3. 3
Background of the company
Goodwill industries are a well-established non-profit organisation, which has
been providing jobs to American citizens with disabilities for over one hundred
years. Providing employment to also reduce unemployment, poverty and crime.
As well as providing employment opportunities for citizens who may often be
viewed as unemployable, the organisation also recognises the challenges for
female veterans and has established The Women’s Veterans Imitative1.
Goodwill operated as a network of one hundred and sixty five independent
community based organisations across the North America, South America and
Canada however for the purpose of this marketing plan an exploration into
southern California stores will be carried out.
The organisation generated a total of $5.37 billion in venue last year, 83% of
which was spent directly on programmes within the company2. More than
318,000 people we placed into employment last year due to the educational
credentials obtained resulting in these individuals increasing their collective
lifetime earnings by more then $11 billion.3
Southern California Goodwill operations reduced the need of costly government
support services through encouraging the local economy to support the
organisation and have the consumer power of increased purchasing at a low and
affordable cost. During the year of 2012 economic output and fiscal impact of
Southern California Goodwill operations totalled $200.5 million, employed 20-30
citizens per store of which positions created $88.2 million in wages. The overall
community economic impact totalled $412 million. These statics will later be
referred to in the budget pro forma for the business, whereby an outline of the
future plans for business will also be discussed4.
Goodwill provides a point of differentiation compared to other non-profit second
hand stores. Through its efforts to provide for the community by empower
1Stiska, “Goodwill announces new initiative to serve women veterans”
2 Goodwill: About us< http://www.goodwill.org/about-us/ >, accessed 4
December 2015
3 Goodwill: About us< http://www.goodwill.org/about-us/ >, accessed 4
December 2015
4 Goodwill: Economic impact< http://www.goodwillsocal.org/our-
promise/economic-impact >, accessed 4 December 2015
4. 4
rather than simply helping as they directly provide jobs which enable citizens to
become self sufficient. They also provide discounted goods for the on a lower
income which again helps them to support themselves and their families.
The company presents many American core values such as; individualism,
equality, materialism, science and technology, progress and change, work and
value, mobility, volunteerism, action and achievement. The employees, those
donating and those purchasing experience all of the above.
The value proposition of the company is “Used merchandise at deeply
discounted prices”5 outlining Goodwill’s promise to the customer. However a
revised version of this will be included in the marketing plan. Similarly the
organisations mission statement will be reformed. The current mission
statement is as follows; “Goodwill works to enhance the dignity and quality of
life of individuals and families by strengthening communities, eliminating
barriers to opportunity, and helping people in need reach their full potential
through learning the power of work”6.
Despite the many positives Goodwill has to offer there is still a negative stigma,
which surrounds second hand shopping, through this marketing plan I hope to
provide an effective overhaul of the brand to challenge and overcome these
current attitudes.
5 Goodwill essay: Goodwill Industries Inc<http://www.antiessays.com/free-
essays/Goodwill-Industries-597840.html>, accessed December 4 2015
6 Goodwill: About us< http://www.goodwill.org/about-us/ >, accessed 4
December 2015
5. 5
Situational Analysis
In the current market place there is a negative stigma, which surrounds second
hand, charity and thrift stores. The mission is to address these current negative
associations through the re-branding of Goodwill. To establish an overall
emotion of which supporting community is important, through educating people
about the importance of donations and what their donations help towards. The
focus will be on maintaining the organisations overall ethos but rebranding the
companies overall appearance and appeal.
According to New York Times, each Goodwill store falls under an umbrella of set
guidelines from the ‘parent store’ however each store has the freedom to pursue
marketing strategies, which are fitting for its own regional location7. With the
fluidity rebranding the organisation based on location is important. Many of the
internal and external factors will remain the same however certain areas may be
affected according to location.
According to statistics Goodwill Southern California (GSC) has the highest rating
of four stars for its ability in efficiently managing growth and finances. GSC has
also been said to outperform most charities in America. More than 59,000 people
benefited from GSC efforts last year. In addition, GSC currently operates sixty-
three retail stores, forty-two donation centres and twenty-four community based
career resource centres, three of which are campuses8. With this data it is clear
to see that GSC is one of the more successful Goodwill stores however there are
factors, which need to be considered in order to improve GSC success.
