Alliance Motors Case Study

A Case Study

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WaxPrint Media partnered with Alliance Motors Ghana to enhance the company’s digital imprint as will as to utilize digital tools and media to build brand/product awareness, effective communication with clients, generate leads, and drive sales.

This collaboration and working relationship led to partnerships with global luxury brands including Remy Martin and Louis XIII, a marketing award from Jaguar Land Rover Africa and successfully leading the continent on the sale of the Jaguar E-Pace vehicle.

SERVICES Social Media Management Public Relations Digital Advertising Event Production Content Production Influencer Marketing Email Marketing

ACHIE VEMENT S

Incentive Trip: Incentive Trip for the Marketing Manager - To be confirmed DIGITAL Criteria: Number of Web Traffic visitors vs target % increase in Social Media followers for the year, Social Media Engagement rate.

CRM Criteria: Data quality across Nre Vehicle, