GoodWill Rewind & Rewear Campus Integrated Marketing Campaign

Goodwill Rewind & Rewear:
IMC Campaign
Shannon Marks, Emily Miner, Wesley Rogers, Anthony
Sparks
Comm 412
3/10/2013

Goodwill Rewind & Rewear: IMC Campaign
Shannon Marks, Emily Miner, Wesley Rogers, Anthony Sparks Page 1
Table of Contents:
Introduction……………………………………………………………………………………………….……………………………………..2
Company Profile……………………………………………………………………………………….……………………………………….2
Research…………………………………………………………………………………………….….………………………………………….2
Communication Objective………………………………………………………………………………………….……………………..3
Communication Strategy…………………………………………………………………………………………………………………..3
Analysis of Competition…………………………………………………………………………….………………………………………3
Target Audience…………………………………………………………………………………………………..………………………..….3
Key Benefits………………………………………………………………………………………………………………………….……….....4
Brand Image………………………………………………………………………………………………………………………………….....4
Promotional Mix……………………………………………………………………………………………………………………………….4
 Newspaper
 Radio
 TV
 Social Media
 Print Marketing
 Special Events
o Live Models on Richardson Lawn
Big Idea…………….…………………………………………………………………………………………………………….………….……..5
Evaluation………………………………………………………………………………………………………………………….………….…..6
Appendix A: Newspaper Article……………………………………………………………………………………….……….….……7
Appendix B: Logo……………………………………………………………………………………………………………………………...8
Appendix C: Radio Material…………………..………………………………………………………………………..………………..9
Appendix D: Statistical Chart……………….………………………………………………………………………………………….10
Appendix E: Pamphlet………………………………………………………………………………………………..……………………11
Appendix F: Magazine Advertisement 1…………………………………………………………………………………….……12
Appendix G: Magazine Advertisement 2…………………………………………………………………………….……………13
Appendix H: Live Event Photos……………….……………………………………………………………………………………….14
Bibliography…………………………………………………………………………………………………………………………………….15

Introduction
This marketing plan is going to investigate the possible launch of a Goodwill promotion
campaign on campus. We will focus primarily on marketing and advertising, in which we want to
develop a possible plan that caters to the wants and needs of the campus, and promotes the sale of
clothing from Goodwill Stores. Goodwill works to strengthen communities by hiring economically
disadvantaged citizens. They use their revenue to fund local family support services, job training and
hiring agencies, and mission services.
We think that the strategy and action plan for the current Goodwill is fairly effective, however, it
is not targeted to a young demographic. They could certainly broaden their target market. We would
like to change aspects of the existing strategy and adapt this to a small campus.
Company Profile
Goodwill Industries International Incorporated is a non-profit organization that sells clothing,
accessories, and furniture to benefit the less fortunate. For our campaign, we will only focus on the
clothing that they sell. Goodwill Industries is currently in the process of re-branding itself. Objectively,
the organization is very far behind others like it, marketing-wise. However, it is still one of the top thirft
stores in the nation. It opened in 1902. Today, there are 165 Goodwill Stores in the United States. By
now, they have become a $4 billion industry. (Goodwill)This means the organization has been an
enduring fixture in America. This gives the organization credibility and a good reputation. According to
the Journal of Marketing Management, a non-profit’s reputation is key in causing consumers to
associate with it. Stride says “Values lie at the heart of every charity. These values are what separate a
non-profit from a profit organization in the public eye. It adds another dimension to buying a product. A
non-profit organization, especially one with a great reputation, is known for its lasting values. Over the
years, the organization has captivated its audience, due to its perceived moral compass. This makes the
organization credible, reliable, and sellable. The reputation of a non-profit is directly connected to the
brand.” (Stride) Our group is attempting to promote two specific Goodwill stores, one in downtown
Wheeling, West Virginia, and one in Washington, Pennsylvania. This is because these are the most
accessible stores to campus. Wheeling is about a fifteen minute drive from campus. The Washington
location is about thirty minutes away from Bethany.
Research
This is a very opportune time to re-brand Goodwill. In lieu of their 100th
anniversary in 2002,
they set into motion a new marketing plan, which they have named the 21st
Century Initiative. The 21st
Century Initiative is scheduled to be carried out from 2000-2020. This means that it will expand their
business by partnering with large companies such as BonTon, Bank of America, and CVS Pharmacy.
(Goodwill)The brand is becoming more prevalent and getting noticed by a younger demographic. In fact,
a new store just opened in Washington, Pennsylvania. Why not market to these people? After all,
according to a study done by the Journal of Business Research, Generation Y believes brand personality
is directly related to their personalities. Therefore, if a person wants to be charitable, or believes him or
herself to be charitable, they will buy Goodwill clothing. The study also examined other motivations
behind purchases. For example, Generation Y consumers weight the cost v. investment of products.