Addressing the internal and external environment factors is a significant element
of the rebranding of the organisation. Outlining these is vital in order to assess
the current market.
The internal environment factors include the reliance on donations, support
from volunteers and the customers purchasing items from the stores. Without
these factors Goodwill will be unable to operate successfully. Through the
7 La Fera: “Look who’s shopping Goodwill”
8 Ray, “Charity navigator”
6. 6
rebranding of the organisation, the internal factors will remain the same
however they will become more of a solid foundation for the business.
The external environment includes, trends of society, education and social and
cultural changes. The locations of the GSC stores play an important role in the
success of the organisation, locating the stores close by but not directly in
affluent areas means, donations are likely due to the household income in
surrounding areas however there is not a demographic association with the
brand.
Political regulations include pricing, employment wage, training health and
safety, returns policy and the tax deduction. For the rebranding of the
organisation emphasising the importance of tax deduction when donating to
Goodwill could potentially increase donations9. The health and safety regulations
will fall under the stores location similar to employment wage, which is
implemented, by state minimum wage but also FLSA, Fair Labour Standards Act
provision. There are current debates surrounding Goodwill’s employees wage,
these will be addressed at a later stage in the marketing plan but advertisement
supporting the change in employees rate of pay will be included as well as a
potential press conference which will outline the changes of the company.
In order to track the purchasing and selling habits of customers, technology can
be used to analyse sales. Using a system to monitor what sells in the stores and
what doesn’t will help the organisation stay current with trends, eliminating
items, which hold shelf space for long periods of time preventing other items
from being sold. In addition creating an application which tracks donation
success will also positively affect the business and encourage the community to
feel part of change and success.
Economic environment, the business needs to be aware of inflation and price
items accordingly. Other implementing factors to consider are the rental cost for
each store, minimum wage and leading economic indicators such as the price of
crude oil, necessary when donations are being shipped from donation centres to
retail locations.
For further understanding of the current position of the organisation, additional
detail will be included in the SWOT analysis.
9 Goodwill: Detailed donation receipt
http://www.thegoodwill.org/taxcalculator.php, accessed 4 December
7. 7
Executive summary
Franklin D. Roosevelt stated the importance of “ the inherent right to work” for
all citizens, stating that “ it ought to be a successful bit of national teamwork
from which will come again that feeling of national solidarity which is the
strength and glory of the American people”. Goodwill hope to follow this
message and encourage national participation to work as a unit and community
to greaten America through employment opportunities and community support.
The brand overhaul of Goodwill is to potentially reach out to a new target
audience of who may not currently consider Goodwill as a retail store of first
choice. In addition to create further brand awareness for the organisation by re-
iterating the message of helping and supporting local communities. Following
the brand truths of, establishing brand trust, building brand and living up to
brand’s promise and finally constantly strengthening the brand by setting
achievable goals. The brand overhaul will not consist of changing the brand but
re-defining and updating, ensuring that many of the brands current loyalties
remain the same.
The brand overhaul will take place in a chosen southern California store and
then potentially through the law of expansion, develop and improve other
existing stores and expand the business opening new stores.
Through this advertisement campaign and marketing plan, the organisation
hope to identify, inform entertain and persuade the current target audience but
also the new target audience to create brand contact. By providing them with
detailed information about the brand what it has to offer, what consumers
impact means and how the brand exists and is successful due to communities
input, identifying the brand as a unique organisation and promoting its point of
differienation. Entertaining the customers will be addressed through the
advertisement campaigns and social media involvement. Finally persuade
through again the advertising and branding of the organisation. Persuading
people to donate and purchase goods.
8. 8
Some of the following will be considered touch points for the company, the
rewards card that will allow customers to earn points whilst shopping which can
be redeemed and put towards future purchases. Similarly the mobile
applications where donations can be tracked in order to better understand
personal contribution towards the organisation. Through this touch points the
business will further be establishing brand awareness and emphasising their
point of differ enation.
The brand signature will be as followed; Providing hope for all
Emphasising on the main benefit of supporting Goodwill, that the cause is
helping everyone.
The current mission statement of the business is; “ Our Mission. Goodwill works
to enhance the dignity and quality of life of individuals and families by
strengthening communities, eliminating barriers to opportunity, and helping
people in need reach their full potential through learning and the power of
work”.
