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Ford Retail | |
Who? |
Ford Retail group is wholly owned by Ford Motor Company and trades as Dagenham Motors, Heartlands Ford, Polar Ford and Brunel Ford. |
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What? |
The PR is building the corporate reputation of Ford Retail and its 42 dealerships within their local consumer markets, developing their reputation both as a business and an active member of their local community. The PR also supports consumer sales and marketing activities by helping to increase dealership footfall. |
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How? |
An annual PR programme where dealerships participate in regular group-wide PR activities which are low cost and which involve them in their communities; ongoing media relations to generate a constant drip feed of positive media exposure; bespoke advice to dealerships on individual PR events and excellent internal communications to motivate and educate dealership staff about PR. |
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Outcome |
Ford Retail has grown its market share by 2% and PR has been instrumental in this success. There is positive feedback (and survey results) from dealership management about how PR is helping them raise their profile, involve their community and motivate staff. A regular flow of positive media coverage is achieved - typically 600 articles per annum. |
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| Testimonial | "Project PR has worked very proactively with our dealerships and other divisions to stimulate widespread coverage which amounts to significant positive exposure for us, both across local media and trade press. The range of community-based PR campaigns is directly contributing to our strategic objective of being seen as a local business and the national PR is also impacting positively on our customers." |
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| Awards | Winner, Gold Award, Consumer Relations, CIPR Pride Awards, East Anglia (2010, 2009, 2007) |
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