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“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!