Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study Goodwill - Non-Traditional Case Study

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EXPERTISE AT WORK

  • Ideation
  • Creative Development
  • Logistics Management
  • Strategy
  • Event Planning and Negotiation
  • Experience Management
  • User Experience
  • Installation Management
  • Visual Design

Goodwill

CHALLENGE

Goodwill was opening a brand-new ‘concept store’ located in the heart of the University of Washington District in Seattle. The concept store was smaller in comparison to other Goodwill outlets and only the hippest apparel, geared toward a younger generation, was put out on the racks. Goodwill needed to reach out to students by encouraging them to view Goodwill on The Ave as a thrift store ‘boutique’ and an essential resource for finding great style on a Ramen noodle budget.

SOLUTION

We reintroduced the community to Goodwill by showing students the edgy, creative and youthful side of the store. Targeting new college freshmen with the new tag “Not Your Mom’s Goodwill,” we produced several 3D clothing displays that took visual merchandising to new extremes. All displays were hand-built and designed in-house by the Beyond Traditional team; pieces of the displays were repurposed, toward the end of the campaign, to create an eye-catching window display promoting the playfulness of the new store. In the weeks leading up to the store’s opening, brand ambassadors worked in conjunction with the 3D displays to pass out coupons to UW students.

RESULT

The Grand Opening of Goodwill on the Ave was hugely successful. Crowds swarmed the store every day and groups of excited students packed the aisles talking about the 3D mobile showroom and their changed perception about shopping at Goodwill.


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