Sullivan’s Auto & Collision Repair Case Study

Introduction

Sullivan’s Auto & Collision Repair has served the community for nearly 30 years. However, when they recently launched the auto repair side of their business, they found it wasn’t performing as well as expected despite having built a state-of-the-art waiting room equipped for customer comfort. They approached IMPROZ Marketing for help in devising a marketing strategy that would independently attract new customers to their auto repair bays.

Challenges

Sullivan’s faced several key challenges:

• The auto repair segment was newly launched and had not established a customer base.
• Despite offering top-notch customer amenities, their waiting room and repair services needed to be drawing the business they expected.
• They needed a marketing plan that clearly distinguished their auto repair services from their established collision repair services while maintaining cohesion across their business lines.

Solutions

IMPROZ Marketing devised a dual strategy approach to build momentum for Sullivan’s auto repair business:

1. MicroSite Creation:
   We developed a microsite specifically for the auto repair side of the business. This website, currently under construction, incorporates its broader service lines while focusing on promoting its auto repair services.
2. SEO & Local Optimization:
   We optimized the microsite for search engines to ensure local customers searching for auto repair would find Sullivan’s quickly.
3. Brand Cohesion:
   The site retained Sullivan’s Auto & Collision Repair’s trusted branding but emphasized its modern, customer-friendly facilities, like its high-end waiting room.
4. Targeted Ads & Campaigns:
   We also suggested a series of targeted ad campaigns and promotions designed to increase foot traffic for the auto repair bays.

Results

Once launched, the microsite strategy quickly proved effective. The independent marketing strategy increased local awareness of their auto repair services and positioned them as a top choice in the local market. As a result, Sullivan’s began attracting new customers into their bays and has seen a steady stream of business ever since.

Conclusion

Sullivan’s Auto & Collision Repair successfully expanded their business through targeted online marketing and local SEO efforts. The microsite development, combined with SEO and a focused strategy, allowed them to grow the auto repair side of their business while keeping their collision repair services at the forefront.