CAR CARE MONTHS EVENT PLANNER

Table of Contents:

Introduction Organizing An Event Site Selection/Layout

Inspection Forms Sponsorships

Cause-Related Marketing Creating a Buzz About Your Event

Jazzing Up Your Event Brochures

Photo Opportunities Post-Event Recommendations

Introduction This event planner has just about everything you need to participate in National Car Care Month in April or Fall Car Care Month in October. It outlines different ways to participate and will show you how to set up a check-up event or car care aware fair. There are many sample items, such as newspaper advertisements, press releases, radio spots and on-hold messages, to help promote your event and Car Care Months. Simply click on the links within these sections to get to the sample items. Other items can be downloaded or ordered from the Car Care Council’s Web site at www.carcare.org. While this planner focuses on car care events, there are additional ways to show your support for Car Care Months through the following: • Signage • Web Banners • Articles • Photos • Women’s Clinics • Brochures If you have questions or need assistance, contact Jennifer Ortiz, director, communications, Car Care Council, at 301-654-6664, ext. 1037 or e-mail jennifer.ortiz@aftermarket.org.

Organizing an Event One popular way to participate in Car Care Months is to sponsor a vehicle check-up event. These events can be small and conducted by an individual repair facility; medium-sized and sponsored by several businesses in your area; or a full-blown car care aware fair with many sponsors and businesses involved, including local radio stations and newspapers. An in-house check-up lane is ideal if you want to participate in Car Care Months on a small scale. It brings current and new customers to your door, builds a relationship between your repair facility and the community and provides the opportunity for one-on-one consumer education. It also allows you to conduct several vehicle check-ups that an off-site event cannot offer, such as brake and under-car checks. A medium-sized event is generally conducted by several businesses and takes place in a parking lot to allow ample space to have several check-up lanes. It may involve two to three businesses and requires more volunteers than a single check-up lane. It will likely draw more motorists, especially if the parking lot is located in close proximity to a popular business or in a high-traffic area with good visibility of the event. A large car care aware fair may take many months to organize and plan. These events are usually held in parking lots and involve several businesses and several check-up lanes. You may opt to secure sponsors to help defray the costs. A typical car care aware fair may involve automotive aftermarket companies, as well as people and businesses concerned with the environment and safety. You may also decide to designate a cause for the event and seek donations for the cause (see Cause-Related Marketing) from motorists who attend your event.

Setting a Date and Time Once you decide the size of your event, important consideration should be given to the time and date. April and October are the key months during which car care events usually take place. These months coincide with the official designation of National Car Care Month and Fall Car Care Month. Car care events usually run from four to eight hours. When setting a time and date, keep the following in mind:

• Any event – small, medium or large – takes time to plan. Allow plenty of time to prepare. • If you are having an in-house event, remember this will be a time to show off your facility and staff. Make sure your facility will be in tip-top shape for your event. • Technicians and volunteers are key to making your event a success. Consult with those who you plan to involve about their schedules, and determine a date based on when most are available. If there is a shortage of technicians available, consider bringing in students from your local automotive training facility. • Most communities have an online “Calendar of Events” that should be checked for any potential conflicts or opportunities. Your event could benefit from increased traffic due to a community event, or the reverse could happen and turnout could be low. A lot depends on the nature of the community event.

Volunteers A check-up event requires technicians to do the inspections and many additional volunteers to welcome motorists and answer their questions. A rule of thumb is to have five technicians per check lane. Volunteers are also needed the day of the event to coordinate any additional activities, such as displays and demonstrations. Prior to the event, volunteers can help: • Research the time, date and location. • Determine the equipment that will be needed and assign operators for the equipment. • Identify potential sponsors and help secure event sponsors. • Identify and implement promotional opportunities. • Decide the attire for volunteers (i.e., same color shirts, hats, etc.). • Coordinate food and drink. • Coordinate displays and demonstrations.

For extra help, consider vendors, other shops or local automotive vocational departments and be willing to treat these organizations as sponsors. A word of advice about volunteers: • You’ll need a lot of them so start looking as soon as you know the time and date. • Different jobs require different skills. Match the job to the skill and know what you’re asking of a person before contacting them. • Write down what’s expected of volunteers and the times they will be needed as a way to eliminate conflict and determine if all areas are covered. • Contact volunteers the week before your event to reconfirm their participation. • Pamper your volunteers. Have free soft beverages, snacks and freebies for them, and don’t forget to thank them with a personal thank-you note after the event.

Site Selection/Layout If you have an off-site event, consider these five things: • Convenience • Traffic • Space • Power • Insurance Permits Convenience: Find a site where people are accustomed to going: malls, downtown, banks, discount stores, car washes, drive-in restaurants or schools. Don’t forget to get the owner’s permission to hold your event on their property. Traffic: Choose a highly visible site on a well-traveled road. Many motorists who are unaware of your event may pull in if they can see signage from the road. A changeable copy sign or marquee is an added bonus, if the owners let you change it. Space: Think big when choosing a site. Provide ample parking for motorists, space for volunteers’ vehicles, a waiting area for cars to line up to enter the check-up lanes, space for displays and booths and room for next year’s event to grow. Power: Decide early on how much electricity you need. Make certain everyone involved knows how much power is available. Otherwise, arrange for portable generators. Insurance/Permits: Investigate liability insurance early. The event may already be covered via a policy held by one of the sponsoring organizations and/or the host site. When other avenues fail, arrange special coverage. Contact the proper officials concerning needed permits. A good strategy is to check on your site occasionally prior to the event. Make certain another event has not been double-booked by mistake. Also check on maintenance, landscaping or paving projects that could jeopardize the event.

