EC-iBRANDBOOK-020217-002

Marketing Plan
Automotive F&I Benefits
Incentive Marketing
With a focus on growing contracts written at our dealerships, additional efforts to
further motivate our dealers directly via incentive programs will be made
throughout 2017.
Chairman’s Conference Trips – Q1 2017 - Mexico/Napa
We will continue our benefits production competition for dealer principals. This will
include monthly emails to announce incentives, encourage production and share
details about the trip.
The new Chairman’s Conference marque/logo will be used to identify the event,
highlighting the value and the event’s importance to EasyCare (our investment).
The marketing communications are now templated based on the previous year,
and all location signage will be branded accordingly.
President’s Council Trip – Q2 2017 – Carribean Cruise
This year, President’s Council will give us a great opportunity to engage with our F&I
managers, and at the same time create loyalty and encourage production. It will also
include monthly emails and communications via our Performance Points platform.
The new President’s Council marque/logo identifies the event, highlighting the
value and the event’s importance to EasyCare (our investment). The marketing
communications are now templated based on the previous year and all location
signage will be branded accordingly.
The two interlocked diamonds of this marque signify the reliability, integrity and
success of the top performing dealers who secure a position for our annual
“Chairman’s Conference” trip. These diamonds also depict two C’s and are
intertwined in a way that represents the bond of our company and our dealers.
The eagle in this marque symbolizes the great strength and leadership of
the organization’s top performing F&I managers. The five stars represent
the excellent standard that is required to secure a position for our annual
President’s Council trip. Finally, the navy blue color represents the power,
confidence and sophistication of this class of individuals.