The Miller Group

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Client: Goodwill

A majority of sales to its nearly 60 retail stores are generated during Halloween for Goodwill Southern California. Using one of the best-known American icons, the Goodwill “smiling G” logo, this integrated marketing agency helped refresh the brand while attracting a more upscale, youthful target. Since Halloween costume shoppers represent a broad age/income spectrum, we deployed an integrated marketing plan consisting of online advertising, TV, radio, print, outdoor, social media marketing, in-store POS materials and guerrilla marketing.
The Miller Group used social media marketing to reach our younger demographic, with postings and offers on Facebook as well as PR on various Halloween blogs. We even developed a downloadable ringtone and wallpaper. Goodwill Southern California had the highest one-month sales in its history. They also experienced +29% more same store sales in October over the prior year as a result of our integrated marketing campaign. The campaign was so successful, it was even adapted by other Goodwill regions around the country, including Minnesota:
Most important, the campaign generated enough income and goodwill for one of America’s best-known non-profit organizations to continue aggressively training disabled and otherwise disadvantaged people, helping them become more self-sufficient and productive.


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