 | "Goodwill continues to grow in the Richmond market in large part due to the strong partnership and commitment from Cox Radio. We will continue to be a big part of their marketing plan moving forward." - Adam Rich, Account AE |
| The Challenge | Goodwill Industries came to Cox Radio in 2009 because they found that consumers didn't seem to understand how or who their donations benefited and Goodwill felt that this was preventing them from growing their donations in the Richmond market. |
| The Resource | We worked to solve this issue using on-air and on-line resources as well as our creative staff. |
| The Idea | We established that if we could connect the dots for the consumer over a long term consistent campaign we could maximize the donations that Goodwill received in Richmond as well as grow Goodwill's share of mind with Richmonders as the place to make your donations. |
| The Results | Over the course of the 2009 campaign with Cox Radio, Goodwill saw an increase of 13% in donations during a time when their competition, as well as other Goodwill sister organization in other markets were either stagnant or shrinking year over year in donations. |
BEST PEOPLE + BEST PRODUCT ENVIRONMENT + BEST SOLUTIONS = BEST RESULTS
