Case Studies in Marketing

changing misperceptions

Goodwill Industries
Articulating the Key Message

Articulating the Value

Goodwill Industries of Southern California enjoyed a good public awareness of their name, but the general public had an outdated notion of what the agency did and whom it served. Goodwill wanted to correct public perception to more accurately reflect the truth of what they were doing for clients: assisting those with employment challenges to find the right job, receive job training and learn life skills to maintain employment.

Creating the Strategy

SAI led an internal marketing team to examine the core business and value of what the nonprofit provided. A focus group of donors helped to hone the key message so that it resonated with donors and clients alike.

Realizing the Goal

The key message was created: “Your donated goods create hope, jobs and futures.” SAI developed a direct mail, advertising and PR campaign “putting a face on Goodwill” featuring a current client of Goodwill with the key message. As a result, donations doubled throughout Los Angeles County. The message and “face of Goodwill” is still in use almost 10 years later.

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