I. Communication Challenge

With more than 75 car dealerships in Western New York, the automotive category is cluttered and complex. Competition is intense, making it difficult for a dealership to stand out from the fray to communicate its unique value proposition.

Recognizing an acute need to differentiate from the competition, Northtown Automotive Companies, with 13 franchises and eight locations, underwent a complex internal process to create the most customer-focused automotive dealership in Western New York. All aspects of the business were reviewed and altered, from sales associates to service bays, waiting rooms to call centers. The result was a customer-focused spirit that revolutionizes the car buying experience.

But changing the atmosphere and approach of doing business was only the first half of the solution. Equally important was educating the public on the benefits of doing business with Northtown.

II. Strategy and Execution

Travers Collins was selected as Northtown’s agency of record to launch a rebranding campaign to communicate the Northtown experience to Western New York. The campaign needed to change public perceptions of what a car-buying experience should be, and engage consumers with a brand personality that is warm, genuine and in-touch.

The resulting brand centers on the theme that Northtown takes everything “to the nth degree.” The creative campaign was launched using television, radio, print and web. The central visual element is the letter “n”– a simple, clean, unique icon that represents both the nth degree as well as the “n” in Northtown’s name. The campaign is applicable to all aspects of the business, and is communicated appropriately. Savings, selection, service, satisfaction, convenience – Northtown takes it all to the nth degree.

III. Outcome

Immediate reactions to the campaign have been excellent. Customers, competitors and the general public have indicated the effectiveness of the campaign, noting how the elements really stand out from the crowded category and effectively communicate Northtown’s key points of difference.