SWOT Analysis

Strengths

• Well-established brand identity (Goodwill) and goods donations/distribution system

• 11 Massachusetts stores and donation centers close to various colleges

• Existing partnership with colleges 

Weaknesses

• Lack of free pick-up and drop-off services

• Lack of key messages for social media content

Opportunities

• Halloween has always been an opportunity to promote sales and events in Goodwill stores

• Deepened partnership with local colleges and student ambassadors

Threats

• Competitors: Salvation Army, Red Cross, Big Brother Big Sister,

      Second Time Around, Planet Aid, Clothingdonation.org etc.

Audience

Primary Audience

Students at Boston University, Northeastern University, and Tufts University

Secondary Audience

Students at Boston College, Roxbury Community College, Boston University Medical School, Cape Cod Community College, Lesley College, Bristol Community College, and Quincy College

Objectives

• To increase Goodwill’s media output on goods donations by December 8, 2014

• To increase the number of goods donations from college students in the Greater Boston area by December 8, 2014

Tactics

Objective 1: to increase Goodwill’s media output on goods donations by December 8, 2014

• Deliver a complete social media content calendar for Facebook, Twitter and Instagram; draft 25 Facebook posts, 30 tweets, and 30 Instagram posts

• Pitch campus media and student bloggers with two articles and Goodwill’s press kit 

• Recruit and work with college ambassadors in the Greater Boston area on college clothing drives, campus media, and student bloggers pitch.

• Create two hashtags, “#donateyourfashion” and “#DURF” to engage the target audience in social media 

• Deliver one poster template to call to action on Boston University, Northeastern University, and Tuft’s University campuses.

• Deliver two flyer templates to promote two phases of the social media contest.

Objective 2: to increase the number of goods donors from college students in the Greater Boston area by December 8, 2014

• Organize a social media contest. Encourage college goods donors to take photos of their donations and shopping experience in the Goodwill stores and post them on Twitter and Instagram with “#donateyourfashion” or “#DURF”. Phase one of the contest: October 20 - October 31. The theme of this phase is Halloween. Phase two: November 5 - November 24. The theme of this phase is Fall/Thanksgiving. The participant who gets the most “likes/retweets” from each phase wins a $100 gift card.

• Set up donation bins on Boston University, Northeastern University, and Tufts University campuses to collect goods donations from students.

Evaluation

To evaluate objective 1

• Track website and social media traffic, impressions, and engagement

• Create a clipping report to track the coverage on campus media and students blogs

To evaluate objective 2

• Track the number of donations from the bins on Boston University, Northeastern University, and Tufts University campuses

• Track the number of donations in the social media contest​​