by Amy Antenora
Managing Editor, aftermarketNews.com
TEQUESTA, FLA — In an effort to increase industry awareness of the philanthropic organization, the Aftermarket Foundation has developed a new marketing video, along with a redesigned Web site and brochure.
The approximately seven-minute video, shot by former NASCAR Performance producer Joe DePaulis, will be unveiled at the Town Hall meeting, which takes place this fall during the 2004 AAPEX Show.
According to DePaulis, the idea for the video grew out of a conversation with Foundation Board member Joe Mittleman at a recent AAIA meeting.
“I was talking to Joe Mittleman at one of the AAIA meetings and he was telling me that he was on the board of the Foundation and to tell you the truth, I didn’t even know that the Aftermarket Foundation existed,” said DePaulis. “I asked what kind of marketing tools they were using to get the word out because he said they were struggling for donations due to the fact that no one really knows about it. I suggested creating a marketing plan that included a video DVD that could be sent to manufacturers and others, seeking donations. Since I have experience in this area, I offered to produce it for them.”
The video, shot last month on the West Coast, is part of a three-fold marketing plan, that also includes the revamped brochure and Web site. The video features testimonials from two recent recipients of financial support from the Foundation. It also features conversations with Foundation Chairman Donald Schlenger, board member Joe Mittleman and Larry Magee, president of Bridgestone/Firestone, a director of the foundation. In addition to being shown at Town Hall, the video can be used by other industry organizations and businesses. According to Chairman Donald Schlenger, a number of industry groups have already requested the video.
“The big problem is that the industry is not familiar with the Aftermarket Foundation,” said Schlenger. “While the organization is almost 50 years old, you go to a trade show and talk to people and they give you a blank look when you mention the Aftermarket Foundation or the Automotive Foundation for the Aftermarket, as it used to be known.”
The Foundation is presently helping about 20 families or individuals. While there is not a large turnover with cases, Schlenger said, the foundation has been helping some recipients for as long as 20 years. In all he estimates that they have helped approximately 100 people or families over the years. The only criteria for assistance, Schlenger said, is that a person needs the help.
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