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GoodWill Rewind & Rewear Campus Integrated Marketing Campaign

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This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is …

This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.

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  • 1. Goodwill Rewind & Rewear:IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, AnthonySparksComm 4123/10/2013
  • 2. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 1Table of Contents:Introduction……………………………………………………………………………………………….……………………………………..2Company Profile……………………………………………………………………………………….……………………………………….2Research…………………………………………………………………………………………….….………………………………………….2Communication Objective………………………………………………………………………………………….……………………..3Communication Strategy…………………………………………………………………………………………………………………..3Analysis of Competition…………………………………………………………………………….………………………………………3Target Audience…………………………………………………………………………………………………..………………………..….3Key Benefits………………………………………………………………………………………………………………………….……….....4Brand Image………………………………………………………………………………………………………………………………….....4Promotional Mix……………………………………………………………………………………………………………………………….4 Newspaper Radio TV Social Media Print Marketing Special Eventso Live Models on Richardson LawnBig Idea…………….…………………………………………………………………………………………………………….………….……..5Evaluation………………………………………………………………………………………………………………………….………….…..6Appendix A: Newspaper Article……………………………………………………………………………………….……….….……7Appendix B: Logo……………………………………………………………………………………………………………………………...8Appendix C: Radio Material…………………..………………………………………………………………………..………………..9Appendix D: Statistical Chart……………….………………………………………………………………………………………….10Appendix E: Pamphlet………………………………………………………………………………………………..……………………11Appendix F: Magazine Advertisement 1…………………………………………………………………………………….……12Appendix G: Magazine Advertisement 2…………………………………………………………………………….……………13Appendix H: Live Event Photos……………….……………………………………………………………………………………….14Bibliography…………………………………………………………………………………………………………………………………….15
  • 3. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 2IntroductionThis marketing plan is going to investigate the possible launch of a Goodwill promotioncampaign on campus. We will focus primarily on marketing and advertising, in which we want todevelop a possible plan that caters to the wants and needs of the campus, and promotes the sale ofclothing from Goodwill Stores. Goodwill works to strengthen communities by hiring economicallydisadvantaged citizens. They use their revenue to fund local family support services, job training andhiring agencies, and mission services.We think that the strategy and action plan for the current Goodwill is fairly effective, however, itis not targeted to a young demographic. They could certainly broaden their target market. We wouldlike to change aspects of the existing strategy and adapt this to a small campus.Company ProfileGoodwill Industries International Incorporated is a non-profit organization that sells clothing,accessories, and furniture to benefit the less fortunate. For our campaign, we will only focus on theclothing that they sell. Goodwill Industries is currently in the process of re-branding itself. Objectively,the organization is very far behind others like it, marketing-wise. However, it is still one of the top thirftstores in the nation. It opened in 1902. Today, there are 165 Goodwill Stores in the United States. Bynow, they have become a $4 billion industry. (Goodwill)This means the organization has been anenduring fixture in America. This gives the organization credibility and a good reputation. According tothe Journal of Marketing Management, a non-profit’s reputation is key in causing consumers toassociate with it. Stride says “Values lie at the heart of every charity. These values are what separate anon-profit from a profit organization in the public eye. It adds another dimension to buying a product. Anon-profit organization, especially one with a great reputation, is known for its lasting values. Over theyears, the organization has captivated its audience, due to its perceived moral compass. This makes theorganization credible, reliable, and sellable. The reputation of a non-profit is directly connected to thebrand.” (Stride) Our group is attempting to promote two specific Goodwill stores, one in downtownWheeling, West Virginia, and one in Washington, Pennsylvania. This is because these are the mostaccessible stores to campus. Wheeling is about a fifteen minute drive from campus. The Washingtonlocation is about thirty minutes away from Bethany.ResearchThis is a very opportune time to re-brand Goodwill. In lieu of their 100thanniversary in 2002,they set into motion a new marketing plan, which they have named the 21stCentury Initiative. The 21stCentury Initiative is scheduled to be carried out from 2000-2020. This means that it will expand theirbusiness by partnering with large companies such as BonTon, Bank of America, and CVS Pharmacy.(Goodwill)The brand is becoming more prevalent and getting noticed by a younger demographic. In fact,a new store just opened in Washington, Pennsylvania. Why not market to these people? After all,according to a study done by the Journal of Business Research, Generation Y believes brand personalityis directly related to their personalities. Therefore, if a person wants to be charitable, or believes him orherself to be charitable, they will buy Goodwill clothing. The study also examined other motivationsbehind purchases. For example, Generation Y consumers weight the cost v. investment of products.
