Communication Audit Report



KWANTLEN POLYTECHNIC UNIVERSITYCommunication Audit ReportMR. LUBE CANADAPrepared for Patricia BrownMRKT 3211By: Zack Leung100185479April 6th, 2011Executive SummaryThe industry leader, Mr. Lube Canada, prides itself on serving the Canadian market by offering a professional, convenient, warranty-approved automotive maintenance service that is an alternative to car dealerships. While this customer driven value proposition is known throughout the organization, it is up to Mr. Lube’s marketing team to broadcast this message to the public. Within this audit report, Mr. Lube’s marketing mediums will be analyzed to determine its effectiveness along with the proposition of new opportunities to extending its reach. OwnedLogoSignagePrint MaterialsUniformsWebsitePaidTelevisionradiobus ends (Exhibit 8)billboards (Exhibit 9)magazinesdirect mailice rink arenasand local newspapers.Earnedawards, magazine articles, news interviewsawareness campaigns The table below illustrates the different forms of Mr. Lube’s Owned, Paid, and Earned Media.Throughout the legacy of Mr. Lube, conventional marketing had always been their main focus. Without a doubt, Mr. Lube has done an excellent job in mass marketing their brand to the public through these mediums. However, with current shift in marketing trends and their customers becoming more social-media-savvy, short and long-term recommendations are drafted in this report to assist Mr. Lube to adapt to their ever-changing market. Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc289095095 \h 3Purpose PAGEREF _Toc289095096 \h 3Current Objectives PAGEREF _Toc289095097 \h 3Owned Media & Materials PAGEREF _Toc289095098 \h 3Logo PAGEREF _Toc289095099 \h 3Signage PAGEREF _Toc289095100 \h 3Print Materials PAGEREF _Toc289095101 \h 3Uniforms PAGEREF _Toc289095102 \h 3Website PAGEREF _Toc289095103 \h 3Paid Media PAGEREF _Toc289095104 \h 3Earned Media PAGEREF _Toc289095105 \h 3Recommendations PAGEREF _Toc289095106 \h 3Short Term Recommendations PAGEREF _Toc289095107 \h 3Storytelling PAGEREF _Toc289095108 \h 3Facebook Page PAGEREF _Toc289095109 \h 3Twitter PAGEREF _Toc289095110 \h 3Long Term Recommendations PAGEREF _Toc289095111 \h 3FourSquare PAGEREF _Toc289095112 \h 3YouTube Channel PAGEREF _Toc289095113 \h 3Conclusion PAGEREF _Toc289095114 \h 3Appendix 1: StoryTelling Fundamentals PAGEREF _Toc289095115 \h 3Appendix 2: Contacts PAGEREF _Toc289095116 \h 3Appendix 3: Gathered Materials PAGEREF _Toc289095117 \h 3Exhibit 1: Store Logo PAGEREF _Toc289095118 \h 3Exhibit 2: Location Branding PAGEREF _Toc289095119 \h 3Exhibit 3: Branding Signage PAGEREF _Toc289095120 \h 3Exhibit 4: 3 Step Simple Service Guide PAGEREF _Toc289095121 \h 3Exhibit 5: Franchisee Brochure PAGEREF _Toc289095122 \h 3Exhibit 6: Mr. Lube uniform PAGEREF _Toc289095123 \h 3Exhibit 7: Website PAGEREF _Toc289095124 \h 3Exhibit 8: Bus Ends PAGEREF _Toc289095125 \h 3Exhibit 9: Billboard Ads PAGEREF _Toc289095126 \h 3Exhibit 10: Surprise Us PAGEREF _Toc289095127 \h 3Exhibit 11: Warranty Friendly PAGEREF _Toc289095128 \h 3Exhibit 12: Social Media PAGEREF _Toc289095129 \h 3Exhibit 13: Social Media Activities Report PAGEREF _Toc289095130 \h 3Appendix 4: Interview Q&A Log with Erin Kampf PAGEREF _Toc289095131 \h 3IntroductionThe automotive servicing business is a highly competitive industry. The defining factors that have enabled Mr. Lube to be one of the key players in this market are convenience, speed, and professionalism (Kampf, Personal Communication, Feb.3rd, 2011). To sustain the market dominating factors, Mr.Lube has a complex corporate structure that ensures proper the message is delivered to the customers. On the front end, the National and Regional Marketing departments are the ones that effectively communicate the core values to the public. PurposeThe objective of this Marketing Communication Audit Report is to provide Erin Kampf, Regional Marketing Manager at Mr.Lube Canada, with a detailed analysis of how Mr.Lube is delivering key messages across their communication channels. Current Objectives The current key message that Mr. Lube is sending to the public is: being the company that “offers a professional, convenient, warranty-approved automotive maintenance service that is an alternative to car dealerships.” In partnership with Rethink Canada, a creative media-advertising agency, Mr.Lube does a series of advertisements and corporate branding to promote their message to the public. However, Kampf has received a feeling from the majority of the public, that taking in their second most valuable asset to servicing, is just as boring and painful as going to the dentist (Kampf, Personal Communication, Feb.3rd, 2011). Through the development with Rethink, they