EC-iBRANDBOOK-020617-020617

If I had eight hours to chop down a tree, 

I’d spend six hours sharpenning my ax. 

LINCOLN

table of 

contents 

Brand 

Origin 

Purpose 

Endless Opportunity 

Voice 

Core Values 

Branding Guidelines 

Marketing Plan 

3 

5 

7 

9 

13 

15 

17 

35

[ 

rand[to always 

A company’s identity is defined by its brand. It’s the face of who they are and what they represent; it’s the 

thought that lingers long after everything’s been said and done. Like Maya Angelou once said, “People will 

forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

In support of our core values and in an effort to continuously create engaging experiences, we are determined 

put our best foot forward.

Our brand is deeply rooted 

in our origin. 

When we got into the car business in 1984, we set out 

to combat the stigma that’s tied to the car industry. 

We believed that every dealership has the potential 

to redefine the car-buying and ownership experience. 

It didn’t take us long to realize that if you provide 

a fair, friendly, responsive, focused and engaging 

experience, you’ve laid the groundwork — and 

we’ve been adamant in providing the tools to 

get the job done ever since.

assionate 

Our purpose is to help others succeed — we do so by creating 

employees and customers at every touchpoint.

Together, we open doors to 

endless opportunities. 

Working with EasyCare means having the ability to 

reach new heights; having access to up-and-coming 

trends and industry leaders, and being inspired to pave 

the way in instrumental ways; disrupting the market 

with innovative technology and dealer solutions; 

providing a full suite of the nation’s leading F&I 

benefits, with the confidence that we truly understand 

today’s customers and their need to drive toward their 

passions and dreams.

When given two different paths, 

we always take the more unconventional route.

The EasyCare tone of voice is transparent. 

It’s confident, yet approachable. 

It’s fresh and inspiring. 

t’s human

Our DNA 

Composed of the five core values that drive our 

every move, our DNA makes us uniquely us. fair friendly responsive 

focused 

engaged

The EasyCare logo is the most 

direct representation of our 

company, our team and our 

nation-wide impact. It is integral 

to our business model that it 

be used consistently with the 

applicable tagline and in the 

proper format. 

Logotype 

There are two versions of the EasyCare logo: industry-facing and consumer-facing. 

Industry-Facing Logo 

The EasyCare logo, in conjunction with the “Engage” tagline, is used in B2B marketing 

targeted at agents and dealerships, as well as in internal communication. It speaks 

to how we help our partners succeed, engaging them with their customers at every 

point during their car-buying and ownership cycle, with our complete suite of 

award-winning benefits and leading-edge solutions. 

Consumer-Facing Logo 

EasyCare’s “Protecting What Moves You” tagline is used with the EasyCare logo on 

all consumer-facing materials. It addresses our core business offering – our full suite 

of F&I benefits; by protecting customers’ vehicles, we’re also protecting what moves 

them emotionally. We fuel excitement and eagerness for creating 

passion-driven experiences.

LOGOTYPE 

Specifications 

Size & Clear Space 

For maximum impact and clarity, a specific amount of clear space must be 

maintained around the EasyCare logo and tagline. We use the height of the “E” in 

“EasyCare” as a measurement for determining the clear space needed around the 

logo and tagline. This clear space forms a neutral zone in which no other graphic 

elements, such as typography, pictures or borders, should appear. 

Dark Background 

Use the reversed EasyCare logo on dark backgrounds or photos that provide sufficient 

contrast for all logo components.

TYPOGRAPHY 


Typography 

Since its inception, typography has played a significant role in advancing 

communication, art and architecture. In order to reflect a personal connection, body 

movements were even used at one point to intricately create letters to encompass 

the human form. 

That’s why we take typography so seriously; not just for the purpose of consistency, 

but because we believe that the style of the message speaks volumes. 

EasyCare Fonts 

Gotham Font Family 

Black | Bold | Medium | Book | Light | Extra Light | Thin 

Proxima Nova Font Family 

Black | Bold | Semibold | Regular | Light | Thin 

Helvetica Neue Font Family 

Bold | Medium | Regular | Light | Thin | Ultra Light

“Mere color, unspoiled by 

meaning, and unallied with 

definite form, can speak to the 

soul in a thousand different ways.” 

