BETHESDA, MD — This year, the Be Car Care Aware (BCCA) consumer education campaign has proudly deemed itself a “branding success story.” In the past 36 months, consumers, industry members and media alike have shown tremendous interest in the campaign. Among the impressive statistics — 3,000 people signed up for online registration of media kits in March of 2004 (up from 800 in March 2003); and there were 103,000 visits to the www.carcareaware.org Web site in March ’04 (up from 30,000 in March ’03).
Campaign organizers are attributing the campaign’s success to the service providers who drive the car care message into consumers’ consciousness by using the BCCA brochures, Car Care Chronicles consumer newsletter, BCCA bay banners, Service Interval Schedule posters, National Car Care Month activities and more.
The campaign plans to continue to build upon its early success with a number of upcoming activities, including new video and radio news releases, increased distribution of press releases to the media and displays at service provider trade shows and events.
In addition, this year BCCA hopes to reach the Latino population by translating the service interval into Spanish. There are also plans to identify and train a Latino media spokesperson for the campaign.
Service providers interested in receiving a Be Car Care Aware starter kit, can do so by visiting the group’s web site: www.carcare.org and clicking on “Industry” then “POS Starter Kit.” With this kit, you’ll receive a free listing on the shop/store finder, a valuable offer, as more than 100,000 visitors people click on the BCCA site monthly.
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