“be car care aware” · “be car care aware” public relations/consumer education campaign •...

“Be Car Care Aware”10 Years & Going Strong10 Years & Going Strong

Campaign Update

February 2012

The Year in Review“Be Car Care Aware” Public Relations/Consumer Education Campaign

• Uncertain economic situation

• Desire of motorists to keep current vehicles longer

• Strong consumer media interest

• Heavy focus on gas prices, severe weather conditions, economic • Heavy focus on gas prices, severe weather conditions, economic benefits of preventative maintenance

• Expanded “green” initiative

• Aggressive, early National Car Care Month promotion

• Significant growth in community car care events

• Growing social media presence

• Generous trade media support

• Variety of communication methods to reach:

media, industry, motorists

2011 Press Release Topics• Is Using the Dealer for Warranty Work a Must? The Answer is No

• Know the Facts about Your Warranty – The FTC offers Tips

• Potholes Pose Plenty of Problems

• Order Car Care Guides for National Car Care Month

• Has Your Car Been Feeling Left Out in the Cold?

• Make Sure Your Vehicle’s Lights Still Shine Bright

• Council Promotes Car Care Events on Website, Facebook• Council Promotes Car Care Events on Website, Facebook

• April is National Car Care Month

• Spring Cleaning for Your Car

• Rising Gas Prices – Don’t Panic, Get Perspective

• Green Your Vehicle Routine

• Travel by Car Better Deal than Flying

• Driving in the Cone Zone can be Tough on Vehicles

• Pre-trip Vehicle Checks Make for Safer, Gas-Saving Road Trips

• Give Your Car A Brake

• Don’t Spend Your Vacation of the Side of the Road

• Keep Your Cool in Hot Driving Weather

More 2011 Press Release Topics• Summer Can be Tough on Cars

• Is Your Vehicle Car Pool Ready?

• Car Care Council Earns Three Gold Level NAPS Awards

• Check Your Brakes during Brake Safety Awareness Week

• Four Easy Steps for Hassle-Free Labor Day Weekend Driving

• Tire Recycling a Common Practice in Auto Repair Shops• Tire Recycling a Common Practice in Auto Repair Shops

• Free Digital Tool Kit Helps Drive Business during Car Care Month

• Fall into a Vehicle Maintenance Program

• Used Engine Oil Gets Recycled by 95 Percent of Repair Shops

• A Battery Check Today can Keep the Tow Truck Away

• Car Care Fair Exhibit Returns to AAPEX

• A Bright Idea: Check Your Vehicle’s Lights and Wipers

• Keep Costs, Stress in Check by Driving This Holiday Season

• Give the Gift of Safety to Your Favorite Drivers

• Car Batteries Recycled by 98 Percent of Aftermarket Companies

• The Weather Outside is Frightful; Take the Scare Out of Winter Driving

• Simple Steps to Save Gas Without Driving Less

Letters to the Editor & Guest Editorials• Is Using the Dealer for Vehicle Warranty

Work a Must? The Answer is No

• Guest Editorial: National Car Care Month

• April is National Car Care Month: Basic

Maintenance Helps Avoid Costly Repairs

Down the RoadDown the Road

• Pre-Trip Vehicle Check for Safer, Gas-Saving

Summer Road Trips

• The Weather Outside is Frightful: Winterize

• Car Care Month Audio Editorials:

– Gas Prices and Car Care Month

– Tips for a Good Car Care Month

– Simple Car Care Month Messages

– Car Care Month and Social Media

– Car Care Month Benefits

– Special Events for National Car Care Month

Syndicated Stories• Over 6,300 stories

• Audience over 500 million

• Award-winning articles:– The Perils of Potholes

– Three R’s for Your Car: Reuse, Recycle, Repower

– Winterizing Your Vehicle Can Save Cold – Winterizing Your Vehicle Can Save Cold Cash

– Tips on Driving a Greener Car

• New current stories:– Green Your Driving Machine

– A Pre-Trip Inspection Can Mean Better Mileage

– Potholes Pose Plenty of Problems

– Is Your Car Feeling Left Out in the Cold?

