Marketing Team Wins

2018 Q1 Recap

Congratulations to the entire marketing team on a successful first quarter. Below is a recap of some of the high-level wins that were discussed in the monthly marketing meeting.

• Heritage
  • Ad spend decreased 25%
  • Website traffic increased 13%
  • Total leads increased 6%
• Hall
  • Ad spend increased 1%
  • Website traffic increased 3%
  • Total leads increased 3%
• MotorWorld
  • Ad spend decreased 10%
  • Website traffic increased 15%
  • Total leads increased 4%
• Silver Spring / Annapolis
  • Ad spend increased 3%
  • Website traffic decreased 5%
  • Total leads increased 7%

Through the use of Visual IQ's Multi-Touch Attribution (MTA) model, we are able to measure the influence of every addressable channel and tactic on leads. Based on the data we observed, we were able to make adjustments to our digital strategy, resulting in savings of $13,000 per month since February. We have also identified a number of additional opportunities to optimize spend in paid search as well as other channels. 

In March, the decision was made to cancel MileOne's relationship with AutoTrader. The site was continuously increasing in price and decreasing in returns. We created relationships with used car sites CarFax and CarGurus. During the first month, CarFax and CarGurus gave us 1187 leads and 74 sales for $40k, whereas AutoTrader (during the last month of our relationship) provided 364 leads and 54 sales for $114k. The math speaks for itself!

Happy Anniversary

Happy anniversary to Danielle, Terra and Erica on hitting their 2-year milestones with MileOne in April, and to Melissa for hitting her 1-year anniversary in May. Danielle, Terra and Erica all started on the same day and went through orientation together. Erica joined the marketing team as our marketing assistant, and was promoted to Database Marketing Coordinator in September 2016.

Welcome Viviana

The marketing team is proud to welcome Viviana Santini to the team as our marketing assistant. Viviana started on April 9. She came to us from Quintessential Gentleman as their Brand Ambassador. Viviana is a December 2017 graduate of Towson University where she studied Mass Communications with a Concentration in PR and Advertising. She also graduated with a Minor in Marketing and Italian (no big deal).

High Praise

In the April Heritage leadership meeting, Constantine opened the marketing segment by complimenting the entire marketing team. He said this team is the best group of marketing professionals that he has worked with in his 15 years at MileOne. Congratulations to Danielle Szarka, Laura Doherty, Jessica Lee, Nora Harvey, the entire design team and other individuals who work with the Heritage division.

Allstate Leasing Redesign Completed

Allstate Leasing has officially been rebranded! As part of the Phase 2 Rebrand Plan, the project began in November of 2017. Leading the charge, Katrina worked with key Allstate personnel, including Peter Rubin, Charlene Kurland and Jay Jethwa.

The new materials for Allstate make it clear that Allstate Leasing is part of the MileOne Autogroup. Peter Rubin commented that “the MileOne brand has such a strong presence and reputation in the marketplace that Allstate Leasing should be leveraging the affiliation. The MileOne marketing team helped us create a fresh brand image which clearly conveys to the market our affiliation with the larger MileOne organization.”   

A big thank you to Katrina, Terra, Jenna, Stef, Nora and the creative team for a job well done. In addition to the new website, below are some examples of the old materials followed by the new. 

OLD COLLATERAL 

   

 

NEW COLLATERAL