Client

Stamford Ford Lincoln

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Strategy
Mode

Creative
Mode

Capabilities utilized

Agency of Record • Brand Development • Concept Development • Marketing Audit • Media Planning and Buying • Digital Marketing

Capabilities utilized

Client background

What they were looking for:

In 2008, the dealership was going to be replaced with a manufacturing facility. Having grown out of his temp-to-hire status into a leadership position, the 30 other employees relied on Dominic Franchella. In exchange for one year off his contract, Dominic took ownership of the store. Not because he had dollar signs in his eyes or dreams of multiple rooftops, but because he felt a sense of responsibility.

What we found:

In recent years, the values Dom worked so hard to instill in his family seem to have left his dealership. The team that won 8 straight President’s Awards didn’t act like it. Getting everyone on the same page and sustaining that progress was going to be as important as a new brand.

Results

Through a reallocation of ad budgets, we reduced spend on Search and diversified to YouTube pre-roll, social, and display. The remaining budget drove a 10% total increase in site traffic driven by lifts in branded search, display, and social.

How we did it

Unique
Challenges:

Affecting change at a dealership took more than just branding and marketing. We needed to empower Dominic and his leadership team with a message that would inspire and to help with ongoing consulting along the way.

Marketing
Opportunities:

After doing a deep dive into their community, we leaned heavily into a “locally/family owned and operated” brand image. This allowed us to make content that stood out from the typical dealerships in the area.

Messaging and
Placements:

After learning about the highly affluent consumer living in Stamford CT, we focused our messaging on concierge services and custom ordering to push towards building relationships with the community. These messages were deployed on YouTube and social media with a notable increase in social engagement.

The brand process

We interviewed team members from the owner down to the people on the ground. Getting a range of input, from new hires to the longest-tenured people, allowed us to see where the cracks in the foundation were. We took what we learned and crafted a strong, inspirational brand, including a powerful new logo.

Our Favorite Campaigns

Brand Launch

Driving Insight:

Employees need to have a positive experience with the brand just as much, if not more, than customers.

Objective:

We wanted members of the Stamford Ford Lincoln team to feel inspired to be excellent.

Not all branding is meant for outside audiences. The Stamford Ford Lincoln brand launch was targeted toward team members rather than the public at large. Between an in-store event to unveil the new logo and brand messaging and video media for social and pre-roll, Congruent’s rollout campaign for the new brand was an effort to recalibrate the team and get everyone rowing in the same direction.

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