i love my community.
I have a STRONG VISION. I’m an individual.
I LOVE entrepreneurial i’m waiting to
philanthropy. be engaged.

12. I practice what I preach. i love my community.
I have a STRONG VISION. I’m an individual.
I LOVE entrepreneurial i’m waiting to
philanthropy. be engaged.
I’m INTO FASHION.

13. I practice what I preach. i love my community.
I have a STRONG VISION. I’m an individual.
I LOVE entrepreneurial i’m waiting to
philanthropy. be engaged.
I’m INTO FASHION. got a passion for fashion.

14. HOW
DID WE
GATHER
INFORMATION
FOR YOU?

15. Silent study Peer-t0-peer
HEad Honchos

16. Silent study Peer-t0-peer
Case Studies
Youth psychology
Social Cause Marketing
Other regional Goodwill efforts
Economic Trends
HEad Honchos

17. Silent study Peer-t0-peer
Man on the street interviews
Case Studies
Focus group
Youth psychology
On-line survey
Social Cause Marketing
Personal interactions
Other regional Goodwill efforts
Social observation
Economic Trends
HEad Honchos

18. Silent study Peer-t0-peer
Man on the street interviews
Case Studies
Focus group
Youth psychology
On-line survey
Social Cause Marketing
Personal interactions
Other regional Goodwill efforts
Social observation
Economic Trends
HEad Honchos
Head of Fashion Institute at VCU
Fashion Editor at RVA Magazine
Fashion Editor of URGE Magazine
Bill Carlson, Goodwill

19. WHAT’s
GETTING
IN THE WAY
OF YOUR CONVO?

20. CONSIGN ONline
THRIFT vintage REtail

21. CONSIGN ONline
Rumors
Clementine
THRIFT vintage REtail

22. CONSIGN ONline
E-bay
Rumors
Craigslist
Clementine
THRIFT vintage REtail

23. CONSIGN ONline
E-bay
Rumors
Craigslist
Clementine
THRIFT vintage REtail
Diversity Thrift
Salvation Army
FAN-tastic Thrift

24. CONSIGN ONline
E-bay
Rumors
Craigslist
Clementine
THRIFT vintage REtail
Diversity Thrift Bygones
Salvation Army
Exile
FAN-tastic Thrift

25. CONSIGN ONline
E-bay
Rumors
Craigslist
Clementine
THRIFT vintage REtail
Diversity Thrift Bygones H&M
Salvation Army
Exile NEED Supply
FAN-tastic Thrift

26. OTHER BARRIERS

27. OTHER BARRIERS
1. THE ENABLER

28. OTHER BARRIERS
1. THE ENABLER
2. period of acquisition

29. OTHER BARRIERS
1. THE ENABLER
2. period of acquisition
3. PRECONCEIVED NOTIONS

32. KEY INSIGHTS

33. KEY INSIGHTS
Real fashion is at goodwill

34. KEY INSIGHTS
Real fashion is at goodwill
NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE

35. KEY INSIGHTS
Real fashion is at goodwill
NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE
eliminate the enabler

36. KEY INSIGHTS
Real fashion is at goodwill
NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE
eliminate the enabler
second debut = missed opportunity

37. KEY INSIGHTS
Real fashion is at goodwill
NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE
Eliminate the enabler
SECOND DEBUT = MISSED OPPORTUNITY
conversation is everything

38. SHOP

39. ME
SHOP

40. ME
SHOP
“Where did you
get that?”

42. DONATE

43. WE
DONATE

44. WE
DONATE
THE MISSION
IS THE REWARD.

45. ME
SHOP
WE
DONATE

47. THE PIECES ARE THERE,
THEY JUST NEED TO BE
PUT TOGETHER IN A
DIFFERENT WAY.

49. HOW DO
YOU HAVE
A GOOD
CONVERSATION?

50. SPEAK
THEIR
LANGUAGE

51. WHEN
DO YOU
START
CHATTING?

52. DONATE
SHOP

53. DONATE
SHOP

54. WHO
DO YOU
CHAT WITH?

57. THE RVA BORROWERS
BORROW FROM THE PAST
FIRST ON THE SCENE
ARTISTS and entrepreneurs
WILLING TO TAKE THE LEAD

59. LET’S GET
THE CONVERSATION
STARTED.

60. TIMELINE
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE

61. FASHION Advisory
board APPOINTED
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE

62. fashion
advisory board
WHO: WHAT:
VCU FASHION second debut
GOVERNOR’S SCHOOL BLOG UPDATES
OPEN CALL peer to peer

63. FASHION Advisory
board APPOINTED
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
IN-STORE
RADIO

64. in-store radio
WHAT:
new spots
younger voice
all stores

65. in-store radio
WHAT:
new spots
younger voice
all stores

66. in-store radio
WHAT:
new spots
younger voice
all stores

67. in-store radio
WHAT:
new spots
younger voice
all stores

68. FASHION Advisory
board APPOINTED
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
IN-STORE
RADIO
IN-STORE COMPUTER

