Goodwill Central Virginia Presentation

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The presentation my group created for our brand analysis of Goodwill. We eventually won the pitch and presented it to the Board of Directors.

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Goodwill Central Virginia Presentation

  1. 1. Am I speaking your language?
  2. 2. GOAL
  3. 3. INCREASE GOAL SHOpping & donations BY 18-24 YEAR OLDS.
  4. 4. I practice what I preach.
  5. 5. I practice what I preach. i love my community.
  6. 6. I practice what I preach. i love my community. I have a STRONG VISION.
  7. 7. I practice what I preach. i love my community. I have a STRONG VISION. I’m an individual.
  8. 8. I practice what I preach. i love my community. I have a STRONG VISION. I’m an individual. I LOVE entrepreneurial philanthropy.
  9. 9. 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.
  10. 10. 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.
  11. 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. I’m INTO FASHION. got a passion for fashion.
  12. 12. HOW DID WE GATHER INFORMATION FOR YOU?
  13. 13. Silent study Peer-t0-peer HEad Honchos
  14. 14. Silent study Peer-t0-peer Case Studies Youth psychology Social Cause Marketing Other regional Goodwill efforts Economic Trends HEad Honchos
  15. 15. 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
  16. 16. 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
  17. 17. WHAT’s GETTING IN THE WAY OF YOUR CONVO?
  18. 18. CONSIGN ONline THRIFT vintage REtail
  19. 19. CONSIGN ONline Rumors Clementine THRIFT vintage REtail
  20. 20. CONSIGN ONline E-bay Rumors Craigslist Clementine THRIFT vintage REtail
  21. 21. CONSIGN ONline E-bay Rumors Craigslist Clementine THRIFT vintage REtail Diversity Thrift Salvation Army FAN-tastic Thrift
  22. 22. CONSIGN ONline E-bay Rumors Craigslist Clementine THRIFT vintage REtail Diversity Thrift Bygones Salvation Army Exile FAN-tastic Thrift
  23. 23. CONSIGN ONline E-bay Rumors Craigslist Clementine THRIFT vintage REtail Diversity Thrift Bygones H&M Salvation Army Exile NEED Supply FAN-tastic Thrift
  24. 24. OTHER BARRIERS
  25. 25. OTHER BARRIERS 1. THE ENABLER
  26. 26. OTHER BARRIERS 1. THE ENABLER 2. period of acquisition
  27. 27. OTHER BARRIERS 1. THE ENABLER 2. period of acquisition 3. PRECONCEIVED NOTIONS
  28. 28. KEY INSIGHTS
  29. 29. KEY INSIGHTS Real fashion is at goodwill
  30. 30. KEY INSIGHTS Real fashion is at goodwill NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE
  31. 31. KEY INSIGHTS Real fashion is at goodwill NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE eliminate the enabler
  32. 32. KEY INSIGHTS Real fashion is at goodwill NOT A LACK OF INTEREST, a LACK OF KNOWLEDGE eliminate the enabler second debut = missed opportunity
  33. 33. 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
  34. 34. SHOP
  35. 35. ME SHOP
  36. 36. ME SHOP “Where did you get that?”
  37. 37. DONATE
  38. 38. WE DONATE
  39. 39. WE DONATE THE MISSION IS THE REWARD.
  40. 40. ME SHOP WE DONATE
  41. 41. THE PIECES ARE THERE, THEY JUST NEED TO BE PUT TOGETHER IN A DIFFERENT WAY.
  42. 42. HOW DO YOU HAVE A GOOD CONVERSATION?
  43. 43. SPEAK THEIR LANGUAGE
  44. 44. WHEN DO YOU START CHATTING?
  45. 45. DONATE SHOP
  46. 46. DONATE SHOP
  47. 47. WHO DO YOU CHAT WITH?
  48. 48. THE RVA BORROWERS BORROW FROM THE PAST FIRST ON THE SCENE ARTISTS and entrepreneurs WILLING TO TAKE THE LEAD
  49. 49. LET’S GET THE CONVERSATION STARTED.
  50. 50. TIMELINE SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
  51. 51. FASHION Advisory board APPOINTED SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE
  52. 52. fashion advisory board WHO: WHAT: VCU FASHION second debut GOVERNOR’S SCHOOL BLOG UPDATES OPEN CALL peer to peer
  53. 53. FASHION Advisory board APPOINTED SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE IN-STORE RADIO
  54. 54. in-store radio WHAT: new spots younger voice all stores
  55. 55. in-store radio WHAT: new spots younger voice all stores
  56. 56. in-store radio WHAT: new spots younger voice all stores
  57. 57. in-store radio WHAT: new spots younger voice all stores
  58. 58. FASHION Advisory board APPOINTED SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE IN-STORE RADIO IN-STORE COMPUTER
  59. 59. in-store computer WHAT: used dell mailing list continued contact
  60. 60. FASHION Advisory board APPOINTED SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE IN-STORE RADIO BLOG IN-STORE COMPUTER
  61. 61. GOODWILLRVA.ORG WHAT: VOICE OF GOODWILL UPDATED EACH WEEK 2 WAY CONVERSATION
  62. 62. 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
  63. 63. postering WHAT: WHERe: seasonal campuses GOVERNOR’S SCHOOL high schools updated designs downtown
  64. 64. VINTAGE. SECOND-DEBUT IN CARYTOWN
  65. 65. THOSE OLD JEANS ARE WORTH MORE THAN YOU THINK. EVERY 53 SECONDS GOODWILL HELPS SOMEONE GET A JOB.
  66. 66. 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
  67. 67. rva editorial/ads WHAT: PRESS RELEASE acknowledges all TACTICS announce programs fashion shoot
  68. 68. 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
  69. 69. t-shirts WHAT: print inside t-shirt new tees SHARE VALUES
  70. 70. 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.
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. 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
  76. 76. invest in conversation
  77. 77. BUDGET Advertising         $1690 Cost of posters    $500 Cost of launch      $1000 Winnebago        $6000 Computer        $0 Advisory board    $500 T-shirt imprinting   $100 Total      $9790
  78. 78. sustainability
  79. 79. 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
  80. 80. 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
  81. 81. 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
  82. 82. 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
  83. 83. 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
  84. 84. 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
  85. 85. QUESTIONS?

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