Inspection Forms As a participant in Car Care Months, you may request up to 200 free copies of the Car Care Council’s inspection form to use during your event. If you need additional forms, please let us know and we’ll gladly send them to you. The form is in triplicate: one copy is for you to keep, one is for the customer and the last one is for the Car Care Council. Forms from April events should be submitted to the Car Care Council by June 1, and for fall events by Dec. 1. It is very important to submit forms as the data is then compiled, summarized and distributed. For example, as a result of data from 2006 car care events, we learned that nine out of 10 vehicles checked showed consumer neglect. Please return forms to: Marcella Tilli Car Care Council 7101 Wisconsin Ave., Suite 1300 Bethesda, MD 20814

As a thank you for submitting your forms, you’ll receive a copy of the Car Care Months results and a “Certificate of Participation” to proudly display in your business. Data from the form you keep should be entered into your database. The people who came by your event are all potential customers. You may wish to do a follow-up telephone call or e-mail to attendees, thanking them for stopping by and offering to be their partner in car care.

Sponsorships Sponsors can help defray the costs of your event either through monetary donations or in-kind contributions. If you are seeking sponsors, here are a few things to decide before meeting with potential sponsors: • How much money needs to be raised? Try to estimate the costs of holding your event. You may plan to rely on staff and volunteers, but there will be costs associated with promoting and advertising your event, as well as costs related to food, beverages, additional activities, giveaways, permits and insurance. • How will sponsors benefit? Create different levels of sponsorship and the affiliated benefits. For example, a $500 sponsorship might allow a company to have its logo on all print ads and included in radio spots, plus the opportunity to put a coupon in goodie bags to be handed out at the event. A $100 sponsorship might only allow a company to add a coupon to the goodie bags. Be careful not to create too many levels of sponsorship so as not to confuse people or yourself. • Have the right person do the asking. Not everyone is cut out to ask for money or contributions. Identify the right people to head up sponsorships.

The following are helpful tips for getting sponsors for your event: • Start with businesses in the automotive parts and service industry. They will be most familiar with the industry and will directly benefit from participation. A local trade association may be a potential sponsor, as would businesses related to the industry. These would include car washes/detailers, automotive specialty shops, insurance companies and banks. The local Environmental Protection Agency (EPA) and/or other governmental agencies may also be potential sponsors. • If your budget allows, send potential sponsors a letter with hard-hitting automotive maintenance facts and a description of the event. This way you avoid a “cold call.” • Automotive manufacturers, distributors and jobbers/retailers are also potential sponsors. They often have both money and goods available. Sometimes these companies are very interested in being a large part of a Car Care Month event. • Newspapers and radio and television stations often are willing to co-sponsor events. However, this is usually a trade-out rather than a financial sponsorship.

• If your event is held at a bank, mall or other business location, that entity should be considered a sponsor. • If a business is not able to participate financially, they may instead be able to offer an in-kind contribution, such as food, beverages or other giveaways, or co-op money may be able. Lastly, sponsors will likely ask for something in writing. Be prepared with a short letter or form that outlines the benefits of their sponsorship, and the time, place and date of the event. This form should also have a place for the sponsor to sign to confirm their commitment.

Cause-Related Marketing Cause-related marketing is an effective way to generate additional interest in your event. The way it works is that you partner with a non-profit charitable organization. It’s recommended that you select an organization that is firmly established in your community with active grassroots support from its members. The organization would become a beneficiary, in some manner, of your event. It may have a booth at the event or you may decide to accept donations on behalf of the organization. Your event benefits by the added publicity provided by your partner. Motorists appreciate the event as a great service to the community’s driving public and most of them will be willing to give a donation to the charitable organization you’ve chosen. With a beneficiary, everybody wins: • The charitable cause or group makes money or gets added donations. • The motorists get a no-cost inspection. • The industry has a good public relations event that builds community relations. • It’s easier to get free publicity if a charity is involved.

Creating a Buzz About Your Event A large part of your event’s success will be based on how many people come and get their vehicles checked. There are various ways to let people know about your event. Some are free and some involve costs. The public relations tools provided below or through links can help create the buzz that has people talking before, during and after your event.