The redesigned value proposition will show as; “Reused goods at a reasonable
price”
The positioning statement will be; To Americans who want to support their local
communities, Goodwill provides hope and opportunities, for those seeking
employment that fall under the category of disability citizens.
The national US motto of ‘E pluribus Unum’ meaning out one many will be used
to emphasis the impact of donations and support for the company and how this
in turn effects the success of the business. This will also be supported by the
redesigned logo, which will play an important role in the overhaul of the brand,
through social media and macro marketing.
After the effects of the 2008 economic crash there has been an increase in
consumers purchasing items from second hand stores, as we are now known as a
nation of ‘value conscious’ shoppers. In addition 16%-18% of Americans will
shop at a thrift store in a given year. As an organisation we want to increase this
percentage but in a positive way, encouraging consumers to shop at Goodwill out
of choice not need due to economical impacts. Changing the current stigma
associated with thrift shopping.
Finally through the brand overhaul the organization hope to achieve success
despite competition from mainstream copperplate companies and national
holidays such as Black Friday where goods are sold at a discounted price.
9. 9
The organisation hopes to heavily rely of charitable donations and community
support through volunteering and donations to help fundraise for the brand
overhaul. As Goodwill is a non-profit organisation we have decided to focus on
employment rates as opposed to profit or revenue of the company. Goodwill’s
employment rate expects to increase by 5% in the state of California after the
brand overhaul is complete.
Swot analysis
STRENGTHS WEAKNESS
Ranked nations leading workforce development
non-profit organisation
80% of profit is used to train employees
Main focus providing employment for those who
may otherwise not be considered in mainstream
retail stores
Items sold at a discounted price
Well established organisation since 1902
Revenue and profit is going towards sustaining
and developing the business but also providing
opportunity and accessibility (low income
families)
“Employer of choice”- programmes and benefits
Company provides; health care plans, financial
independence coaches, on-site wellness
programme, subsidised gym memberships, 25%
discount at Goodwill stores and outlets, financial
literacy programs,
165 stores nation wide
‘$4 social enterprise’
Shopgoowill.com is the nations first and only non
profit auction site
Partners with business and public agencies to
develop innovative job training and placement
programs
Partners with other well established brands; GAP,
Levi Strauss &CO and TABI International.
Partnerships with non-profit organisations;
American Red Cross and National industries for
the build.
Reducing landfill waste
Supporting those affected by natural disaster in
the US- Oklahoma Torndo , partnering with
disaster relief organisations
Discounts on selected federal holidays
Surrounding negative stigma associated
with second hand shopping
Stores appearance
Brand awareness, already established but
has a pre-existing notion
Fair labour standards act, paying
employees below the state minimum
wage 7,300 out of 105,00 employed are
being paid below federal law
Lack of donations in some stores
Large amounts of donations in stores,
creating a cluttered appearance
Budget could implement accessibility to
improve stores
Media criticism regarding CEO’s
10. 10
Served more than 2.4 million people through its
series
OPPORTUNTIES THREATES
Designer clothes rails
Vintage/ retro section
Celebrity donations (Proven effective in the past)
Goodwill Application; Store locator, Hours of
operation, Blogs, latest news, current donation
needs in particular stores, Donations calculator.
Partnered with local ‘ Self Organising’ companies
to ‘declutter’ homes and promote donations
Bloggers used to influence purchases
Active social media platforms
Pop up venues at local college campus’s or events
such as Coachella
Specialist events; Back to school, The Holidays
Further advertisement of what your donations
help towards
Grants from government and private agencies to
help support local stores
The Donate Movement to help monitor impact of
donations
Business expansion, further job opportunities for
those considered ‘unemployable’
Brand recognition and awareness, information
provided at local school, career centres, half way
houses
DIY classes for home improvements, restoring
used furniture
Launch events to promote brand awareness
Brand contact, packaging items during holiday
period, the presentation and appearance of the
store
Brand communications, reminding customers of
Holiday discounts, double rewards points
weekends and special events taking place
Creating a brand signature – ‘Providing hope for
all’
Partnering with local dry cleaners to wash
donated clothes in return for business promotion
and coupons given to donators and shoppers
Collaborating with Pizza Hut to offer discounted
pizzas after every purchase, to encourage families
to work together to donate unwanted goods and
then spend quality time together whilst sharing
pizza.
