Auto Parts and Repair Shop
Increases Business 15% Through
Female Targeted Campaign
OBJECTIVE
Car Care Clinic wanted to stand out in a
competitive market, positioning themselves as the
place for women to take care of their cars.
SOLUTION
Alpha Media developed and executed an on-air
campaign during morning drive, with messaging
targeting the busy woman.
RESULTS
As a result of the campaign, Car Care Clinic
increased business 15%.
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Jackson, MS
Station(s): WKXI-FM and WJMI-FM
Account Executive: Michelle Walker
Account Name: Car Care Clinic
Category of business: Auto Service and repair
Situation Overview: Due to the number of auto service repair businesses in the Jackson metro area, competition for female customers
tightens.
Target Audience: Women 25-54;
Marketing/Campaign Objectives: As CAR CARE CLINIC continues to open new shops in the Jackson metro area they wanted to target
women and let them know provide excellent auto service; To increase and maintain the number of female customers.
Campaign Concept: Female focused messaging, Wednesday Specials
Campaign Elements: Annual schedules on WKXI-FM/WJMI-FM ran weekly during morning drive time. (2) to (3) commercials air daily.
Campaign Solution:
Campaign Results: As a result of the campaign, business has increased by 15%.
Suggested VBR: We recently worked with an auto aftermarket retailer looking to drive new business, in particular targeting women. As a
result of the campaign, business increased 15%. I would like to set a time to review the campaign and discuss ways we might be able to
increase your sales.
Additional Notes:
Timely Endorsement
Campaign Sells 326 Auto
Remote Starts in 8 Weeks
OBJECTIVE
Audio Express was looking to target an older
demographic and increase sales of remote starts.
SOLUTION
Alpha Media developed an integrated marketing
campaign utilizing timely messaging and
endorsements.
RESULTS
As a result of the campaign, the client sold 326
remotes in 8 weeks.
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Richmond VA
Station(s): WLFV, WWLB, WBBT
Account Executive: Bob Babb
Account Name: Audio Express
Category of business: Car stereo – after market products
Situation Overview: This audience has changed – it used to me young males but the industry has changed - the younger males are buying
rims and going to the big box for stereos- this store has changed to upgrades for cars, leather, video installs and more higher priced items
and does not sell rims
Target Audience: Adults 35+
Marketing/Campaign Objectives: target older consumer with priced item advertising to a market that can afford “want’ items
Campaign Concept: it’s cold outside – get a remote start
Campaign Elements: endorsements only – installed in am jocks car and let him talk about it
Campaign Solution: the solution was simple – sell the benefit – it’s cold out – wouldn’t it be nice to get into a warm car without leaving your
house to start it ! This also works in the summer when it’s very hot!
Campaign Result: Ran 3 spots a day for 8 weeks and sold 326 remote starters that they could track directly to the radio endorsement ads.
Suggested VBR: We recently worked with an auto aftermarket retailer looking to target an older demographic and increase sales of remote
starts. As a result of the campaign, the client sold 326 remotes in 8 weeks. I would like to schedule a time to review the case study and
discuss ways we can increase your sales.
Additional Notes: Client used to be a large radio client and when the market changed he didn’t know how to make his radio work. He tried
endorsements with other clusters and had fair results - this was by far his biggest station success – due in part by having a simple
singular message. Sell the benefit of the product with an endorsement…don’t sell it starts your car…sell – it’s 15 degrees – wouldn’t it be
great to get in a nice warm car…the endorsement really sold the credibility and believability of this concept.
150 Hands-Free Car Phone
Units Sold After Educational
Campaign
OBJECTIVE
Auto X-tras wanted to sell and install Bluetooth
systems after the new hands free law went into
effect.
SOLUTION
Alpha Media developed and executed an on-air
campaign, using educational spots on the
implications of the new hands free law.
RESULTS
As a result of the campaign, Auto X-tras sold 150
hands free units in the first 3-months.
