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
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
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
Ongoing Communications Campaign 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
How can you get involved? It s Easy! Website Social Media Customer Outreach Car Care Guides Car Care Events
Website 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.
Social Media 32K + Followers 130K + Reach 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/
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.
Need help or information? It s Available! Contact the Car Care Council www.carcare.org info@carcare.org 240-333-1088
THANK YOU!