Park&Co

When Goodwill of Central Arizona came to us eight years ago, they had two perception problems: bad and none at all. Their retail environment left a lot to be desired, while few people had any idea what their cause was about. Thanks to the success of our marketing partnership, Goodwill of Central Arizona is now the fastest growing Goodwill organization in the world. Their sales have exploded from $17 million in 2002 to over $60 million in 2009, an increase of over 300%. We could go on telling you how effective our relationship has been, but Chief Operating Officer Tim O’Neal does a much better job.

Hear more of what our clients have to say.

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Goodwill closely tracks their marketing budget as it relates to donations and sales return on investment. These charts show the dramatic and consistent growth the organization has enjoyed over the past eight years. We think the results speak for themselves.

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Retail Campaign

Always popular with “need shoppers,” Goodwill had another strong and growing customer base that deserved more attention: young to middle-aged women with higher incomes. Recognizing these “treasure hunters” as a huge potential market, we made them the focus of our new retail campaign. With themes like “You’d be surprised who shops here and amazed at what they find” and “You never know what you’ll find, but you know you’ll find something,” we replaced negative perceptions of the stores with the thrill of discovering quality, one-of-kind items at an absolute steal.

Retail TV Spots

Retail Radio Spots

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Donations Campaign

One of the unique challenges of charity-based retailing is that stores must appeal to the public in order to keep their shelves stocked. Here too, Goodwill had a perception problem. Their mission of putting people to work came as a surprise to most people. With simple, poignant TV and radio messaging that put a face and a specific need to the benefit Goodwill donations provide, we heightened their cause awareness and ensured that donations kept pace with increasing sales.

Donation TV Spots

Donation Radio Spots

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Outdoor

With outdoor media, a message has but a few seconds to connect with the audience. Luckily, Goodwill is loaded with thousands of unique items that connect with shoppers every day. So we enlisted a few. By using this great stuff to help spell out a simple call to shop or donate, each word became instantly rewarding, resulting in fresh, smart messaging that left a lasting impression.

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Print, Direct Mail, Non-Traditional

The image change we achieved with Goodwill required consistent messaging throughout a wide variety of marketing extensions. From print ads to direct mail to store signage to fashion shows, each communication presented Goodwill as a hip, quirky, inexpensive alternative to the common shopping experience. Instead of a place with old, used stuff, Goodwill was a place to discover unique clothes and housewares that nobody else had, at prices no one else offered.

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Word Of Mouth

Truly effective marketing isn’t just about creative messaging. It’s also about how creatively a message is delivered. To generate Goodwill donations buzz, we created a word-of-mouth campaign where large, cardboard boxes would be delivered to selected homeowners via UPS or FedEx. What was inside? Nothing but a small map pointing the way to the nearest Goodwill along with the message “Fill me up and simplify your life.” Would recipients fill it with donations and bring it in? Maybe. Maybe not. But would they tell everyone they ran into about receiving a giant, empty box at their door from Goodwill? Absolutely.

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To find out more about Park&Co or to see more of our work, please get in touch.