Goodwill Industries
Advancing Workforce and Job Training in Central & Coastal Virigina
Challenge
Jones Strategies uses an integrated blend of public relations, advertising, influencer marketing and community relations to position Goodwill of Central and Coastal Virginia as a leader in workforce advancement and job training. Our work connects Goodwill’s retail and donation efforts directly to its mission, helping audiences understand that every donation and purchase supports job training and employment opportunities in their communities.
Strategies & Results
- Develops integrated campaigns that increase donations, retail sales and community awareness
- Positions Goodwill as a leading resource for workforce advancement, job training and employment support
- Uses public relations and earned media to highlight Goodwill’s mission, programs and community impact
- Plans and manages advertising across digital, social, streaming and local media channels
- Engages influencers and community partners to encourage donations, shopping and long-term support
- Creates community events and seasonal campaigns that drive participation and strengthen local relationships
- Delivers year-over-year campaign growth, generating more resources for job training and employment opportunities
- Tracks performance across advertising, influencer engagement, media coverage, donations and retail sales
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.