They will spend big bucks on things that they think will last forever. However, they are often frugal when
it comes to short term products. (Noble)This is great for us, because Goodwill’s clothing is incredibly
affordable. When you combine all aspects of the research, you see that the brand fits the requirements
of the target demographic. Goodwill is re-defining itself as a brand. Young people may be willing to buy
this brand. They are closely related, and our group predicts successful marketing efforts.
Communication Objective
Our mission is to introduce Goodwill to Bethany College and market it by using a promotional
mix. We will focus on motivating students to buy clothing from the Goodwill by making it more
appealing to them as a demographic.
Objectives:
 Engage students with our campaign
 Re-brand Goodwill, focusing on a younger target market
 Encourage students to shop at Goodwill
Communication Strategy
The approach that our group is taking to marketing this is a comprehensive plan that will be
executed on Bethany College’s campus. We will use various outlets in ensure that the majority of our
target audience will be reached in some ways. Pamphlets will be distributed at our live events. The TV
commercial will loop on BCTV, which can be seen on any TV on campus by turning on that channel. BCTV
is also permanently airing at Boomer’s (a campus fast food restaurant) and in the Communications &
Media Arts Department lounge. The Tower Online and Facebook page will be accessible via the Internet.
We will mention the Facebook Page on all the advertisements, print, and digital mediums to enforce the
message. The radio will reach all those in the town of Bethany that listen to WVBC 88.1. In addition to
this, the event will probably be the largest “hype-building” device. Essentially, the live models on
Richardson Lawn are guerilla advertising. This will reach all consumers going to class or traveling to the
Beanery to eat lunch. The word-of-mouth advertising that this will receive due to the strange nature of
the event is sure to produce results.
Analysis of Competition
Small campuses, such as Bethany College often run into the problem of apathy. Many of the
students here think that the school is too small to bring in quality entertainment. Therefore, they do not
go to many activities on campus. The contradictory problem is that there are many of these perceivably
“low quality” programs. Therefore, students must pick and choose which to attend based entirely on the
program’s merit.
Target Audience
The profile of our target audience is defined as female Bethany College students, ages 18-22,
mainly females that are concerned with looking stylish, saving money, or donating to charity. In this
respect, members of campus sororities are excellent candidates. They are naturally more philanthropic,
because of the core values that their sororities instill in them. In addition to this, many sorority members

