CAMPAIGN

O R O Z C O ' SA U T O

S E R V I C E

ON THE 6 PUBLIC RELATIONS

Cat Tompkins, Christian Walker, Khoa Lai,Jessica Salgado, Colin Sum

Table of Contents

1Executive Summary

Situation Analysis 2

Research 3

Strengths & Opportunities 4

Key Messages 5

Goal & Objective 6

Strategies & Tactics 7-8

Evaluation 9

Appendices10-14

1

Orozco’s Auto Service (OAS), a certified auto care center based in Long Beach,

was established in 1990 by Servando Orozco.

OAS’ goal is to deliver the best car care services that is affordable and effective

for everyone. As the leading expert in the automotive industry, OAS provides

excellent services range from auto repairs, radiator repairs, transmission repairs,

and brake repairs to tire sales, car washes and even an easy-to-follow book to

help everyone make better decisions about their car. With four locations opened

up since its establishment, OAS has kept cars in the Los Angeles County area

safe and reliable.

The Orozco's Auto Service Campaign is designed to specifically achieve the

following goal: To position Orozco as an expert in the automotive industry with

his book titled "Orozco's Nuts and Bolts Guide to Understanding Your Car:

Providing World-Class Service to You, Your Family and the Community."

Executive Summary

Situation Analysis 2

Industry OutlookAuto repair books & manuals are increasing rapidlyBasic car-care information can be easily gathered online for freeAuto repair book industry is getting tougher to break through

Summary

Target Audiences

Orozco is co-author of a book called "Orozco's Nuts and Bolts Guide toUnderstanding Your Car: Providing World-Class Service to You, YourFamily and the Community"Published in 2014

NONPROFIT ORGS1Potential partnerships:Rotary Club of Long Beach, Long Beach Public LibraryFoundation, Mothers Against Drunk Driving, PetersenAutomotive Museum, and Universal Technical Institute

2 GENERATION YHigh school and college students:

Huffington Post Business, 2015: Transportation is among thetop 3 college student expensesCollege Parents of America: 70% college-age studentshave access to a car

Research - CompetitiveAnalysis

3

Top Auto Repair Book Competitors"Auto Repair for Dummies" ($15)"How Cars Work" ($22)"How to Repair Your Car" ($15)NOTE: Top list of auto repair books available on Amazon.com

Local Long Beach Auto Repair ShopsGhassem's Service Center, Lam Auto Repair, Overseas Garage, Herb &Red's Auto Repair, ACA Automotive, Jim's Auto Repair, City Garage,Mike's Auto Repair, Joe's Auto Center, My Dad's Auto ServiceNOTE: All of these shops are located in Long Beach - NONE have autorepair manuals/guides/books

Recommended Market Price

Current Market Prices: $10 in shop, $17 on AmazonRecommended price economically convenient for Generation Y targetaudience: high school and college studentsCould potentially direct traffic to website and auto shops

7.99Reasoning

Strengths & Opportunities 4

Core StrengthsVery handy bookEasy-to-follow instructions. Reasonable price, fit for high school and collegestudents (in the suggested price of $10)

Opportunities

Introduce book to localLong Beach schools

Improve OnlinePresence

1 2

3Create a book launch

campaign and positionOrozco as an industry

expert

Key Messages 5

Orozco's Car CareGuide is...

F . A . I . RFRESH

AFFORDABLE

INFORMATIVE

RELIABLE

Orozco's Car Care guide provides a unique andfresh approach that is user friendly

Orozco's Car Care guide is affordable and canfit everyone's budget

Orozco's Car Care guideis informative, providing helpful tips in car

maintenance, investment, and more

Orozco's Car Care guide is reliable - valuingcustomer satisfaction and road safety

Goal & Objective 6

GOALTo position Orozco as an expert inthe automotive industry with the

book launch

OBJECTIVETo increase awareness aboutOrozco's auto care guide andservices among Long Beach

residents by 40% by the end of2016

Strategies & Tactics - MediaRelations

7

Increase Awareness ofOrozco's book among highschool and college students

1

Strategies

2Attend automotive industryevents to increase awareness forOrozco's shop, services, and book

Promote Orozco's book throughpartnerships with localbusinesses and nonprofits

3

Tactics

BOOK TOUR: Promote Orozco's book at LBUSD schools, colleges, and trade schools (EX:Long Beach City College)

1Orozco can provide tips and advice for students about getting into the auto care industryCreate a contact & media list to provide potential opportunities for Orozco to be featured instudent media circulations and speaking opportunities

Introduce the book launch event by distributing bookmarks containing a QR code that links toOrozco's websiteIntroduce maintenance services of high-end cars to vendors and visitors at the event

SWAPMEET BOOTH: Set up a booth at the Long Beach Hi-Performance Swapmeet topromote the book and launch event

2

3

4

B2B PARTNERSHIPS: Form potential partnerships with the Automotive Driving Museum,Marconi Automotive Museum, Foundation for Kids, Petersen Museum, etc.

NONPROFIT PARTNERSHIP: Form partnership with Long Beach Public Library Foundation

Pitch the book to be sold in their gift shops: 50% of sales to museum, other 50% to OrozcoMuseum would run 3 month book promotion on all social media accounts (ex: Book of the Weekfeature, small website ads, press releases, weekly newsletters)

Book tour would run through the 12 libraries partnered with the foundationSpeaking opportunities and workshops at the libraries - Orozco can provide car care tips, basicmaintenance techniquesPromote book launch event and distribute bookmarks

Strategies & Tactics - BookLaunch & Social Media

8

Create and promote a booklaunch campaign to increasecommunity awareness

BOOK LAUNCH

Strategies

2Utilize social media toincrease online presenceand customer involvement

Tactics

BOOKLAUNCH

Invite local automotive businessleaders, media, museum directorsand staff to Orozco's book launchtitled "The Most TrustworthyTechnician" at the PetersenAutomotive Museum on May 1,2016in honor of National Small BusinessWeekDraft a press release and distributeto promote the event

Create a comprehensive socialmedia calendar starting from January1st 2016-2017 to promote Orozco'sbook launchCreate online promotional activitiesand branded hashtags(#CarTipTuesday, #WinItWednesday,etc.)

2

SOCIALMEDIA

1 SOCIAL MEDIA

Evaluation 9

Media Relations

Newspaper CirculationRadio ListenersWebsite Hits

Social Media

Analytic Tools: HootsuiteNOTE: Hootsuite is FREE

Book Launch

Measure how many attendeesHow many people scanned theQR code?

Proposed Budget

Appendices 10

Book Launch Press Release

Appendices 11

Book Tour Timeline

Appendices 12

Sample Book Launch Event Programming

Book Tour Calendar - April Sample

Appendices 13

Media List

Book Tour Calendar

Appendices 14

Sample Social Media Calendar

Appendices 15

Book Launch Event Bookmark

FRONTSIDE

BACKSIDE