must find ways to add a “fun element” to their marketing campaigns.Owned Media & MaterialsOwned media, as the name implies, are all the mediums that a company owns and has full control over. They officially represent the brand and are often managed by the company’s marketing department. For Mr.Lube owned media takes form in, LogoSignagePrint MaterialsUniformsWebsiteLogoThe rectangular shape with yellow background and blue text, form the official Mr. Lube logo. Throughout the Mr. Lube legacy, the logo has always been consistent; the simple design with the colours blue and yellow, implies trustworthiness and cheerfulness, has successfully been engraved into the mind of each Mr. Lube customer. Kampf explains that after their partnership with Rethink, they had trimmed the corners off the logo and making it round (Exhibit 1). By trimming the corners, not only is it easier on the eyes, but it also brings a more modern touch to the overall design. SignageMr. Lube utilizes different signs to promote a variety of messages to their audience. Signs placements are visible throughout the servicing outlets. The signs contain written messages and symbol that is associated with automobiles. For example, for their poster “Join the Mr. Lube Club Today”, they have incorporated a Check Engine Light to the poster to capture customers' attention (Exhibit 2). The Check Engine Light is a good icon to use for gaining awareness, as most drivers are extra cautious when the light appears on their car’s dashboard. Aside from the message-oriented posters, Mr. Lube places illuminated signs near the roadside at each servicing outlet, to capture the attention of drivers, notifying them that there is a Mr. Lube servicing outlet ahead (Exhibit 3). For all their signs, Mr. Lube uses their standard blue and yellow colors, to maintain consistency and ease of recall.Print MaterialsThe informative print materials that Mr. Lube provides to customers, generally uses the standard Mr. Lube color scheme. Whether it be the “Three Step Simple Service Guide” or “Mr.Lube Club” sign up pamphlet, the blue and yellow theme is used with the three-fold brochure style (Exhibit 4). Each pamphlet handed out within the servicing outlet, serves a particular purpose. For example, the Three Step Simple Service Guide includes the prices and service intervals for general automotive maintenances. In addition, the consistent color scheme and style is applied at a corporate level with their Franchisee Brochures (Exhibit 5). Mr. Lube has done an excellent job in maintaining consistency with the design and information across all their printed material.UniformsThe current Mr. Lube uniforms align well with the professional, convenient, warranty approved image that Mr. Lube is trying to portray. Designed by Rethink Canada, the uniforms are branded with their own and other corporate partnership logos like Castrol Oil and Mobil 1. The Mr. Lube colors are in use once again, along with stripes on the side of the design, to imitate a Racing Pit Stop Team. On the back of the uniforms, a professionally designed “Warranty Approved” logo is included, to promote all services provided at Mr. Lube, supported by the manufacturer’s warranty. However, to tie it in with a professional image, all the shirts are collared and come in long and short sleeves for different seasons (Exhibit 6). With the professionally designed uniforms by Rethink, when a customer drives into the servicing outlets, they know they will be served by technicians who are friendly, professional, and efficient.WebsiteThe current website, Mr., is the only official online source for Mr. Lube's customers. It is well-designed with appropriate graphics that reflect the Mr. Lube image (Exhibit 7). Viewers can easily tell that they have arrived at the Mr. Lube website, as the same colors are applied and branded with Mr. Lube logos. The website is informative and has a simple navigation menu on the top with respect to the “fold.” The entire website can be viewed quickly without scrolling down beyond the “fold.” With the simplicity factor integrated in the design, the user-friendly website is able to serve the general purpose for customers who are looking for information about Mr. Lube, their Loyalty Club, Car Care, Franchising Opportunities, and Mr. Lube locations. The majority of the information that a customer would need to know, can be retrieved within three mouse clicks. Just recently, Mr. Lube has launched gift cards. At the lower left of the website, gift cardholders are able to check their balance through the link. In general, the website is effectively designed to align with their two core values of professionalism and convenience.Paid MediaThe