INTEGRATE CASE STUDIES
Local, Corporate-Owned Car Wash
Goal: This customer service-based business wanted to increase their online presence and showcase their exceptional service and passion for customers online. They wanted to reduce their current marketing costs by building an online database of loyal customers and create a platform that would allow them to communicate, immediately, with their audiences.
Strategy: Integrate public relations developed an online communications campaign, blending social media tools with traditional marketing/public relations strategy.
We developed a branded FBML page with a unique company design and interactive functionality; the page included a video feature with videos of the owner, showcasing their unique car wash process and other aspects of company culture to give customers an inside look at the company. The Facebook page generated two-way communication with fans by encouraging them to post photos, participate in discussion forums and polls that predicated seasonal products. Integrate leveraged the Facebook page for event listings, special discounts and online contests. We set up and maintained a strategic, lively blog providing fans with tips on car care, positioning the client as the local expert on car care, and increasing their search engine optimization.
By creating a stable content strategy plan, providing content that the client’s customers were looking for, Integrate was able to build whuffie for the business.
Results: By positioning the car wash chain as the expert on hand car washing in Houston and the surrounding area, Integrate was able to strategically communicate with their niche target audience. Facebook fans increased by 250% over a six-month period, mitigated negative comments and customer service issues, and generated immediate sales during primarily slow seasons and times of day.
