Brand Standards Guide
Performance Administration Corp. (PAC) is a customer retention firm serving the automotive industry. PAC offers private label, customizable, pre-paid complimentary maintenance plans to auto dealers. Maintenance-included incentives not only benefit customers by serving as a purchase incentive, but also serve as a retention strategy to build loyalty through service. Below is the style guide I created to document the revamped logos, color palette, and visual language designed to maintain brand consistency.
Printed Pitch Kit
The following brochure was designed as a printed piece with diecut tabs to tell the story of how dealerships can sell more cars with a maintenance-included strategy. The goal of this pitch kit is to provide agents in the field a printed presentation to take into the dealership to provide a big-picture overview of why a maintenance-included strategy is crucial in retaining customers after purchase.
Printed Welcome Kit and Program Guide
Upon purchasing a new car, customers would receive this trifold mailer welcoming them to the program and outlining their maintenance-included benefits. This welcome kit includes a laminate punch-out program ID card to keep in their wallet to present during service visits.
Road to Retention
The following infographic was designed to illustrate how the tools included in this maintenance program lead customers down a Road to Retention. This retention strategy is designed to keep the dealership in contact with customers after they drive off the lot, to build loyalty post-purchase through service interactions. The design below maps out each step of the process, highlighting the communication touch points built into the program to keep the dealership top-of-mind.
Building off the infographic above, this booklet was designed to go more in-depth on the communication touch points that keep the dealership and the customer connected post-purchase.
Customer Retention Reports
MaintenanceProgram.com is a huge selling point of this program, providing dealerships with analytics to track retention and repurchase growth. The original design of these reports were outdated and not in-line with the new branding of the program. The reports below are redesigned to incorporate updated fonts, colors and more clear visuals to tell the story of the dealership's retention results.
Direct Mail Campaign
Part of our marketing initiative to dealerships included a drip marketing campaign that included several postcards with various messaging strategies. The goal of these postcards was to get exposure to dealerships and to plant the seed that their competitors were offering an advantage they were not (free maintenance on new and used vehicles). The call to action was to invite the dealer to learn how they could create and own their own program to level the playing field.
