August 6, 2004

Goodwill Industries of Northern Michigan selects The Intelligence Agency As Marketing Partner
Michigan’s Only “Pay For Results” Marketing Firm Expands Its Non-Profit Customer Base

TRAVERSE CITY, MICH., AUG. 6, 2004 – The Intelligence Agency, Michigan’s only marketing firm paid based on the results it creates, was selected this month as the agency of record for Goodwill Industries of Northern Michigan, Inc.

In the new partnership, the Intelligence Agency will work to communicate Goodwill’s critical role in the community, build and maintain support for Goodwill programs, and align Goodwill communications around a core brand. The relationship will utilize many of the services the Intelligence Agency offers, including market research, marketing, public relations and advertising.

Goodwill Industries joins several other Northern Michigan non-profits as clients of the Intelligence Agency, including GLIMA Northwest, the Botanical Garden Society of Northwest Michigan, and others.

The typical Intelligence Agency results-driven arrangement includes an upfront agreement about what goals will be met. If the client reaches the goal, The Intelligence Agency is paid in full. If the client does not reach the goal for whatever reason, The Agency is paid a fraction of its fees. If goals are exceeded, the Agency is paid “times X.”

Goodwill Industries International is a network of 207 community-based, autonomous member organizations. For more than 100 years Goodwill has provided services to the disabled and disadvantaged populations, developing independence and career opportunities for more than 6 million people who want to gain independence, earn a living, and support their families. With locations in the United States, Canada and 23 other countries, Goodwill Industries believes that independence and work build strong families and create the economic energy that builds strong communities. To help fund its mission, Goodwill Industries collects donated clothing and household goods to sell at its 2,000 retails stores.

The Intelligence Agency is the only marketing agency paid based on the results it creates. Since its inception in 1999, The Intelligence Agency has added more than forty clients in industries from banking to food manufacturing, and ranging in geography from Petoskey to Anchorage and Arizona. The agency’s services include market research, business strategy, sales management, design, public relations, communications, public affairs and advertising.

The Intelligence Agency can be reached at 231.932.0400. Email info@intelligenceagency.com.