– Make Sure Your Vehicle’s Lights Still Shine Bright

National & Local Media Coverage

Social MediaDirect Communication• Update fans frequently• Announce news• Share car care tips• Fan interaction• Run promotions• Ask questions• Post links• Post links• Add photos• Share videos • Run ads to grow Facebook fans

– Car Care Council = 5,229– Car Care Professionals = 4,162

Promotional Programs• Free Car Care Guide for

Car Care Months• Free Gas Card Sweepstakes

Green InitiativePartner with AAIA to Promote the “Green” Aftermarket Story

Looking Ahead

• Car Care Months in April and October

– More vehicles with unperformed maintenance

– Strong consumer media interest

– Easy to participate

– Economy + Gas Prices = Opportunity– Economy + Gas Prices = Opportunity

• New content

• New website

• New video

• New partnerships

• New initiatives

Car Care Month - Industry

• Trade media support

• Industry tool kit

• “Test Drive” video

• Point-of-sale kits• Point-of-sale kits

• Industry tips

• Articles for local use

• Banner ads

• Car care events on Facebook and Twitter

• Women’s Car Care Clinics

• Association alliances

• Car Care Fair at AAPEX

Car Care Month - Consumers• Rallying points in April & October

• Aggressive, early promotion

• Media alerts

• Press releases

• Spokesperson interviews• Spokesperson interviews

• Media outreach

• Syndicated stories

• Letters to the editor

• Website content

• Car care event locator

• Social media

• Car care articles

• Partnership with Car Care News Service

New ContentMultipurpose for a Variety of Communication Vehicles

Examples of Upcoming BCCA Messaging

• Feb – New Car Care Council Website

• Feb – Uncertain Economy Leads to Increase in Unperformed Maintenance

• Feb – Get Straight Talk About Auto Service and Repair

• Mar – Car Care Council Awarded Google Grant

• Mar – Partnership with Weather.com• Mar – Partnership with Weather.com

• Mar – National Car Care Month: Car Care Events Reveal a Need for Maintenance

• Apr – Car Care: The Key to a Long-Lasting Vehicle

• Apr – Mean Green Driving Machine

• Apr – Spring Car Care Beyond Your Wildest Clean

• May – Pump Up Your Gas Savings

• May – Summer Time is Travel Time – Make Sure Your Car is Road-Ready

• June – National Safety Month

• June – Start Your Road Trip at CarCare.org

• July – Tips for Keeping Cool in Hot Summer Cars

• July – Tune Up Your Wallet

More New ContentExamples of Upcoming BCCA Messaging

• Aug – Brake Safety Awareness Week

• Aug – Does Your Car Make the Grade?

• Sept – Teach Your Kids the ABC’s of Car Care

• Sept – Fall Car Care Month - Don’t Let Your Vehicle Fall by the Wayside

• Oct – Is Your Car Trying to Tell You Something?

• Oct – Lights & Wipers – The Key to See and Be Seen• Oct – Lights & Wipers – The Key to See and Be Seen

• Oct – Change Your Clocks, Check Your Tires

• Nov – The Heat is On

• Nov – Avoid a Turkey of a Weekend with a Pre-trip Car Check

• Nov – A Word to the Wise: Winterize

• Dec – Wrap up the Holiday Season with a Vehicle Inspection

• Dec – A Resolution You Should Keep: Be Car Care Aware

• Jan – Avoid the Stress of Being Stranded

• Jan – Don’t Let Your Car be a Money Pit

• Feb – Auto Repair: Wondering About Your Warranty?

• Feb – Potholes Pack a Powerful Punch

New WebsiteFeatures include:• Partnership with DriverSide.com

• Comprehensive portal of car care information

• Easy to navigate

• Custom service schedule• Custom service schedule

• Maintenance e-mail reminders

• “Are You Aware?” tips

• Comprehensive shop locator

• “Ask the Tech” questions

• Car Care event finder with map

• Car Care Minutes

• “Go Green” information

• DIY tips and videos

• “Be Car Care Aware” blog

New Video“Auto Service & Repair: What to Expect”

• Helps consumer become comfortable with auto service and repair process

• Behind-the-scenes look at the repair shop experience

• Behind-the-scenes look at the repair shop experience

• No-nonsense tips and advice– Finding the right auto repair

facility

– What to expect at the shop

– What questions to ask

– Consumers’ rights

– Truth about manufacturers’ warranties

New Partnerships

• Weather.com

• DriverSide.com

• CalRecycle

• AutoNet TV• AutoNet TV

• Extreme Wrench

• More news to come…

New Initiatives• New Media Web Portal

• Updated Industry Tool Kit

• Expanded Social Media

• New Car Care Minute Videos– Brakes– Brakes

– Peril of Potholes - Steering & Suspension

– TPMS light – what/why/how of TPMS

– Hybrid vehicles

– Fall message on visibility – lights & wipers

– Emissions – including state testing

– Financial benefits of keeping your car

– Appearance: cleaning, polishing, fixing scratches

– Dashboard lights – what do they mean?

– New Drivers – driving, safety & car care tips

– Senior Drivers – driving, safety & car care tips

– Selecting a repair facility

– Understanding your auto warranty

Here’s to another 10 successful years!Here’s to another 10 successful years!

Thank You!