GISP Marketing & Communications Overview 2011

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Goodwill Industries of the Southern Piedmont Marketing & Communications Overview presentation to non-profit marketing students at UNC Charlotte on April 28, 2011.

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GISP Marketing & Communications Overview 2011

  1. 1. Marketing & Communications OverviewApril 28, 2011
  2. 2.  Putting a New Face on the Brand Four Components of Marketing &Communications Measurements & Brand ManagementWhat We’ll Talk About Tonight…
  3. 3.  Brand is the perception of the customerabout our organization Every contact with a customer isa “moment of truth” that helpsdefine our brand -- either positivelyor negatively Success = “customer” loyalty Customer loyalty = increased donations, retail salesand funding for training programsQuick Reminder
  4. 4.  Goodwill is Top Five internationally among charities Leverage strength of international brand Step one… Incorporate the “Smiling G” logo andGoodwill word markGoodwill International Brand
  5. 5. What doesGoodwill do?
  6. 6.  Graphic consistently communicates donation cycle Anchor for all communications New color palette extends the brand  Primary: reflex blue  Complimentary colors: green, yellow & beigeMission Lockup
  7. 7.   “Target” approach  Remove the stigma  Cleanliness / lighting  Merchandise presentation  Employee uniforms  Graphic package for missionGoodwill Brand – Retail
  8. 8. Goodwill Brand - Store Graphics
  9. 9. Goodwill Brand - Signage
  10. 10.   Utilizing theme of“Let’s Go To Work!”  Message consistencyin print materials andclassroomsGoodwill Brand – Workforce Development
  11. 11. Goodwill Brand - Event Exhibits
  12. 12. Goodwill Brand – Print Materials
  13. 13. How do youspreadthe word?
  14. 14.   Create word-of-mouthmarketing to:  Generate top-of-mindawareness  Educate public  Meet agency strategicgoals and objectiveso  Generate donationso  Drive traffic intoretail storeso  Drive traffic intoservice programso  Increase missionawarenessFour Components of Marketing and Communications
  15. 15. Advertising!
  16. 16. Goodwill  Guy  Series  of  radio  and    TV  ads  developed  by  Indianapolis  Goodwill.  THIS  is  Goodwill  Mission-­‐based  dona9on  campaign  developed  internally.  Donate  In  ‘08  Mascot  Smiling  G  runs  for  president  –  developed  internally.  Advertising
  17. 17.   “THIS is Goodwill”  Launched March 16, 2009  Donation Results  Previous 13 months:- 7.2% year vs. year  5 months after launch:+ 7.7%  Same 5 months  Increased media stories  Increased emphasis on social media networks  Continued campaign through 2010  Agency record 969,509 donationsCampaign Results
  18. 18.   Published weekly in Job Finder & Employment GuideAdvertising – Workforce Development
  19. 19. Advertising – Electronic Recycling
  20. 20. Advertising – GoodWork Staffing
  21. 21. Advertising – Halloween & End of Year
  22. 22. Messaging•  One of our nation’s original recyclers•  Provide a convenient and free optionto recycle•  Divert 49 million pounds of goodsannually from landfills•  Win-Win-Win•  Keep materials out of landfills•  Proceeds fund our programs andservices•  Provide hands-on training ingreen jobsAdvertising – Recycling Message
  23. 23. Advertising – Recycling Message
  24. 24. Advertising – Recycling Activation
  25. 25. PublicRelations!
  26. 26.   384 unique media impressions in 2010(753 total over past two years)  Compelling and relevant CONTENT iskey to engaging media  ALWAYS tie mission to any opportunityPublic Relations
  27. 27. January-­‐March  •   Year-­‐End  Thank  You  •   Spring  Cleaning  •   School  Drives  •   Fashion  Shows  April-­‐June  •   Youth  JC  •   Earth  Day  •   Cornerstone  •   CAL  Art  Show  July-­‐September  •   Tax  Free  Weekend  •   Back-­‐To-­‐School  •   Labor  Day  •   OST  Gradua9on  October-­‐December  •   Disability  Month  •   Halloween  Shopping  •   Volunteers  •   Year-­‐End  Dona9ons  Public Relations
  28. 28.   Internal Communications  600 team members spreadacross 20-plus locations  Print newsletter with newdesign and editorial focus  Yammer – new social mediaportal for team membersto share events, successstories and ideas  Email Newsletter  Quarterly newsletter sentto opt-in email databaseCommunication Tools
  29. 29. Promotionsand Events!
  30. 30. Promotions & Events
  31. 31. Promotions & Events - Cornerstone
  32. 32. Promotions & Events – Store Events
  33. 33. Elementary School Program•  Goal•  Educate 10,000 kidsduring school year•  Generate donations•  Create donors for future•  How it Works•  Pep Rally on Friday•  Worksheets for classroom•  Donation bags taken home over the weekend•  Students make donations on Monday & TuesdayPromotions & Events – School Program
  34. 34. Elementary School Program•  Key Messages•  Saving our Earth byrecycling & keepingitems out of landfills•  Helping others inour community bygiving back•  Giveaways•  Worksheets for teachers to use in classroom•  Bookmarks for every student that donatesPromotions & Events – School Program
  35. 35. Promotions & Events – School Program
  36. 36. Earth Day Awareness•  Events•  Series of 9 electronicrecycling-focuseddonation drives over2-week period•  Media•  Appeared on all 6local televisionstations at least twice each promoting Goodwillas a recycling option•  Allowed media members to “crush” hard drivesPromotions & Events – Earth Day Awareness
  37. 37. Promotions & Events – Earth Day Awareness
  38. 38. Interactive/SocialNetworking
  39. 39. Corporate Website
  40. 40. Social Media
  41. 41. Social Media
  42. 42. Social Media  Our Community  30,208 blog views in 2011 (on pace for over 90,000)  1,873 Twitter followers (171% increase in 2010)  940 Facebook fans (149% increase)  Nearly 15,000 total views on YouTube  Goodwill Hunting group on Flickr with more than 2,000 images
  43. 43. Social Media
  44. 44. Social Media
  45. 45. Social Media
  46. 46. How do weknow if it’sworking?
  47. 47.   Customer-Driven  Online surveys  Focus groups  Customer intercepts  Research  Evaluating Effectiveness  Donations per household  Sales per household  Services per household  Mystery Shopper program  Market studies  Visibility IndexMeasurement
  48. 48. AnyQuestions?goodwillsp.orgtwitter.com/goodwillspfacebook.com/goodwillspyoutube.com/goodwillspflickr.com/goodwillspWOWGoodwill.com
  49. 49. Thank you!Bo Husseybhussey@wrayward.com@bohusseyAleigh Acernialeigh.acerni@goodwillsp.org@alexandrialeigh

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