Integrated Marketing Plan Case Study #5
Goodwill of Northeast Florida

2007 Public and Media Relations

Project Scope
Tell the community, through targeted media relations, about Goodwill and its accomplishments and news. Main pillar of the campaign: the launch and opening of Goodwill of NE Florida’s Pilot Laundry Partnership with Sodexho.

Objectives
Raise Goodwill’s awareness, enhance existing media relationships and build new relationships.

Target Audience
Donors, beneficiaries of services, city of Jacksonville leaders and the general community.

Strategies
Plan and execute the laundry partnership launch, coordinate all media relationships and interviews, build on Goodwill’s existing data base for the newsletter and consult on the rework and redesign of the Bootstrap, Goodwill’s newsletter.

Overall Evaluation
Goodwill’s laundry partnership was featured on the front page/center story with a photo on the Saturday prior to the launch. This story alone is valued at more than $150,000. The press conference was covered by First Coast News and Channel 4, and WOKV interviewed Goodwill for Jacksonville’s morning news. In addition, the campaign has raised awareness for Goodwill’s dumping issue through a story in FOLIO Weekly as well as a two-part TV feature by Deanna Fené on First Coast News’ Good Morning Jacksonville.