Goodwill Retail Marketing

The Miller Group
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  • Date Published
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For Goodwill stores, one of America’s largest resellers, it’s important to utilize new and existing business opportunities.


Goodwill makes a large portion of its annual budget from clothing sales at Halloween – primarily to Gen Z customers. We used one of the best-known American icons, the Goodwill “smiling G” logo, in an unexpected, engaging way to create awareness and interest in the Goodwill retail stores.

Our Solution

Across its multiple markets, and over 150 retail stores, we deployed a mix of media (online, TV, radio, print, outdoor, social, experiential, promotions, and PR), POS, and, given the limitations of Goodwill marketing resources, we used cost-efficient media where possible.


Goodwill experienced a 40% increase in sales over the previous year.