Tier10 Propels Dealer Associations Strategy for 2014 with New Additions Award-winning advertising agency Tier10 set a new standard for its dealer association clients in 2013, developing campaigns that earned national attention, while also increasing sales and market share. Looking to build off the momentum set last year, Tier10 has added a new executive to lead its dealer association division. Jo Anne Williams, who joins Tier10 as the Executive Director of Associations, brings with her more than 25 years of broadcast media, automotive advertising and creative experience. “Jo Anne is passionate about passing along her values and knowledge on to her teams,” said Justin Byrd, President of Tier10. “Her far-reaching experience, coupled with her contagious enthusiasm, makes her an invaluable collaborator.” Williams, who most recently served as president and cofounder of a Boca Raton, Fla.-based agency, will be tasked with further growing Tier10’s association division, which is coming off its most successful year thus far. Joining her in Tier10’s association division is her longtime colleague James Stecki, who will serve as Executive Coordinator.
Tier10 Leadership (From Left to Right): Partner David Boice, Executive Director of Associations Jo Anne Williams, President Justin Byrd and Partner Sean Wolfington.
“Seeing Tier10’s accomplishments within their association division, coupled with my vast experience in this arena, I knew this would be a perfect fit for me,” Williams said. “With such a solid foundation already in place, our complementing talents will lead our clients to undoubted growth in 2014.” Due to her reputation in the auto industry as a marketing trendsetter, Williams is a valuable addition to a talented team. In fact, she is already receiving high praise from some of Tier10’s association clients. “I have never met anyone that understood the industry from the standpoint of relationships and creative like Jo Anne,” said Mark Lyon, board member with the Northern Ohio Honda Dealers. “Her passion for automotive is infectious.” Williams’ addition is part of Tier10’s association growth strategy. In 2013, the agency’s overall growth earned it recognition on the annual Inc. 5000 and Agency 100 lists of fastest growing companies and agencies, as well as the November issue of Forbes, which featured Tier10 as a business leader in the Washington, D.C. area. Tier10 also earned recognition last year for its successful multi-platform campaign for the New York Acura Dealers featuring future Hall of Fame closer Mariano Rivera. The Wall Street Journal, Autoblog.com and the New York Daily News covered the bi-lingual ad campaign, which featured television spots and a popular social media contest. In addition, Tier10’s campaign for the New England Acura Dealers, which is part of a donation initiative for Boston Children’s Hospital, led the association into outpacing not only its district but all Acura dealers nationwide. As of November 2013, sales for the members of the New England Acura Dealers Association were up 8.1 percent yearover-year, while the rest of its district was up 5.9 percent and Acura nationwide was 6.5 percent. Tier10 also works with a number of other Honda and Acura associations in various parts of the country. Williams and her expansive knowledge of dealer associations will make it exciting to follow Tier10, as many associations are up for review in 2014. Expect Tier10 to be at the top of the consideration list. This article was reprinted with permission from AutoSuccess Magazine.
Jo Anne Williams, Executive Director of Associations, can be reached at JWilliams@Tier10.com.
Published on Jan 23, 2014