Arc Thrift Stores is one of Colorado’s largest retail chains. With over 30 stores along the Front Range, arc Thrift Stores is a leading relief provider and advocate for vulnerable and at-risk populations, especially people with intellectual and developmental disabilities.
In 2008, arc Thrift Stores found themselves grappling with stagnant growth, a plateau in customer count, and increased competition in the marketplace. This marked the beginning of our partnership with arc Thrift Stores to revitalize their brand and elevate their impact.
Avocet in partnership with arc Thrift Stores, embarked on a mission to redefine thrift shopping. The challenge was to break stereotypes and expand the brand’s reach, particularly in the realms of PR and media relations (MR). How could we make thrift shopping appealing to new and unexpected audiences?
Avocet took a bold step by broadening the stereotyped notion of a thrift shopper. We welcomed fashionistas, artists, designers, collectors, teenagers, vintage hunters, environmental activists, and more into the arc Thrift Stores community. The goal was clear: differentiate the organization from discount retailers and embrace a “thrift mindset” with a campy and fun approach.
As part of our PR efforts, we developed a Power Continuity™ brand character; a whimsical, animated blue bird, named Arcky. Arcky delivered the sales proposition to our consumers.
Our PR/MR strategy for arc Thrift Stores went beyond the regular cadence of news releases. We introduced a statewide and national influencer relations program and a thought leadership campaign for the company’s president and CEO. The results? Increased awareness, customer count, and sales per customer, positioning the brand on the national stage.
Our PR efforts aimed to spotlight arc Thrift Stores as a leading advocate for the intellectual and developmental disabilities (IDD) community. Through heartwarming features on Denver7 profiling arc’s Ambassadors – employees with IDD – we showcased the mission in action.
From the Sweater Sale to the Children’s Clothing Sale, we went beyond routine news releases. We pitched unique aspects of these sales to local media and influencers, turning them into feature stories that celebrated thrift trends and arc’s mission.
Additionally, we took storytelling up a notch by crafting story pitches to the local media that were event- and trend-focused. From thrifted White Elephant gift ideas to “how to” stories on everything from Kentucky Derby hats to starting a collection of vintage Pyrex to decorating for a party to celebrate the Royal Wedding, we have placed numerous print, online, and television stories that highlighted the fun and accessibility of thrift.
A vast influencer network associated with thrift became our focus. We engaged with key influencers in fashion, crafting, environment, and more. Collaborative campaigns on social media platforms amplified the reach.
Once our core list of influencers was created, we researched their followings and themes they covered over time. From there, we deployed a proactive relationship-building campaign to connect with each influencer. We set up and conducted “get to know yous” with each influencer and discussed partnerships and thrift-themed campaigns that would speak to them and their followers, and that would enhance arc’s awareness amongst an audience that was predisposed to hear arc’s story about savvy thrifting and more!
Together with our influencers, we crafted a regular cadence of social campaigns that were as fun and engaging as the arc brand. Influencers created Instagram Reels, live events, and TikTok and Facebook posts and videos on everything from Halloween costumes to DIY Christmas ornaments to contests to thrifted fashion hauls.
Our national thought leadership campaign for arc Thrift Stores’ CEO, Lloyd Lewis, spread the message of inclusion and empowerment. Speaking engagements, webinars, and contributed articles conveyed the importance of diversity, equity, and inclusion. Lewis was honored with the DEI Award from the Denver Business Journal.
In one fiscal year, our PR/MR results generated a total earned media value of $2,019,415 and a total reach of 122,056,715. Influencer campaigns across various social media platforms engaged over 50 local influencers, across various social media platforms, with standout initiatives on Halloween, holidays, Earth Day, Denver’s Taylor Swift concert, the Kentucky Derby, the Super Bowl, National Thrift Store Day, and exclusive sales events, such as the 99-cent Children’s Clothing and Sweater Sales.
Annually, we proudly showcase 12 to 30 influencer-generated campaigns. Our collaborations with influencers on Instagram consistently generate an average of 150 likes and 35 comments. To amplify our reach, we leverage story posts on Instagram and Facebook.
Our Thought Leadership prorgam garnered over 80,000 impressions and Lewis was asked to be keynote speaker, webinar host, and to contribute articles to over 15 organizations or publications in a 12-month period.
Avocet also played an integral role in developing new promotions to drive “first-timer, switcher, and loyalist” customer count.
Arc Thrift Stores experienced a 6 percent increase in traffic counts, 9 percent increase in revenue, and a $2,000,000 profit in the first year. Avocet’s integrated marketing strategies positioned arc Thrift Stores as one of Colorado’s largest social enterprises and nonprofits. The company’s impact on the state, a $2.3 billion contribution between 2005 and 2019, highlights its growth and commitment to people with IDD.
Additionally, we have helped open and promote many of the 34 stores in the state and been a part of arc’s ongoing commitment to enhancing the lives of people with intellectual and developmental disabilities. Today, arc Thrift is one of Colorado’s largest employers of people with IDD, a 2,000 percent increase from 2005.
Avocet is proud to contribute to Arc Thrift Stores’ growth and impact, shaping a community where everyone has a place.
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