shop together. When young girls shop together, they often make more purchases. Another good
indicator about reaching this demographic is that the age range is what the industry calls “Generation
Y”. This refers to consumers aged 18-34, often with higher education levels. Generation Y is concerned
with personal expression. These consumers want everything to be catered to them. They are extreme
individuals. Therefore, it is probable that this generation will want to purchase clothing from
secondhand stores in hopes of “creating their own unique look”. The Boston Consulting Group has
identified a sub-group of consumers that they refer to as hip-ennials. Forbes Magazine covered the
study in an article in July of 2012. According to Forbes hip-ennials are “the largest millennial group at
29%. [They are] optimistic, but cautious [with spending] and believe they can make a serious impact on
the world.” This group is more likely to splurge on a product that donates to charity. In fact, it’s difficult
for them to pass up the opportunity. Also, hip-ennials are more likely to be female. (Van Petten) This
means that prospects are bright for a charity-based thrift store program that is targeted toward this
demographic.
Key Benefits
Buying clothing from the Goodwill presents many key benefits for the consumer. The consumer
will benefit from low-cost of the clothing. He or she may be attracted to the promise of donating to a
charitable organization. The consumer may also be attracted to fashionable “vintage” clothing, which
can usually only be found at secondhand stores such as Goodwill.
Brand Image
We want to work for Goodwill to convey an image that is fun, affordable, and slightly feminine.
Our main colors will be blue and black. Blue coincides with the current color association with Goodwill.
Black shows that there is a hint of sophistication to the design. Lines should be soft. We will use a lot of
clock and mirror imagery to reinforce the “Rewind & Rewear” concept. This will lead the consumer to
believe that these clothes are timeless and fashionable, no matter the era. Buying these clothes not only
helps you, but also helps others. This is conveyed in the soft color tones of the campaign. For a large
copy of the logo, see Appendix A.
Promotional Mix
 Newspaper- We would use this PR tool to cover the events we do, and to push the charity
aspect of the campaign. This may entice the target audience to go to future events. An example
of an article for submission to The Tower newspaper can be found in Appendix A.
 Radio- We will have a spot on the radio to advertise the brand. This will work to persuade the
audience to attend the events, and also hit the demographic of radio-listeners. This is especially
helpful for our demographic, because our target audience is more likely to listen to radio than
read newspapers. Please see the radio spot script in Appendix C.
 TV- We will record a promotional advertisement, to air every day, 7 days before the events.
Anthony will film and edit the piece, using the BC TV equipment and studio. The storyboard is
featured below:

 Social Media- We will create a Facebook page for the campaign. This will keep consumers
updated on the production of the fashion events. Plus, it will promote interaction. This is
because we are giving the audience an opportunity to vote for their favorite model via pictures
on the Facebook page. This will cause specifically reach our target audience. According to Stride,
females surpassed males in social media usage in 2000. The numbers have been steadily rising
ever since. 99% of college-aged students are using social media. See Appendix D.
 Print Marketing- We will use pamphlets at our events and develop a hypothetical magazine ad.
The pamphlets are distributed to passersby. For an example of the pamphlet see Appendix E.
The magazine ads would run in Seventeen and Glamour magazines to reach our target audience,
if we had the funds to carry this out. These items will all match the tone and voice of the entire
campaign. For an example of the advertisements, see Appendices F and G.
 Special Event
o Live Models on Richardson Lawn- We will place models on Richardson Lawn that are
made to look like mannequins. This is a highly trafficked area of campus. Therefore, it
should gain attention. It will showcase the clothing and create hype. There, we will also
pass out information on the charitable aspects of the campaign. Shannon, AJ, and Emily
plan on pulling their money together to purchase clothing for the models from a
Goodwill Store. For pictures of the event, see Appendix H.
Big Idea
Goodwill is a great place to buy quality clothing at cheap prices. This could be very appealing to
college students that are on a strict budget. Since Goodwill is in the middle of rebranding itself, this is a
great opportunity to expand the target market. Goodwill can be perceived as a fun place to shop and
provides chic clothing to the buyers. New fads in the target audience stress the purchase of vintage
clothing. This is seen as objectively more fashionable. In addition to this, the opportunity of donating to
charity and receiving something in return- in this case, clothing- is incredibly rewarding.
Frame 1: Boomer the Bison
dances at various places on
campus to Mackelmore’s “Thrift
Shop”
Frame 2: The song continues to
play; a voiceover informs the
audience about the advantages
of shopping at Goodwill. Boomer
tries on clothing.
Frame 3: The song continues.
The screen switches to feature
the Rewind & Rewear logo, and
written information appears on
the dates and times of events.
Rewind and Rewear

Evaluation
We will find our statistics by measuring the amount of social media consumed. We will see how
many YouTube views our commercial has. In addition to this, we will measure the amount of “likes” on
our Facebook page and the amount of comments we’ve received. Facebook has its own statistical
analysis system, which we will view.