Oscar Wilde 

Colors 

EasyCare Blue 

Blue is often associated with trustworthiness and loyalty, characteristics that we 

deem vital to the EasyCare name. We believe that trust and loyalty are at the core 

of every relationship that we have built and maintained, and the very reason that 

we continue to successfully expand our influence across the board. 

EasyCare Gold 

Gold is often used in portraying victory and superior quality. At EasyCare, we 

stand behind every single F&I benefit and dealer solution that we provide; we are 

committed to continuously seeking innovative ways to improve the car-buying 

and ownership cycle in the interest of both our dealers and their customers, and 

forming a durable relationship between the two.

COLORS 


Primary Palette 

Core Values Palette 

C/M/Y/K R/G/B Pantone ® Hex 

C/M/Y/K R/G/B Pantone ® Hex 

100 / 68 / 0 / 12 0 / 83 / 155 287 00529B 

Fair 0 / 84 / 100 / 0 240 / 80 / 35 40-8 C F05022 

20 / 30 / 70 / 15 180 / 151 / 90 872 B4985A 

Friendly 0 / 42 / 100 / 0 250 / 162 / 27 17-8 C F9A21A 

20 / 40 / 80 / 100 0 / 0 / 0 292 000000 

Responsive 58 / 2 / 100 / 0 119 / 189 / 67 154-8 C 78BC42 

Focused 100 / 68 / 0 / 12 62 / 193 / 205 121-6 C 3FC1CD 

Engaged 100 / 68 / 0 / 12 120 / 92 / 167 96-6 C 785CA7

ICONS 

Iconography 

Icons are a simple way of communicating a concept, benefit or idea. Like logos, 

they are impactful and memorable, and when consistent, they create their 

own language. 

We use icons in a clean and consistent way. They have a ‘friendly’ and ‘easygoing’ 

look and feel, supporting the way we communicate.

PICS 

Photography 

It’s been said that photography is the most powerful way to express a brand. It has the 

power to evoke emotion and compel us to act on it. The images that we use have a sense 

of emotion to them; always incorporating people, the images depict their lifestyles and the 

things that they are passionate about. When it’s all said and done, it’s the simple things that 

drive us forward, and at EasyCare, that’s what we’re passionate about protecting.


Overview 

Marketing Vision 

EasyCare is known as a company that goes to great lengths to help our client dealerships, 

agents and employees succeed. Our passion is clearly understood by our regional 

representatives and agent network, and this perception has organically spread through 

the industry over many years, which is typical of the relationship nature of our business. 

Our vision for 2017 is to help all of our representatives set their bar at the highest 

performing level. We intend to work with Business Performance, and to take this strong 

foundation for growth and scale beyond the individual conversations of our most motivated 

representatives in three ways: 

1. Engage all of our current and future representatives by opening more accessible 

two-way communications channels, and knowledge sharing, that provide deeper 

collaboration and stronger field marketing support. This will allow them to confidently 

focus on the right dealer acquisition, and provide increased dealer success through 

conversations and relationship development as guided by Business Performance. 

2. Expand the National Automotive Dealer, RV Dealer and Agent networks’ visibility 

of EasyCare, our culture and why we do what we do. Increase marketing our 

differentiator; our value in the dealers’ world and our “WHY” – in ways that clearly 

illustrate what we do and how we are an investor/partner at every dealerships 

customer touchpoint. 

3. Expand our “One Brand – One Voice” strength and consistency in the digital space, 

and refresh and align our traditional B2B brand marketing collateral and B2C end-user 

marketing collateral with the updated “human/emotional” approach. Our objective is 

to make it easier for dealers’ customers to say yes to EasyCare’s F&I benefits, thereby 

increasing contracts written and dealer profit.


Brand Marketing & Positioning 

Driver benefits designed 

for the curves ahead. 

Make it easy for your customers to say yes. 

Brand & Positioning 

EasyCare provides a full suite of industry-leading 

F&I benefits and innovative dealer solutions 

that create passionate employees and 

customers at every touchpoint. 

Brand marketing and positioning begins internally and is intrinsic to our marketing 

efforts, business development, customer service activities and employee culture. 

Secondary focus: grow benefits 

written by our dealers 

800.458.7071 

easycare.com/fis 

F&I BENEFITS 

Now that we have established baselines and identified the most realistic 

opportunities, our traditional brand marketing (such as ads in specific industry 

publications) in 2017 will be focused and used in conjunction with various events 

and product launches. These events provide strong exposure to the entire industry 

via print and digital media outlets that go beyond the events themselves. 

