Green Marketing Presentation - MAGIC

“Green” MarketingMay 24, 2010

Messaging• One of our nation’s original recyclers• Provide a convenient and free option

to recycle• Divert 55 million pounds of goods

annually from landfills• Win-Win-Win

• Keep materials out of landfills• Proceeds fund our programs and

services• Provide hands-on training in

green jobs

Green Marketing

Elementary School Program• Goal

• Educate 10,000 kids during school year

• Generate donations• Create donors for future

• How it Works• Pep Rally on Friday• Worksheets for classroom• Donation bags taken home over the weekend• Students make donations on Monday & Tuesday

Green Marketing

Elementary School Program• Key Messages

• Saving our Earth byrecycling & keepingitems out of landfills

• Helping others inour community bygiving back

• Giveaways• Worksheets for teachers to use in classroom• Bookmarks for every student that donates

Green Marketing

Green Marketing

Earth Day Awareness• Utilized core messaging• Events

• Series of 9 electronicrecycling-focuseddonation drives over2-week period

• Media • Appeared on all 6

local television stations at least twice eachpromoting Goodwill as a recycling option

• Allowed media members to “crush” hard drives

Green Marketing

Green Marketing

Do Your Part• Website, newsletter,

newspaper articlesfocused on providinggreen living ideas forfamilies

• Led by former TVpersonality Terri Bennett

• Partnership• Online advertising• Goodwill locator• Development of Goodwill-featured content

Green Marketing

Green Marketing

Reconnect• Messaging

• Convenient and free optionto recycle electronics

• Keep nearly 4 million poundof electronics out of arealandfills

• Either de-manufacture andsend to Dell-audited vendorsor refurbish and sell in ourComputer Works stores

• Funds job training programs and services• Provides green job training opportunities

Green Marketing

Reconnect• Advertising

• Last 3 years focused onresidential

• Have used radio, TV, print, onlineand in-store radio

• Partnered with Greensboro and Winston-Salem for combined billboard and radio campaign

• Most successful has been billboards (13-17%+)• Added business-to-business radio in 2010

Green Marketing

Reconnect• Traveling billboards

• 8 trailers currently feature Reconnect wraps

Green Marketing

Social Networking

Green Marketing

Promotional Materials

Green Marketing

Green Marketing