nation-wide, professional, convenient, warranty-approved automotive maintenance servicing, compared to car dealerships, spends a lot of time and money on understanding who their target market is, and what is the best way to approach them. For the “I'd rather go to the dentist than get an oil change” mind set, Mr. Lube hires Rethink Canada as their creative advertising media agency (Kampf, Personal Communication, Feb. 4th 2011). Although there is a third party media-buying agency that does all the media purchasing, all the creative thinking and designing have been completed by Rethink Canada for the past four years (Rethink). Kampf and her colleagues work closely with Rethink to develop innovative ideas, that can integrate a humourous twist to the boring old oil change process. The humorous and entertaining paid media are integrated in the forms of,televisionradiobus ends (Exhibit 8)billboards (Exhibit 9)magazinesdirect mailice rink arenasand local newspapers.Aside from the actual content of the television ads, all other forms of paid media are quite consistent in terms of the use of colors, words, and designs. Instead of using blue for the background, Rethink had changed some of the ads to use yellow for attention grabbing (Exhibit 10 & 11). In the larger scale of things, Mr. Lube has done an excellent job in collaborating with Rethink Canada to fabricate some of the most unique, humorous, and sticky ads to the Canadian market.Earned MediaIt may seem that Mr. Lube has been doing an excellent job on all levels of marketing to ensure stable grounds in the competitive industry. For sure, they know their market, who to find to develop their creative ideas, and how to target the mass market. However, they are not a major player when coming to earned media. Mr. Lube may be present on popular social media platforms like Facebook (one unofficial page), Twitter, Yelp, FourSquare, or Youtube (Exhibit 12). On a scale where an individual Mr. Lube outlet can service anywhere from a thousand to two thousand cars per month, their online presence is not that significant as a brand (Ihsan, Personal Internview, Feb. 10th 2011). While some loyal customers are social media activists, the amount of buzz on Mr. Lube online is not that extensive and can increase (Exhibit 13). Simultaneously, according to the Mr. Lube website’s Media sections, Mr. Lube has earned approximately 20 media publishes, varying from awards, magazine articles, news interviews, to awareness campaigns since 2008. To some extent, their offline presence is much better than their online-earned presence. Until Mr. Lube decides to establish their online presence, they will not realize the potential and power of online-earned media via social media platforms.RecommendationsThere is no doubt that Mr. Lube Canada has done an astonishing job in mass marketing and effectively communicating their message of providing that “professional, convenient, warranty approved automotive maintenance service alternative to car dealer” to their target market. However, there are many ways they can improve their online media presence to stay up-to-date with the current marketing trends. As some franchised Mr. Lube owners are taking the initiative to tap into this market, as a national company, the corporate marketing team should consider taking their brand to the next level. According to Erin Kampf, Mr. Lube’s marketing team is in the process of revamping their website to become more informative and their plans to tackle the social media monster still needs to be carefully laid out (Kampf, Personal Communication, Feb. 3rd, 2010). The following recommendations can assist Kampf in determining how to jump onto the Social Media bandwagon.Short-term RecommendationsThe short-term recommendations are what Mr. Lube Canada can do within the next 12 months to start establishing their presence online. It is only recommended to take on these suggestions when Mr. Lube is comfortable with heading in this direction.StorytellingOne of the first steps that Kampf can consider, while developing the new website without integrating social media, would be storytelling. Storytelling is a tool that can be used right away by Mr. Lube. Its legacy, founded by the Clifford Giese and his father Arnold, realizing “there had to be a quicker, more convenient way to get an oil change, rather than dealing with the time and hassle of making an appointment,” is a great way to start off the story. Storytelling is extremely powerful and widely practiced by companies nowadays, as Sandy Carter, IBM Marketing Executive says, “Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.” As Carter’s quote implies, a good story can be deeply engraved into one’s mind and will be remembered for a long time. Story