The 2017 brand guidelines and brand book define the standards, voice, 

language and tone of our communications enterprise-wide, serve as a tool 

to generate consistency across all our representative activities, dealer touchpoints 

and consumer marketing exposure, and generate brand confidence in our 

representatives and prospects. 

Our branding goal is to differentiate and maximize the impact of our marketing 

by positioning our brand through our culture and our WHY, our value at every 

dealership customer touchpoint, and EasyCare’s understanding of, and ability to 

engage, today’s vehicle owners and drivers. 

Primary focus: grow our dealer base 

Our goal is to initiate dealer marketing and communications programs that are 

targeted at the right dealers for EasyCare and generate interest by cutting through 

competitor noise – to build a growing funnel of qualified leads for Business 

Performance to act on, resulting in on-boarding more of the “right” dealers for 

EasyCare and fostering long-term relationships. 

Activities to accomplish this goal: 

Continue consumer communications 

(primarily our digital, social and consumer 

benefits collateral – including POP and other 

dealer touchpoints) centered on “Protecting 

What Moves You.” This consistently focused 

approach is not only designed to increase 

consumers’ willingness to purchase more 

F&I benefits, but to create consumer brand 

recognition in a “silent” brand market and 

inherit brand preference with consumers, 

thereby stimulating dealers’ interest and 

desire to partner with EasyCare. 

This approach has short-term benefits 

to our bottom line in the POP and dealer 

marketing support role, and long-term value 

as we become the consumers F&I industry 

influencer in the digital space, specifically 

mobile and social channels. These are the 

growing consumer marketing platforms that 

we must embrace in our industry; other 

traditional platforms, such as TV media, 

print publications and direct mail, have 

been declining for many years as budgets 

transferred to more efficient digital channels 

and consumer-centric mobile channel 

marketing. 

VSC GAP 

TIRE & WHEEL 

KEYCARE RV COVERAGE 

© 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. 

Life is a beautiful mess 

EasyCare’s Appearance Protection vehicle coverage is designed 

for real-life needs, making it easy for your customers to say yes. 

Learn more at EasyCare.com/appearanceprotection 

or call us at (xxx)-xxx-xxxx. 

EasyCare provides a full suite of industry-leading F&I benefits and innovative dealer 

solutions that create passionate employees and customers at every touchpoint. 

#lovethecarbusiness 

© 2016 Automobile Protection Corporation - APCO. EasyCare © is a registered trademark of APCO. 

PAINTLESS 

DENT REPAIR 

SELECT 

(BUNDLE) 

SCHEDULED 

MAINTENANCE 

COMMERCIAL 

VEHICLE COVERAGE 

APPEARANCE 

PROTECTION 

APPEARANCE PROTECTION 

• Providing B2B materials to support agent and Business Performance 

conversations with dealers 

• Expanding our industry footprint via PR/editorial opportunities, our 

dealer-facing website, LinkedIn content, advertising and video 

• Supporting local dealer association events attended by agents and 

Business Performance 

In 2017 we will completely refresh all 

consumer collateral (including videos), 

centered on “Protecting What Moves You” 

and focusing on EasyCare’s positioning, 

voice, tone and language. 

Navigate with confi dence 

Face the turning tides and shifting market with ultimate 

knowledge and power. EasyCare’s comprehensive dealer 

participation programs provide innovative strategies uniquely 

tailored to your specifi c goals so that you can discover 

unlimited potential for profi t. 

easycare.com/navigateadt 

800.458.7071 

CLICK HERE TO VIEW AD CALENDER 

EasyCare provides a full suite of industry-leading F&I benefi ts and innovative dealer 



WEALTH BUILDING


Web Presence 

Websites 

Our primary digital branding initiative 

is easycare.com. 

Phase II of both websites is centered on 

strategy and functionality; to analyze the 

user data and maximize both websites’ 

ability to serve their target audiences, and to 

become a flagship for our value proposition 

and brand marketing. This phase includes 

creating content that promotes our secondary 

business activities: dealer solutions including 

Connect, Custom Dealer App, training, etc. 

Phase III is to develop business functional 

capabilities into easycare.com (example: 

Dealer Management section with assets and 

links to other digital functions of the business, 

Agent Portal, etc.). 

