Goodwill OC

With its 100th anniversary on the horizon, Goodwill of Orange County needed to position itself for a future of continued growth and impact in the community. To help achieve this goal, Goodwill OC developed a new strategic plan with the aim of doubling its footprint and impact over the next 10 years. With the plan in place, the Goodwill OC team had a need to share the plan with the community while also bolstering mission understanding and driving goods and financial donations.

As Goodwill OC’s fractional CMO, Idea Hall worked to reposition the non-profit’s brand to both support the new strategic plan and also create a foundation for success for Goodwill OC’s next 100 years. The team also developed a strategic communications plan to ensure that all tactics were laddered up to strategic goals. The refreshed brand was rolled through video, a new website, advertising, marketing and launch event.

Goodwill OC was able to effectively communicate its Strategic Plan and vision to the entire Orange County community, helping to elevate its mission understanding among key audiences. New communications tools and vehicles improved user engagement and created a cohesive brand experience for all users. The impact in numbers showed:

• 71.1% increase in website session duration
• 74.8% increase in website engagement rate
• 100+ launch event attendees
• 4 Forbes Councils articles
  

“This was an incredible event. Amazing team effort. I’ve had so many people come up to me saying they need to host the same kind of event for their company.”
– Steve Churm, FivePoint Holdings & Churm360