  • 4. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 3They will spend big bucks on things that they think will last forever. However, they are often frugal whenit comes to short term products. (Noble)This is great for us, because Goodwill’s clothing is incrediblyaffordable. When you combine all aspects of the research, you see that the brand fits the requirementsof the target demographic. Goodwill is re-defining itself as a brand. Young people may be willing to buythis brand. They are closely related, and our group predicts successful marketing efforts.Communication ObjectiveOur mission is to introduce Goodwill to Bethany College and market it by using a promotionalmix. We will focus on motivating students to buy clothing from the Goodwill by making it moreappealing to them as a demographic.Objectives: Engage students with our campaign Re-brand Goodwill, focusing on a younger target market Encourage students to shop at GoodwillCommunication StrategyThe approach that our group is taking to marketing this is a comprehensive plan that will beexecuted on Bethany College’s campus. We will use various outlets in ensure that the majority of ourtarget audience will be reached in some ways. Pamphlets will be distributed at our live events. The TVcommercial will loop on BCTV, which can be seen on any TV on campus by turning on that channel. BCTVis also permanently airing at Boomer’s (a campus fast food restaurant) and in the Communications &Media Arts Department lounge. The Tower Online and Facebook page will be accessible via the Internet.We will mention the Facebook Page on all the advertisements, print, and digital mediums to enforce themessage. The radio will reach all those in the town of Bethany that listen to WVBC 88.1. In addition tothis, the event will probably be the largest “hype-building” device. Essentially, the live models onRichardson Lawn are guerilla advertising. This will reach all consumers going to class or traveling to theBeanery to eat lunch. The word-of-mouth advertising that this will receive due to the strange nature ofthe event is sure to produce results.Analysis of CompetitionSmall campuses, such as Bethany College often run into the problem of apathy. Many of thestudents here think that the school is too small to bring in quality entertainment. Therefore, they do notgo to many activities on campus. The contradictory problem is that there are many of these perceivably“low quality” programs. Therefore, students must pick and choose which to attend based entirely on theprogram’s merit.Target AudienceThe profile of our target audience is defined as female Bethany College students, ages 18-22,mainly females that are concerned with looking stylish, saving money, or donating to charity. In thisrespect, members of campus sororities are excellent candidates. They are naturally more philanthropic,because of the core values that their sororities instill in them. In addition to this, many sorority members
  • 5. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 4shop together. When young girls shop together, they often make more purchases. Another goodindicator about reaching this demographic is that the age range is what the industry calls “GenerationY”. This refers to consumers aged 18-34, often with higher education levels. Generation Y is concernedwith personal expression. These consumers want everything to be catered to them. They are extremeindividuals. Therefore, it is probable that this generation will want to purchase clothing fromsecondhand stores in hopes of “creating their own unique look”. The Boston Consulting Group hasidentified a sub-group of consumers that they refer to as hip-ennials. Forbes Magazine covered thestudy in an article in July of 2012. According to Forbes hip-ennials are “the largest millennial group at29%. [They are] optimistic, but cautious [with spending] and believe they can make a serious impact onthe world.” This group is more likely to splurge on a product that donates to charity. In fact, it’s difficultfor them to pass up the opportunity. Also, hip-ennials are more likely to be female. (Van Petten) Thismeans that prospects are bright for a charity-based thrift store program that is targeted toward thisdemographic.Key BenefitsBuying clothing from the Goodwill presents many key benefits for the consumer. The consumerwill benefit from low-cost of the clothing. He or she may be attracted to the promise of donating to acharitable organization. The consumer may also be attracted to fashionable “vintage” clothing, whichcan usually only be found at secondhand stores such as Goodwill.Brand ImageWe want to work for Goodwill to convey an image that is fun, affordable, and slightly feminine.Our main colors will be blue and black. Blue coincides with the current color association with Goodwill.Black shows that there is a hint of sophistication to the design. Lines should be soft. We will use a lot ofclock and mirror imagery to reinforce the “Rewind & Rewear” concept. This will lead the consumer tobelieve that these clothes are timeless and fashionable, no matter the era. Buying these clothes not onlyhelps you, but also helps others. This is conveyed in the soft color tones of the campaign. For a largecopy of the logo, see Appendix A.Promotional Mix Newspaper- We would use this PR tool to cover the events we do, and to push the charityaspect of the campaign. This may entice the target audience to go to future events. An exampleof an article for submission to The Tower newspaper can be found in Appendix A. Radio- We will have a spot on the radio to advertise the brand. This will work to persuade theaudience to attend the events, and also hit the demographic of radio-listeners. This is especiallyhelpful for our demographic, because our target audience is more likely to listen to radio thanread newspapers. Please see the radio spot script in Appendix C. TV- We will record a promotional advertisement, to air every day, 7 days before the events.Anthony will film and edit the piece, using the BC TV equipment and studio. The storyboard isfeatured below:
  • 6. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 5 Social Media- We will create a Facebook page for the campaign. This will keep consumersupdated on the production of the fashion events. Plus, it will promote interaction. This isbecause we are giving the audience an opportunity to vote for their favorite model via pictureson the Facebook page. This will cause specifically reach our target audience. According to Stride,females surpassed males in social media usage in 2000. The numbers have been steadily risingever since. 99% of college-aged students are using social media. See Appendix D. Print Marketing- We will use pamphlets at our events and develop a hypothetical magazine ad.The pamphlets are distributed to passersby. For an example of the pamphlet see Appendix E.The magazine ads would run in Seventeen and Glamour magazines to reach our target audience,if we had the funds to carry this out. These items will all match the tone and voice of the entirecampaign. For an example of the advertisements, see Appendices F and G. Special Evento Live Models on Richardson Lawn- We will place models on Richardson Lawn that aremade to look like mannequins. This is a highly trafficked area of campus. Therefore, itshould gain attention. It will showcase the clothing and create hype. There, we will alsopass out information on the charitable aspects of the campaign. Shannon, AJ, and Emilyplan on pulling their money together to purchase clothing for the models from aGoodwill Store. For pictures of the event, see Appendix H.Big IdeaGoodwill is a great place to buy quality clothing at cheap prices. This could be very appealing tocollege students that are on a strict budget. Since Goodwill is in the middle of rebranding itself, this is agreat opportunity to expand the target market. Goodwill can be perceived as a fun place to shop andprovides chic clothing to the buyers. New fads in the target audience stress the purchase of vintageclothing. This is seen as objectively more fashionable. In addition to this, the opportunity of donating tocharity and receiving something in return- in this case, clothing- is incredibly rewarding.Frame 1: Boomer the Bisondances at various places oncampus to Mackelmore’s “ThriftShop”Frame 2: The song continues toplay; a voiceover informs theaudience about the advantagesof shopping at Goodwill. Boomertries on clothing.Frame 3: The song continues.The screen switches to featurethe Rewind & Rewear logo, andwritten information appears onthe dates and times of events.Rewind and Rewear
  • 7. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 6EvaluationWe will find our statistics by measuring the amount of social media consumed. We will see howmany YouTube views our commercial has. In addition to this, we will measure the amount of “likes” onour Facebook page and the amount of comments we’ve received. Facebook has its own statisticalanalysis system, which we will view.
