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Goodwill asked us to help them increase donations to their Dell Reconnect refurbishment partnership. The problem is - people have a surprisingly difficult time parting with old electronics.
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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.