Newspapers There are many ways to promote your event through newspapers. You can use press releases, display advertising, classified advertising, piggyback ads, inserts, car care supplements and community calendars. Press Releases Press releases are brief articles (usually one page in length) that you send to a newspaper and that the newspaper runs on your behalf at no cost. However, just writing and sending a press release doesn’t guarantee it will be published. It must be sent to the right person and it must have news compelling enough to interest the editor. Some editors prefer to receive press releases by e-mail, while there are some that prefer releases by traditional mail. Press releases should include the date, time and location of the event, as well as who is sponsoring it and who to contact for more information. It would be appropriate to use press releases to announce your event or a new sponsor, to announce featured activities or special demonstrations and to announce the results of your event when it’s over. We’ve included sample press releases in this guide to help promote your event. We’ve also included consumer press releases about the importance of vehicle maintenance and repair. These can be easily modified and distributed to newspapers. Display Advertising Display advertising usually comes at a price, unless you can get a newspaper sponsor that will run an advertisement about your event at no cost. We’ve included sample newspaper ads and logos to get you started. Newspapers often have advertising departments to help create an ad. Don’t forget about smaller neighborhood papers. Classified Advertising Classified advertising usually comes with a fee similar to display advertising, though it’s much less expensive. Many readers skim this section daily. Also consider contacting a “neighborhood shopper” for classified advertising. Piggyback Ads If you have sponsors, they may be willing to include your event information in their ads. Inserts Many tire and parts dealers have regular inserts in newspapers. Ask these companies if they would include an event flier in their inserts as an in-kind contribution. Car Care Supplement Many newspapers run special car care supplements in the spring and fall. The best way to find out more about supplements is to contact the newspaper. If they do participate, ask them if you can contribute an article or press release. You might also refer them to the Car Care Newspaper Supplement Web site, www.carcaresupplement.com, where hundreds of automotive articles are available free of charge. Community Calendars Many newspapers feature community event calendars. It’s usually just a matter of contacting the person in charge of the calendar to get listed. Often, an event calendar is also online.

Newsletters Your business and your sponsors may have newsletters that could include news about your event. There may also be other community or business newsletters that could help spread the word.

Radio Radio is a good way to help get the word out either through public service announcements or advertisements (see sample radio spots). Radio stations may also be willing to interview you or do a remote broadcast from your event. Remember that an overwhelming number of motorists attend car care events on the spur of the moment. They sometimes make their decision to attend while in their cars, making radio a great medium for this type of event. Public Service Announcements Public Service Announcements (PSAs) are a way of getting your event mentioned as part of a broader message to the public. This usually entails partnering with a non-profit organization. For example, you might encourage motorists to bring a canned food item for the local food bank. This group may then be willing to publicize your event to its members at a meeting, on their Web site or via e-mail. Advertising There’s usually a cost to radio advertising, much like newspapers. However, if the radio station is a sponsor, they may donate a certain amount of free commercial time. Piggyback Ads Businesses that use radio advertising may be willing to add your event information to their ads. You’ll have the most success with piggyback ads by contacting businesses related to the automotive industry. Community Calendars Many radio stations list community events daily. To get listed, contact the person in charge of community calendars at the station. Interviews Radio stations often need people to interview. Once you’ve identified the best person to be your spokesperson, contact the radio station and offer your suggestions for an interview. You’ll have more success with interviews if the topic you suggest has value to listeners, versus just a promotional message about your event. Remote Broadcasting You’ve hit a homerun if you can get a live broadcast at the site of your event. Contact the station manager concerning the feasibility of a live broadcast. Some businesses contract for a specific number of broadcasts each year. One of your sponsoring businesses may be willing to donate one of their remotes to your event.

On-Hold Messages On-hold messages can be used to promote your event. Sample on-hold messages are included in this guide and can be easily modified for your use.

Flyers With today’s publishing software and Web tools, designing a flyer can be easy and simple. Make sure your flyer has all the pertinent information (date, location, time, sponsors, contact information, etc.). Place flyers in prominent locations within your business. Other local businesses may be willing to distribute your flyers, and don’t forget to bring them to any meeting where there’s an audience likely to attend your event.

Television Although television advertising is usually too expensive, it might be available if the station were a sponsor. The Car Care Council prepares a Car Care Months video news release during April. Stations have access to this in every market. Your event could give this story the “local flavor” that the station is seeking. There may also be opportunities to have television stations interview you or your spokesperson. The greatest success with getting interviews will be to present ideas with consumer appeal, such as tips for safe driving during fall and winter conditions. Television stations may also have a community calendar that could include your event.

Online Marketing Sending information about your event to customers through e-mail is easy, quick and inexpensive. The key is to make sure you have previously obtained their permission to receive e-mails from you or they may consider your e-mail as spam. It’s also important to talk with sponsors about their online marketing capabilities to identify additional opportunities to promote your event.

Organizations Organizations can be helpful in getting the word out about your event. If you’re working with a charity or cause (see Cause-Related Marketing), these groups may have promotional opportunities or may bring additional people to your event. For example, if your event is benefiting a Boy Scout troop, ask each scout in the troop to bring five motorists to the event. If you belong to an organization or specific group, you may be allowed time at their next meeting to discuss your event. Don’t forget to contact seniors, credit unions, schools, churches, health clubs and medical facilities with your news. Check with your local high schools. In the interest of safety and education, they may encourage teenage drivers to attend your event. To have your vehicle check-up event listed on our online registry, contact Marcella Tilli, coordinator, communications, Car Care Council, at 301-654-6664, ext. 1017 or e-mail marcella.tilli@aftermarket.org.

Signage Start promoting your event early by hanging signs within your business. Signs are also available on the signage link at the Car Care Council’s Web site.

