EC-iBRANDBOOK-020217-002
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Marketing Plan<br />
Brand Marketing & Positioning<br />
Driver benefits designed<br />
for the curves ahead.<br />
Make it easy for your customers to say yes.<br />
Brand & Positioning<br />
EasyCare provides a full suite of industry-leading<br />
F&I benefits and innovative dealer solutions<br />
that create passionate employees and<br />
customers at every touchpoint.<br />
Brand marketing and positioning begins internally and is intrinsic to our marketing<br />
efforts, business development, customer service activities and employee culture.<br />
Secondary focus: grow benefits<br />
written by our dealers<br />
800.458.7071<br />
easycare.com/fis<br />
F&I BENEFITS<br />
Now that we have established baselines and identified the most realistic<br />
opportunities, our traditional brand marketing (such as ads in specific industry<br />
publications) in 2017 will be focused and used in conjunction with various events<br />
and product launches. These events provide strong exposure to the entire industry<br />
via print and digital media outlets that go beyond the events themselves.<br />
The 2017 brand guidelines and brand book define the standards, voice,<br />
language and tone of our communications enterprise-wide, serve as a tool<br />
to generate consistency across all our representative activities, dealer touchpoints<br />
and consumer marketing exposure, and generate brand confidence in our<br />
representatives and prospects.<br />
Our branding goal is to differentiate and maximize the impact of our marketing<br />
by positioning our brand through our culture and our WHY, our value at every<br />
dealership customer touchpoint, and EasyCare’s understanding of, and ability to<br />
engage, today’s vehicle owners and drivers.<br />
Primary focus: grow our dealer base<br />
Our goal is to initiate dealer marketing and communications programs that are<br />
targeted at the right dealers for EasyCare and generate interest by cutting through<br />
competitor noise – to build a growing funnel of qualified leads for Business<br />
Performance to act on, resulting in on-boarding more of the “right” dealers for<br />
EasyCare and fostering long-term relationships.<br />
Activities to accomplish this goal:<br />
Continue consumer communications<br />
(primarily our digital, social and consumer<br />
benefits collateral – including POP and other<br />
dealer touchpoints) centered on “Protecting<br />
What Moves You.” This consistently focused<br />
approach is not only designed to increase<br />
consumers’ willingness to purchase more<br />
F&I benefits, but to create consumer brand<br />
recognition in a “silent” brand market and<br />
inherit brand preference with consumers,<br />
thereby stimulating dealers’ interest and<br />
desire to partner with EasyCare.<br />
This approach has short-term benefits<br />
to our bottom line in the POP and dealer<br />
marketing support role, and long-term value<br />
as we become the consumers F&I industry<br />
influencer in the digital space, specifically<br />
mobile and social channels. These are the<br />
growing consumer marketing platforms that<br />
we must embrace in our industry; other<br />
traditional platforms, such as TV media,<br />
print publications and direct mail, have<br />
been declining for many years as budgets<br />
transferred to more efficient digital channels<br />
and consumer-centric mobile channel<br />
marketing.<br />
VSC GAP<br />
TIRE & WHEEL<br />
KEYCARE RV COVERAGE<br />
© 2016 Automobile Protection Corporation - APCO. EasyCare® is a registered trademark of APCO. Motor Trend® is a registered trademark of TEN: The Enthusiast Network Magazines, LLC.<br />
Life is a beautiful mess<br />
EasyCare’s Appearance Protection vehicle coverage is designed<br />
for real-life needs, making it easy for your customers to say yes.<br />
Learn more at EasyCare.com/appearanceprotection<br />
or call us at (xxx)-xxx-xxxx.<br />
EasyCare provides a full suite of industry-leading F&I benefits and innovative dealer<br />
solutions that create passionate employees and customers at every touchpoint.<br />
#lovethecarbusiness<br />
© 2016 Automobile Protection Corporation - APCO. EasyCare © is a registered trademark of APCO.<br />
PAINTLESS<br />
DENT REPAIR<br />
SEL<strong>EC</strong>T<br />
(BUNDLE)<br />
SCHEDULED<br />
MAINTENANCE<br />
COMMERCIAL<br />
VEHICLE COVERAGE<br />
APPEARANCE<br />
PROT<strong>EC</strong>TION<br />
APPEARANCE PROT<strong>EC</strong>TION<br />
• Providing B2B materials to support agent and Business Performance<br />
conversations with dealers<br />
• Expanding our industry footprint via PR/editorial opportunities, our<br />
dealer-facing website, LinkedIn content, advertising and video<br />
• Supporting local dealer association events attended by agents and<br />
Business Performance<br />
In 2017 we will completely refresh all<br />
consumer collateral (including videos),<br />
centered on “Protecting What Moves You”<br />
and focusing on EasyCare’s positioning,<br />
voice, tone and language.<br />
Navigate with confi dence<br />
Face the turning tides and shifting market with ultimate<br />
knowledge and power. EasyCare’s comprehensive dealer<br />
participation programs provide innovative strategies uniquely<br />
tailored to your specifi c goals so that you can discover<br />
unlimited potential for profi t.<br />
easycare.com/navigateadt<br />
800.458.7071<br />
CLICK HERE TO VIEW AD CALENDER<br />
EasyCare provides a full suite of industry-leading F&I benefi ts and innovative dealer<br />
solutions that create passionate employees and customers at every touchpoint.<br />
© 2017 Automobile Protection Corporation - APCO. EasyCare © is a registered trademark of APCO.<br />
WEALTH BUILDING
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