Case Study Internal Notes – Do Not Send To Client
Alpha Market: San Antonio
Station(s): KTSA
Account Executive: Lisa Gregory
Account Name: Auto X-tras
Category Of Business: Auto Aftermarket
Situation Overview: New Cell Phone hands free law went into effect
Target Audience: Drivers who do not have hands free systems
Marketing/Campaign Objectives: To sell and install bluetooth systems
Campaign Concept: Awareness of new law and to get in compliance, educational campaign
Campaign Elements:
Campaign Solution:
Campaign Results: Client sold over 150 hands-free units in the first 3 months
Suggested VBR: We recently worked with an auto aftermarket store looking to increase sales of cell phone hands free kits.
As a result of the campaign, client sold 150 units in the first 3 months of the campaign. I would like to schedule a time to
review the campaign and discuss ways we can increase sales of your product.
Radio Campaign Drives
Appointments for
Auto Repair Center
OBJECTIVE
Automotive Supercenters was looking for new
business from individuals and companies in the
oilfield and similar industries, as well as recruit new
employees.
SOLUTION
Alpha Media developed and executed a radio
campaign, including on-air during football show
and on-site remotes during store grand openings.
RESULTS
As a result of the campaign, each location has
appointments to fill the entire week. Their oilfield
business and other service industries has
continued to grow enough to warrant opening new
locations.
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Tyler/Longview
Station(s): KYKX, KKUS and Invasora
Account Executive: Barbara Biggs
Account Name: Automotive Supercenter
Category of business: Automotive Service
Situation Overview: Automotive Supercenter opened their doors 12 years ago with one store here in Longview. They now have three
locations in Longview, one in Henderson and opening a new one in Kilgore in February 2015.
Target Audience:
Marketing/Campaign Objectives: Automotive Supercenters was looking for new business from individuals and companies in the oilfield and
other industries.
Campaign Concept:
Campaign Elements:
Campaign Solution: Year after year, advertising schedules run on KYKX, KKUS and Invasora most months of the year including our
Football show, along with remotes for grand openings of new stores. They run both service specials and for new hires.
Campaign Results: As a result of the campaign, each location has appointments to fill the entire week. Their oilfield business and other
service industries has continued to grow enough to warrant opening new locations.
Suggested VBR: We recently worked with an auto service shop looking to grow their consumer and oilfield industry business. As a result
of the campaign, each location has appointments to fill the entire week. I would like to schedule a time to review the campaign with you and
discuss ways we can increase your business.
Additional Notes:
Cause Marketing Campaign
Increases Program Awareness
through Strategic Partnerships
OBJECTIVE
Les Schwab Tire Centers wanted to increase
awareness for the Lines for Life program and help
local Veterans.
SOLUTION
Alpha Media developed and executed a cause
marketing campaign, including on-air, streaming,
banner ads, on-site presence, in-studio interview,
and developed a partnership and presence with a
sponsorship of Golfing for the Guard.
RESULTS
As a result of the campaign, Les Schwab Tire
Centers was able to promote their support, educate
the community, and connect local veterans with the
Lines for Life program.
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Portland
Station(s): KXL, KXTG, & KUFO
Account Executive: Matt Tindle
Account Name: Les Schwab Tire Centers
Category of business: Automotive Aftermarket
Situation Overview: Promote involvement with Lines for Life
Target Audience: Anyone who drives a car
Marketing/Campaign Objectives: Cause marketing - Increase awareness of the Lines for Life program
Campaign Concept: Involvement with Golfing for the Guard to promote the Veterans side of Lines for Life
Campaign Elements: Radio, Web, On-site, Studio interview
Campaign Solution: Hole Sponsorship Golfing for the Guard
Campaign Results: Month long campaign in the month of May (Memorial Day) promoting Les Schwab & Lines for Life
Suggested VBR:
Additional Notes:
Automotive Shop Helps
Drive Out Hunger,
Providing 100,000 Thanksgiving
Meals for the Community
OBJECTIVE
Local Midas franchise owner wanted to set himself apart
from the competition through involvement in the
community.
