Inside Tabitha's House thrift store
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Marketing Strategy

Tabitha's House

A thrift store on mission.

25+
Years serving the community before this campaign
1
Brand-new market entered: Edgewood, Maryland
3
Channels orchestrated — print, social & press
Grand Opening

Tabitha's House has spent 25 years turning donated clothes into community impact. When it came time to open a second location in Edgewood, Maryland, the goal wasn't just a ribbon-cutting — it was building enough trust and visibility to make the new store self-sustaining from day one.

That meant carrying 25 years of mission and credibility into a neighborhood that had never heard of Tabitha's House — and doing it fast enough, and loud enough, to matter.

The Strategy

A Blueprint for Second Chances

Winning a new market meant winning trust first. I built a multi-channel launch — print, community partnerships, and press — to put Tabitha's House in front of the right people before the doors even opened.

Brand Awareness

Introduce Tabitha's House to Edgewood and position it as a trusted neighborhood resource — not just another new storefront.

Tactics
Print Media: Flyers, signage, and direct mail in the high-traffic spots that mattered — local businesses, schools, anywhere the right people would see it.
Community Partnerships: Partnered with local organizations and influencers to build trust the way it's actually built — word of mouth.
Press Releases: Pitched the grand opening story to local outlets, putting the mission in front of the whole community — not just shoppers.
Shopper browsing racks at Tabitha's House
Going Digital

Social Media Strategy

Tabitha's House had loyal, long-time shoppers but no real foothold with a younger audience. I built a social strategy to close that gap — one that could turn thrifted finds into shareable content and casual followers into regulars.

Tactics
Content Creation: Posts built around thrifted fashion finds, DIY styling tips, and behind-the-scenes looks at the store's mission.
Influencer Collaborations: Partnered with local influencers to put thrifted styles in front of their audience — and drive them through the door.
Interactive Campaigns: Giveaways, polls, and contests that turned followers into a community, not just an audience.
Targeted Advertising: Ads aimed at the right interests and demographics to promote the grand opening, special offers, and exclusive discounts.
Hashtag Strategy: Branded hashtags that turned customers into part of the campaign, encouraging user-generated content and a sense of ownership online.
Instagram mockup of the My Edgewood campaign Instagram mockup of the My Edgewood campaign
Photographer Roy Furchgott on set Behind the scenes of the Tabitha's House photoshoot Behind the scenes of the Tabitha's House photoshoot
The Production

Elevating Tabitha's House for a Bigger Market

Expanding the brand meant raising its creative bar, too. I brought in photographer Roy Furchgott and stylist Professor Leigh Maddox to give the campaign a sharper, more elevated look.

The cast: real Edgewood, Maryland residents with influencer followings on TikTok, Instagram, and Facebook. The styling: pulled entirely from the Tabitha's House racks, so every outfit was something a shopper could actually find and buy.

The result looked like a fashion brand's campaign, not a thrift store's — and positioned Tabitha's House for a market that expects more.

My Edgewood campaign poster My Edgewood campaign poster My Edgewood campaign poster
The Campaign

Fashion is everywhere — especially in Edgewood.

The headline "My Edgewood" leans into the neighborhood's own nickname, "The Wood," splitting it into "Edge-wood" for a name that feels like it belongs to the block, not a brand deck.

The visuals match: bold, modern, and proud of where they're from. Every look came straight off the Tabitha's House racks — proof the best fashion in Edgewood was already on the hangers.

"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!"

— Megan Wible, The Epicenter
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