CASE STUDY - NAPA AUTOCARE
The slide-show above is a walk through the Straight Line Marketing process with NAPA AutoCare. When the board contacted Reformation Productions, they were looking to improve their website conversion ratio and establish a solid, professional brand image separate from their sister company, NAPA AutoParts.
STAGE ONEIDENTIFY Stage One: IdentifyBeginning the first stage, we completed our Brand ID workshop and discovered the struggle the company was having with separating its identity from its parent company - NAPA AutoParts, the history of the business, how the company was different from their competitors, the personality of the business, who they believed their consumer segments might be, and more.
Consumer ResearchIt was determined in the Identification session that the client had three major audience segments: Prospective Customers, Existing Customers, and Shop Owner Members. Conducting interviews at multiple AutoCare locations, we surveyed each segment and we were able to build accurate and targeted consumer profiles for each. STAGE TWOLISTEN
Message DevelopmentAfter analyzing the data from Stages one and two, we determined the company’s message should embrace the reputation of NAPA AutoParts and stop trying to disassociate themselves, they should also highlight the community/home town aspects of shop ownership, the high standards placed on them by NAPA Corporate, the reliability and security that comes from being backed by a national brand, and the quality of services and parts provided. We also discovered that most did not know they were in a NAPA AutoCare (because they are a group of independent shops with various names all backed by NAPA) and therefore didn't understand the value that it brings. This would need to be communicated to all target audiences depending on their perspective. STAGE THREETHINK
STAGE THREETHINK Campaign DevelopmentWe then developed several campaign options to bring the company message to life. The company chose the look and feel that they preferred - The Parts You Trust Are Now The Shop You Rely On. This campaign would be used to introduce and communicate the connection to NAPA and educate on the value and benefits that come from that connection, as well as showcasing the hometown/community aspects that comes from being independent shops.
Strategic PlanningWe then developed a strategic marketing plan that involved building the brand foundation and reintroducing them to the consumer marketplace and educating the shop members. STAGE THREETHINK
STAGE FOURSPEAK PhotographyWe needed new, professional photography to go with the new campaign. We conducted several creative and on-location, live photo/video shoots to build a photography galley to be used in multiple areas.
VideographyWe also shot several Shop Member interviews, creative shoots, and live operations on-location for use in building web videos and commercials for the campaign. STAGE FOURSPEAK
STAGE FOURSPEAK Brand CopywritingWe developed copywriting for the new campaign that could be utilized throughout tool development and by member shops to ensure accuracy and consistency in messaging.
5 Internal Marketing• Regular member meetings, presentations, and seminars • SMS communications • HTML email communications • Direct mail communications • Communications through NAPA AutoParts channels • Board Member representation • Member Handbook STAGE FOURSPEAK
STAGE FOURSPEAK Web DevelopmentWith assets created, we then began to rebuild the company website to communicate the new messaging and campaign, be more intuitive and resourceful for all target audiences, and to act as a funnel for new businesses to connect to the individual shops through group marketing efforts.
STAGE FOURSPEAK9 Social Media Profile Generation & ManagementSocial Media has quickly become an important business communication tool for viability, referrals, and reach. We created multiple social media profiles that would work for all target audiences. Profiles included:• Facebook• Twitter• YouTube• Google + We then began managing their social media presence including creation and curation of content that was designed to be shared by shop members on their own social media profiles. .
Point Of ServiceUtilizing the shops themselves as an opportunity to communicate the brand, it's value, and benefits to consumers, we developed in lobby posters, digital display content, and brochures for the campaign. We also developed decals for the shop tow trucks and shuttle vehicles, as well as the business windows. STAGE FOURSPEAK
Shop Of The Month programWe developed a member celebration program that accomplishes multiple things for the brand: • provides the opportunity for the Board to recognize and celebrate shop members that meet certain criteria • provides a video that can be utilized on the member websites • provides social media content that can be shared by shops and customers • provides the opportunity to connect with shop members and provide updates, guidance, etc. in person and directly STAGE FOURSPEAK
2 STAGE FOURSPEAK Community MarketingWe began to build on a new relationship with the Boy Scouts of America in Atlanta as a way to support our communities. We developed the "NAPA Salutes" campaign specifically for this partnership and provided shops with lobby posters to display their community involvement proudly. We also developed collateral that could be handled out at community events and drive traffic into the local shops. This campaign would eventually grow and become even more robust in the years that followed it's conception.
3 Tracking, Celebration, and ExpansionWe noted the benchmark information from prior to beginning the Straight Line Marketing process including brand awareness, value perception, and # of web visitors. We now use this data continually each year to celebrate our successes, course correct any areas that may need tweaking, expand our efforts in areas that are working well, and take on additional strategies as the business' financial budgets grows as a result. STAGE FIVEMEASURE
STAGE FIVEMEASURE Year End Holiday CelebrationEach year, we take a moment to celebrate our accomplishments, share insights, and gain feedback from members at the NAPA AutoCare Holiday Event. The event is planned to include invitations, presentations, fun, and fellowship with employees and shop members.
