For its annual Back to College Discount Day sale, Seattle Goodwill called upon Beyond Traditional to help harness the power of social media and make this year’s event a huge success.

For the sale on Sept. 28, Seattle Goodwill planned to offer students 30 percent off their entire purchase when they shopped in-store, at any of the 20 Seattle Goodwill locations, and showed their student ID card. To raise awareness of the spectacular discount, the Beyond Traditional team worked extensively to promote the event through social media outreach & advertising, guerilla flyer postings, brand ambassador campus coverage and strategic placement of the Goodwill glass showroom truck.

At four, select locations (chosen to target students at the University of Washington, Seattle University, Seattle Pacific University and Western Washington University), Seattle Goodwill set up raffles for Goodwill gift cards worth anywhere between $5 and $100. Between 3 p.m. and 6 p.m. on Sept. 28, a drawing occurred every 15 minutes for Goodwill gift cards.

To promote the raffle, a “College Students Save!” tab was installed on the Seattle Goodwill Facebook fan page. Visitors were prompted to increase their odds of winning the $100 gift card by printing out an additional five raffle tickets. Thanks to targeted Facebook advertising and a compelling fan page tab, the Seattle Goodwill Facebook fan page saw an increase of 82 ‘likes’ in only two weeks. By the end of the campaign, the targeted Facebook ads had generated over 740 clicks.

Hype among students for this exclusive sale was enormous and crowds swarmed each of the four participating Goodwill stores where the gift card raffles were held. To see more photos from the sale, visit www.facebook.com/SeattleGoodwill.