Case Study: PJ Nicholls
Our mission with a family-run Ford & SsangYong dealership in Worcestershire & Gloucestershire.
Who?
PJ Nicholls is a local Ford & SsangYong dealership with showrooms across Pershore, Evesham, Malvern, and Tewkesbury.
Established in 1984, this family-run business remains independent and family owned to this day, with core values in place across car and commercial vehicle sales, aftersales, fuel forecourts, Spar shops and TentBox models.
Striving for excellent customer service and a fair and honest pricing policy, this spans across their entire business whether you are buying a new or used vehicle, booking an MOT, filling up on fuel or simply buying a sandwich.
Life before Infinity Digital
For years, the team at PJ Nicholls have delivered a variety of digital and traditional marketing campaigns; pushing the boundaries, trying out new technologies and platforms with both in-house and agency support.
With the launch of the SsangYong and TentBox franchises, Tom and Adam Nicholls were looking to expand their offering to the local community, which they have been proudly serving for years.
With a pretty scattered marketing plan for 2022, it was time for a fresh perspective and intro #teaminfinitydigital…
@teaminfinitydigital Come with us on a #client #content day 🙌 It was soooo much fun 🤩 #digitalmarketing #photoshoot #fyp #worcestershirebusiness ♬ Sunroof - Nicky Youre & dazy
How Have we helped in social media?
With a strong and growing presence on social media, defining a clear strategy for the dealership required further experimentation with content and messaging.
Using existing content from their website, we were able to produce and test new animated graphics and videos across all of their active social media profiles.
CONTENT DAYS
Within the first few months, we also tried out a new concept we call ‘Content Days’, where we spend time with a client on-site to take photos and videos for multiple content outputs – this was not only super fun driving round all the vehicles, but meant we were productive in our social media scheduling for the next 6 weeks!
SOCIAL MEDIA
From March this year, we have seen an increase in followers and engagement across Facebook, Twitter, Instagram, and LinkedIn.
RESULTS
281%
increase in reactions
40%
increased comments and shares
104%
increase in likes
16%
increase in retweets
3%
increase in replies
How have we helped in paid media?
As well as supporting in social media, we’ve also been working on a variety of PPC campaigns across Google Ads and Meta Ads.
35%
of new users exposed to brand
33%
extra traffic to main website
5
Facebook and Instagram campaigns with budget range from £5 – £10
£435
Total ad spend
3,532
genuine link clicks
223,000
impressions
£0.12
per click
How Have we helped in sponsorships & PR?
It doesn’t just stop at digital; we’re supporting PJ Nicholls offline too. This year, we were able to help them with a PR campaign for their sponsorship with Worcester Racecourse.
From:
- designing and sourcing banners
- digital adverts
- signage
for their chosen vehicle and a press release, we were able to create exposure for them within the local community and with the help of You Do Better.
Read – Worcester News Story
Read – Press Release
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