Campaign Goal & Outcomes
Like GESMN, Goodwills across the country enjoy high brand awareness but low mission understanding in their communities. Thank you for supporting and encouraging our work to address this challenge in FY23.
Our work began last fall with Solve ad agency, and together we conducted comprehensive market research, solicited input from S&P leadership, used our community needs assessment data and identified shared goals to help people find our services and better understand our mission. Below is a campaign preview.
This campaign shines a light on our mission, honors the drive and talent of the people we serve and will benefit all areas of our organization.
Lack of awareness of Goodwill Easter-Seals Minnesota (GESMN) mission/services & programs.
The adversity people face to get a job can range from criminal histories to low income to lack of education. And while these barriers exist, our target is driven to succeed but that doesn’t automatically translate to a quality job. When a job seeker partners with GESMN, they can unlock the potential of greater independence for them and their family.
- Pre & post-campaign survey
- Earned media
- Increase in program participants
What We’ve Done
- Reviewed Census, BLS and gfkMRI employment data
- Audited GESMN blog, social presence and Google Analytics data
- Analyzed Google Trends and Moz Organic Search keyword data
- Studied past GESMN and national Goodwill annual reports
- Canvassed social media, Reddit and other online discussion forums
- Examined external resources (e.g. NY Times, Pew Research, job search sites)
- Explored creative from other charities and non-profits (e.g. United Way)
- Watched 100+ Goodwill creative executions from across the country
There is a misconception in the U.S. that people who struggle
with employment don't want to work or aren't interested in a career.
This notion has been around for over 100 years.
Cultural Perception of
Why People Aren't Employed
Target Audience
The Psychographic Pillars Of Our Target Audience
Timing & Channels
- The campaign runs July – October 2023 and we intend to use the creative assets for multiple years.
- Media channels reach beyond the Metro into St. Cloud, Mankato, Rochester and many service areas.
- Social media ads and influencers, zoned cable, terrestrial radio/streaming audio, TV, billboards/mass transit and more. See below!
GESMN 2023 Campaign
Media
Spot TV
Zoned Cable
Terrestrial Radio
Streaming Audio (Pandora) [SOV]
Digital Video (Streaming + YouTube)
Out Of Home
Gas Station TV
Paid Social Influencers
Influencers With Varying Passion Points
Widens Audience Aperture
Messaging & Creative Samples
Voice & Tone
- Your Personal Drive + Goodwill-Easter Seals > Your Job-Seeking Adversity
- We see the barriers you face. And the strength that lies within you.
- Your past isn’t your story, it’s your prologue. Because at no point does it mention your drive, your passion, or your ambition. All the qualities that with the right career training, can take you anywhere you want to be.
- To those who refuse to let disability hamper their capability. To those who work nights, so their children can live fuller days. To those whose past doesn’t stop them from working toward a better future. To all the driven, passionate people who work tirelessly. So they and their loved ones can live more comfortably — we see you. We see the work you’ve done, and all the good work you can do. At Goodwill-Easter Seals Minnesota, we exist to give you the resources you need. To start living the life you deserve.
- Where there's a will, there's Goodwill.
Audio/Streaming
Outdoor/Print