Provide a career ladder for Goodwill employees
Competitors such as American Red Cross
and Salvation Army
Boutique stores
Speciality stores, selling categorised
items
Can be affected in an economic downturn
or recession
Modern business technology systems
Fashion and trends changing constantly
Seasonal clothing, seasonal profit
External factors such as price of rent
National Holidays such as ‘Black Friday’
selling NEW items at low costs
11. 11
Emphasis employee motivation through awards,
career paths within the business, social events for
employees
Goodwill day, one day a year, which is recognized
as ‘Goodwill day’, whereby, further discounts are
added to products. This hype can be further
promoted through viral marketing sources –
following a hastag for example #GdWillday
Marketing brief
The purpose of this brand overhaul is to challenge current attitudes about
shopping at Goodwill, through the improvements of stores appearance and
overall persona. Making shopping at Goodwill and enjoyable experience. In
addition to increasing brand awareness of the organisation in a new light there
will also be a focus on encouraging the community to participate in the changes
of the brand through community service and collecting donations.
The alternations of the organisation the message of American community and
core values will remain prominent in order to help encourage donations,
promote sales and purchasing.
This can be better described using a formula of the ‘The P’s of branding’ a
method used in outlining the important factors when overhauling this particular
brand;
-Promote demotions
-Participate in purchasing (Sales)
-Preserve jobs
Sending the message that Goodwill doesn’t only work to support the
unemployed but benefit those who live on a low income by providing goods at a
discounted price. ‘Making the possible, possible’.
Taking the focus off mainstream corporate business, and encouraging purchases
from business that exist to support the local community. In turn promoting the
message of creating jobs which benefit society, jobs result in less crime, less
unemployment, less state support, helping society become self sufficient.
12. 12
Goodwill is a well-established brand, this will be used to the organisations
advantage when carrying out the brand overhaul. However using the ‘BAV’,
brand asset valuator will help to identify the changes, which can be made to the
organisation. Assessing the brands point of differentiation, as being an
organisation which supports the local community, the relevance in society, the
need for the brand to be successful in order to provide employment and low cost
products, the esteem referring to the customers perception of the brand whether
the brand delivers its promises and finally the knowledge of the brand referring
to the degree of awareness of the brand in the customers mind10.
The objective and purpose of the brand overhaul
Create emotional branding, addressing the audience at a level by which they
connect on an emotional level. The consumer will have an understanding of the
importance of the business within society and will have an understanding of the
struggles some potentially face without the organisation. In terms of
unemployment, self-sufficiency and poverty. Through the advertising again
promoting the message that by supporting the organisation you are not only
helping employment but also those on a lower income.
Promoting the message that reusing items can be ‘cool’ and there is a current
trend surrounding restoring old items and working on a budget. The emotion of
support from the local community will be addressed in the marketing of the
organisation, showing how the community have been part of the change to
improve Goodwill and how by doing so it can be rewarding in many ways.
The target audience
The target audience can be split into three categories; those who are pre-existing
Goodwill customers, the ones who already hold an existing opinion towards the
organisation but whose shopping experience can be made more enjoyable.
Finally those who may consider the organisation as a last option.
- The current target group types of buyers can be categorised in the
following way;
10 Mba Skool: Brand asset valuator, http://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/1859-brand-asset-valuator-bav.html,
accessed 4 December
13. 13
1. The early adopter considered as the leaders, the influencers, set
examples and are good decision makers, they are respected customers
willing to try something new
2. Late adopters- they make the purchasing design later in the cycle,
after the early adopters have moved on to new products
3. Critical mass- make purchases which are often considered obsolete 11
The new categories;
1. Pre- existing customers, who are comfortable with the operations of
Goodwill, however are open to change and improvement whilst keeping
the core values and mission of the organisation.
2. New customers – make them aware of the ‘updated’ version of the
company- promote sales/ events and advertise through promotion
examples but mainly educated – tell them what the business, does what it
stands for and what it hopes to achieve with their help – help them feel
part of the ‘movement’ the change, working together to make a better
America.
3. The ‘retired customer’- customers who no longer consider the brand,
methods of advertisement used to re-introduce them to the brand. Tell
them the new and improved elements, promote the restoration of
products.
