Case Study

Goodwill of Middle Tennessee Streamlines Marketing Asset Development with MarcomCentral

Goodwill Industries of Middle Tennessee was incorporated in 1957 and has grown from a single store in downtown Nashville to 31 retail stores and three outlets across a territory covering 48 counties. Goodwill supports the region by providing assistance to thousands struggling with disabilities and other barriers to employment. Their success is hinged on the generosity of its donors and shoppers, which has remained strong for over 60 years.

Goodwill

Goodwill of Middle Tennessee operates with a fully integrated, eight member marketing team that includes creative, graphic, video, social, and web roles, as well as their own sign shop. The team is responsible for providing its retail stores with local branding services, which includes assets like in-store announcements, point-of-sale material, social media support, and advertising.

The Challenge

With so many marketing pieces being created for multiple locations, it required several team members to be involved in the development process and that increasingly became a problem to manage. Inconsistencies in branding were popping up and it was difficult to see who was working on what. The team sought out a solution to streamline the overall process of creating and delivering marketing assets to the retail stores.

Results Speak for Themselves

With a clear mission in mind, Goodwill selected MarcomCentral as their new asset management platform. MarcomCentral now provides a central location for the retail stores to log in and see a complete library of materials available to them. Individual stores can select an item they need and download it, all without contacting the marketing team, resulting in time savings for both parties. Stores can also place an order for signage or other printed materials directly from the portal, eliminating unnecessary back and forth communications.

Using MarcomCentral’s platform, Goodwill of Middle Tennessee’s marketing assets are all pre-approved prior to being accessed by the retail stores, ensuring that all branded collateral has a consistent look and feel throughout the region.

Highlights

  • Supports 31 locations with marketing materials
  • Improved brand consistency
  • Simplified printing workflow