When you think of car dealerships, does this image enter your mind?
Many people see car salesmen as pushy, untrustworthy, and just out to make a profit. Elkins Auto wants to prove to their customers that they do not fit that mold. Our mock advertising agency, JETCA, met with Jordan and Jeremiah from Elkins Auto early in the semester to discuss opportunities for a twelve-week advertising campaign. Elkins Auto is already one of the leading dealerships in the area, so they did not task us with increasing sales by a certain percentage or advertising their new inventory. Instead, they wanted our help in shifting toward a rebranding of their company. Throughout the semester, we’ve worked to find ways to set them apart from their competition and the negative stereotype that follows car dealerships.
The CommsPoint program was our primary research tool in creating this campaign. This program provides a detailed insight into the media usage of specific audiences to allow for strategic planning. The first meeting with our client gave us a start in creating their target audience.
- Aged 25-54
- Education level: high school graduate and beyond
- Employed, homemaker, or student
- They are the main shopper
- Have purchased an automobile longer than one year ago or have never purchased a vehicle
- Could have children under 18 years old
- Living in the northeast region
The program used this coding to provide specific media insights, such as consumption, channel costs, performance, and maximum reach.
Elkins Auto has a strong social media presence on Facebook and YouTube, so we encourage them to continue utilizing and updating those accounts. We have also created a billboard design with the new slogan, “Honest People, Honest Cars,” that can be used in multiple media. We decided upon the standard vinyl billboard, because the spot would not have to be shared with any other companies or, potentially, their competitors. Jordan and Jeremiah offered an interesting idea that we have included in the campaign. In order to spread this rebranding campaign, the new slogan will be printed on custom Jeep wheel covers. The wheel covers will be placed on the Jeeps in their lot, and once bought, the new owner will drive the Jeep around to spread the word even further.
We have chosen the tactics of customizing the message, interacting with the consumer, and sharing/passing the message. We believe that focusing on these tactics, combined with our messages of high quality and trust in the brand and strategies of re-purchasing and usage experience, will lead a successful rebranding campaign. If Elkins Auto can increase awareness of this new image, it will bring more customers into the store. Once inside, their exceptional service and quality inventory will create a loyal customer base. The small town feel of Elkins creates an avenue for loyal customers to tell their friends and family about their great experience at Elkins Auto.
Be sure to check them out when you’re in the market for a new, quality vehicle!