Car Wash Creative | Car Wash Marketing

For a New Car Wash
looking to start right and
maximize their investment

Building a new car wash takes a considerable investment, both in capital and in time. It is the ideal opportunity to build the perfect brand since you are building everything for the first time.

The Silver Cloud System makes sure that your marketing is just as beautiful and effective as your new building and equipmet.

When people think of marketing, they usually think about the tools: websites, coupons, social media, etc. However, the most important part of marketing, by far, is strategy.

Strategy is about deciding how you want your market to think of you (i.e. "positioning"), which is in turn based on your market, competition and your site's strengths and weaknesses. In this first tier we will take a careful look at all of these variables and come up with a strategy for differentiating your car wash with a clear value proposition.

For builders this means conducting a thorough analysis of the competition, market and strengths and weaknesses of the site.

Once we understand how we want the community to view your car wash, we then have to figure out how to communicate that message through your image. This includes signage, site aesthetics, uniforms, website and anything else that will shape the consumer's impression of you and your car wash.

For builders it is imperative to weave your brand into every element of your new car wash. Ideally, this begins at the very beginning as we work alongside the architect.

Once we understand our strategy and have reflected that in our image, we are ready to get the attention of your community. Outbound promotion includes advertising, cross promotion, public relations, events and any other tools that help us attract attention.

For builders we need to create significant momentum from the start since this is a new business. There is also research that needs to be done in order to determine the best marketing vehicles.

Once we have attracted customers to the site we need to make sure we continue marketing onsite. Our first goal here is to make sure we get the highest dollar per car possible by clearly communicating the value of your various services. Our second goal is to increase frequency by highlighting detail services, prepaid promotions, frequency promotions and loyalty clubs.

For builders, we need to make sure the customer experience lives up to the expectation that comes with a new business and that we maximize each "first impression"..

We believe that marketing can't possibly be effective unless you track and quantify the results. We will establish clear objectives, set targets and choose the reports from your POS that we will use. We will also setup a schedule for customer surveys and/or a mystery shopper program to make sure we are tracking more than just financial metrics. Then we will schedule a meeting for at least once a month where we review our performance. This is the only way to mature a marketing program and make sure we are learning.

Pricing & Editions

The Silver Cloud System comes in three editions. In addition to marketing management, coaching and creative planning each edition comes with a set number of graphic design hours. This makes sure that your marketing material remains professional and consistent and therefore ensures a greater impact.

	Premier	Professional	Kick Start
1) STRATEGY
Market/Competition Analysis	X	X	X
Demographic Report	X	X
Sales Analysis	X	X
Customer Surveys	X
Site Visit	X
2) IMAGE
Graphic Design Hours	80	40	24
Site Aesthetics	X	X	X
Social Media Plan	X	X
Other (Uniform, Admin, etc.)	X
3) OUTBOUND PROMOTION
Graphic Design Hours	24	8	4
Media Management	X	X	X
Campaign Design	X	X	X
4) INBOUND PROMOTION
Graphic Design Hours	12	8	4
Take Away Design	X	X	X
Frequency/Loyalty Design	X	X
Selling Program	X
5) MEASUREMENT
Key Metrics	X	X	X
Objectives	X	X	X
Monthly Reviews	X	X	X
Mystery Shopper Program	X	X
Customer Survey Program	X	X
Campaign Management	X

Total Graphic Design Hours	116	56	32
Cost	$11,499	$5,999	$3,499
Maintenance Cost*	$1,999	$2,999	$4,999

*Maintenance Cost

The Silver Cloud System includes a lot of work in the strategy and image phases that only need to be done once. After that, some work needs to be done to tweak the program, but the focus will be on outbound and inbound promotion and measurement. The above Maintenance Cost reflects that. It covers an additional 6 months.

Time Frame

The Silver Cloud System is structured to be rolled out over a 6-month period.

Management

To manage the Silver Cloud System we have designed a Marketing Intranet Website with sections for each of the five tiers listed above. The site can only be accessed by Car Wash Creative and your staff. It helps us warehouse all of your marketing data. This includes pictures, sign lists, campaign information, logo and graphic files, contact information, promotional plans and much more.

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