Case Study

Goodwill Industries
Grand Opening

Goodwill of Dallas has provided jobs for disabled and disadvantaged North Texans through its programs for more than 80 years. Goodwill planned to open a prototype drive-thru donation drop-off and retail store during the rush of the holiday season. The Powell Group executed a short term marketing campaign for the opening including community relations, media relations and a direct mail program. The goal was to draw attention to the Goodwill mission and increase donations by leveraging the new retail store and drive-thru donation drop-off.

The Powell Group created a targeted message about Goodwill’s mission and the new store opening. A grand opening celebration was held at the store, highlighting the stores’ amenities, including dressing rooms and inexpensive quality merchandise. The Powell Group helped Goodwill dive deep into the local community by building a relationship with the local high school inviting the orchestra to perform at the opening. Remarks by the Mayor and a ribbon cutting marked the official store opening.

All major networks in the DFW metroplex visited the store and each ran a segment about the opening. Secured an in-depth radio interview with Goodwill’s Vice President of Development on KKGM-AM. Received a front-page tease and full-page article in the metro section of The Dallas Morning News and a blog entry on the NeighborsGO Web site. Built relationships with members of the community through the high school’s participation and correspondence with members of the local media. Goodwill received more than $30,000 worth of media equivalency and approximately 1,000,000 impressions. There has been a consistent amount of donations since the grand opening campaign.

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