- Email Marketing
- Online Marketing
- Social Media
- Content Strategy
The ClientGoodwill of Central Arizona is the largest Goodwill organization in the country. The client operates 66 retail stores, 76 donation centers, 3 furniture stores, and 19 career centers and has revenues nearing $150 million.
The ChallengeHaving recently ended a 12-year agency relationship, Goodwill asked: which agency was best equipped to provide strategy, fresh ideas, and media/marketing channel innovation to help grow the business?
Zion & Zion won the business from a shortlist of eight agencies and immediately proceeded to develop a new marketing and branding strategy for Goodwill. The strategy aimed at allowing Goodwill to reconnect with its core audiences and redefined those core audiences based on market research that pointed to the shifting demographics and psychographics that had occurred over the prior decade. The strategy focused on developing the audiences’ intrinsic motivation and on changing their perceptions and behavior. To execute the strategy, in addition to all creative and media buying, Zion & Zion also took on all email marketing and social media marketing, to provide fully integrated campaign delivery. Pre and post measurements show year-over-year donations (a key driver of Goodwill’s operations) up by 12.8% and revenue up by 21.9%.