Jazzing Up Your Event A vehicle check-up event provides motorists with a free opportunity to have key safety items on their car looked at by professional technicians. But it shouldn’t be all work and no play. There are fun, entertaining and educational activities that can be easily added to any event to make it a festive, memorable experience for motorists. Here are a few favorite activities: • Display Tables with Bad Parts – Nothing makes a greater impression about the importance of proper vehicle maintenance than being able to see and touch a faulty or worn car part. Consider displaying a dirty air filter, clogged PCV valves, a bald tire or worn out wiper blades. Time permitting, label these items so motorists will know what they are looking at and the negative effect this bad part could have on a car. • Serve Food and Beverages – Motorists will appreciate popcorn, hot dogs, coffee or other simple foods and beverages while they wait for their inspection. • Giveaways - Balloons are a hit among children. You may also want to consider child-friendly activities, such as face painting or renting a moon bounce. Motorists like giveaways, too, so don’t forget promotional items from your business or sponsors. Other items you could include are the Car Care Council’s new Car Care Guide and the Service Interval Schedule, which is available for downloading from the Car Care Council’s Web site at www.carcare.org. • Car Displays – Invite the local car club to display their vehicles during your event. • The Odd Couple – Display a badly neglected, average age (nine-year-old) car alongside another in “mint” condition. The local bank’s information could show the significantly higher retail value of the well-maintained vehicle. • Child Safety Seat Checks – Ask a local safety prevention organization or group to be available to check the proper installation of child safety seats for motorists while they wait. Eighty percent of kids riding in safety seats are at risk because they are not buckled in correctly, therefore, a safety seat check-up can be a big draw. To find an inspector near you, visit the National Highway Traffic Safety Administration’s Web site at www.nhtsa.gov. • Trade Fairs – Invite industry suppliers, as well as local parts retailers to display their wares at your event. • Car Wash – Everyone likes a clean car. A local group may want to participate by washing cars to help raise funds for their cause. • Literature – Local trade or community associations may have literature for distribution. Many automotive companies are happy to send literature to be given away. Brochures from the Car Care Council can be downloaded and given away during your event. There are also brochures available for purchase. Local businesses may be willing to provide literature, giveaways and discount coupons. At all times, keep exhibit tables well supplied with literature. • Non-Automotive Related Booths – Insurance companies, banks or other companies related to cars might be interested in having a booth to display their products and services. Have a person assigned to document specific activities at your car care event. This “scrapbook” of activities will be a priceless resource for next year’s event planners and a great way to interest next year’s sponsors.

Brochures Everyone likes to look through brochures, especially those that are easy and quick to read. People attending your car care event have come to learn more about their vehicles. Be prepared to help them by having consumer-oriented brochures and literature. The Car Care Council offers educational brochures about proper vehicle maintenance and repair that can be obtained from their Web site, www.carcare.org.

Photo Opportunities There are many reasons to document your event through photography. A local celebrity, the mayor, a prominent television or radio broadcaster, or someone related to your cause may own the first car through your check-up lane. Take plenty of photos of motorists, volunteers, children and others involved with or attending your event. Photos are a great addition to press releases, and can also be used on Web sites and in online marketing. They are also nice to include in your scrapbook and in thank-you notes to sponsors and volunteers. A well-organized scrapbook can become a powerful sales tool when seeking sponsors for subsequent car care events.

Post-Event Recommendations Congratulations! Your car care event is over and hopefully many motorists came by to have their vehicles checked. Give yourself a short break, but don’t wait too long before taking care of a few post-event details: • If you captured data from motorists, enter it into your database. The people who came by your event are all potential customers. You may wish to do a follow-up telephone call or e-mail to attendees thanking them for stopping by and offering to be their partner in car care awareness. • Send thank-you notes to everyone involved in making your car care event a success. This includes volunteers, sponsors and anyone who helped promote your event. Don’t overlook the owner of the site you used. A hand-written note will make people feel appreciated and will pave the way for their help with future events. • If possible, have a follow-up meeting to evaluate your event and what worked and didn’t work. Take a moment to jot down some key facts about your event. For example, the number of vehicles checked, the number of volunteers who helped, the activities and displays you included, etc. It’s also helpful to note what you might do differently so you have this information for your next event. • Don’t forget to send your inspection forms to the Car Care Council. Forms from April events should be submitted by June 1, and for fall events by Dec. 1. It is very important to submit forms to the Car Care Council as the data is then compiled, summarized and distributed. Please return forms to: Marcella Tilli Car Care Council 7101 Wisconsin Ave., Suite 1300 Bethesda, MD 20814 As a thank you for submitting your forms, you’ll receive a copy of the Car Care Months results and a “Certificate of Participation” to proudly display in your business.