  • 8. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 7Appendix A: Newspaper ArticleBy: Emily Miner4/4/2013274 wordsThe Rewind & Rewear campaign shook up campus Thursday, April 4thduring convocation hour.The organization hosted a live model showcase on Richardson Lawn. The three models, MariahKemmerer, Alyssa Laughman, and Emily Miner showed off their outfits on platforms place in the middleof the lawn. All participants wore fashions provided to them from the Goodwill. You can vote for yourfavorite model, using the Rewind & Rewear Facebook page. Voting will be open until Monday, April 15th.The fashion show promoted Goodwill, a non-profit organization that is running a campaign entitled“Rewind & Rewear”, which encourages students to buy and wear their clothing. This push comes as nosurprise, considering that a recent trend among college students has been to purchase chic “vintage” orpreviously worn clothing. Plus, all proceeds from the sales of the clothing go toward Goodwill’scommunity and employment enrichment programs. Shannon Marks, one of the event orchestratorstalked about how important this service can be, “I think the Goodwill organization deserves someattention from college students. We want affordable, fashionable clothing, and [Goodwill] can providethat for us. Plus, purchasing these clothes helps other community members to get much needed jobtraining. We’re lucky enough to afford to go to college, but some people are not. ” This event waslargely influenced by the Bethany College Community and Media Arts Department. This semester, the412 Integrated Marketing Communications class (taught by Professor M.E. Gamble) was stronglyencouraged to work with local non-profit organizations. Other causes being promoted by the class aresexual assault awareness, tobacco awareness, and a campaign to end hate speech.
  • 9. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 8Appendix B: Logo
  • 10. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 9Appendix C: Radio ScriptRadio AnnouncementWith an acoustic version of “Thrift Shop” playing in the background, have a female voice overFemale VO: Bethany Lady’s, are you interesting in looking retro, feeling good and savingmoney?The Rewind and Rewear campaign would love to let you know about the secondhand storesthat are Goodwill.Goodwill offers clothing that offers that great retro look while also being light on the wallet.There are local stores in Wheeling, WV and Washington, PA.So what are you waiting for? Get up and go Goodwill Hunting Today!!DonutThis announcement will be said near the end of the show along with other local Bethany collegenews.Wes: So Ben, Moto? You guys ever been to the Goodwill?They respond with unscripted positive comments. After which, I go into detail about theupcoming live models on Richardson Lawn, Thursday April 11, 2013 starting at 11:00pm.Then, I go into detail about the Rewind and Rewear campaign and how it promotes shopping atlocal Goodwills and the positive volunteer work Goodwill provides.
  • 11. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 10Appendix D: Statistical Chart(James)
  • 12. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 11Appendix E: Pamphlet
  • 13. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 12Appendix F: Magazine Advertisement 1
  • 14. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 13Appendix G: Magazine Advertisement 2
  • 15. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 14Appendix H: Live Model Event
  • 16. Goodwill Rewind & Rewear: IMC CampaignShannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 15Bibliography:Goodwill. "21st Century Initiative; History." Goodwill. Goodwill Industries International, n.d. Web. 14Mar 2013. <www.goodwill.org>.James, Kyle. "Social Networking Research: 99% of Your Audience Are On Them. Still Need Convincing?.".eduGuru. WordPress, 2 Jun 2009. Web. 14 Mar 2013.Noble, Stephanie, Diane Haytko, and Joanna Phillips. "What Drive College-Age Generation YConsumers?." Journal of Business Research. (2008): n. page. Print.Stride, Helen, and Stephen Lee. "No Logo? No Way. Branding In The Non-Profit Sector." Journal OfMarketing Management 23.1/2 (2007): 107-122. Business Source Elite. Web. 14 Mar. 2013.Van Petten, Vanessa. "Which Gen Y Spending Type Are You?." Forbes. Forbes Magazine, 7 10 2012. Web.14 Mar 2013.