Strategic brand integration and communications for both internal and external audiences.
Delivery of company vision to announce the integration of a new digital platform/service offering into Aston Barclay’s family of brands.
Following the acquisition of online reseller, The Car Buying Group (TCBG), Aston Barclay required an engagement campaign that would strategically integrate TCBG into Aston Barclay’s family of brands, while effectively communicating to clients, prospects and staff the company’s dynamic vision for the future.
Firstly, a single 'vision statement' was fashioned to help unify teams within both organisations; outlining the changes, strategy, and commercial benefits this exciting new partnership would bring. This vision was then carefully reworked into a concept for external audiences, adapting key messaging that led with consumer-centric benefits, and then developed under one consistent style incorporating brand elements from both TCBG and Aston Barclay.
For internal staff, the vision was delivered in the form of a short animation video, supported by a personalised desk gift (Top Trumps playing cards) incorporating messages from CEOs Tom Marley (TCBG) and Neil Hodgson (Aston Barclay).
For clients and prospects, a variant of the animated video (with alternative messaging) was used to deliver announcement of the new partnership and convey the many customer benefits from the perspective of both dealership owners and private sellers/buyers. This, too, was supported by a Direct-Mail campaign incorporating a variation of the personalised desk gift in conjunction with promotional scratch cards and a newly printed group brochure.
DM recipients were directed to a dedicated landing page (with trade press across print and digital publications also supporting) where visitors could find out more about latest developments regarding the new partnership and get in touch directly with an assigned account manager to request further information.
Upon a successfully delivered and well-received engagement campaign, The Car Buying Group online platform remains an integral aspect of Aston Barclay’s digital offering and is widely recognised amongst Aston Barclay’s family of brands.
"Murray’s strategic input, expertise, and project co-ordination throughout have played a crucial role in successfully and elegantly integrating The Car Buying Group into the Aston Barclay brand."
Tom Mapes - Group PR and Marketing Manager, Aston Barclay