Make focus is to educate community, in a way of which they look at the brand in
a different light.
The new target audience
The new target audience American’s aged 16- upwards, this can further be
broken down into more specific categories and with the different forms of
advertising these specific target groups can be reached separately. However the
overall message will be Goodwill is a brand, for everyone and anyone with its
- Junior and Senior high school students – shopping for fashion, book, vinyl
records,
- College students also shopping for similar items but maybe also college
household items, desks, grills, coffee makers, irons
- The new home buyer – Shopping for low priced household items
- The typical American family – kids bike, books, furniture
14. 14
The target audience for those making donations;
-People who are moving on to college- clearing out
-Moving home
-The average American Family, DE cluttering or downsizing home, “if you
haven’t used something in two years you don’t need it “ motto
The target audience will alter depending on marketing proposition e.g.
pop up venue at music festivals will cater to a particular type of target
audience. The general stores will cater to all.
Supporting rational
Currently 8.9 million or 15% Americans citizens are unemployed12. It is
estimated that 48.9 million of the non-institutionalized citizens have a disability,
meaning there is a reason of Goodwill’s efforts in employment. Among all US
citizens with disabilities of working age, 52% are unemployed. The current
unemployment rate for citizens with a disability in the US is 12.1% and those
without 4.5% 13.
Last year 261,875 people in the United States and Canada obtained employment
as a result of Goodwill career service programme. Every twenty seven seconds of
each business day, Goodwill helps someone find employment
With these statistics there is a clear need for Goodwill operations to be a
successful organisation, and potentially expand with more stores across the US.
With overhauling the brand and improving current views of the brand and the
brand name itself, further jobs can will created therefore reducing these statics
of disability unemployment.
The organisations problems could be creating further brand awareness and
changing pre-existing views. Starting on a small scale but making a big impact,
encouraging more people to donate, reliance on community based support and
volunteerism. There are many opportunities for a brand overhaul of Goodwill;
reaching out to a generation who enjoy ‘vintage’ and ‘retro’ purchasing also
those who are interested in restoring and re-designing products. The main
13 United States Department of Labour: Office of disability employment <
http://www.dol.gov/odep/ >, accessed 4 December
15. 15
objective will be to market the organisation in a way, which appeals to a wide
audience, through activity of various social media platforms and involvement
and partition in traditional forms of marketing such as billboards and
freestanding advertisement. Some of the recommendations could be to ensure
marketing is fitting for executed platform, the dialogue and content is fitting for
the advertisement campaign, therefore received in a manor, which is appropriate
for the target audience.
Creative elements;
For the creative elements further description will be provided in the
advertisement campaign section of the marketing plan. But as a brief over view a
Hashtag will be used to follow and engage with the community in a viral
marketing form. A new logo will be designed keeping many of the main creative
elements of the original logo but updating it to include the new messages which
are to be associated with the brand, such as American values and community
support.
A new slogan will be created; ‘A little goodwill goes a long way’ again
encouraging the message of community support and leadership. A punch line
below the slogan will read ‘Help America, help you’. Both of which can be tracked
on social media and be used in ad campaigns.
Timings and parameters
-Start with one southern California store
-Advertise 3 months leading up to refurbishment
- 6 months for refurbishment – document process, create hype
- Grand opening 8 months
-Pop up venues and events throughout the year to create further awareness and
hype – back to school – music festivals
-Expand and refurbish surrounding stores
16. 16
Brand equity drivers
The logo
The logo incorporates many of the creative features of the original, using the
‘smiling face’ letter ‘G’ in the corner, using the same font for the wording. But
including the American map and flag to push the image
of American community, values and patriotism.
The logo will be used to create awareness for the
overhaul of the brand but will not be used directly on
detriments until complete brand awareness has been
achieved.
The slogan and punch line
The slogan and punch line; ‘A little goodwill goes a long way’ ‘Help America, help
you’. Both of which can be tracked on social media and be used in ad campaigns
through hashtags.
Television commercial
‘Curious George commercial’
The advertisement will start with a young boy being read the story of Curious
George by his father. Later time passes the book always plays an important part
in the boys childhood memories. However collects dust on a shelf along with
other childhood toys and as the boy prepares for moving on to college, he
donates the book and other no longer used items to his local Goodwill store.
