Goodwill

As a MAIP intern for an agency based out of Atlanta, I was also an intern for Advertising For Change (AFC). This is a project we completed as interns of AFC. We were briefed by Goodwill. 

The Ask: Increase brand awareness of Goodwill North Georgia’s mission to connect people to careers and its relation to people’s donations and purchases at their stores. 

Our Solution: Our research showed that there were many barriers to working, such as the lack of access to resources, childcare needs, COVID-19, and the want of virtual work. Our strategy targeted the Growth-Seekers - hard worked from low to middle income occupations currently rebounding from the unemployment spike of 2020. Our strategy was to bring more awareness to Goodwill’s overall mission and career-centered programming by driving traffic to their online resources and in-person career centers that diminish the Growth-Seeker’s barriers to work.

Our Big Idea: Our entire campaign surrounded the idea that Goodwill Gives. Goodwill gives the skills, resources, and confidence to join the workforce. All of our creative deliverables reinforced those three major aspects of our campaign, all at the lowest cost possible. 

My Role: As the Project Manager for this campaign, I created the project timeline, ensured alignment of strategic insights and creative deliverables, tracked team progress, facilitated team communication, and organized the final deck. I utilized Trello to build out our timeline and organize our work. 

Check out our full presentation below!