SEATTLE – When Goodwill Industries decided to launch a new store on the hippest street in Seattle’s University District, VP of Development and Communications Catherine McConnell knew they had to get the attention of the 18-22 year olds who frequent the street known as simply “The Ave”. That meant ditching the typical clean, white walls for burnt red and army green, and organizing the store to fit the choosy demographic.  Dresses are sorted by decade rather than length/color to complement 1980’s dance parties and 1950’s cocktail hours, and an entire section is devoted to western-style shirts, boots and hats to make that Halloween costume even easier to assemble.  Another difference is the bold statement above the cash registers reminding customers that they’re shopping for a good cause.  In 2007, Goodwill Industries served over 1 million people through employment and training programs with the 1.9 billion dollars in funds from over 2,000 retail stores across the country.

To market the new location, Goodwill turned to GoMobile Advertising, an experiential marketing company specializing in outdoor and event marketing.  Together they created a 3D mobile showroom that will travel around the University District announcing the store beginning January 13. The interior of the glass-walled truck features fashion-forward outfits with pieces from Burberry and United Colors of Benetton, all found at local Goodwill stores.  The declaration “Not Your Mom’s Goodwill” is printed on each side of the display to differentiate Goodwill On The Ave from other locations.  “This mobile showroom can be likened to owning a window display that spans The Ave in its entirely.  That kind of exposure will help introduce this unique Goodwill to the public in a fun way”, said GoMobile President Chris Schuler.

The “Not  Your Mom’s Goodwill” campaign will wrap up on January 28th.

SEATTLE – Prada, Abercrombie+Fitch and Marc Jacobs: These are not names that you would typically associate with your local Goodwill store, but beginning this summer, you will! Currently in Shoreline and launching in Bellevue and Seattle this year, Fashion Focus, a new section of brand name and designer gently-used clothing offers big brands at Goodwill’s trademark low prices.

“We want Goodwill to be synonymous not only with our mission, to provide quality, effective job training and basic education, but also with quality, stylish clothing at amazing prices,” said Catherine McConnell, Vice President of Development and Communications at Goodwill.

In their Fashion Focus campaign, Goodwill is partnering with GoMobile Advertising to create a 3D showroom on GMA’s signature mobile billboard trucks. The display features dress forms in designer outfits and junior trends found at Goodwill stores in a clean, all-white room backdrop.

“The 3D showroom is going to be extremely compelling to the public. The designer looks really pop off of the stark white background, and we can’t wait to see the reaction it gets touring the Seattle streets,” said Chris Schuler, President of GoMobile Advertising.

The trucks began showcasing the exhibit around the Seattle area on Friday, June 20 and will finish Friday, June 27. Three scrolling billboards for Goodwill have also been running on GoMobile Advertising trucks since their partnership began on March 3. Goodwill’s campaign with GoMobile, which also features radio and newspaper promotions, will wrap up in late December.

About Goodwill

Seattle Goodwill Industries is a private, nonprofit organization that has served the central and northern Puget Sound since 1923. It provides free job-training and education programs and services that help low-income and underserved people obtain the skills they need to secure employment so they may achieve economic self-sufficiency. For more information about Goodwill programs, please call toll free at 1-877-GIVE4GOOD or visit the Web site at seattlegoodwill.org.