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Sample Press Release #1 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address BUSINESS NAME/GROUP NAME to Offer Free Vehicle Check-Ups CITY, STATE, DATE – Motorists can learn more about the benefits of performing scheduled vehicle maintenance and needed repair on DAY OF EVENT. As part of Car Care Month activities nationwide, motorists are invited to have their vehicles checked by NAME OF GROUP at LOCATION on DATE from TIME. “These free vehicle inspections can disclose potential safety and operational problems because of deficiencies such as low brake fluid or under-inflated tires,” said NAME/TITLE. “Nine out of 10 vehicles going through check-up lanes in 2006 showed consumer neglect. The top problem areas were motor oil, windshield wipers, air filters, belts and hoses and lights.” Beyond the effect that vehicle neglect can have on safety, dependability and performance, a discovery during a check-up lane inspection can help prevent a breakdown at a busy intersection or on a heavily traveled highway, or even worse, on a deserted road far from home. “Motorists appreciate our Car Care Month check-up events,” says SPONSOR NAME, TITLE, AFFILIATION. “It’s a community activity event that strives to encourage motorists to take care of their vehicles, which in many cases is one of their most costly investments. These events provide important need-to-know information for anyone who owns or leases a car.” ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS Car Care Months is an integral part of the Car Care Council’s “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Sample Press Release #2 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address Automotive Safety and Dependability Take Center Stage at Inspection Event CITY, STATE, DATE – Automotive safety and dependability. Those words strike a cord with motorists and have prompted a local business, NAME, to sponsor a vehicle check-up event during National Car Care Month in April. The event will be held DATE, TIME, LOCATION, and will offer a free inspection of tires, fluids, filters and other vehicle components and systems that can affect safety, dependability and/or emissions. Event sponsors are: NAME SPONSORS and the event beneficiary is (NAME). “A neglected vehicle can be dangerous to drive,” said NAME/TITLE. “Finding mechanical problems and reporting them to the owners is the main goal of this event. When maintenance is neglected, vehicle owners can face high repair costs.” The Car Care Council is the coordinator of Car Care Months in April and October. “Public awareness can help cut down on motorists’ preventive maintenance procrastination,” said Rich White, executive director, Car Care Council. “The vehicle inspections provide valuable information to reinforce our ‘Be Car Care Aware’ consumer education campaign.” For more information on the upcoming event, contact NAME/TELEPHONE/E-MAIL. ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS. The Car Care Council is the source of information for the “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Sample Press Release #3 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address Vehicles Checked Show Consumer Neglect CITY, STATE, DATE – Results of vehicle check-up events during Car Care Aware Fairs across the country in April and October 2006 revealed that nearly nine out of 10 vehicles need service or parts, underscoring the huge untapped DIY and DIFM sales opportunities for the automotive aftermarket, the Car Care Council recently reported. The unsatisfactory condition of vehicles also reinforces the continued need for consumer education about the benefits of regular vehicle care, maintenance and repair. An analysis of nearly 1,000 vehicle inspection forms submitted from event coordinators in 16 states, show that 88 percent of the vehicles checked during National Car Care Month in April and Fall Car Care Month in October needed parts replacement, service or fluids. The top problem areas were motor oil, windshield wipers, air filters, belts and hoses and lights. “Vehicle check-up events are typically the focus of Car Care Aware Fairs sponsored by repair shops, parts stores, distributors in cooperation with local vocational schools, media, civic groups and others,” said Rich White, executive director, Car Care Council. “While these events are free to consumers and serve as community-relations builders, most aftermarket businesses who participate experience an increase in sales and customers as a result.” When checking lubricants and fluids, the three top failure rates were low, overfull or dirty motor oil at 30 percent; inadequate washer fluid levels at 28 percent; and low, leaky or dirty coolant at 28 percent. Transmission, brake, power steering and clutch fluids were also checked and had failure rates of 26 percent and below. Approximately 15 percent of vehicles had front windshield wiper failure and 9 percent needed service to rear wipers. At least one belt was reported as unsatisfactory in 22 percent of the vehicles inspected and 14 percent required at least one new hose. New air filters were needed in 25 percent of the vehicles, while 8 percent needed new PVC filters. The “check engine” light was on in 8 percent of the vehicles.

Battery cables, clamps and terminals needed maintenance in 17 percent of the vehicles inspected, while 9 percent of the batteries were not properly held down. Eleven percent had either a green, dark or clear/yellow charge indicator light. Improperly inflated tires were found on 20 percent of the cars and 11 percent had worn tread and were in need of replacement. The leading failure rates for vehicle lights/vision were license plate lights at 18 percent, brake lights at 10 percent and side markers at 8 percent. ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS The Car Care Council is the source of information for the “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Sample Press Release #4 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address Corrosion May Be the Cause of “No Starts” CITY, STATE, DATE – One of the most common reasons for a car not to start is a dead battery. At least it acts dead. The true problem is often corrosion on the battery terminal, a condition found in nearly 17 percent of vehicles inspected during Car Care Month check-up events in 2006. The corrosion interferes with electrical current flow, creating the symptoms of a weak or dead battery. In this situation, a boost, even from a strong battery, may not get you started. At best, a jumpstart is nothing more than a short-term fix. A repeat performance might be avoided with accurate diagnosis and fixing the problem. Other culprits that could be at fault include a faulty starter or a slipping drive belt. Car Care Month check-up events are an excellent way to help ready your car for safe and reliable driving. The free check-ups provide an inspection form identifying any problem areas that could compromise the dependability and safety of your vehicle. To find a car care event nearest you, contact NAME/TITLE. ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS The Car Care Council is the source of information for the “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Sample Press Release #5 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address Fuel-Efficient Vehicles Save Money Even as Gas Prices Fluctuate CITY, STATE, DATE - Yes, the price of gas is down by a few pennies, but the real long-term solution to saving money at the pump is to have a properly maintained vehicle to maximize fuel efficiency. The Car Care Council recommends that gas caps, tires, spark plugs and air filters be routinely checked to add miles to every gallon pumped. Gas caps should not be damaged, loose or missing. About 17 percent of the vehicles on the road have loose, damaged or missing gas caps, causing 147 million gallons of gas to vaporize every year. Tires should be inflated properly. When they aren’t, it is similar to driving with the parking brake on and can cost a mile or two per gallon. Spark plugs are an often-neglected maintenance item because of their long-life expectancy. They are one of the hardest working parts of the engine and when functioning properly, they improve reliability and maximize engine performance and fuel economy. Plugs that are worn or fouled can cause the engine to lose power or misfire, which wastes fuel. Air filters should not be clogged with dirt, dust or bugs. A dirty filter will choke off the air and create a “rich” mixture – too much gas being burned for the amount of air – that wastes gas and causes the engine to lose power. Replacing a clogged air filter can improve gas mileage by as much as 10 percent. “It doesn’t take a lot of time or expense to maintain these items and they really can make a difference when it comes to maximizing the fuel efficiency of your vehicle,” said Rich White, executive director, Car Care Council. “Drivers with fuel-efficient vehicles will save money despite fluctuations in gas prices.” The council also recommends the following fuel-saving driving tips: • Avoid aggressive driving, which can lower gas mileage by as much as 33 percent on the highway and 5 percent on city streets.

