Case Study: Tabitha’s House
A thrift store on mission.
Grand Opening.
Tabitha’s House, a well-established brick-and-mortar thrift store with over 25 years of serving the community, embarked on an exciting expansion into a new market in Edgewood, Maryland.
This strategic growth aims to strengthen its mission and ensure long-term sustainability. The success of the new store is vital to advancing the organization’s impact and extending its reach within the community.
A Blueprint for Second Chances
To effectively expand Tabitha’s House into the Edgewood community and surrounding areas, a multi-channel marketing approach was implemented, combining both print and digital strategies to maximize reach and engagement. This will in turn build community recognition and trust through consistent messaging and visibility.
Brand Awareness //I
Introduce Tabitha’s House and its mission to the Edgewood, Maryland community emphasizing its legacy and impact while positioning it as a trusted resource in the community.
TACTICS //
Print Media: Distributed flyers, signage, and direct mail in high-traffic areas, including local businesses and schools in the community to establish credibility and reach diverse demographics.
Community Partnerships: Collaborated with local organizations and influencers to amplify the message and build trust through word-of-mouth.
Press Releases: Shared the grand opening story with local news outlets and magazines to highlight the mission and vision.
Social Media Strategy //
Create customer segmentation to connect with a younger audience(s) and build long-term loyalty and expand the brand’s online presence. This comprehensive approach ensures that Tabitha’s House maintains relevance across all audience segments, from long-standing supporters to a new generation of shoppers.
TACTICS //
Content Creation: Developed visually engaging posts featuring thrifted fashion finds, DIY tips, and behind-the-scenes looks at the store’s mission.
Influencer Collaborations: Partnered with local influencers to highlight thrifted styles and encourage store visits.
Interactive Campaigns: Host giveaways, polls, and contests to boost engagement and increase followers.
Targeted Advertising: Focusing on targeting user interest and demographic trends to promote the grand opening event, special offers, and exclusive discounts.
Hashtag Strategy: Created branded hashtags to encourage user-generated content and build a sense of community online.
Elevating Tabitha’s House:
A Creative Expansion for Market Success
To meet the challenge of expanding Tabitha’s House, it is important to elevate the creative capabilities. I took the initiative to source and collaborate with well-renowned photographer, Roy Furchgott and stylist Professor Leigh Maddox.
Actors who were chosen are Edgewood, Maryland residents who are influencer status on social apps, TicTok, and Instagram and Facebook.
The Stylist was tasked with using actual clothing from Tabitha’s House Store, ensuring every detail aligned with the brand’s vision and mission.
This approach elevated the store’s visual appeal and positioned it for success in the new market.
Fashion is everywhere—especially in Edgewood.
The headline “My Edgewood” taps into the authentic, urban vibe of Edgewood, Maryland, affectionately known as “The Wood.” By creatively splitting the name into “Edge-wood,” Tabitha’s House establishes a bold and relatable connection with the local community.
The visuals are edgy and modern, showcasing a strong sense of local pride and identity among Edgewood residents. The selected clothing, sourced from Tabitha’s House Thrift Store, features bold and fresh styles, highlighting a wide variety of fashion options.
“Brent is an incredible asset to our volunteer team at Tabitha’s House. He goes above and beyond in creating ad campaigns that consistently drive more traffic to both our website & physical locations. Brent is a gifted marketer and continues to wow us with his creative abilities!”