Goodwill of Central & Southern Indiana, a local, not-for-profit organization, recently launched a new ad campaign that includes broadcast and cable television, radio, digital and social media as well as billboards. These ads will illustrate how the proceeds generated from the sale of donated goods impacts communities across central and southern Indiana.
Goodwill launched its first large-scale advertising campaign in 1996, with Young & Laramore, an advertising agency in Indianapolis. The goal was to increase awareness about the organization as well as donated goods, which would allow Goodwill to expand its mission programming into more communities. The ads featured Markus Zanders as the “Goodwill Guy” – a beloved character who would grace screens for more than two decades.
Goodwill of Central and Southern Indiana has been serving the community since 1930, and for much of its history, the focus has been on employment and job training, which is apparent in its early ad campaigns.
Alongside the expansion of its retail operation, Goodwill grew its mission offerings substantially beginning in 2004, with the addition of both traditional and adult high schools, a maternal-health program for first-time moms and a program for previously incarcerated individuals who are reentering society.
Today, Goodwill’s 75 retail sites support 17 high schools, where more than 9,000 Hoosiers have earned a diploma; the Goodwill Nurse-Family Partnership program, which has served nearly 8,000 families in 62 Indiana counties; and much more.
“People know Goodwill as a great place to donate and shop, which we greatly appreciate,” said Kent A. Kramer, president and CEO of Goodwill of Central & Southern Indiana. “However, when discussing our employment and mission programs, they often respond by telling us they had no idea Goodwill had such a deep impact in the community. We’re excited to share more about the 10,000 individuals we serve every day.”
The new ad campaign with Young & Laramore, called How Good Is Made, is designed to illustrate how the donations that customers give and purchase at Goodwill – a lamp, a table, or perhaps a pair of jeans – can change a life in your community.
“We feel fortunate to have had such a strong, productive partnership with Goodwill — almost three decades now,” said Tom Denari, president and CEO of Young & Laramore. “It’s been gratifying to create this new campaign that tells Goodwill’s story of serving as a dynamic not-for-profit organization that has been so critical to helping so many people throughout our community.”
Visit goodwillindy.org to learn more.