A Comprehensive Content Strategy

Case Study - Schumacher European, Ltd

The Objective

When we first sat with Schumacher European we set out to develop content that would be used primarily online for their site but could also be distributed on other platforms that were applicable to their business.  The content needed to expose the family atmosphere, the beauty of their facility and an introduction to the people consumers would buy their next car from.

The following describes the depth of content and platforms we built for the dealership.

The Website

This site contains over two hours of video that the user can engage with to get to know the dealer.  The video is divided into 60 vignettes and includes; interviews with ownership and management, video bios of sales people, tours of vehicles on the showroom floor, tour facilities, customer testimonials and much more.

The In-Store Network

Because we produced the content for other purposes other than the dealer's website, we were able to convert a majority of content into a in-store network loop.  On the multiple 50" plasmas located around the dealership you will find an hour programming loop that includes some of the video seen online tied together with a clean on-air graphical look.

Finance Department In-Store Network

Our newest addition currently in production and launching soon at the dealership is a 15 minute video program designed to educate the new buyer on the programs and products offered at the close.  The hosted program walks viewers through the individual products offered within two packages for security and protection of the consumers new vehicle.

The Service Drive Flash System

We had a unique challenge when presented with the idea to put a monitor on the service drive, no sound.  Instead of delivering the in-store network program, we set to develop a system that would allow the dealership to send up-to -the-minute messaging if they choose on a 50" plasma located over the driveway.

The result was a flash animated system that scrolls slides similar to the way you see information on a movie screen prior to the previews starting.  The presentation has unlimited slide potential but more importantly provides the dealership full edit control.  So if one day the service manager decides to run a promotion for a discounted oil change he can execute it within minutes.

Television Commercial

Because we shot so much footage of the dealership it made our work simple when asked to create a thirty second spot for their media buy on cable television.

Movie Theater Spots

The dealership decided to try a unique buy with a local theater chain and the result was a fifteen second movie trailer that we produced.  The fun was having Mike Schumacher tell the audience how much they are going love the movie they are about to see.

Create and Sell Ad Inventory

Our final objective with this project was to create enough inventory across all these platforms that the overall value to companies that Schumacher works with would help support the program.  Sponsors that participated included their collision center vendor, a performance enhancement company, stylistics supplier companies, a rental car company and much more.

Schumacher European, Ltd