Services
Creative
Public Relations

Industry
automotive

Precision Tune Auto Care (PTAC) is a top-rated franchise 500 automotive repair company. The North Carolina PTAC franchise has been family-owned and operated for 40 years with 32 locations. PTAC experienced a substantial change in the auto repair industry with a shift to computer-based diagnostics and repairs, the prevalence of synthetic oil, and a dip in miles driven by work-from-home popularity.

S&A Communications needed to fully understand the current landscape affecting vehicle repair and maintenance as it has changed dramatically. In addition to conducting secondary research online into industry trends and consumer habits, we looked at what competitors were doing to market their services.

We referred to our primary research to revisit the key attributes most important to consumers’ decisions. Knowing a key to consumers’ decision-making with vehicle repairs is trust; we aimed to highlight and stress PTAC’s experience (longevity in business and technician credentials) to position PTAC as a car repair and maintenance shop that is honest, trustworthy, knowledgeable, professional, and affordable – there for you when you need it.

The marketing solution included a variety of marketing tactics (organic and paid social, digital, and direct mail) with content focused on building trust and enticing trial.

Digital marketing

• Digital marketing included Google ads with emphasis on local ad campaigns targeted to mobile devices.
• Leveraged Customer List Data to generate custom Audience targeting
• Maximized conversions within the campaign’s budget using machine learning algorithms to optimize ad delivery and bid management in real-time

Social media advertising

• Targeted all genders, age 24-60 within a 6-mile radius around each shop with additional interests including car care, coupons, recently moved, engaged shoppers, sales promotions, etc.
• Updated audience interests based on location demographics and performance of ads
• Creative/messages that emphasized trust, here when you need us and encouraged people to click link for oil change and repair coupons
• Ran traffic ads (Meta-specific ad type) with call-to-action to save and download coupons on each shop’s landing page
• Social media marketing paid campaigns support organic efforts

Organic social media

• Weekly posts on Meta (Facebook and Instagram) and included video as often as possible
• 80% of posts were educational/entertaining; 20% of posts were promotional
• Content types included educational: car maintenance tips, industry articles, FAQs, fun/entertaining: holiday graphics, local business highlights, local NC travel tips, community involvement, giveaways, fun facts, trivia questions/polls promotional: staff highlights, promotional ad-like posts, testimonials

Print (direct mail) advertising

• As another way to reach consumers at home in select markets across the state, S&A opted to advertise periodically in certain marriage mailers to keep PTAC top-of-mind while communicating brand attributes such as trust and sharing enticing offers.

Results exceeded goals. PTAC continued to grow car counts and sales across the North Carolina franchise locations despite the new normal of vehicles being driven longer and needing repairs less frequently. This is partly attributable to marketing and high-quality operations. Specific performance metrics include the following:

• Car counts rose 1.2% compared to last year, while coupon redemptions (from mailers) are down, which is the goal.
• Clicks were up 37.9% versus the same period the previous year
• Click-thru Rate (CTR) increased 153% versus the same period last year
• Conversions were up 47.7% versus the same period the previous year
• Impressions steadily increased up to 4,403,076
• Engagement grew to 34,012