Car Wash Creative

For Current Owners
ready to take their car wash to
the next level

Current owners know that car washing has changed in the last several years. Changing weather patterns, increased competition and consumers impacted by a major recession all make car washing more challenging than ever before.

The Silver Cloud System helps owners reach their customers in a much more focused way, by addressing all five areas of car wash marketing. The reality is that customers must be earned and a focused marketing plan is the best way to do that.

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 current owners this means really analyzing what makes you special. We try and discover an element of your business that current customers value and really focus in on that. As an existing car wash, you have the advantage of customers we can survey and trends we can analyze.

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 current owners we need to determine where we can tweak existing designs and signage to get the biggest impact or where we can add things to improve the image.

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 current owners we need to analyze the marketing tools available and start to organize and track every campaign. We also need to select the key messages that will help us reach an audience and highlight your unique value.

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 current owners we again have the advantage of analyzing current tools and tweaking them accordingly. However, when done correctly, this is one of the best and quickest ways to improve sales.

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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