West Fleet Service
Brand Launch

Project description

West Fleet Service Brand Launch MBWC was engaged by West Chevrolet in early January 2011 to serve as the lead agency to develop a new brand for the new company and to manage all reputation management / communications aspects of the company’s launch – set for March 2011. The objective of the launch was to generate broad-scale awareness for the new brand in the marketplace. MBWC developed an overarching brand and an integrated marketing communications plan, including advertising, direct mail, media relations, special event management and customer communications.

West Chevrolet is a multi-generational automobile dealership based in Alcoa, Tenn. The dealership maintains a high brand profile with an ongoing multi-faceted advertising campaign and engages in numerous community-oriented activities. The dealership is generally regarded as one of the area’s more stable enterprises. Culturally, West Chevrolet has a reputation as being a good place to work.

In the fall of 2010, Charles West, president of West Chevrolet, and Doug Reynolds, the dealership’s service manager, conducted an in-depth business analysis of the service support available for small to heavy-duty trucks in Blount County. Service was primarily being offered in Knoxville to the north, leaving Blount County fleet and business owners without service support locally. It was decided to create and launch a Blount County-based truck service center to capture this neglected market.

The brand successfully launched in March 2011. From March through late May 2011, news and media coverage generated almost 2.3 million impressions from print and broadcast outlets. There were six WFS features and two broadcast segments devoted to the launch of the business. The advertising activity in Greater Knoxville Business Journal, Maryville Daily Times and the radio flights resulted in a little more than 728,000 advertising impressions. From March onward, WFS’s business grew 75 per cent from the pre-launch period. After the launch, staff productivity grew to 81.5 percent of hours worked as the shop continued to expand its number of customers served.

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