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“Be Car Care Aware” · Share “Be Car Care Aware” on your company’s website: • Add a...
Transcript of “Be Car Care Aware” · Share “Be Car Care Aware” on your company’s website: • Add a...
“Be Car Care Aware”Join the Movement
February 2017
What is “Be Car Care Aware”?
• Consumer education campaign
• Promote the benefits of regular vehicle maintenance and repair
• Conducted by the non-profit Car Care Council
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Why “Be Car Care Aware”?• Billions in unperformed vehicle maintenance
• Strong consumer media interest
• Easy to participate
• Motorists keeping current vehicles longer
• Seasonality + Economy + Gas Prices + Messaging = Opportunity
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What are the campaign objectives?
• Educate consumers
– Safety
– Dependability
– Pride of Ownership
• Drive customers to stores and bays
• Increase auto care industry sales
• Enhance shareholder value
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The Car Care Council employs a variety of communication methods, including:
• Press releases
• Letters to the editor
• Guest editorials
• Syndicated print and radio stories
• National and local television news coverage
• carcare.org website
• Social media
• Car Care Guide
• Videos, audio, PSAs
• Promote Car Care Months in April and October
• Support car care events
• Partnerships
Ongoing Communications Campaign
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It’s Easy!
• Website
• Social Media
• Customer Outreach
• Car Care Guides
• Car Care Events
How can you get involved?
Share “Be Car Care Aware” on your company’s website:
• Add a “We Support Be Car Care Aware” logo with a link to carcare.org.
• Download and post banner ads from the Car Care Council.
• Reuse articles and information with attribution to the Car Care Council.
• Add a link to the council’s free customized service schedule and email reminder service.
• Link the video “Auto Service and Repair: What to Expect” to help customers feel more comfortable with the auto service and repair process.
Website
Social Media
Visit the Car Care Council on their social media
sites and share content such as tweets, car care
tips, videos and infographics.
• https://www.facebook.com/carcarecouncil
• https://twitter.com/carcarecouncil
• https://www.pinterest.com/carcarecouncil/
• https://www.instagram.com/carcarecouncil/• https://www.flickr.com/carcarecouncil/
32K + Followers130K + Reach
Customer Outreach• Print out car care tips at www.carcare.org/car-care-resource/car-care-tips/ for
customers to read while they’re in a waiting room or standing at the counter.
• Encourage customers to check out the free service schedules at
www.carcare.org/car-care-service-schedules and sign up for the customized
service schedule with e-mail reminders.
• Download and play Car Care Clips in your waiting room.
• Order a “Be Car Care Aware” Point-of-Sale (POS) Starter Kit, which includes a
variety of marketing and promotional materials to help you get involved in the
campaign.
• Use the council’s promotional materials: send customers home with a mirror
hanger in their car or with a free car care guide that includes your logo or attached
business card.
Car Care Guides• Available in English and Spanish, they are a great giveaway
at the store level and can also be given to employees.
• The redesigned and updated guide boasts 20 pages of new
material including an expanded environmental awareness
section, finding an automotive repair shop, alternative fuels,
understanding the warranty, vehicle telematics and careers in
the auto care industry.
• The guide covers major services, 12 component groups within
the vehicle, service interval recommendations and more.
• Visit www.carcare.org/car-care-guide to order customized
copies for your shop or business, view the digital version or
order a free copy.
Car Care Events
• Host a “Be Car Care Aware” vehicle check-up event.
• Events can be held any time during the year and can be any
size or style that works best for you and your community.
• Include food provided by a local vendor, local police
demonstrating installation of child safety seats, local radio
station coverage and raffles.
• Visit the online Industry Tool Box for step-by-step guidelines
of how to have a vehicle check-up event.
• List your event on the Car Care Council’s website event finder
and Facebook page for free publicity from the council.
Online Industry Tool Box
• The Industry Tool Box contains everything
needed to participate in the “Be Car Care
Aware” consumer education campaign. It’s
featured on the Car Care Council’s website at
www.carcare.org/industry-tool-box/.
• It walks through the many different ways to
get involved in the campaign, whether it’s
something as simple as handing out Car
Care Guides or more elaborate like
conducting a community car care event.
Monthly e-brief
• The monthly Car Care Council e-brief reports
on consumer education initiatives and news as
well as provides ready-to-use articles and
timely and topical content to use in marketing
materials, on a website or social media..
• Encourage customers and colleagues to sign
up for the e-brief at www.carcare.org.
It’s Available!
• Contact the Car Care Council
– www.carcare.org
– 240-333-1088
Need help or information?
THANK YOU!