Television Production
Market Research | Branding | Media Planning & Buying
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.
In addition to analyzing all aspects of Goodwill of Central & Northern Arizona’s business and marketing strategy, Commit commissioned a research study of both existing and prospective customers. Our analysis quickly uncovered a new strategy for Goodwill – the intersection of what consumers want most from Goodwill (the “thrill of the hunt”), what the competition struggles at (one-of-a-kind treasures) and what Goodwill does best (thousands of unique items in store daily) led to providing a treasure hunting experience where shoppers could “expect the unexpected.” This new brand strategy was then leveraged across every consumer touchpoint from in-store signage to TV commercials, social media, 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 the integrated campaign won a Gold ADDY Award.