• Avoid excessive idling as a vehicle gets zero miles per gallon when sitting idle. Letting the vehicle warm up for one to two minutes is sufficient. • Observe the speed limit. Gas mileage decreases rapidly at speeds above 60 mph. Each mph driven over 60 will result in an additional 10 cents per gallon. Cruise control helps maintain a constant speed on the highway. • Combine errands into one trip to save gas and time. Several short trips taken from a cold start can use twice as much fuel as a longer multi-purpose trip covering the same distance. • Avoid carrying unneeded heavy items in the trunk. An extra 100 pounds can cut fuel efficiency by a percent or two. ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS The Car Care Council is the source of information for the “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Sample Press Release #6 Date: For Release: Contact: Name Title Organization Address Telephone E-mail/Web site Address With the Cold Season Ahead, Don’t Neglect Your Car’s Health CITY, STATE, DATE – It’s the start of the cold and flu season and many people take precautions to avoid getting sick. On the other hand, the health of the family car is often overlooked as winter approaches, compromising its safety and reliability during sleet, snow, ice and cold temperatures. The Car Care Council advises motorists to take the following steps to prepare vehicles for winter: • Clean, flush and put new antifreeze in the cooling system. As a general rule of thumb, this should be done every two years. In the process, check containers, belts, hoses, pressure caps and thermostat. • Make sure heaters, defrosters and wipers work properly. Consider winter wiper blades and use cold weather washer fluid. • Have the battery and charging system checked for optimum performance. Cold weather is hard on batteries. • Check the tire tread depth and tire pressure. If snow and ice are a problem in your area, consider special tires designed to grip slick roads. • Be diligent about changing the oil and filter every 3,000 miles. Dirty oil can spell trouble in winter. Consider changing to a “winter weight” oil if you live in a cold climate. Have your technician check the fuel, air and transmission filters at the same time. • If you’re due for a tune-up, have it done before winter sets in. Winter magnifies existing problems such as pings, hard starts, sluggish performance or rough idling. • Have the brakes checked. This braking system is the vehicle’s most important safety item. • Have the exhaust system checked for carbon monoxide leaks, which can be especially dangerous during cold weather driving when windows are closed. The council also reminds drivers to keep the gas tank half full at all times to decrease the chances of moisture forming in the gas lines and possibly freezing. Drivers should also check the tire pressure of the spare in the trunk and pack an emergency kit with the following items: ice scraper and snow brush, jumper cables, flashlight, flares, blanket, extra clothes, candles/matches, bottled water, dry food snacks and needed medication.

“We take precautions to stay healthy during cold weather and cars need the same level of attention,” said Rich White, executive director, Car Care Council. “When a vehicle is readied for winter, it’s likely to be safer and more reliable during cold temperatures and difficult driving conditions created by sleet, snow and ice.” ADD SHORT PARAGRAPH ABOUT YOUR BUSINESS The Car Care Council is the source of information for the “Be Car Care Aware” consumer education campaign promoting the benefits of regular vehicle care, maintenance and repair to consumers. For more information or to receive a copy of the council’s new Car Care Guide for motorists, visit www.carcare.org. ###

