Green Marketing Presentation - MAGIC

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Presentation to MAGIC marketing group about green marketing efforts at Goodwill Industries of the Southern Piedmont on May 24, 2010.

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Green Marketing Presentation - MAGIC

  1. 1. “Green” Marketing<br />May 24, 2010<br />
  2. 2. Green Marketing<br />Messaging<br /><ul><li>One of our nation’s original recyclers
  3. 3. Provide a convenient and free option to recycle
  4. 4. Divert 55 million pounds of goods annually from landfills
  5. 5. Win-Win-Win
  6. 6. Keep materials out of landfills
  7. 7. Proceeds fund our programs and services
  8. 8. Provide hands-on training in green jobs</li></li></ul><li>Green Marketing<br />Elementary School Program<br /><ul><li>Goal
  9. 9. Educate 10,000 kids duringschool year
  10. 10. Generate donations
  11. 11. Create donors for future
  12. 12. How it Works
  13. 13. Pep Rally on Friday
  14. 14. Worksheets for classroom
  15. 15. Donation bags taken home over the weekend
  16. 16. Students make donations on Monday & Tuesday </li></li></ul><li>Green Marketing<br />Elementary School Program<br /><ul><li>Key Messages
  17. 17. Saving our Earth byrecycling & keepingitems out of landfills
  18. 18. Helping others inour community bygiving back
  19. 19. Giveaways
  20. 20. Worksheets for teachers to use in classroom
  21. 21. Bookmarks for every student that donates</li></li></ul><li>Green Marketing<br />
  22. 22. Green Marketing<br />Earth Day Awareness<br /><ul><li>Utilized core messaging
  23. 23. Events
  24. 24. Series of 9 electronicrecycling-focuseddonation drives over2-week period
  25. 25. Media
  26. 26. Appeared on all 6local television stations at least twice eachpromotingGoodwill as a recycling option
  27. 27. Allowed media members to “crush” hard drives</li></li></ul><li>Green Marketing<br />
  28. 28. Green Marketing<br />Do Your Part<br /><ul><li>Website, newsletter,newspaper articlesfocused on providinggreen living ideas forfamilies
  29. 29. Led by former TVpersonality Terri Bennett
  30. 30. Partnership
  31. 31. Online advertising
  32. 32. Goodwill locator
  33. 33. Development of Goodwill-featured content </li></li></ul><li>Green Marketing<br />
  34. 34. Green Marketing<br />Reconnect<br /><ul><li>Messaging
  35. 35. Convenient and free optionto recycle electronics
  36. 36. Keep nearly 4 million poundof electronics out of arealandfills
  37. 37. Either de-manufacture andsend to Dell-audited vendorsor refurbish and sell in ourComputer Works stores
  38. 38. Funds job training programs and services
  39. 39. Provides green job training opportunities</li></li></ul><li>Green Marketing<br />Reconnect<br /><ul><li>Advertising
  40. 40. Last 3 years focused onresidential
  41. 41. Have used radio, TV,print, onlineand in-store radio
  42. 42. Partnered with Greensboro and Winston-Salem for combined billboard and radio campaign
  43. 43. Most successful has been billboards (13-17%+)
  44. 44. Added business-to-business radio in 2010</li></li></ul><li>Green Marketing<br />Reconnect<br /><ul><li>Traveling billboards
  45. 45. 8 trailers currently feature Reconnect wraps</li></li></ul><li>Green Marketing<br />Social Networking<br />
  46. 46. Green Marketing<br />Promotional Materials<br />
  47. 47. Green Marketing<br />

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