2 New Strategic Plan for the coming year/sales cycleThe client's marketing year starts in the second quarter of each year. So we take the first quarter to finish out any plans from the previous sales cycle and plan for the new year. At this time we develop new plans and ideas to propose for inclusion and expansion. STAGE FIVEMEASURE
AGENCY OF RECORDCONTINUED WORK Marketing Director/CMO OutsourcingAs we have continued to work with NAPA AutoCare, we now represent the marketing department for the client, attend board meetings, make recommendations, and provide consultation in real time.
NAPA Salutes Campaign ExpansionWe have continued to grow the client's relationship with the Boy Scouts of America, which now includes partnering with the Atlanta Braves for a new event each year. Related work includes developing the following: •Cub Mobile Challenge •Hashtag Contests •Pit Crew Challenge •Cantina Sponsorship •Pinewood Derby (with Atlanta Braves) •Branded Race Track •Build Day 4 AGENCY OF RECORDCONTINUED WORK
AGENCY OF RECORDCONTINUED WORK Event MarketingWe procured an event trailer that can be used by individual shops and for larger community and group events. We then created a branded wrap for the trailer. It is now a mobile sign when traveling and while parked.
Event Marketing: Spin The WheelAnother activity we developed for event opportunities included a spinning prize wheel with relative, branded prizes, and take away materials. Related elements include:• Event prize wheel• Take away postcards• Branded bags• Branded Rubber husbands/jar openers• Branded Temporary tattoos• Branded iPhone holders• Branded Keychain Nail Files• Branded Lip balm• Branded Pens• Branded Flashlights AGENCY OF RECORDCONTINUED WORK
AGENCY OF RECORDCONTINUED WORK NAPA Salutes Campaign Expansion: Cubmobile ChallengeBuilding on an existing idea, we developed and branded a new event to use during a month long BSA camp event. With the success of this activity, NAPA AutoCare became the talk of the council and a photo taken at this event is a featured display in the Boy Scouts of America Atlanta Area Council's main offices. Elements included:• Event planning• Activity display and function• Meet and greet• Hashtag contest - - - Signage - - - Take away postcards - - - Event photography booth, real-time post production, and posting to social media - - - Branded Prizes - - - Winners presentation via FB live
AGENCY OF RECORDCONTINUED WORK NAPA Salutes Campaign Expansion: Pit Crew ChallengeWe developed a branded activity that would attract attention at events. Pit Crew Challenge is an automobile repair related activity where participants race against each other when changing a tire. The participants race each other while a branded timer keeps track of how long the activity took for each of the competitors. When completed, both participants bring their times to the photo area and pick out the appropriate signage for their social media photos. The photos are then shared on social media and a hashtag contest ensues. Elements included:• Event planning• Activity display and function• Meet and greet• Hashtag contest - - - Signage - - - Take away postcards - - - Event photography booth, real-time post production, and posting to social media - - - Branded Prizes - - - Winners presentation via FB live
2 NAPA Salutes Campaign Expansion: Racer Refueling StationAs part of the NEGA Council Scout Show, we've developed a theme for the event's cantina. Related elements include• Event planning• Renaming of the menu items• Banner signage• Table decoration including table tents• Branded bottled water• Branded napkins• Branded plates• Digital menu boards• Brochure promotion AGENCY OF RECORDCONTINUED WORK
AGENCY OF RECORDCONTINUED WORK Community Marketing:High School Automotive ClassesWe've helped support local high schools that have an automotive program for their students. Supporting this program helps develop young people into the next generation, allows the next generation to become familiar with the NAPA AutoCare brand with an eye towards them being consumers or future employees. The students also help NAPA AutoCare Atlanta participate in several events around the city. Agency elements included:• Planning• Shirt designs• Collateral
2 Community Marketing during the holiday season: Oil Changes Change LivesMaking improvements to an existing program, we developed a holiday season campaign that allows the community to participate in raising funds to help the less fortunate within our communities by getting their oil changed at a NAPA AutoCare Center. With each oil change, NAPA makes a donation to the United Way. Campaign elements include:• Program logo• Point of service lobby posters• Point of service table tents• Point of sale receipt attachments• TV and Radio Commercials• Public Relations AGENCY OF RECORDCONTINUED WORK
FEATURED WORKS /
Through the process, we defined their brand, created a targeted audience profile based on consumer research, developed a new campaign, and created many new marketing tools for the company. A few are shown here.
MARKETING CONSULTATION & CREATIVE PRODUCTION
A full service agency located in the north Atlanta metro of Gwinnett County. We help small and regional sized business communicate their business in the most efficient and effect manner possible using a more scientific approach to marketing.