Movers and Shakers: Goodwill Manasota Launches new Marketing Campaign

The design utilizes vibrant colors, blending photography with illustration and whimsical font selections. In the ads, the featured Goodwill Ambassadors briefly discuss why they shop at Goodwill and how they feel about the organization's work in our community.

"Our mission of changing lives through the power of work is always front and center in everything we do," said Veronica Brandon Miller, vice president of the Foundation at Goodwill Manasota. "But for this campaign, we wanted to feature some of the community members who believe in us, shop with us, and help us to achieve our mission. By letting them talk about why they feel the work of Goodwill is important, we feel our message is even stronger."

Goodwill teamed up with Nickel Communications in Sarasota, an agency whose services include campaign strategy, advertising and marketing design, public relations, interactive media, media buying and studio production for clients including Girls Inc. of Sarasota County, The Founders Golf Club, Selby Gardens and Visit Sarasota. The concept came from a class the agency’s creative director, Lindsey Nickel-de la O, who teaches at Ringling College of Art and Design. Her students chose Goodwill as its class charity organization, and created an advertising campaign that positioned shopping at Goodwill as hip and exciting.

"The campaign’s focus is reinvention. Once something is donated, it is reinvented by the person who purchases it and the money spent on that purchase reinvents so many lives in the community," said NIckel-de la O. "By connecting the concept to Goodwill’s Ambassador Program, we had the rare opportunity to create a campaign that shared the stories of so many wonderful people who love Goodwill and reinvent themselves through their connection and commitment to the organization."

Nickel Communications provided different parts of the campaign for free, significantly discounting the total cost. Additionally, many of the students who worked on the initial campaign concept were engaged in the work, providing them with paid professional campaign experience.

Goodwill representatives are excited about the new slogan, with its numerous meanings.

"When you donate to Goodwill, you give your unwanted possessions the opportunity to bring happiness to others. When you shop at Goodwill, you have almost unlimited options for fashion and home design," said Bob Rosinsky, president and CEO of Goodwill Manasota. "Through financial contributions and retail revenue, the people we serve at Goodwill are provided with personal opportunity as well. They can overcome barriers and move toward self-sufficiency. There's no greater reinvention than that."

The new concept will roll out beginning in January 2015.