Social Media on a Shoestring:

A case study on how Goodwill of Greater washington used new media

and fashion to reach an untapped audience

How can Goodwill of Greater Washington (GGW) successfully reach a new audience and reposition its retail stores without creating an additional burden on limited resources?

Problem StatementProblem Statement

By doing so, GGW can:

•Become a go-to source for style and fashion influencers, taking greater advantage of current shopping trends, especially with regards to vintage and contemporary fashions.

•Change perceptions of Goodwill shopping

•Reach and educate an untapped population on Goodwill’s mission.

Decision – Focus on Decision – Focus on Fashion Fashion through Social Mediathrough Social Media

Why Fashion?Why Fashion?

Interests of Interests of Organization Organization (Goodwill) - (Goodwill) -

Drive more traffic; sell more product

Social MediaSocial Media

& Blog Content& Blog Content

FASHION!FASHION!

Point of engagement(They want fashion, we have fashion)

Interests of Interests of Stakeholder Stakeholder (Young (Young fashion fashion influencers) -influencers) -

Inexpensive vintage & contemporary fashion

It fit within our strategic plan based on three fundamental questions…

•What are the objectives?•How can GGW achieve its objectives?•Which tools will best address those needs?

Why Social Media?Why Social Media?

The DC Goodwill Fashion BlogThe DC Goodwill Fashion Blog

Fashion of Goodwill websiteFashion of Goodwill website

•Linkage among Wordpress, Facebook, Twitter, etc. is crucial for increasing web traffic

•Support campaign through experientialMarketing efforts (trunk shows, fashion shows)

•Support digital media channels through traditional channels

Integration on andIntegration on andofflineoffline

•Blog hit 6,000 readers per week (from all 50 states and over 100 countries)•Blog retention rate of over 60%!•Generated over $1 million in earned •Converting 7.6% of blog visitors into online shoppers. •2007 & 2008 Virtual Fashion Show viewers to date: 250,000+•Converting to virtual show reduced costs by 85% and increased profit margins from 39% to 79%.•Turned Goodwill into a fashion resource•Significantly increased mission awareness

Results!Results!

•Treat blog, social media sites like a product

•Make blog/SM a source of content, not just promotion

•Integrate, don’t eliminate (media mix)

Keys to Success of StrategyKeys to Success of Strategy