Goodwill Retail Marketing - Top Digital Agency

Score Case study score

5.0
Date Published 18 November 2019
Reading Time 1-Minute Read

For Goodwill stores, one of America’s largest resellers, it’s important to utilize new and existing business opportunities.

About

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.

Results

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

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Case Study review

Reviewer

“The Miller Group team provided us with Innovative and Next Level Support.”

–Christianne Ray, Communications Manager

Short project description

To increase outside awareness across Southern California consumer markets about Goodwill’s retail, shredding, and job placement services.

Working with the agency

The Miller team was very collaborative, creative, and hands-on. We had access 24/7 to the agency creative director and fast turnarounds with great measurable results.

Positives

The team was careful to stay within our budget, they had great resources to help secure commercial filmings, and ad placements as well as an award-winning creative team that helped us create a Halloween Goodwill logo that is still used today throughout all of Goodwill Industries

Areas for improvement

I felt the team did a great job, especially working within the budget given at the time. We had a lot of different department heads giving input at these meetings, and sometimes our own internal processes were getting messy with decision-making and could tie up the timeline before coming to a final agreement. Maybe to avoid this problem in the future, this could be stated in the contract upfront how the decision process will be delivered and by whom on the part of the client.

Results

The Halloween Campaign was wildly successful and one of the most memorable of the Goodwill So Cal campaigns to date. We saw a major boost in sales and a deeper appreciation for the brand expressed in feedback and surveys from our customers and internal staff.

United States – US

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