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Mildred Gilbert
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1 Place presentation title here. Place presentation title here. Marketing Your Environmentally Place presentation Friendly Carwash title here.

2 Panelists: Claire Darmanin Chief Operating Officer International Carwash Association Tim Walker President revinmedia Diane Bégin Senior Consultant Thornley Fallis Richard McKinnon President Miami Car Care Center Inc. Miami Carwash & Detailing Center Inc. Place presentation title here. Place presentation title here. Place presentation title here.

3 What Makes a Carwash Environmentally Friendly? Nathan Ewing President Transchem Inc.

4 Canadian Carwash Association Environmental Committee Develop a communication strategy targeted at Canadian municipalities with the purpose of highlighting the environmental benefits of professional carwashing: water use as compared to driveway washing and other industries, and responsible effluent treatment Develop a communication strategy to educate consumers

5 Water use comparison

6 Canadians say they would like to be environmentally responsible

7 Driveway vs Car Wash Driveway is better for the environment Car wash is better for the environment

8 Storm Sewers Lead. Car Washes Lead.. To a water treatment plant 42% 55% Into a nearby lake or river 14% 34% Directly into a nearby lake, pond or river 5% 14% Car Wash Storm Sewer Absorbed into the land 4% 3% Don't know 6% 22%

9 Implications Canadians want to do what they can to help the environment...but aren t clear what that is..and are not sure what happens when they wash their car. Communication and community action will be critical to educating Canadian car owners.

10 WHAT DOES THIS MEAN TO YOU? As owners and operators of carwashes we know: 1.Professional carwashing is the environmentally preferred method of cleaning vehicles 2.Canadians want to do the right thing environmentally OPPORTUNITY

11 OPPORTUNITY KNOCKS WHAT NEXT? Differentiate your business from your competition. What you can do: 1.Operate your business in the most responsible manner possible a. Reduce Water Use is recycled water an option? b. Electrical Use energy efficiency c. General Recycling packaging, etc.

12 OPPORTUNITY KNOCKS WHAT NEXT? What you can do: 2. Get the message out a. Marketing b. Talk to your customers c. Charity carwash

13 Watersavers Claire Darmanin COO International Carwash Association

14 PRESENTATION TITLE HERE

15 Key Message- Professional Car Washes are Environmentally Friendly

16 Your Goals as a WaterSaver Educate your customers about professional car wash service benefits, and how often they should receive them at your facility Increase the visibility of your business within your community Enhance the credibility and reputation of your business and the car care industry

17 Leverage tools available to you Electronic WaterSavers logo WaterSavers membership decals and official certificate Signage & marketing materials Social Media Local media outlets and publications

18 Online

19 On Site

20 In Your Community Press releases Charity Car Washing Tie to a local river, lake or stream

21 Marketing Your Carwash Tim Walker President revinmedia

Car Wash Branding As the operator of six sites in southern

I don t think branding as we typically think of branding is

23 Car Wash Branding As the operator of six sites in southern Ontario, Mike Black of Valet Car Washes knows the importance of marketing a business. The majority of operators out there are single location, he says. I don t think branding as we typically think of branding is really important to a single location operator, but the elements that go into branding are crucial. Octane May 2008 Page 13

24 Customer Focused Branding Strategy Creating a distinct brand allows operators to differentiate themselves from competitors. A good brand will have a cohesive theme and a professional image that makes customers feel at ease and positive about the car wash experience, Walker says. Octane November 2010 Page 10

Menu Signage A more recent addition of a new menu sign posted beside the automated payment terminal helped Thind increase sales of his most expensive car wash by 50%.

25 Menu Signage A more recent addition of a new menu sign posted beside the automated payment terminal helped Thind increase sales of his most expensive car wash by 50%. Thind offers three levels of car wash: a $13 Sun car wash that includes weather protector, a $10 Flame wash that has conditioner and a $7 Over N Under basic wash. Octane November 2010 Page 10

26 Program Marketing Despite poor, rainy weather last summer, I managed to increase revenue and grow my customer base at all three sites. We have hundreds of members at each of our locations, with the average member using the pass six times each month. When I wake up in the morning and it is pouring rain, I know we just cleared 30 memberships at $30 a piece earning $900, and I haven t even washed a car yet. Octane January 2010 Page 11

Say it with Staff Your staff are one of the most important aspects of your wash. According to Black, You want your employees to be uniformed and dress properly.