Appendix A: Newspaper Article
By: Emily Miner
4/4/2013
274 words
The Rewind & Rewear campaign shook up campus Thursday, April 4th
during convocation hour.
The organization hosted a live model showcase on Richardson Lawn. The three models, Mariah
Kemmerer, Alyssa Laughman, and Emily Miner showed off their outfits on platforms place in the middle
of the lawn. All participants wore fashions provided to them from the Goodwill. You can vote for your
favorite model, using the Rewind & Rewear Facebook page. Voting will be open until Monday, April 15th
.
The fashion show promoted Goodwill, a non-profit organization that is running a campaign entitled
“Rewind & Rewear”, which encourages students to buy and wear their clothing. This push comes as no
surprise, considering that a recent trend among college students has been to purchase chic “vintage” or
previously worn clothing. Plus, all proceeds from the sales of the clothing go toward Goodwill’s
community and employment enrichment programs. Shannon Marks, one of the event orchestrators
talked about how important this service can be, “I think the Goodwill organization deserves some
attention from college students. We want affordable, fashionable clothing, and [Goodwill] can provide
that for us. Plus, purchasing these clothes helps other community members to get much needed job
training. We’re lucky enough to afford to go to college, but some people are not. ” This event was
largely influenced by the Bethany College Community and Media Arts Department. This semester, the
412 Integrated Marketing Communications class (taught by Professor M.E. Gamble) was strongly
encouraged to work with local non-profit organizations. Other causes being promoted by the class are
sexual assault awareness, tobacco awareness, and a campaign to end hate speech.

Appendix B: Logo

Appendix C: Radio Script
Radio Announcement
With an acoustic version of “Thrift Shop” playing in the background, have a female voice over
Female VO: Bethany Lady’s, are you interesting in looking retro, feeling good and saving
money?
The Rewind and Rewear campaign would love to let you know about the secondhand stores
that are Goodwill.
Goodwill offers clothing that offers that great retro look while also being light on the wallet.
There are local stores in Wheeling, WV and Washington, PA.
So what are you waiting for? Get up and go Goodwill Hunting Today!!
Donut
This announcement will be said near the end of the show along with other local Bethany college
news.
Wes: So Ben, Moto? You guys ever been to the Goodwill?
They respond with unscripted positive comments. After which, I go into detail about the
upcoming live models on Richardson Lawn, Thursday April 11, 2013 starting at 11:00pm.
Then, I go into detail about the Rewind and Rewear campaign and how it promotes shopping at
local Goodwills and the positive volunteer work Goodwill provides.

Appendix D: Statistical Chart
(James)

Appendix E: Pamphlet

Appendix F: Magazine Advertisement 1

Appendix G: Magazine Advertisement 2

Appendix H: Live Model Event

Bibliography:
Goodwill. "21st Century Initiative; History." Goodwill. Goodwill Industries International, n.d. Web. 14
Mar 2013. <www.goodwill.org>.
James, Kyle. "Social Networking Research: 99% of Your Audience Are On Them. Still Need Convincing?."
.eduGuru. WordPress, 2 Jun 2009. Web. 14 Mar 2013.
Noble, Stephanie, Diane Haytko, and Joanna Phillips. "What Drive College-Age Generation Y
Consumers?." Journal of Business Research. (2008): n. page. Print.
Stride, Helen, and Stephen Lee. "No Logo? No Way. Branding In The Non-Profit Sector." Journal Of
Marketing Management 23.1/2 (2007): 107-122. Business Source Elite. Web. 14 Mar. 2013.
Van Petten, Vanessa. "Which Gen Y Spending Type Are You?." Forbes. Forbes Magazine, 7 10 2012. Web.
14 Mar 2013.

GoodWill Rewind & Rewear Campus Integrated Marketing Campaign

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a GoodWill Rewind & Rewear Campus Integrated Marketing Campaign

Similar a GoodWill Rewind & Rewear Campus Integrated Marketing Campaign (20)

Último

Último (20)

GoodWill Rewind & Rewear Campus Integrated Marketing Campaign