The websites and branding are a cyclical 

process and phase II begins again upon 

the completion of phase III. The cycle is 

designed to accommodate the technology 

improvements across the organization on an 

as-completed basis, as well as to efficiently 

update as needed. 

New easycare.com - Consumer Facing 

New easycare.com/dealers


Automotive F&I Benefits 

New Benefits 

Support benefit launches with collateral, video, advertising and PR. 

Benefits to launch in 2017: 

• SelectCare 

• LeaseCare 

• RV Appearance Protection 

The simple things in life 

are often the most valuable 

Specially designed for everyday mechanical wear that isn’t typically covered 

by the manufacturer’s warranty, EasyCare’s SelectCare coverage keeps your 

customers on track – so that they experience the moments that matter most. 

Make it easy for your customers to say yes with the industry’s 

only Motor Trend ® Recommended “Best Buy.” 

easycare.com/selectcare 

800.458.7071 




MOTOR TREND® is a registered trademark of TEN: The Enthusiast Network Magazines, LLC. 

SELECT CARE


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.


Automotive F&I 

Agent & Dealer Communications 

Agent and dealer communications are increasing via regular email communications 

and agent newsletter portal. This facilitates two-way communications to those that 

are registered via reviewed commenting on news posts. 

Our focus is on developing compelling content to share with our partners 

to help them grow their business. 

New easycare.com/agentnews


Automotive F&I 

Social Media Brand Marketing 

Love the Car Business social media (Facebook and Twitter) marketing is difficult to 

quantify or to define an ROI for; however, it is an effective branding channel and 

low-cost mass marketing opportunity. Social media is also of major importance for 

recruiting quality applicants for HR, industry positioning and strengthening our culture. 

During 2017, further evaluation of the opportunity/value proposition for EasyCare is 

being made with minimal financial/resource expenditure.


RV F&I Benefits 

RV 

Our plan for RV F&I is to continue the momentum generated by the 2016 launch 

of new benefits and marketing, and to focus on increasing the results by improving 

the effectiveness of our marketing materials, with the goal of transitioning this 

knowledge to our automotive F&I business marketing efforts. 

Working closely with Business Performance, the next step is to identify the RV 

market opportunity and the ideal EasyCare targets that we can realistically expect, 

and to define a cost/return action plan for C-Team approval. 

2017 – Now that the marketing and communications tools are mature and proven 

effective, it’s time to scale and add a direct mail and email campaign component 

that directly targets dealers – using the new dealer marketing materials and 

working closely with agents. 

Individual Benefit Brochures 

IT’S AMAZING OUT THERE 

EASYCARE GETS YOU THERE 

#RVnatives 

Benefits Brochure 

Protect your dreams from large and unforeseen expenses 

EasyCare’s Benefits Ensure a Carefree Traveling Experience. 

Mechanical Breakdown Coverage 

Outstanding coverage for your towable Recreational Vehicle or Motor Home, for components 

Mobile Mechanic Service Call 

Sign and Drive coverage up to $125 per incident from a licensed repair technician for a 

Towing & Winch-Out Service 

Towing services are available for your covered RV, your tow vehicle in the act of towing your RV, 

both inside the RV and under the hood. See back for coverage details. 

covered repair.* 

and your passenger vehicle being towed by your RV. $1,000 maximum benefit per occurrence.* 

Emergency Roadside Assistance (ERA) 

Trip Interruption 

Winch-out services are available for your covered RV when accessible from a public or private 

ERA service 24 hours a day, 365 days a year, anywhere in the United States or Canada for battery Food and lodging reimbursement of up to $500 per occurrence if you break down away from 

parking lot or paved road. $1,000 maximum benefit per occurrence.* 

jump start, flat tire change, fuel delivery and lockout assistance. $500 maximum benefit per 

home.* 

Road Hazard Tire Protection 

occurrence.* 

Concierge Service 

Coverage for new motor homes and towables for flat tires caused by striking a road hazard, one of 

RV Technical Assistance Service 

Full concierge services (where permitted) to help with driving directions, camp ground referral, 

the most common occurrences for motor home owners.* (1) 

Basic troubleshooting and common operation support from a team of certified repair technicians traffic reports, hotel/restaurant reservations and much more to make your traveling experience as Rental Car Reimbursement 

to help with issues like power problems, various appliance issues and slide out room retraction.* convenient as possible.* 

Substitute transportation is available for up to six (6) days and a maximum daily rate of $50 if your 

motor home is in the shop for a covered repair.* 

* This piece is intended for marketing purposes only and is a summary of the benefits offered. Not all plans are available in all areas and coverage may vary by state. Ask your dealer representative for the actual contract for complete terms, conditions, exclusions and state-specific language. Purchase of this coverage is optional and is not required to qualify for financing. Remanufactured or used replacement parts may be used to provide 

services. (1) New motor homes and towables. 

