The Goodwill Community Foundation has named Ad-street its advertising agency.
The Raleigh, N.C., shop outperformed five undisclosed area agencies in a review to win the business. Billings are undisclosed.
Previous advertising had been handled internally by the client.
The shop's upcoming branding and public relations campaign will be designed to drive cash and materials donations. These monies and goods are used to support Goodwill's outreach program to disadvantaged and disabled individuals.
Adstreet's television and radio advertising, introducing "You can improve the quality of a life" as a tagline, will break in North Carolina regional broadcast markets the first week of October.
The agency is also handling media planning and buying duties.
"The competition focused on sales, sales, sales," said agency senior account manager Jenny Martin. "We understood that Good-will's key message is that donations are needed to sustain and create employment opportunities."
GCF, one of 182 umbrella organizations across North America, provides materials, facilities and job-training grants to Goodwill Industries and other social-service groups in eastern North Carolina.
"Our foundation strives to provide an environment for people to improve the quality of their lives through employment and learning opportunities," said GCF president Dennis McLain. "Adstreet will help ensure that we're able to continue to put people to work."
Goodwill's social-service model is built around the donation of saleable items such as clothing and other durable goods. Disabled individuals are employed by Goodwill Industries in separating, sorting and tagging items.
Cash contributions, along with revenue derived from the sale of donated items, are used to support more sophisticated job training and social skills within and outside the organization.
Goodwill now operates computer-learning centers and offers Internet-based tutorials. These services will be showcased as part of Adstreet's rebranding efforts.
"The other agencies focused on research," said Adstreet partner George King about his review competition. "Needs analysis got us to the heart of the brand."