As big automakers (GM and Chrysler) began to close dealerships, thousands of established dealerships had to shift from new car sales to used car sales. In the process, their service capabilities were also paralyzed as technology, supply and infrastructure that automakers supplied was no longer accessible. Driven Brands (Maaco, Meineke, Econo Lube) found this as the perfect opportunity to offer these struggling dealers a co-branded service center while, simultaneously, adding 20 new franchisees in less than a year.

Driven Brands called upon automotive industry consultants and Greenbaum Marketing to create what would come to be known as the “Jump Start"; campaign. Through print media, dealership / automotive websites and public relations efforts, Jump Start has been extremely successful. Much more than a polished ad campaign, marketing for the Jump Start program had to communicate a number of objectives for a very specific audience – disenfranchised dealership owners. Using a variety of marketing tools and presentations, the sales team at Driven Brands has been extremely successful in gaining interest and explaining the benefits of the program. One of the most compelling aspects of the program was a highly discounted franchise fee.

As part of their overall sales strategy, headed by Dave Schaefers, Vice President of Franchise Development, Jump Start turned what would have been a challenging period for new sales into a banner year. We are currently working with Driven Brands on some new initiatives that we believe will net tremendous results. We can’t let the cat out of the bag yet, competitors may come across this article.