69. in-store computer
WHAT:
used dell
mailing list
continued contact

70. FASHION Advisory
board APPOINTED
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
IN-STORE
RADIO
BLOG
IN-STORE COMPUTER

71. GOODWILLRVA.ORG
WHAT:
VOICE OF GOODWILL
UPDATED EACH WEEK
2 WAY CONVERSATION

72. FASHION Advisory
board APPOINTED
HOLIDAY
HALLOWEEN
POSTERS
POSTERS
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
IN-STORE
CLEANING
RADIO
POSTERS
BLOG
IN-STORE COMPUTER

73. postering
WHAT: WHERe:
seasonal campuses
GOVERNOR’S SCHOOL high schools
updated designs downtown

74. VINTAGE.
SECOND-DEBUT IN CARYTOWN

75. THOSE OLD JEANS
ARE WORTH MORE
THAN YOU THINK.
EVERY 53 SECONDS GOODWILL HELPS SOMEONE GET A JOB.

76. RVA MAG
FASHION Advisory
EDITORIAL
board APPOINTED
HOLIDAY
HALLOWEEN
POSTERS
POSTERS
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
IN-STORE
CLEANING
RADIO
POSTERS
BLOG
IN-STORE COMPUTER

77. rva editorial/ads
WHAT:
PRESS RELEASE
acknowledges all TACTICS
announce programs
fashion shoot

78. FASHION Advisory RVA MAG
board APPOINTED EDITORIAL
HOLIDAY
HALLOWEEN
POSTERS
POSTERS
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
T-SHIRT
IN-STORE
CLEANING
TAG
RADIO
POSTERS
PRINTING
BLOG
IN-STORE COMPUTER

79. t-shirts
WHAT:
print inside t-shirt
new tees
SHARE VALUES

81. CHOOSE ONE:
t-shirt Hope
showcase Dignity
Strength
Independence
THE MISSION
Interpret one of Goodwill’s core values: Hope, Dignity, Strength, Independence.!
WHAT DO I DO?
Register at Goodwill. / Get a T-shirt. / Pick a value. /
Use your creativity. / Return your art to Second Debut.
DEADLINE: MARCH 5
All T-Shirts will be showcased at local Goodwill stores and auctioned
off during Second Debut’s Second Debut event in Carytown on Feb. 4.

82. FASHION Advisory RVA MAG
board APPOINTED EDITORIAL
HOLIDAY
HALLOWEEN
POSTERS
POSTERS
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
T-SHIRT
IN-STORE
CLEANING
TAG
RADIO
POSTERS
PRINTING
BLOG
SECOND DEBUT’S
IN-STORE COMPUTER 2nd DEBUT EVENT

83. second debut’s
2nd debut
re-vamped and re-merchandised STORE
LOCAL SPONSORSHIPS FOR FOOD AND MUSIC
PARTNER WITH FASHION EDITORS OF RVA MAG/ URge MAG
OPEN LATE DURING FASHION FIRST THURSDAY

84. FASHION Advisory RVA MAG
board APPOINTED EDITORIAL
HOLIDAY
HALLOWEEN THE GOODWILL
POSTERS
POSTERS WINNIE
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
T-SHIRT
IN-STORE START OF
CLEANING SUMMER
TAG
RADIO
POSTERS WINNIE
PRINTING
BLOG TOUR
SECOND DEBUT’S
IN-STORE COMPUTER 2nd DEBUT EVENT

85. goodwill winnie
TAKES DONATIONS
TRAVELS TO
COMMUNITIES
CAMPUSES
high schoolS
PLAYS THE IN-STORE RADIO SPOTS + cool music
use the e-list from in-store computer to alert people

86. FASHION Advisory RVA MAG
board APPOINTED EDITORIAL
HOLIDAY
HALLOWEEN THE GOODWILL
POSTERS
POSTERS WINNIE
SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
SPRING
T-SHIRT
IN-STORE START OF
CLEANING SUMMER
TAG
RADIO
POSTERS WINNIE
PRINTING
BLOG TOUR
SECOND DEBUT’S
IN-STORE COMPUTER 2nd DEBUT EVENT

87. invest in
conversation

88. BUDGET
Advertising $1690
Cost of posters $500
Cost of launch $1000
Winnebago $6000
Computer $0
Advisory board $500
T-shirt imprinting $100
Total $9790

89. sustainability

90. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

91. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

92. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

93. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

94. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

95. evaluating success
E-list sign uP
HITS ON goodwill rva blog
PARTICIPATION T-shirt design showcase
Attendance at second debut’s second debut
traffic at second debut
Donations to the Goodwill Winnie

96. QUESTIONS?