Primary Goals & Objectives

Before Goodwill Industries of Alberta hired g[squared], it was struggling to increase public awareness of its purpose and services—specifically, the work it does to help Albertans with disabilities.

Goodwill had several goals it wanted to achieve, including increasing donations of cash and gently used household items, expanding its services and helping people who do not qualify for assistance as Persons with Developmental Disabilities. Goodwill also wanted to invest in its current stores, expand into new markets and take advantage of new strategic opportunities.

Goodwill did not have the expertise to mount a capital campaign, so fundraising was an issue. It was also concerned that by operating a social enterprise and asking for monetary donations, it might be perceived as ‘double dipping’.

g[squared] developed a strategic marketing plan focused on increasing donations and awareness of the Goodwill brand across Alberta.

Our plan encompassed fund development, community relations, public relations and internal communications. We established strategies for event planning, maximizing online activity and using Goodwill’s database.

We developed an advertising campaign for radio, print, online and social media, asking people to share their reasons for donating to Goodwill so that others could #FindYourWhy. As stories were shared, awareness of Goodwill’s mission grew.


  • Strategic marketing plan
  • Multimedia advertising campaign
  • Social media strategies
  • Brand story
  • Brochure
  • Bus benches
  • Digital billboard
  • In-store handouts
  • Signage
  • Donation drive toolkit
  • Sponsorship packages and presentations
  • Third-party events package
  • Tradeshow booth