NAPA Auto Parts
Creative Design, Digital Media, Website
NAPA has spent 100 years and millions of dollars developing a brand that’s recognized around the world. Yet (uniquely) NAPA doesn’t own all of its own stores. That’s millions of dollars worth of trust in the hands of independent store owners. That’s where we come in.
We take the national brand to the local level. 2,500 times over.
You can think of our job as the enforcer of a high school dress code. “Wear” whatever you want as long as it’s in school colors, doesn’t say this, no muscle tees, etc. To put it simply, we help organize 2,500 local store owners, keep them from using the wrong color blue and sponsoring things that would denigrate the brand, and help synchronize a nationwide agenda. We help each individual store make sure the collateral leaving their store not only matches, but emphasizes the brand they believe in. And more importantly, we make sure each store activates the box of collateral sent from HQ. We are brand police, local activators, mediators, influencers, counselors…and idea generators.
The Markitect
Over time you learn what works, what doesn’t, what’s used, and what’s useless. If you keep that information in an online resource, you can create an on-brand, on-demand creative tool for store owners that allows those at the corporate level to approve all creative materials ahead of time, and those at the local store level to customize dates, addresses, times, and even swap out products. It’s speed and efficiency, documented knowledge and effectiveness, and measurable.
The Co-Op Program
Over the past 20 years we’ve learned, overseen, and leveraged quite a few corporate dollar programs designed to incentivize, contribute to, or control the spending of local ad dollars. In the end, these programs are THE MOST effective way to maximize a national marketing impact around each store.
Sales
There are times when a certain store, grand opening, or overall promotion needs a local concentrated push. We are the boots on the ground that increase sales by driving marketing promotions at scale, locally, for each individual retail and wholesale location.
Call Center
If there’s one thing we’ve learned in 20+ years of working with NAPA, it’s RESPONSIVENESS. Most of the time, plans fall apart when communication breaks down. And when a store owner calls us, it’s usually late in the game — and they’re drowning. So, we figure…why wait? Let’s call each store once a month. Let them know what they have and how to best use it BEFORE it’s too late.