SOLUTION
Alpha Media executed a cause marketing campaign,
including on-air, endorsement, and on-site elements, to
raise money and food donations for the local food bank
around Thanksgiving.
RESULTS
As a result of the campaign, Midas of Richmond raised
$18,000 and 16,000 pounds of donated food, providing
100,000 meals for community members in need. The
franchise location was recognized by their corporate office,
and this model is going to be shared nationwide.
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Richmond ,VA
Station(s): WLFV, WWLB, WBBT
Account Executive: Greg Grant
Account Name: Midas of Richmond
Category of business: Automotive Repair/Aftermarket
Situation Overview: Local Midas franchise owner wanted to set himself apart by being very involved with the community through local food
bank called Feedmore and Blood Bank . He makes many contributions via oil changes, repairs etc.
Target Audience: Adults 25-64
Marketing/Campaign Objectives: Differentiate and stand out in the market through community involvement.
Campaign Concept: Feed Richmond
Campaign Elements: On-Air, Endorsement, On-Site Events , Cause Marketing, Social Media
Campaign Solution: Increase awareness in the community and fill a Feedmore truck with food and money to make sure no children in
Richmond went hungry on Thanksgiving. This was a combined effort with multi-media involvement but Alpha took the lead by being the only
stations on site for the 2 day event. Many on-air personalities were present and Alpha donated food items directly.
Campaign Results: The client raised $18,000 in cash and 16,000 pounds of food which will provide 100,000 meals. A huge win for this client.
Additional Notes: Midas Corporate has taken this community involvement model and is telling the story to all its franchises. The local
franchise success with tie-ins with the food bank and blood mobile has enabled him to set record single store sales and double digit growth
for the last 10 years. This is unheard of with Midas and they are going to spread this model nationwide. Their annual is in the works for next
year and Alpha’s presence there was noted and will garnish us more share in 2015.
Suggested VBR: We recently worked with an Automotive Repair shop that wanted to increase ties to the community and stand out from
competition. As a result of the campaign, the shop raised $18,000 and 16,000 pounds of donated food, providing 100,000 meals for
community members in need. The franchise location was recognized by their corporate office, and this model is going to be shared
nationwide. I would like to set a time to discuss the campaign and ways we can make sour location stand out in the community.
Rimtyme Drives Sales through
Streaming Player Sponsorship
OBJECTIVE
Rimtyme wanted to increase brand awareness
and reach, ultimately driving more sales.
SOLUTION
Alpha Media designed and executed an
integrated campaign, including on-air and
streaming player sponsorship, and video pre-roll.
RESULTS
As a result of the campaign, sales immediately
increased, and are on track to increase by 18%
for the year!
Case Study Internal Notes – Do Not Send to Client
Alpha Market: Columbia, SC
Station(s):
Account Executive: Steven Powell
Account Name: Rimtyme
Category of business: Auto Accessories
Situation Overview: Alex at Rimtyme is a fantastic client that has been on WHXT for several years. Until a year ago they were spending
approximately $4k per month with our station. They were also spending $4k-$6k in various other media (radio, cable, local publications).
Target Audience:
Marketing/Campaign Objectives: I met with Alex at the beginning of 2014 to propose an increase in our monthly budget to include the
Exclusive Streaming sponsorship including web video as well as an increase in his spot load.
Campaign Concept:
Campaign Elements: On-Air, Video Pre-Roll, Streaming Player Sponsorship
Campaign Solution: In our discussion I explained to Alex that for $6,500 per month that we could increase his business and actually save
him several thousand dollars a month because he could cut-out the expense of the other small advertising that was not effective and was
taking a ton of his time.
Campaign Results: As a result of the campaign, Rimtyme sales are up and the Columbia SC location is on track to jump from 2.2 million
gross in 2013 to 2.6 million gross in 2014.
Suggested VBR: We recently worked with an auto accessory store looking to increase sales and ROI. As a result of the campaign, sales are
slated to be up 18% for the year. I would like to set a time to walk you through the campaign and discuss ways we can help increase your
sales.
Additional Notes: