Goodwill-gulf-coast-casestudy

GoodWill gulf coast Agency Project

Developing a marketing strategy for goodwill that includes

a loyalty program, and social media strategy.

Overview

This project was completed as part of the Student Agency class at Spring Hill College, where our team partnered with Goodwill Gulf Coast to develop strategies that increase awareness of their community programs and improve their social media presence. We developed a social media content strategy and a loyalty stamp card pilot program.

What I Learned and Skills I Used

This project gave me the opportunity to work with a real client and develop practical marketing solutions. Through this process, I strengthened my skills in market research, audience analysis, marketing strategy, and social media strategy while learning how to build campaigns that align with both organizational goals and audience needs.

Goodwill Gulf Coast Agency

The Challenge & Opportunity

Goodwill Gulf Coast has a strong reputation in the community and operates numerous retail locations across the region. However, our research revealed an important challenge:

Many customers know Goodwill as a thrift store but are unaware of the broader services the organization provides.

The main objectives of the project were to:

Increase awareness of Goodwill’s community programs
Improve brand perception as a mission-driven organization
Expand engagement with younger audiences such as Gen Z and Millennials

Research & Analyze

Audience Insights

Young Thrifters (16–25)
Highly active on social media, interested in sustainability, and engaged in thrifting culture.

Community Supporters
Older community members who support Goodwill through donations and shopping.

Key insights included:

Strong engagement with authentic storytelling
High responsiveness to video and visual content
Low awareness of Goodwill’s programs despite high interest once informed

Market Trends

Our research showed that Gen Z and Millennials prefer brands that are authentic, socially responsible, and digitally engaging.

The growing popularity of thrifting, sustainability, and value-focused shopping presents a strong opportunity for Goodwill to connect with younger audiences through digital channels.

Build The Program

Social Media Strategy

We designed a structured content strategy to consistently highlight Goodwill’s mission and programs.

Weekly themes included:

Mission Monday – Highlighting programs and services
Tip Tuesday – Community tips and resources
Work Wednesday – Job training and employment programs
Testimonial Thursday – Real stories of impact
Free Book Friday – Promoting in-store engagement

We also created a spotlight video concept featuring a program manager to humanize the organization and showcase the real impact of Goodwill’s services.

Loyalty Stamp Card Program

To encourage repeat visits and strengthen customer relationships, we proposed a loyalty stamp card pilot program.

Key benefits include:

Encouraging repeat store visits
Creating a fun and engaging shopping experience
Increasing awareness of Goodwill’s social media and services
Testing a loyalty concept before implementing a digital system

The program was designed as a three-month pilot to measure customer engagement and program effectiveness.

I also designed a welcome email to introduce the program which you can see below.

Track Progress

Social Media Performance

We would monitor engagement and visibility to understand how well the content resonates with the audience.

Key metrics include:

Engagement: Likes, comments, and shares
Video performance: Views and watch time
Reach and impressions: How many people see the content
Follower growth: Growth of the online audience

Website & Program Interest

To measure whether social media drives interest in Goodwill’s services, we would track:

Click-through rates to service pages and job postings
Website traffic from social media
Program inquiries or sign-ups

Loyalty Program Engagement

For the loyalty stamp card pilot program, success would be measured through:

Number of cards distributed
Card completion and redemption rates
Increase in repeat store visits

Tracking these metrics allows the team to evaluate performance and identify which strategies drive the most engagement.

Refine For Growth

Content Improvements

Based on engagement insights, future content could include:

Testimonials and success stories
Behind-the-scenes videos
Employee or program spotlights
Educational content about Goodwill services

Community Engagement

To strengthen relationships with the audience, Goodwill could:

Respond to comments and messages
Encourage user-generated content
Highlight community partnerships and local impact

Long-Term Growth

To maintain momentum, the strategy can evolve through:

Quarterly performance reviews
Expanding into paid social media promotion
Developing a long-term content calendar

By continuously tracking results and refining the strategy, Goodwill can increase awareness of its services and strengthen its connection with the community.

Hey!

Thanks for reaching the bottom of this page. If you want to learn more about me or what I’m working on, I’ve got a bunch of links for you on the right. Explore them at your own peril.

Alternatively, check out this fancy sheet of paper
Résumé

Oscar Borsum Vik