Desk Blotter



Digital Marketing - Corporate 

We are continuing to use online visitor data to make necessary updates and 

enhance the performance of EasyCare.com/RV. 

easycare.com/rv 

easycare.com/rv/dealers



Digital Marketing - Social 

Advertising 

YOUR CUSTOMERS 

CRAVE THE FEARLESS LIFE. 

YOUR CUSTOMERS CRAVE 

THE FEARLESS LIFE. 

You give them the tools. We give them peace of mind. 

Together, let’s open doors to endless opportunities. 

Visit us at RVDA booth #620 to see our complete 

suite of F&I benefits and learn how EasyCare® 

speaks your customers’ language. 

You give them the tools. We give them peace of mind. 

Together, let’s open doors to endless opportunities. 

Explore our complete suite of highly successful 

RV F&I benefits and learn how EasyCare® speaks 

your customers’ language. 

#RVnatives 

www.easycare.com/rvpro 

844.549.6410 

© 2016 Automobile Protection Corporation-APCO. EasyCare is a registered trademark of Automobile Protection Corporation-APCO. 

MOTOR TREND® is a registered trademark of TEN: The Enthusiast Network Magazines, LLC. 

easycare.com/rv/dealers | 844.549.6410 | #RVNATIVES 

EasyCare provides a full suite of industry-leading F&I benefits and innovative dealer solutions 

that create passionate employees and customers at every touchpoint. 

© 2016 Automobile Protection Corporation-APCO. EasyCare is a registered trademark of Automobile Protection Corporation-APCO. 

MOTOR TREND® is a registered trademark of TEN: The Enthusiast Network Magazines, LLC.



RV - Dealer Events 

RVDA – November 2017, Las Vegas, Nevada 

RVIA – November 2017, Louisville, Kentucky 

Event Promotion Materials RVDA 2016


MOTOR TREND CERTIFIED 

IT’S NOT JUST PRE-OWNED. 

IT’S MOTOR TREND ® CERTIFIED. 

Since 1949, Motor Trend has been the most trusted name in 

the automotive industry. The Motor Trend Certified vehicle 

program gives you the competitive advantage to increase 

pre-owned, off-brand sales. 

Get on the road to certified success – contact 

your Motor Trend Certified representative. 

Motor Trend Certified Vehicles 

www.dealers.motortrendcertified.com/FIS 

888.965.2924 

The 2017 Business Performance strategy for MOTOR TREND Certified is currently 

still in development, therefore marketing focus may shift based on approved strategy. 

Primary focus: 

Our goal is to initiate dealer marketing and communications programs that generate 

interest – to build a growing funnel of qualified leads for Business Performance to act 

on, resulting in on-boarding more of the right dealers. 

© 2017 AUTOMOBILE PROTECTION CORPORATION - APCO. EASYCARE© IS A REGISTERED TRADEMARK OF APCO.. MOTOR TREND® IS A REGISTERED TRADEMARK OF TEN: THE ENTHUSIAST NETWORK MAGAZINES, LLC. 

Activities to accomplish this goal may include: 

• Providing B2B collateral to guide agent and Business Performance 

conversations with dealers 

• Sending direct campaigns to targeted dealers 

• Expanding the MTC footprint via PR/editorial opportunities, a new 

dealer-facing website, LinkedIn content, advertising and video 

Secondary focus: 

Increase consumer recognition of the program and drive qualified consumer leads 

to MTC stores. 

Activities to accomplish this goal will be actioned with TEN and may include: 

• Expanding the MTC consumer footprint via motortrend.com, our 

consumer-facing website, email campaigns to targeted areas, and 

video and advertising in MOTOR TREND magazine



Connect Integration 

Integration with Connect to further support MOTOR TREND Certified Dealers is 

being developed. 

• MTC value proposition campaign 

• 3-tiered drip campaign to educate the dealer’s market about the 

value of buying MTC 

• MTC-branded Connect campaigns – tent events, seasonal sales events, 

trade-in events, etc. 