Radio Spots Radio spots can be used in a number of ways. First, they can be sent to your radio station during Car Care Months and aired as public service announcements. Second, business contact information can be added to them and they can be used as advertisements. Lastly, vehicle check-up or car care aware fair information can be added as a tag line to promote your event. SAMPLES COOLING SYSTEM (10 SECONDS) Here’s a quick way to destroy an engine…just run it too hot. Aluminum components can warp as a result of excessive heat. Be car care aware and have the cooling system serviced now, during Car Care Month. UNDERHOOD CHECKS (10 SECONDS) When you raise the hood of your car and become familiar with the fluid reservoirs, belts and hoses, you’re becoming more car care aware. Nearly nine out of 10 cars failed to pass Car Care Month check-up inspections in 2006. How long since you raised the hood on YOUR car? DON’T OVERLOOK THESE BOOTS (20 SECONDS) A term familiar to many owners of front wheel drive vehicles is the CV joint…that’s short for constant velocity joint. It’s the flexible joint that transfers power from the transmission to the wheels. It’s protected by a rubber boot, which keeps grease in and dirt out. During Car Care Months, be car care aware and have these boots checked the next time you’re in for service or getting your oil checked. PROTECTING YOUR INVESTMENT (20 SECONDS) For the first time ever, the average price of a vehicle has exceeded $30,000. That’s reason enough to protect this investment with the utmost care. That includes more than preventive mechanical maintenance. Regularly washing and waxing the exterior and keeping the interior clean counts for a lot too. During Car Care Months, we remind you that being car care aware can save big money in the long run. GAS MILEAGE (20 SECONDS) Most of us remember how to figure fuel consumption…you divide fuel used into miles driven. A reminder during Car Care Months is to keep track of gas mileage. When your car begins using more gas, it’s telling you it needs attention, maybe because of worn spark plugs or a dirty air filter. These things not only cost money, they add to air pollution. Be car care aware by keeping track of this important indicator. APPEARANCE (20 SECONDS) Beyond the home, our vehicles usually are our second biggest investment. A car in top condition – “clean,” as the appraiser may state it – will be worth twice as much as the identical car in shabby condition. Now, during Car Care Month, be car care aware and protect your investment inside and out. WINDSHIELD WIPERS (20 SECONDS) What’s one of the first things that need replacing on your car? The windshield wiper blades. And not usually from wear, but from deterioration because of the elements and the environment. Sun, chemicals in the air, even industrial pollution affect wiper blades. Now, during Car Care Month, is a good time to replace streaking, chattering wiper blades. It’s an easy way to be car care aware.

CAR CARE MONTHS: WHAT IT’S ALL ABOUT (30 SECONDS) Our town joins other communities throughout the country this April as we participate in National Car Care Month. The event is designed to heighten the importance of vehicle maintenance. On (DATE/TIME) (NAME/SPONSORS) will offer free vehicle inspections at (LOCATION). Vehicles will be checked for the condition of lights, windshield wipers, fluids, tires and other components essential to a safe and dependable vehicle. AUTOMATIC TRANSMISSION (30 SECONDS) Here’s a quick quiz for Car Care Months. When your car overheats, you can damage the engine and the what: the radiator, the automatic transmission or the axle bearings? If you answered transmission, you’re right because the engine cooling system cools it. Any early sign of damage from overheating usually can be seen by looking at the transmission fluid. That’s one of the services included in the free check-up event scheduled for (TIME/DATE/LOCATION). BRAKES (30 SECONDS) How do you save money on brake work? Not by skimping say the experts, who claim a bargain brake job seldom is a bargain. Instead, they say, invest in the best brake service available, drive sensibly and, of course, practice preventive maintenance. The latter includes a periodic inspection of brake components to stay ahead of excessive wear of rotors and drums. Make it a point now, during Car Care Month, to have your brakes checked. EXHAUST EMISSIONS (30 SECONDS) Do you cringe at the price of new vehicles? Much of this cost comes from improved emissions technology, which has reduced emissions by 95 percent. The bad news is that a state-of-the-art vehicle neglected by its owner will produce even more harmful emissions than its predecessor of the 1970s. Heed this reminder during Car Care Months…take care of your vehicle…we’ll all breathe easier. WORN TIRES AND RAIN EQUAL DANGER (30 SECONDS) Driving on rain-covered roads with worn tires can be hazardous. When the tread is worn thin, the tire can ride up on a film of water, a phenomenon known as hydroplaning. You’ll feel like you’re driving on ice and you may lose steering control. Tire neglect is dangerous, even deadly. During Car Care Months, replace worn tires and keep your speed down on wet roads. POWER STEERING FLUID (30 SECONDS) Conveniently located under the hood of your car is a reservoir containing a critical fluid: power steering fluid. One out of five vehicles failed last year’s Car Care Month vehicle inspections because of low power steering fluid. When that fluid is gone, you’re suddenly struggling with very stiff steering, a potentially serious problem. If you haven’t checked power steering fluid lately, check it and all your fluids now, during Car Care Month. COULD YOUR CAR PASS? (30 SECONDS) How long has it been since you lifted the hood of your car? If you’re like most of us, it has been too long. Nine out of 10 vehicles taken through Car Care Month check-up lanes last April failed inspection because of a variety of problems ranging from low oil and contaminated transmission fluid, to corroded battery cables and under-inflated tires. This April, there will be more free check-up events than ever before. Would your car pass the test? For more information, visit www.carcare.org.

On-Hold Messages

Business-to-Business 15 SECONDS Thank you for calling. Someone will be with you shortly. NAME OF BUSINESS is a proud supporter of the “Be Car Care Aware” consumer education campaign. We urge you to participate too. For more information, visit www.carcare.org. 20 SECONDS Thank you for calling. Someone will be with you shortly. NAME OF BUSINESS is working to create awareness about the estimated $60 billion dollars in unperformed vehicle maintenance by participating in the “Be Car Care Aware” consumer campaign. You can participate too. For more information, visit www.carcare.org. 25 SECONDS Thank you for calling. Someone will be with you shortly. Our industry’s new “Be Car Care Aware” consumer education campaign can help you build your business. The campaign is designed to educate consumers about the benefits of proper vehicle maintenance and repair. In addition, it will help you capture your share of an estimated $60 billion dollars in annual unperformed vehicle maintenance. For more information on how your business can help spread the “Be Car Care Aware” message, visit www.carcare.org. 25 SECONDS Thank you for calling. Someone will be with you shortly. Have you heard about the industry’s new consumer education campaign? The theme, “Be Car Care Aware,” appears on radio, in newspapers, literature…even on the back of trucks. By advancing the “Be Car Care Aware” message, we’re helping educate consumers AND capturing a share of the estimated $60 billion dollars in unperformed vehicle maintenance. Find out how you can help spread the word by visiting www.carcare.org.

