Case Study

New Outlet Stores for Goodwill Industries

Goodwill approached Oswald Marketing in need of a customized marketing plan that would drive awareness and excitement for their new store opening. A challenge Oswald faced was reshaping their public perception and in turn building a stronger connection with the community.

The Challenge

Customer Perception of Lack of Quality

One of Goodwill’s most significant challenges was the perception that it only offers low-quality items, which deters potential customers from considering it a shopping option.

Quick Numbers

40% of new enrollments can be attributed to Oswald’s marketing strategy.

The Solution

Oswald focused on repositioning Goodwill in the eyes of millennials/Gen Z and families to combat the perception of low-quality goods. For most millennials and Gen Z, thrifting for new clothes is trendy right now. The marketing campaign primarily targeted millennials, focusing on effectively enhancing the perception of the goods and ensuring that the store is viewed as a place to thrift affordable and stylish clothes. Oswald promoted “Goodwill, Good Finds” in a 15-second video. The campaign highlights the exciting and valuable discoveries at the store.

Additionally, Oswald aimed to increase Goodwill’s appeal to families by showcasing the valuable deals they can get on essential items that families need. The slogan “Goodwill, Good for The Community” emphasizes this message in the video created for this part of the campaign. This approach reinforces Goodwill’s commitment to serving the community and its families looking for affordable clothing.