styles like Competitive Win or Product Creation, will be suitable for Mr. Lube’s legend. For Mr. Lube to create this story, five fundamentals to developing a story suggested by Dr. Pamela Rutlege, Media Psychology Research Center, are as follows (Appendix 1),Find your storyBuild your storyPlan the story arcShare your storyGive valueAn effective story can influence the hearts of your customers, and with a good story, it can be a defining factor from Mr. Lube’s competitors. Where most social media techniques require continuous monitoring, storytelling is a technique that contradicts this rule and can be included in the redesigned Mr. Lube website.Facebook PageAs most would say, “Facebook is not everything” or “Facebook had reached its peak and is declining,” it is one of the critical steps to take in terms of entering the social media marketing. Mr. Lube had already lost its first mover’s advantage to a franchisee owner who has created an unofficial Facebook Page (Exhibit 12). It is important for Mr. Lube to reclaim its unofficial Facebook page and to apply corporate supervision. With most social media savvy marketers, it is common knowledge to “go where your communities are,” and Facebook is one of them. It is hard to deny that the there is a portion of Mr. Lube’s customer and employees on Facebook. Even if they were not, that would be a completely new market for Mr. Lube to explore and capture the Facebook population to go to Mr. Lube for their automotive maintenance. Facebook Pages can hold company information, current promotions, links to corporate websites, and most importantly community building. The strength of Facebook is not only its 500 million active user base, but also having the ability to see your community and communicate with them. Comments can be replied to, promotions can appear on News Feed, television ads can be republished, and links can be distributed to drive traffic to all of Mr. Lube’s owned media. It is critical for Mr. Lube Canada to reclaim the unofficial Facebook Page. In addition, with the proper attention to Facebook and comments left by the community, it can be a useful tool to assist in increasing distribution, handling public relations, and promoting Mr. Lube’s core values.TwitterAs opposed to Facebook, where it is a closed community, Twitter is an open community platform. The 140-character micro-blog publishing platform is incredibly powerful. It can raise money for Haiti, achieve a new government for Egypt, and of course, promote a corporate image. It is a good start for Mr. Lube to take the initiative to secure a corporate Twitter Handle. (Kampf, Personal Communication, Feb. 4th, 2011). After a Google search, it is easy to find information that are Twitter Do’s and Don’ts. The things that Mr. Lube can start using Twitter for is: promoting core values, developing a community through relevant automotive maintenance news, driving instant traffic to slower locations, and handling customer feedback (positive and negative). The idea behind Twitter is quite self-explanatory and simple, yet, takes time to develop. Before jumping right into the Twitter platform, it is advised to start observing what is happening on the Twitter communities. Learning how hashtags are used, how shortening links can redirect people to other websites, and how communities are formed, can help Mr. Lube gain influential followers. Twitter has the capability to spread messages at an exponential rate. The retweet ability is extraordinary powerful, and often, good material and promotions will be re-tweeted many times (especially when it is retweeted by influential people). Also applicable to Facebook, Mr. Lube should encourage the community to follow their Twitter handle or to become a Facebook Fan by promoting these two platforms across all current mediums. This can be done by simply adding a call-to-action like “Follow us on Twitter” or “Like us on Facebook.” The icons should also be placed on all current mediums and website. There is an endless amount of possibilities with this platform, as Marty Yaskowich, Director of Triball DDB, advises, “less talking, less publishing, and more observing.”Long Term RecommendationsThe long-term recommendations are not as critical as the short-term recommendations; they can be implemented after 12 months. Currently, Mr. Lube already has presence on these platforms. However, the level of activity is not as significant, and most likely would not yield as high of a reach when compared to the short-term recommendations. If Mr. Lube is comfortable, they can approach these tasks simultaneously with the short-term recommendations.FourSquareThere is currently more than half a million FourSquare users and 15.5 million venues for