SEPTEMBER CAMPAIGN
At Strong Automotive, I create monthly campaigns for many different clients. Lexus of Wesley Chapel's campaigns utilize various media outlets to market their sales and service offers. This campaign has many sales and service offers, with added emphasis on the RX, as the dealership had an influx of that model in stock.
The dealership's campaigns typically feature different colors each month, so customers always have something fresh and new to view, even if incentives remain similar. For September's campaign, I selected a sunset photo that captures customers' attention and creates a calm ambiance that stands out from competitors' aggressive advertising. Keeping the design simple, clean, and modern gives the campaign a luxurious look, perfect for this client and the manufacturer.
Featured left to right: webpage, homepage graphics, email
HOMEPAGE GRAPHICS
Homepage graphics mark the beginning of almost all campaigns at Strong Automotive. When incentives are released, every dealer's homepage must feature the latest and strongest offers available. With responsive design in mind, I created desktop and mobile versions featuring several offers, as well as evergreen messaging, such as the J.D. Power graphic below. No matter the incentive, highlighting the key points with larger text draws customers' attention and brings them into the dealership with the special offer in mind. The featured offer for the RX resulted in the most traffic to the dealership, aligning with one of the top goals of this month's campaign.
Homepage graphics sized for mobile
Homepage graphics sized for desktop
DIRECT MAIL
Balancing multiple projects simultaneously is a must in the advertising field. While homepage graphics are ongoing, I began drafting direct mail, as these need to be in potential customers' mailboxes as early as possible so they have the most time to act before the incentives expire. Lexus of Wesley Chapel has a monthly mailer largely dedicated to service offers. However, on the back of the tri-fold, the featured RX offer is shown for those considering an upgrade. The client wanted to feature the oil change offer by placing it on the outside fold, so customers can see it before unfolding the piece.
EMAIL
Continuing the campaign as the month progressed, I created an email to be sent to potential customers. Including the featured RX offer at the top, this email gives customers the highlights of the dealerships' current incentives in addition to general information about their lifetime plan and awards.
MAGAZINE ADVERTISEMENT
Lexus of Wesley Chapel is located just south of the Villages, a large 55+ community in Florida. The Villages Magazine is a great opportunity to showcase the dealership's featured RX offer, an additional lease option, and a reminder that the dealership is close to the community.
GOOGLE BUSINESS PROFILE POSTS
For Lexus of Wesley Chapel's service Google Business Profile, I created graphics showing their service specials. The nine coupons all follow the same layout and structure, continuing the consistent look throughout September's campaign.
