CAMPAIGN
O R O Z C O ' SA U T O
S E R V I C E
ON THE 6 PUBLIC RELATIONS
Cat Tompkins, Christian Walker, Khoa Lai,Jessica Salgado, Colin Sum
Table of Contents
1Executive Summary
Situation Analysis 2
Research 3
Strengths & Opportunities 4
Key Messages 5
Goal & Objective 6
Strategies & Tactics 7-8
Evaluation 9
Appendices10-14
1
Orozco’s Auto Service (OAS), a certified auto care center based in Long Beach,
was established in 1990 by Servando Orozco.
OAS’ goal is to deliver the best car care services that is affordable and effective
for everyone. As the leading expert in the automotive industry, OAS provides
excellent services range from auto repairs, radiator repairs, transmission repairs,
and brake repairs to tire sales, car washes and even an easy-to-follow book to
help everyone make better decisions about their car. With four locations opened
up since its establishment, OAS has kept cars in the Los Angeles County area
safe and reliable.
The Orozco's Auto Service Campaign is designed to specifically achieve the
following goal: To position Orozco as an expert in the automotive industry with
his book titled "Orozco's Nuts and Bolts Guide to Understanding Your Car:
Providing World-Class Service to You, Your Family and the Community."
Executive Summary
Situation Analysis 2
Industry OutlookAuto repair books & manuals are increasing rapidlyBasic car-care information can be easily gathered online for freeAuto repair book industry is getting tougher to break through
Summary
Target Audiences
Orozco is co-author of a book called "Orozco's Nuts and Bolts Guide toUnderstanding Your Car: Providing World-Class Service to You, YourFamily and the Community"Published in 2014
NONPROFIT ORGS1Potential partnerships:Rotary Club of Long Beach, Long Beach Public LibraryFoundation, Mothers Against Drunk Driving, PetersenAutomotive Museum, and Universal Technical Institute
2 GENERATION YHigh school and college students:
Huffington Post Business, 2015: Transportation is among thetop 3 college student expensesCollege Parents of America: 70% college-age studentshave access to a car
Research - CompetitiveAnalysis
3
Top Auto Repair Book Competitors"Auto Repair for Dummies" ($15)"How Cars Work" ($22)"How to Repair Your Car" ($15)NOTE: Top list of auto repair books available on Amazon.com
Local Long Beach Auto Repair ShopsGhassem's Service Center, Lam Auto Repair, Overseas Garage, Herb &Red's Auto Repair, ACA Automotive, Jim's Auto Repair, City Garage,Mike's Auto Repair, Joe's Auto Center, My Dad's Auto ServiceNOTE: All of these shops are located in Long Beach - NONE have autorepair manuals/guides/books
Recommended Market Price
Current Market Prices: $10 in shop, $17 on AmazonRecommended price economically convenient for Generation Y targetaudience: high school and college studentsCould potentially direct traffic to website and auto shops
7.99Reasoning
Strengths & Opportunities 4
Core StrengthsVery handy bookEasy-to-follow instructions. Reasonable price, fit for high school and collegestudents (in the suggested price of $10)
Opportunities
Introduce book to localLong Beach schools
Improve OnlinePresence
1 2
3Create a book launch
campaign and positionOrozco as an industry
expert
Key Messages 5
Orozco's Car CareGuide is...
F . A . I . RFRESH
AFFORDABLE
INFORMATIVE
RELIABLE
Orozco's Car Care guide provides a unique andfresh approach that is user friendly
Orozco's Car Care guide is affordable and canfit everyone's budget
Orozco's Car Care guideis informative, providing helpful tips in car
maintenance, investment, and more
Orozco's Car Care guide is reliable - valuingcustomer satisfaction and road safety
Goal & Objective 6
GOALTo position Orozco as an expert inthe automotive industry with the
book launch
OBJECTIVETo increase awareness aboutOrozco's auto care guide andservices among Long Beach
residents by 40% by the end of2016
Strategies & Tactics - MediaRelations
7
Increase Awareness ofOrozco's book among highschool and college students
1
Strategies
2Attend automotive industryevents to increase awareness forOrozco's shop, services, and book
Promote Orozco's book throughpartnerships with localbusinesses and nonprofits
3
Tactics
BOOK TOUR: Promote Orozco's book at LBUSD schools, colleges, and trade schools (EX:Long Beach City College)
1Orozco can provide tips and advice for students about getting into the auto care industryCreate a contact & media list to provide potential opportunities for Orozco to be featured instudent media circulations and speaking opportunities
Introduce the book launch event by distributing bookmarks containing a QR code that links toOrozco's websiteIntroduce maintenance services of high-end cars to vendors and visitors at the event
SWAPMEET BOOTH: Set up a booth at the Long Beach Hi-Performance Swapmeet topromote the book and launch event
2
3
4
B2B PARTNERSHIPS: Form potential partnerships with the Automotive Driving Museum,Marconi Automotive Museum, Foundation for Kids, Petersen Museum, etc.
NONPROFIT PARTNERSHIP: Form partnership with Long Beach Public Library Foundation
Pitch the book to be sold in their gift shops: 50% of sales to museum, other 50% to OrozcoMuseum would run 3 month book promotion on all social media accounts (ex: Book of the Weekfeature, small website ads, press releases, weekly newsletters)
Book tour would run through the 12 libraries partnered with the foundationSpeaking opportunities and workshops at the libraries - Orozco can provide car care tips, basicmaintenance techniquesPromote book launch event and distribute bookmarks
Strategies & Tactics - BookLaunch & Social Media
8
Create and promote a booklaunch campaign to increasecommunity awareness
BOOK LAUNCH
Strategies
2Utilize social media toincrease online presenceand customer involvement
Tactics
BOOKLAUNCH
Invite local automotive businessleaders, media, museum directorsand staff to Orozco's book launchtitled "The Most TrustworthyTechnician" at the PetersenAutomotive Museum on May 1,2016in honor of National Small BusinessWeekDraft a press release and distributeto promote the event
Create a comprehensive socialmedia calendar starting from January1st 2016-2017 to promote Orozco'sbook launchCreate online promotional activitiesand branded hashtags(#CarTipTuesday, #WinItWednesday,etc.)
2
SOCIALMEDIA
1 SOCIAL MEDIA
Evaluation 9
Media Relations
Newspaper CirculationRadio ListenersWebsite Hits
Social Media
Analytic Tools: HootsuiteNOTE: Hootsuite is FREE
Book Launch
Measure how many attendeesHow many people scanned theQR code?
Proposed Budget
Appendices 10
Book Launch Press Release
Appendices 11
Book Tour Timeline
Appendices 12
Sample Book Launch Event Programming
Book Tour Calendar - April Sample
Appendices 13
Media List
Book Tour Calendar
Appendices 14
Sample Social Media Calendar
Appendices 15
Book Launch Event Bookmark
FRONTSIDE
BACKSIDE
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