consumers to check-in. Consumers are using this geo-location check-in platform to obtain discounts from vendors. The venue owner can create a short message that will be displayed after a FourSquare user checks in to the venue. Mr. Lube can utilize this platform to offer in-store promotions as an incentive for users to check-in and share their location across social media platforms like Twitter and Facebook. It is highly likely for someone to try Mr. Lube when they see Mr. Lube being the solution to their friend’s automotive maintenance, through their Facebook News Feed. Again, Mr.Lube has a current presence on FourSquare due to user-generated venues. Yet, the current number of check-ins are low due to the lack of locations managed by a marketer so there is no incentive to repeat check-ins after encountering a disappointing initial attempt. If Mr. Lube does not wish to do continuous in-store promotions, Mr. Lube can simply input the branch management’s information into the short message to ensure proper service and customer retention. With that information, customers will know who to ask for when they have encountered a disappointing experience. Proper quality assurance can prevent upset customers from expresssing their negative experience online and the probability of losing Mr. Lube goers. With the proper use of FourSquare, it can help promote Mr. Lube’s brand online without having to spend part of the limited marketing budget.YouTube ChannelThe YouTube channel is not meant for Mr. Lube to become overnight stars like Justin Bieber, or Maria Aragon. Instead it is for Mr. Lube to re-distribute their ads and possibly creating a community after a series of “How-To” videos. Currently, Mr. Lube ads are being distributed online. It is in the best interest of Mr. Lube to redistribute these ads that they have already spent thousands of dollars on, in republishing them under their own YouTube channel to maximize views. Links and “see also’s” can be incorporated into the videos to further build brand awareness. The “How-To” videos can capture car enthusiasts to try to service their cars under proper instructions. By any chance, after viewing these videos and knowing the complexity of the service, they will most likely go to Mr. Lube for assistance. The main purpose of having a YouTube Channel, is so that at the end of every clip, Mr. Lube can promote their three core values to make it even sticker to consumers while building a community at the same time.ConclusionThere is an endless amount of ways Mr. Lube’s marketing team can utilize the available online platforms to engage, capture, and broadcast their core values to their market. What Mr. Lube is doing currently, has clearly drawn the line in separating them from their competitors. However, to extend the reach of Mr. Lube’s core values as being the professional, convenient, and warranty-approved automotive maintenance alternative to car dealerships, requires penetrating through new mediums. Many Social Media marketers including Marty Yaskowich, can vouch that social media is not everything and there is no such thing as a social media strategy. However, the potential and power held within social media can definitely “supercharge” your current marketing campaigns and take them to the next level of customer interactively and engagement. While the new Mr. Lube website is being developed, hopefully the recommendations provided can assist Mr. Lube in driving more traffic to the new website and to the Mr. Lube servicing outlets.Appendix 1: StoryTelling FundamentalsFind your story. What is the essence of your goal, organization, or service? Why does it exist? What is the fundamental message? Who are you saying it to?Build your story. Stories consist of characters with goals: the hero we root for and the villain who poses challenges. Who or what function as the characters in your story?Plan the story arc. Story structure consists of a starting point introducing the characters and goals, a middle where challenges and conflicts threaten the goals, and resolution when goals are achieved. How do you lay out the structure of your story for your audience?Share your story. Today’s audiences expect to participate and collaborate. What are the entry points for your audience? Are you willing to relinquish control so your audience can contribute and advance the story?Give value. What is in it for the audience? What is the take-away? How does the story impact their lives or the lives of others?Appendix 2: ContactsErin KampfRegional Marketing Management, MR. LUBE CANADAWork: 604.759.4303ekampf@Aaron D’Souza MR. LUBE Franchise Manager, RICHMOND LUBE CORPORATIONWork: 604.613.6892adsouza@Nadeem IhsanMR. LUBE Franchise Manager, RICHMOND LUBE