Once at college the boy is drawn to a female who is in fact reading the book
Curious George, for one of her elementary education classes. The boy and girl
then share their love for the book and eventually are in a relationship. Again time
passes, the boy and girl create a family, and years later the boys own son chooses
a book from their local goodwill store, the book he chooses is curious George and
the pattern repeats itself.
Emotional advertising is created in the fact the audience can potentially relate to
the advertisement; maybe they have a childhood book they were read as a child
of which they now read to their own child or children.
17. 17
The billboard advertisement
Will use a screen shot from the television commercial of ‘Curious George’,
whereby the public can be reminded of the message and the commercial its self.
Since there is hope to achieve emotional contact with the commercial, by using
the commercial for other traditional advertisement methods, people can refer to
the ad through the commercial. A hastag relating to the commercial will also be
used to engage with customers of social platforms. For example asking them
what their favourite childhood book was or is and therefore potentially creating
a relationship between organisation and customers. Demonstrating the value of
customer life time value.
18. 18
Pop Up venue advertisement
Pop up venues will be used to create further
awareness of the brand and give the brand an
alternative point of diffienetiaion. Pop up venues
will feature in locations such as music festivals
similar to Coachella and provide items such a
vintage and retro clothing. Also on college
campus’s, items will include college dorm appliances, books, clothing and
household goods. Advertisement will mainly be published on social media and
the hashtag provided will help users engage with the current events.
Photo booths
Will be located in populated areas such as
down town LA or Hollywood. Customers can
try on items of clothing and use the photo
19. 19
booths provided to take quirky and fun photos of themselves wearing the
clothes.
Website
Will provide detailed information about the current overhaul of the brand;
provide information about which stores will be undergoing thee rebranding.
Advertise events in the social calendar section. Provide store information such as
hours of operation, contact information and current job vacancies. There will be
a specific section dedicated to keeping the customers updated about the
refurbishment in the local stores and the future plans, in a similar style to
‘Extreme make over home edition’- ‘Extreme make over Goodwill edition’.
Twitter and Instagram
The following images are
examples of advertisements,
which will be used on the social
media platforms of Twitter and
Instagram. Again using a hastag
to engage with customers but
also being active on these sites
will attract a wider audience to
the organisation and create an online brand
persona. The community also have the ability
to interact with the company by participating
in online challenges such as ‘100 days of
Goodwill’ where the community is encourage
to purchase or donate one item at Goodwill
for one hundred days.
20. 20
Mobile application
An application for smart phones will also be created in order to track individual
donation progress. Donators will be able to assess their impact on the
organisation in terms of creating jobs and overall success of the business.
Brand influencers
The organisation will collaborate with
bloggers and influencers on social
media platforms to help promote the
rebranding of the organisation. The
influencers will provide creative ideas
about restoring furniture and other
products, ‘top ten goodwill finds’,
vintage and retro clothing. Also provide information about donating items, ‘the
21. 21
does and don’t of donating’. Influencers will also participate in online challenges
such as ‘100 days of Goodwill’ – presenting clothes of which they have purchased
at the store and provide detail and fashion inspirational tips about the look they
have created using only Goodwill items.
Press coverage and media attention
The organisation will be collaborating with local famous people, to establish
brand ambassadors for the business and further create advertisement and brand
awareness. Inviting news broadcasting companies to the grand opening of the
new Goodwill store will create press coverage and media attention resulting in
brand awareness.
In addition the organisation will work with ABC’s Extreme Makeover television
series to offer further coverage of the process of the brand overhaul. Therefore
Generating brand awareness and hype before the launch event.
Throughout the entire ad campaigns the message of the importance of donations
will be included but also the significance in purchasing from good will and how
by participating in both, the consumer can help create ‘a better America’.
Attention to the tax deductions due to donations will also be made apparent in
advertisement campaigns focusing on donations, to encourage donations further.
Financial statistics
The following statistics are calculated from the last business financial year and
provide a good stand point for the organisation to use when consider the
upcoming budget and financial forecast. The statics provided are for the global
organisation and will differ depending on store location.
22. 22
Shop at Goodwill, the online auction website generated, $251,455,656 in
revenue. The retails stores generated $5.37 billion. Between the years of 2009
and 2014 the organisation totalled overall revenue of 9 billion a growth of 2.3%
14.
Government support= $506m
Private donors= $927m
Other income= $3,940m
Total expenses= $5,145m
Charitable service= $4,553m
Management and general= $565m
Fundraising= $26m
Surplus/loss= $228m
Charitable commitment= $89%
Fundraising effienticy= 95%
Donor dependency= 75%15
Industrial and service contract work= $666m
Revenue spent directly on programmes= 83%
The total employment and community service for last year was 81 million. With
the brand overhaul this number is estimated to increase during the period of the
refurbishment but also after expansion of stores in the surrounding local areas.
When calculating costs of advertisement of the brand overhaul the following
data is collected from regional business in the Southern California area.
Billboard advertising=$2,000 (10ft X 30ft) San Diego
14IbIS World: Market research report<
http://www.ibisworld.com/industry/thrift-stores.html>, accessed 4 December
15 http://www.forbes.com/companies/goodwill-industries-international/
23. 23
Billboard advertisement= $1,900 (14ft X 48ft) LA Area
Billboard advertisement= $4,500 (14ft X 48ft) I-5 Highway
Bench sign= $175 (Street furniture 3ft X 8ft) Orange County
Mobile billboards= $3,500 (Transit 8ft X 34ft) Irvine CA16
Television advertisement= $3,000 - $25,00017
A thirty second slot during television weeknight primetime costs an average of
$326,26018.
Since southern California is predominantly an affluent area the organisation will
rely heavily on donations and charitable funding from co-prorate events. Social
media will also play a very vital role in the viral marketing of the business, as it is
cost effective and appropriate for engaging with customers in a modern and
effective way. Digital analytics can also be easily tracked in order to identify
which marketing strategies are working best.
Distribution strategy
16 http://www.outdoorbillboard.com/billboards-for-rent/california/all/page/6
17 Sky Works: How much does a TV commercial cost? <
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24. 24
Goodwill currently partners with the following brands; Walmart, Bon.Ton,
CINTAS and Dell Reconnect. These partners have made significant investments
into the Goodwill industry to support the organisations work and local
communities. Therefore the following distribution strategy will be based on the
brand Walmart to the Goodwill organisation.
Distribution channels include wholesalers, e-commerce websites, catalog sales,
consultants, a direct sales force who sell over the phone, in person or both,
dealers, home shopping networks and retailers. The distribution channel or
channels selected can dictate what the rest of the marketing strategy would be,
as they influence the buyer directly. Advertising and other marketing methods
would then appeal to the buyer’s demographic. Small businesses with limited
resources or financial support must perform a careful market analysis to
determine which distribution channel is best suited for their customers.
As Goodwill is not responsible for the manufacturing of product but the selling of
pre- owned items, the distribution channel presents differently from the
traditional wholesale, retail and direct method.
Donations act as the main focus, the company could not operate without these,
then through advertisement of the brand consumers are made aware of the
25. 25
overall brand and not specific items. After which this is established the customer
is able to purchase items through the knowledge they have experienced in the
advertisement of the brand as a whole not specifically a product. Although
through touch points and value proposition of the brand customers are made
aware of the brands overall message and ethos and a relationship is potentially
established between customer and organization.
Future goals for the business
The business future goals follow the ‘SMART’ criteria being; Specific, measurable,
attainable, relevant and time based. Through the use of effective advertising and
marketing of the brand overhaul in the southern California location further
consideration into expansion of the business will be address. In addition brand
refurbishments following the same style, as those updated in California, will be
carried out across the nation to provide the same experience to all Goodwill
stores.
Following the law of siblings, Goodwill could potentially expand stores and
provide categorised independent business, which fall under the trust Goodwill
name but hold specific items. Although it may be difficult to currently view
Goodwill as a charismatic brand, using existing charismatic brands to promote
the organisation will create brand awareness and potentially result in Goodwill
becoming a charismatic brand in its own right. An example of how this has
already been approached is though the partnership with Levi Strauss the
advertisement campaign included the slogan; “Giving back never goes out of
style”.
For the foreseeable future with the current marketing plan and brand overhaul
the success and brand awareness of the business will blossom and Goodwill will
become more than just a household name but hold speech stream visibility
allowing the brand to be recognised as a verb or a noun.
