Goodwill Industries International Inc. provides job training, employment placement services, and other community-based programs for people who have barriers preventing them from otherwise obtaining a job. In addition, Goodwill Industries may hire veterans and individuals who lack education or job experience or face employment challenges. Goodwill is funded by a massive network of franchised retail thrift stores that also operate as nonprofits.
Our partner, Goodwill of Greater Grand Rapids, came to Pro Bono Analytics seeking volunteer help to get a better understanding of the effectiveness of their media advertising campaigns and the impact their campaigns had on driving foot traffic to their stores. As with most other retailers, store traffic for franchisee Goodwill of Greater Grand Rapids had been declining and there was no clear direction as to which media campaigns were more effective than others.
Goodwill of the Grand Rapids, Michigan Region had used a variety of both paid and unpaid advertising channels (radio, print, and television), and it was important to understand the difference across the ad channels and whether or not they were a paid service. They wanted volunteer help identifying which channels/payment status would yield a statistically significant effect on the transactions. Additionally, they wanted help identifying the effectiveness of their various coupon and discount offerings included in their advertising.