Goodwill of the Heartland Media Campaign
When Goodwill was looking to increase store and website traffic, general sales year-over-year and average customer transaction amounts, AMPERAGE designed a media campaign to help them surpass their yearly goals.
Connect
Frequency
AMPERAGE developed integrated campaigns using online and offline media targeting audiences based on interests, rather than website topic searches. Campaigns targeted the Big Three locations — Cedar Rapids, Iowa City and the Quad Cities — and focused on frequency, which ensured the audience was seeing the message at high rates.
Motivate
Advertisement Variety
Image and video advertisements were developed and introduced on Google, YouTube, Facebook, Snapchat and Pinterest. Offline media included TV, radio, theater and special event promotion. Advertisements and coupons were updated monthly to avoid ad fatigue and allow the campaign to remain fresh.
Measure
Complete Enthusiasm
Overall, website sessions increased by 29%, with new user views up 10%. In the Quad Cities alone, there was an 81% increase in new web user traffic and a 2% increase in store traffic, surpassing the goal. Over the course of three months, sales increased nearly $60,000 and showed a significant per customer transaction increase.
