Goodwill Manasota sports new marketing image

jrich@bradenton.comJanuary 17, 2013 

Manasota Goodwill has refreshed its image thanks to a Sarasota advertising agency.

Bob Rosinsky was taking over as president/CEO of Goodwill Manasota, and the nonprofit hadn't looked at its marketing approach for 30 years, says Veronica Brandon Miller, vice president of the Foundation at Goodwill Industries Manasota.

"We said, 'What can we tell our audience now?'" she said.

So Goodwill teamed up with Be Creative Studios in Sarasota, an advertising and design agency. The company provides marketing campaigns for clients throughout Tampa Bay and the U.S. It has worked on campaigns for Sarasota-Bradenton International Airport, Fawley Bryant, SLR Motorsports and Trinity Graphic.

"We weren't trying to reinvent the wheel," said Jane Bennett, owner of Be Creative. "Goodwill is a recognized brand, but we wanted the work connection to be made clearer. We just took it to the next generation."

The new slogan crafted for Goodwill: Changing Lives Through the Power of Work.

"It's a clear message," Brandon Miller said.

The rebranding campaign, provided pro bono by Be Creative, also incorporates the color green in its logo, printed marketing materials, new website and its stores in Sarasota, Manatee, Hardee and DeSoto counties.

The concept was rolled out this week at Goodwill's 1701 N. Honore Ave. store

and soon will spread to its other stores. Goodwill vehicles also will be wrapped in the new colors and sporting the new logo.

"Goodwill retail centers, donations centers, trucks, logo and website are all being rebranded with a fresh new look during the next several months," Rosinsky said. "Expect bold colors and a new visual impact."

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