Upload
bo-hussey
View
790
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Presentation to MAGIC marketing group about green marketing efforts at Goodwill Industries of the Southern Piedmont on May 24, 2010.
Citation preview
“Green” MarketingMay 24, 2010
Messaging• One of our nation’s original recyclers• Provide a convenient and free option
to recycle• Divert 55 million pounds of goods
annually from landfills• Win-Win-Win
• Keep materials out of landfills• Proceeds fund our programs and
services• Provide hands-on training in
green jobs
Green Marketing
Elementary School Program• Goal
• Educate 10,000 kids during school year
• Generate donations• Create donors for future
• How it Works• Pep Rally on Friday• Worksheets for classroom• Donation bags taken home over the weekend• Students make donations on Monday & Tuesday
Green Marketing
Elementary School Program• Key Messages
• Saving our Earth byrecycling & keepingitems out of landfills
• Helping others inour community bygiving back
• Giveaways• Worksheets for teachers to use in classroom• Bookmarks for every student that donates
Green Marketing
Green Marketing
Earth Day Awareness• Utilized core messaging• Events
• Series of 9 electronicrecycling-focuseddonation drives over2-week period
• Media • Appeared on all 6
local television stations at least twice eachpromoting Goodwill as a recycling option
• Allowed media members to “crush” hard drives
Green Marketing
Green Marketing
Do Your Part• Website, newsletter,
newspaper articlesfocused on providinggreen living ideas forfamilies
• Led by former TVpersonality Terri Bennett
• Partnership• Online advertising• Goodwill locator• Development of Goodwill-featured content
Green Marketing
Green Marketing
Reconnect• Messaging
• Convenient and free optionto recycle electronics
• Keep nearly 4 million poundof electronics out of arealandfills
• Either de-manufacture andsend to Dell-audited vendorsor refurbish and sell in ourComputer Works stores
• Funds job training programs and services• Provides green job training opportunities
Green Marketing
Reconnect• Advertising
• Last 3 years focused onresidential
• Have used radio, TV, print, onlineand in-store radio
• Partnered with Greensboro and Winston-Salem for combined billboard and radio campaign
• Most successful has been billboards (13-17%+)• Added business-to-business radio in 2010
Green Marketing
Reconnect• Traveling billboards
• 8 trailers currently feature Reconnect wraps
Green Marketing
Social Networking
Green Marketing
Promotional Materials
Green Marketing
Green Marketing