Goodwill Industries: 421,050 Pounds
Stevens 470 is pleased to be working with Goodwill Industries of the Springfield/Hartford Area. Stevens 470 was awarded agency of record after Goodwill’s search for a creative firm with marketing expertise to help them increase public awareness of Goodwill’s mission, raise money, and educate the community about the services they provide.Stevens 470 met the Board of Directors and Goodwill’s management staff to determine the needs of the agency. While the marketing needs are extensive, Stevens 470 was able to prioritize project work and begin a process of brand development and recognition. We first developed basic design standards for this local division of a national organization using the corporate logo and creating a stationery package. Stevens 470 created Goodwill’s first website, gathering information and crafting their public message. For Goodwill’s Annual Breakfast, Stevens 470 prepares an Annual Report and newsletter, along with the event’s invitation and Powerpoint presentation.
Goodwill’s Annual Appeals have been our biggest tasks for this organization. Last November we launched a public campaign with a goal of collecting 300,000 pounds of gently used clothing and household items by December 31st. Goodwill collects these items, sells them in their retail stores and uses the proceeds to provide job training and employment for the disabled and the disadvantaged. Stevens 470 planned and executed the campaign, utilizing every marketing vehicle we could purchase and persuading area businesses and media to participate.
For the 2007 Annual Appeal campaign Stevens 470:
- wrote and directed television commercials
- scripted radio ads
- designed a direct mail campaign
- orchestrated Donation Drives at eight regional hardware stores (Rocky’s Ace Hardware)
- created and produced all signage, table tents and handouts for Donation Drives
- sent press releases to all media
- planned a televised media event prior to December 31st pushing for donations before the end of the year to take advantage of the tax receipt.