Goodwill Industries
Integrated Campaign: Workforce Services
Challenge
Goodwill needed to expand awareness of its workforce training and job placement programs. Many people facing barriers to employment did not know about available services. The goal was to show that every dollar earned through Goodwill stores goes back into the community to support job training and placement.
2.4M
2.4 million paid media impressions across digital platforms, triple the previous year’s total.
115,000
Impressions from earned media coverage, exceeded goal.
6.8%
Increase in donations year over year.
Our Strategic Approach
Jones Strategies built an integrated campaign:
- Developed messaging linking donations and shopping to workforce outcomes
- Produced content for social media, newsletters and in-store materials
- Ran paid ads on Facebook, Instagram, Pinterest, TikTok, YouTube and local outlets
- Engaged influencers to promote donation and shopping habits tied to community benefit
- Organized community events tied to Earth Day and National Clean Out Your Closet Week
- Secured earned media interviews and features focused on sustainability and workforce impact
- Provided detailed reporting on donation volumes, ad performance, influencer engagement and media coverage
Results
Speciality Campaign Results March to April 2025
- 6.8 percent increase in donation volume compared to the same period in 2024, exceeding the 5 percent goal
- 2.4 million paid media impressions across digital platforms, triple the previous year’s total
- 115,000 impressions from earned media coverage, goal exceeded
- Four influencers reached more than 13,000 followers with sustainability and donation content
- Email ads with regional media partners achieved open rates between 42 and 55 percent and strong click-through rates
- Active participation in community Earth Day events and partnerships with schools on a Spring Clean Challenge
