Non-Profit Brand Refresh

Brand Strategy & Digital Marketing Assessment | Goodwill Industries

Challenge:
Goodwill Industries engaged me to evaluate its website, brand positioning, and overall marketing strategy as part of a broader effort to strengthen its competitive position. As new thrift retailers entered the local market, increased competition threatened Goodwill's market share and highlighted the need to modernize how the organization communicated its mission and value.

I conducted a comprehensive audit of the organization's digital presence, including its website, customer experience, messaging, visual identity, search visibility, and social media channels. I also analyzed competitor websites and marketing strategies to identify opportunities for differentiation and improved customer engagement.

Solution:
Based on my research, I developed a strategic brand refresh proposal that included recommendations for:

• Modernizing the website's user experience and information architecture.

• Strengthening the connection between retail shopping and Goodwill's local mission.

• Refreshing brand messaging and visual presentation across channels.

• Improving SEO and local search visibility (using Google Analytics and Semrush).

• Expanding social media and content marketing efforts.

• Creating more consistent marketing across digital and in-store customer touchpoints

• Increasing donor, shopper, and volunteer engagement through mission-focused storytelling.
  

My role as the sole designer, and marketing analytics researcher, helped me develop a successful new website with clearer content and easier to navigate sections.

The proposal positioned Goodwill to compete more effectively with emerging thrift retailers while reinforcing its unique advantage: every purchase and donation directly supports workforce development and community programs.