Business-to-Consumer 20 SECONDS January January brings low temperatures, which makes it a good time of year to be car care aware. Your tires lose about one pound of inflation pressure for every 10-degree drop in outside temperature. If you haven’t checked your tires recently, they could be seriously under-inflated. This wastes gas and it causes premature tread wear, both of which can be hard on your wallet. Let us check your tire pressure on your next visit. February February is usually the coldest month of the year. Does your heater do its job on these chilly mornings? When the engine doesn’t warm up the way it should, you many not be the only one that’s suffering from the cold. The engine suffers, too, and the reason could be a faulty thermostat. Running too cold or too hot can damage the engine. It can hurt gas mileage, too, so be car care aware. March March is spring break time. You car deserves a break, too, a “brake check.” How long has it been since your brake fluid has been inspected? Do you know the braking system should be flushed and the fluid replaced periodically? Did you know that when you’re out of brake fluid, you’re out of brakes? Be car care aware and let us inspect your brakes on your next visit. April April is National Car Care Month when motorists are reminded of the benefits of taking good care of their vehicles. When a vehicle is well cared for, it is safer, more

dependable and more economical to operate. Let us check the fluids, belts and hoses, battery, tires and windshield wipers on your next visit. May A national survey shows 89 percent of women feel service facilities treat women differently than their male counterparts. In the same report, three out of four women said they make the decisions about the maintenance of their vehicles. At BUSINESS NAME, everyone receives first class treatment regardless of gender. Our customers are all number one in our book! June June is a vacation month and a good month to be car care aware. A driver’s worst nightmare, especially in heavy traffic, is brake failure. It’s one of the more common causes of accidents, yet it is predictable and preventable. Learn the early warning signs of brake trouble, such as a squealing or scraping sound, soft pedal action or pulling to one side. July How annoying is a shopping cart that shakes and shimmies down the aisles of the supermarket? Probably just a wheel out of alignment. How annoying is a car that shimmies and shakes down the road? Again, probably just a wheel out of alignment…or the wheels are out of balance. Or both. Proper wheel alignment saves tires, saves gas and makes driving more enjoyable. It’s why we say, be car care aware. August That familiar slogan, “Be Car Care Aware” takes on special meaning when applied to the vehicle’s numerous fluids, five of which you should check or have checked regularly. These are brake fluid, engine oil, transmission fluid, antifreeze coolant and windshield washer fluid. They’re easy to check or, if you prefer, we’ll do it for you. We’re car care aware and you should be, too. September Part of taking care of your vehicle is keeping good belts and hoses on your car. If the serpentine belt under your hood fails, you lose power steering, air conditioning, the alternator, the water pump and more. If a radiator hose fails, the engine overheats and could self-destruct. Be car care aware and let us perform a close inspection of belts and hoses. October October is Fall Car Care Month and a good month for preparing for that first cold snap. How’s your battery? Has your antifreeze been checked? Are the fuel and ignition systems up to snuff? Is there plenty of tread on the tires? We’re here to help you and your car get ready for winter now. November November is a good month to be car care aware. Driving safety and good visibility go hand-and-hand. Now that it’s getting dark so early, motorists need to be especially cautious. Burned out headlights or inoperative brake lights or turn signals are accidents waiting to happen. Smearing, chattering windshield wipers are also dangerous. Let us check your lights and wipers on your next visit. December December is holiday time. Are you planning a trip over the river and through the woods? You may go nowhere if your battery has lost its punch. A strong battery at 80 degrees will have lost half of its power when the thermometer dips at zero. Be car care aware…let us check your battery and electrical system so your holiday trip doesn’t turn out to be a disaster.

Web Banners Your customers visit your Web page often, so why not use it to heighten awareness about Car Care Months in April and October? These sample Web banners can be downloaded, and placed on your site, where they will add eye-catching color and motion. Link to online information about your own Car Care Months efforts, or link back to us at www.carcare.org. All banners shown are gif animations, available in the standard dimensions of 168x60 pixels. To download, visit the "National Car Care Month" section of www.carcare.org, click on “Web banners,” then right-click and choose "Save Target As." Samples are below.

Be Car Care Aware | Logo Usage Guidelines

FORMAT OPTIONS & COLOR VARIATIONSThe “Be Car Care Aware” logo may be reproduced in the following formats below. The logo must be produced using the colors illustrated below in the spot color version or the 4-color process (CMYK) version. No variations from these are permitted. Do not, for any reason, deviate from the approved color choices.

PRIMARY LOGOThe approved logo formats may be used in all advertisements, signage, print, web, etc. Use best judgment when positioning the logo. Leave at least .5" of space around all sides of the logo. Never distort, condense or expand the logo beyond its original proportions. The “Be Car Care Aware” logo must always be used on a background that will not compromise its readability. It is recommended that the logo be used on its traditional white background whenever possible.

COLORS: PMS 199 (C:0 M:100 Y:62 K:0), PMS 295 (C:100 M:57 Y:0 K:40), Black

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