• MTC-branded triggers – sales and service 

With MOTOR TREND Certified, 

you can’t buy the wrong car! 

Free Subscription 

to MOTOR TREND® Magazine 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. Donec efficitur nibh 

at ex scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum hendrerit nunc, sit amet 

finibus velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur odio, vel tristique est. 

Praesent ornare a nulla at lobortis. 

0% APR Financing 

for 60 months 

on Select MOTOR TREND® 

Certified Vehicles 

ADDRESS 

BLOCK 

POSTAL 

STAMP 

INSPECTED. UPGRADED. GUARANTEED. 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. Donec efficitur nibh at ex 

scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum hendrerit nunc, sit amet finibus 

velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur odio, vel tristique est. Praesent 

ornare a nulla at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. 

Donec efficitur nibh at ex scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum 

hendrerit nunc, sit amet finibus velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur 

odio, vel tristique est. Praesent ornare a nulla at lobortis. 

Dear Allan, 

At Bob & Chuck Eddy Chrysler Dodge Jeep you can’t 

buy the wrong car. With a 72-hour exchange policy, a 

best value guarantee and value-added benefits - you 

will get the right vehicle at the right price guaranteed. 

WITH 

INSPECTED 

Our cars are thoroughly inspected by a certified MOTOR TREND 

technician. Anything that’s not up to standards is repaired or replaced 

before it goes on our lot. 

UPGRADED 

With six months of mechanical repair coverage, you can rest easy 

knowing that you won’t be faced with unexpected repair costs. 

YOU CAN’T 

BUY THE 

WRONG CAR 

GUARANTEED 

Worried that you made the wrong decision? You have three days or 

300 miles to exchange your MOTOR TREND Certified vehicle. Plus, if 

you find a better value on the same car at another dealership within 

five days, we’ll refund the difference.* 

STOP BY OUR DEALERSHIP 

TO FIND OUT WHY A 


VEHICLE IS RIGHT FOR YOU. 

Bob & Chuck Eddy 

14 North Anderson Avenue Youngstown, OH 44515 

(888) 378-3954 | bobandchuckeddy.com 

With MOTOR TREND Certified, 

you can’t buy the wrong car! 

ADDRESS 

BLOCK 

POSTAL 

STAMP 

INSPECTED. UPGRADED. GUARANTEED. 

*No more than 300 additional miles. Vehicle must be of equal or greater value and in the same condition you purchased it in. Incentives 

may change based on the date of the vehicle exchange. 

Free Subscription 

to MOTOR TREND® Magazine 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. Donec efficitur nibh 

at ex scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum hendrerit nunc, sit amet 

finibus velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur odio, vel tristique est. 

Praesent ornare a nulla at lobortis. 

Dear Allan, 

At Bob & Chuck Eddy Chrysler Dodge Jeep you can’t 

buy the wrong car. With a 72-hour exchange policy, a 

best value guarantee and value-added benefits - you 

will get the right vehicle at the right price guaranteed. 

0% APR Financing 

for 60 months 

on Select MOTOR TREND® 

Certified Vehicles 

INSPECTED 

Our cars are thoroughly inspected by a certified MOTOR TREND 

technician. Anything that’s not up to standards is repaired or replaced 

before it goes on our lot. 

UPGRADED 

With six months of mechanical repair coverage, you can rest easy 

knowing that you won’t be faced with unexpected repair costs. 

GUARANTEED 

Worried that you made the wrong decision? You have three days or 

300 miles to exchange your MOTOR TREND Certified vehicle. Plus, if 

you find a better value on the same car at another dealership within 

five days, we’ll refund the difference.* 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. Donec efficitur nibh at ex 

scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum hendrerit nunc, sit amet finibus 

velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur odio, vel tristique est. Praesent 

ornare a nulla at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ultrices erat id lacus ullamcorper, a gravida urna maximus. 

Donec efficitur nibh at ex scelerisque tincidunt. Donec luctus tincidunt augue, eget pellentesque magna tincidunt vitae. Fusce condimentum 

hendrerit nunc, sit amet finibus velit sagittis vitae. Ut consequat lacus quis cursus mattis. Maecenas egestas ornare velit ut hendrerit. In in efficitur 

odio, vel tristique est. Praesent ornare a nulla at lobortis. 

