Fashion of goodwill

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Fashion of goodwill

  1. 1. Social Media on a Shoestring: A case study on how Goodwill of Greater washington used new media and fashion to reach an untapped audience
  2. 2. How can Goodwill of Greater Washington (GGW) successfully reach a new audience and reposition its retail stores without creating an additional burden on limited resources? Problem Statement
  3. 3. <ul><li>By doing so, GGW can: </li></ul><ul><li>Become a go-to source for style and fashion influencers, taking greater advantage of current shopping trends, especially with regards to vintage and contemporary fashions. </li></ul><ul><li>Change perceptions of Goodwill shopping </li></ul><ul><li>Reach and educate an untapped population on Goodwill’s mission. </li></ul>Decision – Focus on Fashion through Social Media
  4. 4. Why Fashion? Social Media & Blog Content FASHION! Point of engagement (They want fashion, we have fashion) Interests of Stakeholder (Young fashion influencers) - Inexpensive vintage & contemporary fashion Interests of Organization (Goodwill) - Drive more traffic; sell more product
  5. 5. <ul><li>It fit within our strategic plan based on three fundamental questions… </li></ul><ul><ul><li>What are the objectives? </li></ul></ul><ul><ul><li>How can GGW achieve its objectives? </li></ul></ul><ul><ul><li>Which tools will best address those </li></ul></ul><ul><ul><li>needs? </li></ul></ul>Why Social Media?
  6. 6. The DC Goodwill Fashion Blog
  7. 7. Fashion of Goodwill website
  8. 8. <ul><li>Linkage among Wordpress, </li></ul><ul><li>Facebook, Twitter, etc. is crucial </li></ul><ul><li>for increasing web traffic </li></ul><ul><li>Support campaign through experiential </li></ul><ul><li>Marketing efforts (trunk shows, fashion shows) </li></ul><ul><li>Support digital media channels through traditional channels </li></ul>Integration on and offline
  9. 9. <ul><li>Blog hit 6,000 readers per week (from all 50 states </li></ul><ul><li>and over 100 countries) </li></ul><ul><li>Blog retention rate of over 60%! </li></ul><ul><li>Generated over $1 million in earned </li></ul><ul><li>Converting 7.6% of blog visitors into online shoppers. </li></ul><ul><li>2007 & 2008 Virtual Fashion Show viewers to date: 250,000+ </li></ul><ul><li>Converting to virtual show reduced costs by 85% and increased </li></ul><ul><li>profit margins from 39% to 79%. </li></ul><ul><li>Turned Goodwill into a fashion resource </li></ul><ul><li>Significantly increased mission awareness </li></ul>Results!
  10. 10. <ul><li>Treat blog, social media sites like a product </li></ul><ul><li>Make blog/SM a source of content, not just </li></ul><ul><li>promotion </li></ul><ul><li>Integrate, don’t eliminate (media mix) </li></ul>Keys to Success of Strategy

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