Goodwill Central Coast

How It All Began

In early 2015, Goodwill of Santa Cruz, Monterey & San Luis Obispo Counties began working with Verdin to help them with the grand reopening of the Atascadero Goodwill store after a major remodel. The Grand Opening goal was to bring locals to the celebration, and encourage them to continue visiting thereafter. Planning a successful event included advertising, special event promotions and public relations. It was one of the most successful grand reopening events in the tricounty area.

After the positive and successful reopening, Verdin was chosen to spearhead the rebranding of Goodwill Santa Cruz, Monterey & San Luis Obispo Counties into Goodwill Central Coast.

Our Approach

The rebranding of Goodwill Central Coast included the design of a new logo, brand guidelines, extensive signage and collateral. Additionally, Verdin managed a kick off event to share the rebrand with Goodwill employees and the community.

What Happened

The clients were thrilled with the creativity shown, particularly due to the limitations due to larger corporate constraints.

With a successful grand opening and rebrand completed, Goodwill Central Coast reviewed the challenges they faced by managing their comprehensive advertising in-house. Soon after, they picked Verdin to create new strategies to more successfully reach their target audiences in unique, creative ways. Exciting creative was developed to utilize new technologies to reach a wide spectrum of audiences throughout the Central Coast, using a variety of advertising platforms and social media.

Due to the successful results garnered by Verdin, Goodwill Central Coast has moved a variety of additional projects -- such as the Workforce program, Flea Market and Job Fair -- over to Verdin for management and implementation.

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