Susan Harkins

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With a shortage of new vehicles being shipped to dealerships across the U.S. during COVID there was an increased demand for used vehicles. To take a proactive approach to acquiring new used inventory and converting new customers a vehicle buy back campaign concept was developed for franchise dealers.

Though this was designed with the print postcard in mind first – this concept was born from the convenience of the digital age – the idea was to blend the two worlds in a fun and accessible way. Text message bubbles featuring personalized customer and dealer information add the sense of comfort and familiarity everyone wants from a business they’re communicating with. The image of a woman smiling is warm and welcoming, her style is simple and approachable, allowing the viewer to easily relate. Emojis were used sparingly to add a bit more fun to the messaging and appeal to a younger audience. The car made of united states currency gives the communication an injection of whimsy and reminds the customer they could walk away with cash if they respond to this offer.

I programmed this campaign to allow for up to 4 optional service offers and to display both sales and service hours. An accompanying email was designed and programmed to follow up on the print campaign or use as a stand alone communication. The email layout simplified the variable text messaging banner image from print to better accommodate the shifting text as it populates customer and dealer variable data. The same text message copy was used in both mail and email layouts.