STOP BY OUR DEALERSHIP 

TO FIND OUT WHY A 


VEHICLE IS RIGHT FOR YOU. 

Bob & Chuck Eddy 

14 North Anderson Avenue Youngstown, OH 44515 

(888) 378-3954 | bobandchuckeddy.com 

*No more than 300 additional miles. Vehicle must be of equal or greater value and in the same condition you purchased it in. Incentives 

may change based on the date of the vehicle exchange.


EasyCare | Connect 

Connect 


Build a stronger communications arsenal for Connect, starting with online assets 

and potentially including printed collateral that supports the conversation with 

dealers. 

Steps to accomplish this goal are: 

1. Create and finalize a PowerPoint presentation to have a consistent message 

and simplified way of presenting Connect benefits to potential customers. 

2. Update the Connect website (easycare.com/connect) to have a more holistic 

explanation of what Connect is and how it can help dealers communicate 

with and engage their customers. 

3. Create printed collateral to help support conversations on Connect. 


Attend industry-focused tradeshow events to help expand the Connect customer 

database. Paired with the Custom Dealer App, events can be an entryway to 

dealers currently not doing business with EasyCare, and added dealer solutions 

are a good starting point. 

Events planned in 2017: 

• Digital Dealer 22: April 11-13, Tampa, FL 

• Digital Dealer 23: September 19-21, Las Vegas, NV 

• Digital Dealer Workshops: Dates TBD 

• Regional Tradeshows (NCADA, KADA, etc.) 

New easycare.com/connect


EasyCare | Custom Dealer App 

Custom Dealer App 


Continue communications and marketing efforts to dealers on the importance of 

having higher customer engagement and retention through the app, as well as the 

longer-term importance of the connected vehicle and competitive pressure from 

non-auto third party service providers who provide vehicle apps and OBDII plugs. 

These will include: 

• Targeted direct mail campaigns (to qualified EasyCare dealers) 

• Geo-targeted online campaigns 

• Print and digital ads in industry publications (see 2017 ad plan) 

Additionally, the app has only been featured in one full tradeshow event, in 

partnership with Covideo, from which success for the app is still to be determined. 

However, partnership with Covideo in events returns a strong ROI that is greater 

than the event cost, amplifies Covideo’s success rate, and provides no financial 

risk in discovering the effectiveness for app event participation. 

The following tradeshows are scheduled for 2017: 

• Digital Dealer 22: April 11-13, Tampa, FL 

• Digital Dealer 23: September 19-21, Las Vegas, NV 


• Regional Tradeshows (NCADA, KADA, etc) 


Create a brand identity for the Savy plug and 

market it to dealers to alleviate the dealers’ 

concern with having their own branded 

hardware. There is potential opportunity in 

marketing the Savy Driver App/OBDII plug 

combination directly to consumers, and a 

business rational is being produced in 

Q1 of 2017. 

There is the potential for legal exposure if 

a dealer stops using the app, or goes out 

of business, because the customer has 

purchased a device that is rendered inactive. 

The solution of having an EasyCare version of 

the app also provides opportunity to offer the 

plug to the end-consumer in select markets 

and/or F&I customers from our ECO lists. This 

could potentially provide two direct benefits: 

1. Open the door to B2C benefit marketing 

on the mobile platform, generating 

added exposure, revenue and 

brand awareness 

2. Increase market consumer market 

penetration of the Savy OBDII plug in 

vehicles and bring customers to dealers. 

ask a dealer representative 

how to get connected now. 

3. Use the above to approach dealers 

based on customer usage around their 

market. Example: identify X number 

of consumers that are browsing/have 

purchased vehicles from a dealership 

that we don’t do business with – all 

through the app. 

THE CONNECTED CAR IS 

IN YOUR HANDS NOW. 

“Check engine” light on? 

Run a vehicle health scan to 

find out exactly what’s wrong. 

Forgot when your 

maintenance is due? 

Receive maintenance and 

vehicle recall notifications. 

Tired of calling and 

waiting on hold? 

Schedule your appointments 

through the app. 

Custom Dealer App Adverts 

Want to become 

a better driver? 

Rate your driving performance 

and receive helpful insights. 

Need to track your mileage? 

Mark trips as personal or business, 

and receive mileage reports. 

Forgot where you parked? 

Track your car and receive 

walking/driving directions. 

Want to save money? 

Receive exclusive discounts. 

Download our mobile app today. 

