Loves to Help Event Recap
- 1. Love Promise – Eastern Region Subaru Loves to Help Assessment 1
- 2. 2 Activation Results • Out of 191 Eastern Region Retailers who received an event kit, 62 actively participated in Subaru Loves to Help/Care from June to July (32%) • 54 Retailers posted to Facebook • 24 Retailers deployed Care Connect Campaigns
- 3. 3 What Eastern Region offered… • POP Kit to Activate a Food Drive in Stores – One (1) Outdoor Banner – One (1) Indoor Poster – Two (2) Door Clings • Sent to all 191 locations at no cost to retailer – Our Cost: $24,000 • Responsibility of activation on retailers – We recommended: Local Meals on Wheels Chapters – www.mealsonwheelsamerica.org.
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- 5. 5 Love Promise – Philadelphia Zone Subaru Loves to Care Activation 5
- 7. 7 Currently we do not have any marketing initiatives that specifically target this loyal group.
- 8. 8 Subaru reached Phillymag.com’s NEWS audience with native content designed to align Subaru with medical professionals here in the Greater Philadelphia area. Sample Content Post: Subaru’s ‘Love Story’: This month Subaru honored a nurse from Main Line Health who shared her Subaru ‘Love Story’ of why she loves being a nurse and why she picked Subaru. Sponsorship Benefits: • Customized content post for Subaru of America written & designed by Phillymag.com • Content will be written for SEO and to drive traffic to local retailers • Each post is live for 2 weeks and lives in the 3rd spot on the channel roll • Ability to house images, videos and interactive assets such as quizzes and polls • ROS sponsored content module prominently displayed on right rail to drive traffic to the most current content post. Includes an image, headline and sponsor logo. Other traffic drivers include Suggested Content Link and Related Contest Post • Philadelphia magazine will provide “marketing kits” for distribution to dealers for their websites. Subaru of America may post banners on their website and send out e-newsletters to promote the initiative Timing: 10 posts (Start Date: May 2015 –July 2015) 850,000 monthly impressions (initial estimate) 8
- 9. 9 Healthcare Partners Hosptial Employee First Name Maine Line Health Martha Grieco Martha Maine Line Health Lore Mercogliano Lore Nemours / Alfred I. duPont Hospital for Children Ruthann Turner Ruthann Nemours / Alfred I. duPont Hospital for Children Meg Hart Meg Cancer Treatment Center of America Maryann King-Hasbrouck Maryann Cancer Treatment Center of America Nhu Huynh Nhu Jefferson Hospital Rita Battaglini Rita Jefferson Hospital Brittany Czarick Brittany Cooper Health Care Patrica Richter Patrica Cooper Health Care Bruce Bryson Bruce •The Philadelphia Zone partnered with 5 Healthcare networks in the Philadelphia market • We found 2 loyal Subaru owners to participate in each network •We had up to 5 times the candidates to choose from in some cases • A professional photo shoot and interview was conducted for each candidate • “Their Story” was then featured on PhillyMag.com. A new post, every two weeks.
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- 14. 14 Campaign Results Summary Total Impressions: 7,043,106 Total page views: 6,833 Total Facebook shares: 594 Total tweets: 22 Total email forward: 19 Results greatly exceeded expectations. -Total impressions were nearly 8.5x the original estimate. -594 Facebook shares reach innumerable about of impressions (newsfeed share x number of Facebook friends) .
- 15. 15 Link to all posts Blog post 1: Blog post 2: Blog post 3: Blog post 4: Blog post 5: Blog post 6: Blog post 7: Blog post 8: Blog post 9: Blog post 10:
- 16. 16 Love Promise – Atlanta Zone Subaru Loves to Care Activation 16
- 17. 17 What ATL Zone offered… • ATL Zone partnered with the American Red Cross to get retailers to host a blood drive in their store. • Program had no costs. – Retailers scheduled blood drive at their convenience. 23 Participated at their own interest. – DDC made homepage slide tiles for all retailers participating.
- 18. 18 Participating Retailers and Results • Classic Subaru • Collins Subaru • Cross Creek Subaru • Flow Subaru • Flow Subaru Burlington • Gerald Jones Subaru • Hadwin White Subaru • Jim Keras Subaru • Landers McLarty Subaru • McDaniels Subaru of Columbia • Modern Subaru of Boone • Montgomery Subaru • Nashville Subaru • Parkway Subaru • Prestige Subaru • Randy Marion Subaru • Riverside Subaru • Rivertown Subaru • Subaru Concord • Subaru of Kennesaw • Subaru South Blvd • Troncalli Subaru • Vic Bailey Subaru Average 11 units per location
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- 21. 21 CareConnect
- 22. PHL003 – Subaru Loves to Care – Philly Magazine Love Stories Campaign deployed by 13 retailers – Miller Subaru – Subaru of Cherry Hill – Prestige Subaru – Concordville Subaru – A&T Subaru – Roberts Subaru – Colonial Subaru – Welsh Subaru of Limerick – Glanzmann Subaru – John Kennedy Subaru – Reedman Toll Subaru – Fred Beans Subaru 22
- 23. S-212 – Subaru Loves to Help Campaign deployed by 9 retailers – Matt Slap Subaru – Bowser Subaru – Troncalli Subaru – Subaru of Kennesaw – Montgomery Subaru – Landers McLarty Subaru – Nashville Subaru – Mike Brown Subaru – Riverside Subaru 23
- 24. S – 213 – Subaru Loves to Care Campaign deployed by 1 retailer – Bowser Subaru 24
- 26. 26 Social Media
- 27. 27 Social Media - PHL Zone
- 28. 28 Social Media - PHL Zone
- 29. 29 Social Media - DCA Zone
- 30. 30 Social Media – ATL Zone
- 31. Social Media – ORL Zone 31
- 33. 33 Retailer Websites – Love Promise Page • 15 Subaru Loves to Help/Care Story Submissions – ALL organic – No zone or region submissions • EST Region Page Views – 6% MoM increase in June – 2% MoM increase in July
- 34. 34 Love Promise Page - Stories
- 35. 35 Love Promise Page - Stories
- 36. 36 Love Promise Page - Stories
- 37. 37 Love Promise Page - Views
- 38. 38 Love Promise Page - Views
- 39. 39 Love Promise Page - Views
- 40. 40 Love Promise Page - Views
- 41. 41 Love Promise Page - Views
- 42. 42 Love Promise Page - Views
- 43. 43 Overall Assessment • Retailers are still activating great events, they just don’t label them “Subaru Loves to Help/Care”. • Opt outs will provide a higher retailer participation. • Catering our events around our loyalty demographics can show strong impressions. • Social Media and CareConnect are strongest awareness tactics for these projects.