A Vibrant New Web of Goodwill

July 30, 2013

With expanding programs, smart merchandizing, and savvy use of technology, Goodwill Industries of North Florida has built itself into one of the premier Goodwills in the nation — second only to Goodwill of New York and New Jersey, in connecting people with jobs.

But while the organization has flourished, its website had failed to reflect its dynamic personality. Goodwill of North Florida has launched a totally renovated website, produced by BroadBased, that captures the organization’s vitality.

“The new site is bright and engaging and tells our story much more effectively,” says Karen Phillips, Goodwill’s chief administrative officer. “It integrates our e-commerce initiatives and makes it easier for people to find our stores, donation centers, and job junction locations — all of which supports our organizational goals of increasing donations, sales, and job creation.”

“Goodwill of North Florida has been a great client,” says BroadBased CEO Jan Korb, “because of its leadership’s vision and understanding of marketing trends. For example, in the past year BroadBased has helped Goodwill launch two Facebook pages, one for the main organization and one for its upscale Bluetique store in Ponte Vedra.”

“Karen and her colleagues, including CEO Bob Thayer, have a great vision for how Goodwill can continue to expand its role as a positive force in the community, and they aren’t afraid to be innovative to make it happen,” she says.

“Maybe the best thing about working with Goodwill,” Korb adds, “is that I’ve learned about all the great bargains they have on designer clothing and accessories at Bluetique!”


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.