Over a period of 3 years Wagner Subaru, in partnership with The Hathaway Group, undertook a brand awareness and growth campaign that resulted in building a new dealership and taking the #1 volume dealer seat in the area from their long time competitor. It was our job to understand the brand, the customer and their buying behaviors, and the standards required by the national affiliate to ensure that co-op requirements were met for reimbursement.
The Hathaway Group developed marketing plans in 2014 and 2015 and executed all items in the plan. The results can be credited with the growth and “love” that came for the dealership and the brand in the following years. The restrictions for a dealership participating in a co-op reimbursement plan place restrictions on reach and creativity, from time to time. Our job was to develop messaging for the campaigns, place the ads incorporating messaging for each corporate incentive, manage social media campaigns, engage with users/potential customers on a personal level and prepare and submit all co-op documentation for dealer reimbursement. The Hathaway Group staff set up, attended, engaged,and collected data for Wagner Subaru at their events. It was a pleasure to interact with customers and potential customer who truly love the brand and this dealer.
One of the most rewarding experiences with this customer was the development of the Grand Opening Event : A Blue Tie Affair. The Hathaway Group developed the concept, marketed, messaged, and staffed the event. The success of the event was a testament to the hard work and dedication of the Wagner Subaru Staff and the integration and understanding of the brand that The Hathaway Group was able to develop.
The following excerpts from the plan indicate the research and planning that was undertaken to get a clear customer understanding for each model, purchase behavior of these buyers, and usage behavior for each model. Each model held it’s own strategy and messaging. Each set of messaging included specific ad development and placement, social media content, and event marketing.
Click here to see excerpts of the 2015 plan. More information is available in a one to one setting.