Goodwill Central Coast – Back to School Campaign Recap
Get more at Goodwill! Summer is over, and it’s time to pull out the books and head back to school. To encourage parents and students to shop at Goodwill for all things back to school and get more for their money, Goodwill Central Coast, a local affiliate of Goodwill Industries, launched their “Get More at Goodwill” campaign.
The “Get More at Goodwill” campaign shows students of all ages in two scenarios, comparing prices from back to school shopping at a big-box retail store to those at Goodwill. The outfit in each scenario is essentially the same, except that in the outfit on the right from Goodwill the student also has additional items, such as a backpack, hat and water bottle, as well as the same outfit. The different ads show that if you shop at Goodwill you can get the same outfit as at a department store, plus everything else you need for school like a chair, purse, and accessories.
Goodwill stores offer the same brand name clothing as big name department stores at a lower price. This enables students to buy more items for back to school than they could if they only shopped at a department store. If students are spending less money on clothes for back to school then they can spend money on things they really want, like cool socks, bags, accessories and of course, pizza.
This creative campaign ran on digital platforms, including Facebook and Pandora, as well as in print, and was targeted to parents and students in the three counties Goodwill Central Coast serves, Santa Cruz, Monterey and San Luis Obispo. The campaign was very successful, and brought people to Goodwill to save money on back to school clothes and accessories.