Community Relations
Case Study:
Community Awareness Program Positions Local Car Dealership as Safe Driving Advocate
An automotive dealership that is a client of MJB Public Relations Group is located in an area with a large number of other dealers selling the same makes of vehicles. The dealership needed a way to position itself as unique among its competition. Our team recommended aligning the dealership with the important issues of safe driving and car maintenance through a community awareness campaign – Safety Behind the Wheel. The program successfully differentiated the dealership, building its reputation as the local dealer advocating safety in the community.
To implement the community awareness program, MJB managed the details of sponsoring a variety of events and activities to keep drivers and their families safe on the road. Working with MJB associates, the dealership hosted a series of free car-safety clinics in conjunction with the local police department, placed several guest editorials in area newspapers on safe-driving topics, published a quarterly Safe and Sound newsletter to provide smart-driving and maintenance tips, and developed a Safety Behind the Wheel Web site as a public resource for safe-driving information. In addition, we worked with media outlets, which provided publicity to promote Safety Behind the Wheel and its events to the community, and helped establish partnerships with like-minded groups to deliver important safety messages to the public.
Through the various safety activities, MJB and the dealership laid the foundation for enhancing the dealer’s image within the local community. We helped increase top-of-mind recall among the general public and position the dealer as committed to keeping drivers safe on the road. In the words of one car-safety clinic participant, “It’s nice to see a dealership taking ownership of education for us.”