CORPORATIONnishn@Appendix 3: Gathered MaterialsExhibit 1: Store LogoRethink rounded off the corners of the traditional logo to apply a more modern look to the traditional Mr. Lube Logo.Exhibit 2: Location Branding The Mr. Lube club and monitors are some of the interior store marketing materials.Exhibit 3: Branding Signage Exterior Mr. Lube signs that drivers can see easily from the road.Exhibit 4: 3 Step Simple Service GuideMr. Lube’s 3 Step Simple Service Guide.Exhibit 5: Franchisee BrochureThe back front cover and first page of the Mr. Lube Franchise Opportunity BrochureExhibit 6: Mr. Lube uniformThis Rethink designed uniform is what all Mr. Lube technicians are currently wearing. They come in long and short sleeves as well as a winter jacket version for the extreme weather conditions in the prairies.Exhibit 7: Website Old VersionNew VersionThese are two version of the website. The second version of the website is what is being used currently, it has integrated a video clip and had touch on the storytelling element.Exhibit 8: Bus EndsA bus-end ad that is currently running around cities of Canada. Image sourced from: rides.Exhibit 9: Billboard AdsTwo giant billboard ads that Mr. Lube uses to gather traffic off the streets.Exhibit 10: Surprise UsThis Rethink designed ad, inverted the traditional Mr. Lube colors and did not use blue as the background color.Exhibit 11: Warranty FriendlyThis is one of Mr. Lube ads that Rethink has designed.Exhibit 12: Social MediaFacebook Page (Unofficial)This is the unofficial Facebook page created by a franchise owner.Yelp Reviews by Location MapThe tags are the current Mr. Lube locations within Vancouver that have reviews posted by Yelp users.Exhibit 13: Social Media Activities ReportSocial Media PlatformsCountsFacebook page(Currently Mr. Lube does not have an official Facebook Page)< 100 FansFourSquare< 100 Check-Ins YelpApprox. 9 reviewsYoutube< 20 Related VideoFrom the chart above, we can see that the level of activities on those platforms is not that significant. Most of the reviews and business information are generated by users of those platforms.Appendix 4: Interview Q&A Log with Erin KampfOverall Message Mr.Lube wishes to deliver to their audience. Who are they?Professional, quick, convenient, alternative for oil changes.What are the goals and objectives?The main goal and objectives have always been the same, it is by providing that “alternative option” to the dealers. It will always stay the same for the national brand image. However, when doing regional marketing, the objective would be to gain awareness and traffic into the stores. Currently nothing really can be measured in terms of marketing campaign wise except for the coupons redeemed. In addition, we strive to maintain consistency across the nation.Owned MediaSignageThe logo haven’t really changed throughout the legacy of Mr. Lube, however, when Mr. Lube hired Rethink, they have changed the previous squared logo to have rounded corners. At the same time, the “tagline” has been removed from the company logo (But that sign never been used except for marketing material purposes only). In terms of color schemes, Mr.lube has always stayed with the blue and yellow, from time to time they might change the main color of things when developing promotional materials. In general, the colors have always remained the same. UniformsThe current uniforms are designed by Rethink. Before the partnership with Rethink, the uniforms at Mr. Lube had always been the generic “garage shop look and feel.” The thick fleece sweaters or coveralls are what were previously worn as uniforms at Mr. Lube. After Rethink has been hired by Mr.Lube to consult for the creative side of marketing, they have turned the old boring outfits into a racing, branded, one of a kind uniform, nothing you’ve seen before. The uniform is covered with corporate partnership logos with blue and grey racing stripes on the side. The redesigned jackets offer the exact same feel to customers as if they are in their racing cars entering the pit on a racetrack. However, the collared long/short shirt offers a sense of professionalism, the technicians are “service advisors” afterall.ONLINE- Mr.