“Be Car Care Aware”Join the Movement

February 2017

What is “Be Car Care Aware”?

• Consumer education campaign

• Promote the benefits of regular vehicle maintenance and repair

• Conducted by the non-profit Car Care Council

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Why “Be Car Care Aware”?• Billions in unperformed vehicle maintenance

• Strong consumer media interest

• Easy to participate

• Motorists keeping current vehicles longer

• Seasonality + Economy + Gas Prices + Messaging = Opportunity

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What are the campaign objectives?

• Educate consumers

– Safety

– Dependability

– Pride of Ownership

• Drive customers to stores and bays

• Increase auto care industry sales

• Enhance shareholder value

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The Car Care Council employs a variety of communication methods, including:

• Press releases

• Letters to the editor

• Guest editorials

• Syndicated print and radio stories

• National and local television news coverage

• carcare.org website

• Social media

• Car Care Guide

• Videos, audio, PSAs

• Promote Car Care Months in April and October

• Support car care events

• Partnerships

Ongoing Communications Campaign

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It’s Easy!

• Website

• Social Media

• Customer Outreach

• Car Care Guides

• Car Care Events

How can you get involved?

Share “Be Car Care Aware” on your company’s website:

• Add a “We Support Be Car Care Aware” logo with a link to carcare.org.

• Download and post banner ads from the Car Care Council.

• Reuse articles and information with attribution to the Car Care Council.

• Add a link to the council’s free customized service schedule and email reminder service.

• Link the video “Auto Service and Repair: What to Expect” to help customers feel more comfortable with the auto service and repair process.

Website

Social Media

Visit the Car Care Council on their social media

sites and share content such as tweets, car care

tips, videos and infographics.

• https://www.facebook.com/carcarecouncil

• https://twitter.com/carcarecouncil

• https://www.pinterest.com/carcarecouncil/

• https://www.instagram.com/carcarecouncil/• https://www.flickr.com/carcarecouncil/

32K + Followers130K + Reach

Customer Outreach• Print out car care tips at www.carcare.org/car-care-resource/car-care-tips/ for

customers to read while they’re in a waiting room or standing at the counter.

• Encourage customers to check out the free service schedules at

www.carcare.org/car-care-service-schedules and sign up for the customized

service schedule with e-mail reminders.

• Download and play Car Care Clips in your waiting room.

• Order a “Be Car Care Aware” Point-of-Sale (POS) Starter Kit, which includes a

variety of marketing and promotional materials to help you get involved in the

campaign.

• Use the council’s promotional materials: send customers home with a mirror

hanger in their car or with a free car care guide that includes your logo or attached

business card.

Car Care Guides• Available in English and Spanish, they are a great giveaway

at the store level and can also be given to employees.

• The redesigned and updated guide boasts 20 pages of new

material including an expanded environmental awareness

section, finding an automotive repair shop, alternative fuels,

understanding the warranty, vehicle telematics and careers in

the auto care industry.

• The guide covers major services, 12 component groups within

the vehicle, service interval recommendations and more.

• Visit www.carcare.org/car-care-guide to order customized

copies for your shop or business, view the digital version or

order a free copy.

Car Care Events

• Host a “Be Car Care Aware” vehicle check-up event.

• Events can be held any time during the year and can be any

size or style that works best for you and your community.

• Include food provided by a local vendor, local police

demonstrating installation of child safety seats, local radio

station coverage and raffles.

• Visit the online Industry Tool Box for step-by-step guidelines

of how to have a vehicle check-up event.

• List your event on the Car Care Council’s website event finder

and Facebook page for free publicity from the council.

Online Industry Tool Box

• The Industry Tool Box contains everything

needed to participate in the “Be Car Care

Aware” consumer education campaign. It’s

featured on the Car Care Council’s website at

www.carcare.org/industry-tool-box/.

• It walks through the many different ways to

get involved in the campaign, whether it’s

something as simple as handing out Car

Care Guides or more elaborate like

conducting a community car care event.

Monthly e-brief

• The monthly Car Care Council e-brief reports

on consumer education initiatives and news as

well as provides ready-to-use articles and

timely and topical content to use in marketing

materials, on a website or social media..

• Encourage customers and colleagues to sign

up for the e-brief at www.carcare.org.

It’s Available!

• Contact the Car Care Council

– www.carcare.org

– info@carcare.org

– 240-333-1088

Need help or information?

THANK YOU!