Could you share any statistics or metrics from this engagement?
We recently went through a rebranding effort, and that launched in April of this year. We wanted to provide a seamless customer experience that is brand aligned. We started at the root, and we wanted to go through a rebranding effort. Pappas helped us to define a value proposition for both our end customers and our dealers, both of which are our customers. Pappas Group_DMI identified taglines for each, to give both brands a bit more personality.
Then, we went through some qualitative and quantitative research that Pappas Group also led. This was about a nine-month effort, with focus groups, mystery shopping, and then a quantitative survey. We called this effort "Brand Health," and Pappas led that from a strategic standpoint as well. We got to understand exactly where we're at today. I don't think that any of the results were extremely surprising, but what was really interesting was the lack of understanding of how the financial services arm is really associated with either the brands or the dealers themselves.
Through this research, Pappas Group_DMI was able to identify key areas of opportunity for us. I think that's going to be web content, and also dealer point of sale. Now, we're in the phase where we're actually identifying tactics, and we've been able to launch a few of those between March and May of this past year. We were able to launch a welcome campaign, and we were able to update our end of term campaign, which is crucial in retaining customers from a loyalty perspective. We launched dealer point of sale material. All under this new, rebranded identity.
I think that was really the first time that we had done such an effort, and we're just beginning to measure the impact. The brand health research I mentioned will lay the foundation, the baseline, and then the idea is to go back and revisit, and measure year over year. We also use research houses so that we can make sure that we're measuring across a competitive set as well. Pappas Group helps all along the way. They're involved from the research portion, all the way to the tactics, the execution, and then the measurements.
What distinguishes Pappas Group_DMI from other providers?
I think it's the people at Pappas Group_DMI. I'd have to say, first and foremost, the people. Everybody at Pappas Group who we've had the opportunity to work with is so very personable. You can tell that they actually know our business and care about our business. From any perspective, I think this is one of the keystones in building that long-term and ongoing relationship.
They're local, which helps as well. We're in Herndon, Virginia, and they're based out of Arlington, Virginia, and they're able to come over at a moment's notice and work through some problems, whatever the daily issues are. If we find out that we're launching a campaign within the next three or four days, Pappas is right there to be able to come to the office here and just sit down with us, whiteboard out a solution, and then go right into execution.
It's the people there – the personality of the agency itself. Also, it's their flexibility, and being able to work in an agile way.
Is there anything Pappas Group_DMI could have improved or done differently?
No. Not off the top of my head. I think that each initiative that we kick off with them is unique to itself. I think there are always some learning opportunities, when we find out whether there are additional stakeholders on our side involved. Or, perhaps we found out that it made sense, process-wise, to do A before B – those sort of things. I think we always learn from the previous project or initiative that we undertake with them, but I wouldn't say fundamentally there's anything I would change in the relationship.