Goodwill Industries of Fort Worth
Social Media | Event Concept, Branding + Messaging | Strategy | Public Relations
Having already lead Goodwill Industries of Fort Worth, Inc.’s overall brand and public relations efforts, J.O. launched their social media platforms on Facebook and YouTube in 2010. Since then, J.O. has continued to increase awareness and sales through these outlets and more. To help communicate the message that Goodwill sells name brand clothing at affordable prices, J.O. created “The Goodwill Guy.”
The Goodwill Guy campaign, started in 2013, offered Goodwill an opportunity to convey the core message through online conversations and appeal to both major audiences, shoppers buying quality clothing at affordable prices, and those who craft, repurpose and up-cycle. On social media, the Goodwill Guy posted coupons and sales announcements as well as pictures of hidden treasures and how to creatively repurpose them.
Goodwill saw an increase in followers across the board: 29 percent on Facebook, 32 percent on Twitter and 72 percent on Pinterest. The Goodwill Guy campaign also received the honor of a Worthy Award, the highest recognition for strategic communication by Fort Worth’s Public Relations Society of America.
The mission of Goodwill Industries of Fort Worth is to empower people with disabilities, disadvantages and other barriers to employment and provide them with the opportunity to achieve maximum independence. The challenge Goodwill faced was low visibility in the younger millennial generation and among women ages 45 to 65 with disposable income. Goodwill needed a new, innovative way to appeal to both audiences and to build awareness of its retail outlets as well as its mission.
To appeal to fashion lovers and hopefuls, J.O. created an event concept called Project Goodwill, similar to the show “Project Runway.” Five to 10 design students and/or aspiring designers from within the community were tasked with designing wearable garments using only materials from Goodwill Fort Worth stores. It wasn’t just a fun fashion show; it was a competition that involved the community and gained exposure for Goodwill. At the dinner and fundraiser, judges from all facets of the fashion industry awarded first, second, and third-place winners.
J.O. made a significant impact in brand recognition and awareness of Goodwill’s mission in the first two years of the event, which resulted in more than $173,296 in overall audience exposure and $21,662 in ad value equivalency. Additionally, J.O. recruited Elise Jimenez— a celebrity fashion designer from “Project Runway” —to assist in the workshop, perform a spontaneous couture demonstration and judge the 2015 event. Project Goodwill achieved its objective and continues to this day, hopefully leaving a lasting legacy.
2012 PRSA Award of Achievement for Tactics: Media Relations – News Release, with Pitch and Story Angle
2013 PRSA Worth Award for Programs: Public Service
2013 PRSA Award of Achievement for Tactics: News Release, Pitch, Story Angle
2014 PRSA Worth Award for Tactics: Online/Digital
2014 PRSA Award of Excellence for Tactics: Video/Audio
2015 Bronze Addy for Public Service
2015 Honorable Mention MarCom Awards for Ad Copy
2015 Gold Winner Marcom Awards for Annual Report
2015 Gold Winner Marcom Awards for Special Event
2016 PRSA Gold Winner for Ad Copy