Goodwill of Central & Northern Arizona

In 2017, Goodwill of Central and Northern Arizona wasn’t hitting revenue goals. Believing their target audience was 35+ soccer moms who shopped at other thrift stores and were only interested in saving money, their marketing efforts proved to be out of alignment with their true brand lovers. With the success of the initial rebranding and subsequent marketing, Goodwill reengaged Commit in 2024 to update the brand and creative in order to modernize it for an ever-evolving marketplace.

In both updates, we began by analyzing all aspects of Goodwill of Central & Northern Arizona’s business and marketing strategy, along with a research study of both existing and prospective customers. Our latest branding analysis reiterated the initial findings for Goodwill – that at the intersection of what consumers want most (the “thrill of the hunt”) and what the competition struggles at (one-of-a-kind treasures), Goodwill’s sweet spot is delivering hundreds of thousands of unique items in store daily. And while shoppers could still “expect the unexpected,” we discovered they ultimately were driven by the humble brag of, “I got it at Goodwill!” This new brand campaign direction was then leveraged across every consumer touchpoint from social media to TV commercials, radio, outdoor, digital and the website. In addition, the integrated traditional and digital media campaign was evolved to reach their true brand lovers and make them aware of the meaningful difference Goodwill provided in a way they could connect with.

Goodwill’s revenue more than doubled within five years and creative work has won three ADDY Awards, including a Gold ADDY Award for integrated campaign.