Upgrading the FordDirect Brand Story
For Ford and Lincoln dealers, there’s no more capable or connected digital marketing partner than Ford Direct. But ensuring that they continue to remain that way requires them to constantly to grow and evolve. So in support of major investment in new technology and talent, Ford Direct recognized it also needed to upgrade its own marketing approach. They engaged PUSH 22 to help refresh the Ford Direct brand and tell its new story to the dealer community.
Moving Beyond Dealer Dot Coms
Dealer marketing is no longer just about optimizing the ‘dotcom’ experience; it’s now about creating a connected consumer experience—from digital to the dealership—so our initial task was to refresh FordDirect’s logo. The new simplified logo does away with the “dotcom” and places clearer emphasis on the company’s key advantage—direct access to Ford Motor Company resources and data.
PUSH 22 revamped Ford Direct’s website to not only quickly and effectively communicate their revised brand story, but also to guide dealers to the products they needed most. As new solutions and technologies have been rolled out, we’ve built out additional pages and content to help support their launch.
We also helped support sales initiatives—for key products like Fully Managed Chat, Reputation Management, and CRM Pro—with targeted digital campaigns, including landing pages, email blasts and social media content.
Event and Social Support
PUSH 22 developed highly successful event tactics and direct mail to support the launch of a key new product at Dealer tradeshows. We also developed content assets to support targeted initiatives across Ford Direct’s digital and owned media channels. These included Facebook, Twitter and Linked-In posts and images to support their new brand look and feel for the NADA. These were timed to dovetail with their website launch.