Pub. 17 2018-2019 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S I S S U E N O . 2 , 2 0 1 8 6 new jersey auto retailer Chairman’s MESSAGE | BY ROBERT J. LARSON NJ CAR is launching a Strategic Communications Initiative aimed at making sure dealers receive credit for all the good they do for the State and in the communities in which they operate. The comprehensive initiative will also build recognition of the tremendous value and many benefits the motor vehicle franchise system brings to consumers including price competition, ready access to free warranty and safety recall service, highway safety and consumer protection. Not only will NJ CAR promote dealers’ contributions and the many benefits of the franchise sys- tem, the Coalition will also work to counter the negative ads from our direct sales competitors that are attacking dealers and under- mining the franchise system by promoting negative and blatantly false stereotypes about the dealership experience. The initiative is designed to move the Coalition’s political and legislative efforts forward by engaging with dealers, their employees, legislators, government decision-makers, the media, industry and policy in- fluencers and consumers, so they better appreciate all that we do. The franchised automotive retail industry has many incredible stories to tell. We create tens of thousands of good-paying jobs that can’t be outsourced. We generate and remit BILLIONS of dollars in tax revenue, benefiting the State and local economies. And we support hundreds of charitable organizations throughout the State. Improving the Coalition’s communications capabilities has been a major focus of my tenure as Chairman and we’ve already set the wheels in motion to do great things. I have created a Strategic Communications & Public Relations Committee that will work with staff and outside consultants to develop stronger and more robust communications across the board. NJ CAR has budgeted $100,000 for this effort this year alone and that amount will grow substantially in the years’ ahead. This job is THAT important. Dealer feedback is critical to our success, which is why I’m asking for your input. What messages do you think NJ CAR should focus on that best showcase our incredible story? How can we educate elected officials, the media and consumers about the many benefits of the franchise system? What contributions does YOUR dealer- ship make to the community? Please email your industry-wide and dealership-specific suggestions to Brian Hughes, NJ CAR Director of Communications, at bhughes@njcar.org . We have incredible stories to share, but we have been talking too much to ourselves and few people outside our “orbit” are hear- ing about the valuable contributions auto retailers make to the State’s economy and virtually every town and city in New Jersey. NJ CAR is taking full advantage of the tools available to make sure the widest possible audience recognizes our contributions. We are sharing stories across all digital platforms as we continue building the reach of our social network AND engaging with dealers, their employees, legislators, government decision-makers, the media, industry and policy influencers and consumers. What can you expect in the months ahead? The Coalition will retain a public relations firm that will provide advice and guidance about how to best target our messages. They will test the effective- ness of potential messaging and assist the Coalition in building a thriving grassroots community, ready to reach out to our elected officials to voice their support or opposition to legislation that impacts the auto retailing industry. NJ CAR is also planning to add a Manager of Digital Media andMember Engagement to craft and deliver content addressing issues important to our audiences across all digital platforms. You may have already seen some of the initial improvements to the Coalition’s communications efforts. The NJ CARNewsLetter has been redesigned and streamlined and we have launched a weekly Newsfeed communication that provides a curated collection of links to industry-related news. The Coalition has also made sig- nificant strides in social media, posting more frequently, utilizing more photos and video, and growing our Facebook followers by more than 160% since January. NJ CAR has always been an important information resource and will continue to engage with our various audiences. We’ve started retooling and expanding our communication efforts. But a lot of work still needs to be done to make sure all relevant audiences recognize the incredible contributions we make and the value of the motor vehicle franchise system. This is just the beginning… Taking Our Story To The Masses, The Decision-Makers And The Influencers