- Ultimately what do you expect to achieve out of the website?The current Mr. Lube website is very static, the agency that developed and monitored Mr .Lube’s website is currently no longer practicing business with Mr. Lube. Erin agrees with me that the current website is not very attractive and boring. They are currently developing a new website that are more up-to-date meeting current web 2.0 standards. Although social media will not be incorporated to the website at this point in time, they are trying to give their website a new look, a more informative page. They are hoping in their new website they can include individual pages for each location and specify what services that particular branch offers. Erin hopes that the newly developed website will assist consumers in finding out more about Mr. Lube.But for a fact, Social Media will need to be taken at “baby steps”Social Media-There are currently no social media elements to their marketing plan. Erin did mention she wants to develop a social media strategy, but she thinks it will a “monster” to tackle and may find it challenging. She understands the fact that anything presented on social media will be seen by the world instantaneously, she needs to clearly think through the strategy before taking on this monster.Internally: Company’s vision and mission statement? How do you communicate internally? Memos, Letterhead? Employee communication, Shareholder communication (Owned Media)There is no company mission or vision statement. It is something that’s not talked about in the pantry or in conferences. But there is something called the “3 pillars” that Mr. Lube emphasizes when reaching out to looking for new franchising opportunities. Will be discussed later. Mr. Lube holds both intranet and extranet networks with them being managed by the in house IT Team. The intranet is solely for corporate staffs to pass along documents and the messaging part is done through emailing. The extranet is designed for the franchisees to access Mr. Lube corporate information. The data passed along the extranet is still confidential, but different from what’s being passed around the intranet.Externally: Are there any facets where it’s a two way communications?2. Graphic identity designs (e.g., logo, letterhead, business card); How are these designed? I understand the logo never really changed, but throughout the years, companies make small improvements to their logos to keep them relevant, are these done at Mr.Lube? and while designing other promotional materials, what determines the theme of the campaign and designs?Erin thinks that the whole “oil change” factor is boring and dry. She joked that customers would prefer to go to the dentist rather than to get the oil change done for their car.That’s why the ads done by Rethink are leaning more towards the humour and fun aspect of things. They try to make the traditional oil change a fun thing for people. Most of the advertising campaign remains focused on providing a warranty, fast, convenient alternative to dealer oil changes.Regional promotional campaigns are mostly franchisee driven or fed to the franchisees by the corporate marketing team. Mr .Lube relies quite heavily at Rethink for coming up of the creative aspects of the ideas as they think they are the experts in this field.Paid MediaTV &Radio- same as objective. Try to gain awareness. Although it is hard to measure, but it is something that is a “must do“. The Leadership team understands why they need to do it, but sometimes franchisees cannot justify the price.Publications: magazine print ad, Etc… Community ActivitiesMr. Lube foundation determines how the funds are distributed to different charities. They have their own board of directors and panel that runs the foundation. The Mr. Lube corporate board of directors does have some say, but the Foundation’s Board of Directors makes most of the decisions. Franchisees do have the option of supporting local teams and charities, but normally will be at their own expense.The Scotiabank Bowl for Big Brothers Classic from April 1 to May 16, 2010 The 4th Annual Founder’s Day Campaign in support of the Multiple Sclerosis Society of Canada (MS) on Saturday May 8, 2010 The Mr. Lube Tournament for the Cure in support of prostate cancer research with the VGH & UBC Hospital Foundation on Monday June 7, 2010 Tournament for Life in support of prostate cancer research on Monday July 5, 2010 The Mr. Lube Week at Camp Zajac Ranch for Kids from August 9 – 13, 2010 5. Media and/or Public Relations coverage;Mr. Lube Sponsors Canucks Open Practice October 10, 2009 Mr. Lube and Castrol Support Aeroplan Beyond Miles Program June 10, 2009 Mr. Lube Sweeps the Radio Category at the Frankie’s Earned MediaBecause Mr. Lube doesn’t really do any social media marketing, but there are some earned media through print articles in magazine that mentions Mr. Lube. From time to time there will be the odd tweet saying something like “I’m getting my oil changed at #mr.lube.” But no official hahttag or whatsoever. Mr. Lube did secure its own @mrlube handler.In the future, what do you think Mr. Lube will be perceived as? A quick lube alternative that’s consistent throughout the nation. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download