Custom POP Materials


Covideo - Training 

Covideo 

Primary Focus: 

Covideo has a well-defined and successful sales process that requires very little 

industry marketing effort and cost. We will continue to focus on tradeshow space 

with Covideo, which has proven to return a strong ROI. Much like Connect, the 

following tradeshows are planned for Covideo to accompany Connect/app: 

• Digital Dealer 22: April 11-13, Tampa, FL. 

• Digital Dealer 23: September 19-21, Las Vegas, NV. 


Help Covideo with marketing needs as required. 

Training 

Primary Focus: 

Develop a new online training portal with a holistic view of our new EasyCare 

University platform. The online portal will house the full approach that our new 

training department is taking to help every department within a dealership 

succeed. 

The training portal will be extensive and contain the following features: 

• Our training “why” 

• All of our courses (classroom, webinar, onsite, etc.), 

• Bios of our trainers 

• Full calendar and pre-registration for training events 

• Testimonials 

• Links to our other channels (YouTube, VT). 

In a future state, the ability to log in and watch live training remotely (for a fee) is 

something to consider. 

Secondary Focus: 

Help develop all necessary pieces for training courses (certificates, forms, blotters, 

guides). Also, create training-specific ads for industry-specific publications.


Public Relations 

PR Vision 

Goal: 

Position EasyCare as a thought leader in the automotive industry and expand 

EasyCare’s consistent new consumer-focused footprint in the industry. 

• Work in partnership with key publications and align with their 2017 

editorial calendars. 

• Work with publication editors to position EasyCare as a thought leader in 

the industry with supportive byline articles, promoting EasyCare benefits, 

people on the move and awards/accolades we may receive. 

• Share EasyCare news and press releases with media. 

• Identify opportunities and apply for automotive industry awards 

• Identify opportunities and apply for employee and workplace awards 

• Working with HR, develop a CSR (Corporate Social Responsibility) 

plan for EasyCare. 

CLICK HERE TO VIEW PR CALENDER


Events 

Event Plans 

Goal: 

Support marketing and Business Performance needs while creating leads and new 

relationship opportunities for EasyCare. 

We have planned tradeshows and events that support marketing and Business 

Performance needs for 2017. These events include, but are not limited to, 

identified trade shows, dealer associations events, incentive trips and internal 

corporate functions. 

Best Training Day Ever 

Chairmans Conference 

CLICK HERE TO VIEW EVENTS CALENDER 

Agents Meeting 

President's Council 

Digital Dealer 

Motor Trend Masters Meeting


Support 

Agent “Regions” Marketing 

EasyCare’s marketing support for our internal agent “regions” will be strengthened 

on a phased basis over 2017. Currently ADG’s new “on-brand” website is 

scheduled for launch mid-January, and additional marketing/event support for 

ADG is in the schedule as a testbed program. 

When the best practices are defined during this testbed program, a broad roll-out 

will take place as resources become available. 

Dealer Marketing 

Marketing support for our dealerships is increasing in importance as EasyCare 

becomes more of a partner at every customer touchpoint for our most engaged 

dealers. We will continue our current marketing support level and deepen our 

support of the Custom Dealer App dealers with customer reports and email 

communications – as the mobile platform becomes more important to their 

customers, and as a future state program that will provide value across all of 

our dealer solutions and F&I business. 

New adgoniline.net


Corporate and HR Communications & Events 

Corporate Culture 

EasyCare’s culture is one of the most important differentiators from a recruiting 

perspective; it not only motivates our team to do their best, but also motivates 

dealers to consider EasyCare as a company that’s committed to the “human 

investment” that’s required in order to help our dealers succeed. 

Internal marketing and HR activities: 

• EXPERIENCES emails and digital hub 

• Family Fun Day Event 

• Holiday Party Event 

• Executive Cookout Event 

• Kaiser Permanente Walk Event 

• Internal Signage (Core Values) 

• Internal Monitors – Communications 

• Digital HR on easycare.com 

• Employee Manuals 

• Corporate Social Responsibility (CSR) 

• LinkedIn



©2017 Automobile Protection Corporation – APCO.EasyCare®, Protecting what moves you® and Covideo® are registered trademarks of APCO. 

EasyCare® Engage TM and Best Training Day Ever TM are trademarks of APCO. Motor Trend® is a registered trademark of TEN: The Enthusiast Network.

EC-iBRANDBOOK-020617-020617

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