27 Say it with Staff Your staff are one of the most important aspects of your wash. According to Black, You want your employees to be uniformed and dress properly. While staff don t need to be garbed identically, a professional, clean appearance goes a long way to improving your site s look. Simple logos or matching t-shirts also make for easy uniforms. Octane May 2008 Page 14

28 Social Media Diane Bégin Senior Consultant Thornley Fallis

29 March 6, 2013 Social Media Marketing

30 Where to begin?

31 NOT THERE. JUST REMEMBER 3 THINGS.

32 R.A.C.E. 1

33 Research

34 ANALysis

35 COmmunication

36 evaluation

37 HUB & Spoke 2

38 HUB = Your website

39 Spokes = social media

40 How will you solve my problem? 3

41 Be where I am.

42 Help me win.

43 Questions? Diane Bégin Senior Consultant Thornley

44 Charity Carwashing Richard McKinnon President Miami Car Care Center Inc. Miami Carwash & Detailing Center Inc

45 PRESENTATION TITLE HERE

46 PRESENTATION TITLE HERE

47 Why hold a Charity Carwash? Promote community involvement Promote the environmental benefits Promote the benefits of your carwash Promote the carwash industry It can be very social and a lot of fun Done properly, it s a win-win PRESENTATION TITLE HERE Promoting your business by helping the Community while protecting the environment! It s a win-win-win!!

48 City of London Pamphlet PRESENTATION TITLE HERE Many municipalities are gearing up to move Charity Carwashes to a participating professional carwash location

49 City of London Pamphlet PRESENTATION TITLE HERE London will be announcing a Charity Carwash Day this spring to promote the environmental benefits of using a professional carwash and is looking for volunteer carwash locations to participate

50 The CCA is there to help On-line Decision Making Tree List of participating carwashes TBA Environmental awareness toolkit Carwash locator function Promoting the carwash industry Get involved PRESENTATION TITLE HERE The CCA s Environmental sub-committee is working to develop a toolkit to help you organize a Charity Carwash

51 CCA Decision Tree One of the many benefits of the CCA PRESENTATION the charity carwash TITLE HERE decision making tree is available at our website

52 The Charity Carwash Decision Do it for the right reasons Prepare a business plan Create a simple contract Clarify expectations and responsibilities Set budgets and timelines Develop your marketing plan Advertise Radio stations Free newsprint Local cable stations Local news channel Align with reputable branded charities Sunshine Foundation They have connections and resources website PRESENTATION TITLE HERE

MIAMI CARWASH The Pr ogr am M iami Car Wash will provide 1 primary wash & Vacuum bay and a second wash only, overflow bay for a charity wash.

Miami Car Wash will provide the facilities and dry - ing towels free of charge. The front road sign can be changed up to 5 days prior to the event.

On-site Supervision is required for the duration of the event, understanding the rest of the business must carry on as normal, with minimal inconven - ience to non-participating customers.

Understanding the weather plays a major role in the success of Events, it can be rescheduled with short notice to present the best possible outcome.

54 MIAMI CARWASH The Pr ogr am M iami Car Wash will provide 1 primary wash & Vacuum bay and a second wash only, overflow bay for a charity wash. Sales could include wash, dry & vacuum services significantly raising revenue. M ost typically, events will be sponsored on Sunday from 10:00 a.m. until 4:00 p.m.. Organizer are free to charge whatever price for services they deem to generate the most after cost profit for the event. Miami Car Wash will provide the facilities and dry - ing towels free of charge. The front road sign can be changed up to 5 days prior to the event. All other signage and advertising are the responsibility for the event organizers. There is a 25% of Gross Sales fee to cover the variable costs of consumables. On-site Supervision is required for the duration of the event, understanding the rest of the business must carry on as normal, with minimal inconven - ience to non-participating customers. It is recom - mended that teams of 8-12 people rotate shifts as to limit the number of participants on-site during the event. Understanding the weather plays a major role in the success of Events, it can be rescheduled with short notice to present the best possible outcome. Benefi t s M iami Car Wash views Charity Fund Raising events as a win-win for the local community, our customers and the overall health of the business. Events provide organizers with a 75% profit margin on sales in an environmentally friendly facility. Patrons can receive a quality car wash with much less water, with all waste water being sent to the waste water management system. Typical parking lot car wash charity events allow contaminated water to flow into the storm sewers and directly into the echo system. Safety Event Organizers are responsible for providing event liability insurance and the overall safety of all participants. M iami Car W ash offers no liability or claims to personal injury or damage caused to customer vehicles during the event. Event Supervisors will be trained on the proper way to clean vehicles, ensuring customer satisfaction with a greater participation rate in future fund rais - ing events FUND RAISING PROGRAM M IAM I CAR WASH recognizes the value in working with the local community in supporting fund raising events. We are flexible in designing custom programs to fit the specific need, at no cost to the organizer. Organizers can expect to earn from $200 - $400 during the 6 hour event, noting it is highly dependent upon the weather, how well the event is organized, as well as the traffic count during the event day.

55 Join me at the roundtable session for more ideas and a great discussion!

Communicating with Customers via Electronic Methods Impacts Overall Satisfaction

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