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:
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Engagement: Likes, comments, and shares
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Video performance: Views and watch time
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Reach and impressions: How many people see the content
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Follower growth: Growth of the online audience
Website & Program Interest
To measure whether social media drives interest in Goodwill’s services, we would track:
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Click-through rates to service pages and job postings
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Website traffic from social media
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Program inquiries or sign-ups
Loyalty Program Engagement
For the loyalty stamp card pilot program, success would be measured through:
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Number of cards distributed
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Card completion and redemption rates
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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:
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Testimonials and success stories
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Behind-the-scenes videos
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Employee or program spotlights
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Educational content about Goodwill services
Community Engagement
To strengthen relationships with the audience, Goodwill could:
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Respond to comments and messages
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Encourage user-generated content
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Highlight community partnerships and local impact
Long-Term Growth
To maintain momentum, the strategy can evolve through:
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Quarterly performance reviews
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Expanding into paid social media promotion
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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.
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Alternatively, check out this fancy sheet of paper
Résumé