Goodwill

mary grosscristina hall

zack madrigalfitz maro

kai neddersonkatherine stewart

ghostbusters for goodwill

Our Business Is Changing Lives

goodwill slogan (one of many)

This Changes Everything

there’s a product with a very similar outlook

many of you may recognize this as the slogan for the apple iphone

it revolutionized the way in which we share memories

and even the way the memories survive because with the cloud they’re not tied to a specific device

Now, of course not everyone has an iPhone, but...

the abundance of technology at this point is vast

Phone penetration (%) 103% as of july 2011

-We’re going to talk to you specifically about phones because we found something interesting that doesn’t happen with any other electronics

and that happens with a specific group

Changes over the years

what happens to the old ones?

In the business of changing lives...Where do lives start?

Families

Households = things go in and out

every single respondent (98) said they donate items (clothing, etc), some even every few weeksAs i’m sure you know, Goodwill turned more than 163 million pounds of used clothing and household goods into $104.8 million in sales revenues in 2010. 

But as the years pass by, phones just pile up

Stats about household electronics - 2009129 million phones disposed of11.7 million recycled8%129

Million

11.7

Million

8%

now, as cristina said, the iphone changed the way we share...but what happened before the iphone?

the phones themselves had the content - the memoriesnow, we can get a new carcass, a new shell for our photos and texts

but back in the day, the phone WAS the content

Your Objective

Increase the amount of e-cycling among

18-24 year olds

as it stands, this group knows nothing of e-cycling

60% said they wouldn’t even know where to go

e-cycling makes more money for goodwill than simply recyclingso ultimately, this is ideal

18-24

this group gets the new technology as it comes out, not as they need itin a household, they are the ones holding onto old phones

Why don’t young people let go of old phones?

Why 18-24 year olds?

these people know that more has changed in the past 5 years than in the past 50

in case my current phone breaks

an overwhelming number of them say “in case my current phone breaks”

Barely anyone mentioned:

Privacy

Or any logical barriers

anything we could reassure them of

Why do they hold on to up to 4 phones?

They’re not afraid of breaking phones because this target just happens to be clumsy

It’s a relationship with their phones that some may never understand

The problem must be something else.

Something intangible.

their phones are almost a part of their families

i have a text conversation from a

friend who passed away in it

40% of these people have left a pet alone for a whole week but have only survived without a phone for several days at most. 26% of them only lasted a day.

man’s best

friend?

43%

43% sleep with their phones in their beds

51 vs 21

Over twice as many of them would be more devastated about shattering a screen than they would be about their significant other forgetting their anniversary

Has your significant other ever forgotten

your anniversary?

Your StrategyYou need to show these people that holding on to old phones is illogical.

Help this group part with their phones as if they were family members:

Let their legacies live on.

Salience

performance

Judgement

Resonance

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

Salience

performance

Judgement

Resonance

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

performance

Judgement

Resonance

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

banner ads

radio/video

Judgement

Resonance

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

banner ads

radio/video

Social media

Resonance

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

banner ads

radio/video

Social media

graveyard

resonance: brand relationshipjudgment: what do i think about you?performance: what can you do for me?salience: who are you?

banner ads

website development:

5,000 Radio: 4,000

pre-paid

boxes: 188-470

web banners: 750-1,500

print in store: 0

total: 9938-10970

website development:

5,000 Radio: 4,000

pre-paid

boxes: 188-470

1.50 per click

print in store: 0

total: 9938-10970

website development:

5,000 Radio: 4,000

pre-paid

boxes: 188-470

web banners: 750-1,500

print in store: 0

total: 9938-10970

website development:

5,000 Radio: 4,000

1.88per box

web banners: 750-1,500

print in store: 0

total: 9938-10970

website development:

5,000 Radio: 4,000

pre-paid

boxes: 188-470

web banners: 750-1,500

print in store: 0

total: 9938-10970

socialmedia

and if you want to spend zero dollars...social mentions

goodwill goes high tech, 6ft. under, in their all new ‘Tech

graveyard’

-mashable

fake (but plausible) headlines

goodwill of va saves your old phone memories, helps

create new ones for the less fortunate

-readwriteweb

va goodwill creates cloud-based platform to save

your old phones’ content; now if they could just bring

back their battery life

-techcrunch

content is king

macbook air anecdote

nowadays, a computer is just a shell for content.

my computer broke a few days ago and they gave me a brand new one and within five minutes i had all my calendar dates and contacts because it’s stored in the cloud. we are no longer as attached to the physical electronics as we once were. old phones WERE the content.

ghostbusters for goodwill

thank you

Would you be interested in a service that makes a digital

copy of your old phone and all of its content for navigating in a classic format online so that

you can hold onto your old memories?

70% said yes.

in case they are wondering, we asked...

would this type of service make you more willing to donate your old phones?

again, 70% said yes.