Ray Chapman Motors recently celebrated 50 years as Volvo UK dealers. The business has two showrooms, Malton and York. Over 18 months a new showroom had been under construction at York, just 300 yards from the existing site.
Promote the opening of the new showroom in York - both generating awareness and driving footfall to the new dealership and the launch weekend. A key part of the brief was to highlight and celebrate 50 years of Ray Chapman and Volvo UK and the 4th generation of the Chapman family entering the business.
The NC Group team created a marketing plan to acheive this which included the following:
A5 mailer - Design of a direct mail piece, informing customers of the move and location of the new site and highlighting improved facilities.
Launch Evening invitation - Create an invitation to be sent to existing customers and local business owners for the Launch Evening where Kristian Elvefors from Volvo UK would officially open the new dealership.
Dealership Newsletter - Design of the 28 page Ray Chapman dealership newsletter including features on the new showroom and latest news on the Volvo brand, to be sent to existing customers and available to pick up during the Open Weekend.
Social Media Creation of assets to drive traffic to the website and promote the new showroom, the launch weekend and special offers on selected models.
Design Adverts for local press and magazines to promote the new showroom, the launch weekend and special offers on selected models.
Digital Creation of assets for geo-targeting campaign to increase awareness of the brand and the Open Weekend.
Plan Launch Event
1 x Experienced Compare to host event, deliver key sales messages, create atmosphere.
5 x Trained Event Staff to manage any activity/Croupiers for the casino.
5 x Casino Tables (Blackjack/Roulette etc.) with fun money / chips. Set up and breakdown either side of the event outside event hours.
Insurance to cover above
A campaign covering press and magazine advertising was planned to target the Ray Chapman Motors audience including local press and magazines:
York Press and Yorkshire Post - one advert per week leading up to the Launch Weekend - announcing move to new dealership and details of the weekend events
York Living - 15.000 monthly copies into a clearly deﬁned marketplace through hand-picked outlets, in high-footfall outlets to the right marketplace. READERSHIP 45,000. CIRCULATION 15,000 The magazine is available to pick up at 300 hand-picked distribution outlets across York, Malton, Wetherby and surrounding areas. A full page advert appeared in the January issue of the magazine - announcing opening of the dealership and launch weekend details
Yorkshire Life - Quality glossy monthly magazine with high subscription rates and best in class distribution, ensuring brands are seen by the right people in the right location. On sale at leading retailers such as Waitrose, Tesco, M&S, Sainsburys and at the region’s premier events. Yorkshire Life readers are typically 35 and over – the demographics that holds the majority of Britain’s wealth. Active consumers, keen and eager to discover new products and with the disposable income to enjoy a wide range of activities. Adverts were placed in the December and January issues - announcing move to new dealership and launch weekend details plus a photographer attended the Launch Evening with a 'Social' page feature appearing in the March issue
A Geo-targeting campaign was planned for two weeks leading up to the launch weekend. Key locations were selected and pinned to target potential customers on the move including competitor car dealerships and any other businesses or areas where the target demographic may be. We created 2 creatives with the second being used as the launch weekend became closer.
70 x 30 second commercials over 2 weeks to promote the opening of the dealership
100 x 30 second commercials over 2 weeks prior to the launch weekend event
Including 2 hours live links package from the dealership on the Saturday of the launch weekend