Pub. 18 2019-2020 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 9 6 new jersey auto retailer Chairman’s MESSAGE | BY LENNY DATELLO NJ CAR Modernizes It’s Strategic Communications and Public Outreach One of the most lasting accomplishments of my tenure as Chair- man will be NJ CAR’s modernization of its branding and digital communications. The Coalition has long utilized a variety of tools to reach dealers with information that keeps them informed about legal and regulatory requirements, day-to-day business needs, industry news, as well as Coalition products and services that are available to them ( and much more ). As technology has improved, hardcopy tools have been replaced with more effi- cient digital tools. NJ CAR has embraced them, but technology moves so fast that even digital communications can become a bit stale. That’s why NJ CAR has been working with Mercury LLC, a global public strategy firm, to launch a compre- hensive public awareness campaign to highlight the value of New Jersey’s neigh- borhood new car and truck dealerships and update NJ CAR’s digital presence. The Coalition ran an aggressive, targeted ad campaign highlighting the industry’s priorities and messages. This effort tar- geted Trenton legislators and the public at large and included website banner ads, online videos and Internet radio ads. The campaign resulted in millions of impressions and took viewers to a webpage (https://getthefacts.njcar.org/ ) that highlighted the many benefits of the franchise system, including Local Eco- nomic Benefits, Consumer Safety, Price Competition and Added Value. NJ CAR will look at focusing any future efforts on ad placements that delivered the best return on investment. This effort also supported an ongoing campaign to build an engaged grassroots network of industry supporters who un- derstand the car business and are ready, willing and able to vocally support laws and regulations that benefit the industry and oppose those that would pose a threat to the industry. NJ CAR has created a Phone2Action grassroots platform that will allow our growing network of supporters to engage with their legislators in just a few seconds when the Coalition puts out the word. This campaign ran on social media for several months and now continues via email communications and in-dealer- ship visits by NJ CAR Dealer Member Liaison Anne Smith. If you haven’t already done so, sign up NOW at https://join.njcar.org or text “NJ- CAR” to 52886 on your mobile phone to join this growing network. In addition to the awareness and grass- root engagement campaigns, NJ CAR is in the process of modernizing its brand and digital presence. We’ve tweaked NJ CAR’s well-established logo, bringing in some color and an element of motion that energizes the look and is more visually exciting. The Coalition is also updating its online presence with a brand-new website that will be easier to navigate, offer new functionality and feature the industry’s most critical messages front and center for everyone to see. Finally, NJ CAR will be revamping the format of its email communications, including the way the NJ CAR NewsLetter and News- Feed are presented later this year. NJ CAR uses a wide variety of commu- nication tools ( not all of which have been discussed in this column ) because the Coali- tion wants to reach all its various audiences — dealers, industry employees, legislators, regulators, the media, the general public and others — WHERE they want, WHEN they want and HOW they want. NJ CAR can produce all sorts of informa- tive content and offer it for consumption using a variety of tools, but it won’t mean anything if dealers and their employees don’t take a few seconds to skim any communications received from NJ CAR. It is the best way to ensure you and your employees know about training, new Coalition programs, legislative or regula- tory developments, breaking news or any other issue that could potentially impact the franchised automotive retail industry in New Jersey and your dealership(s). NJ CAR has made it as easy as possible for dealers to engage with their Coalition. Now, it’s up to you!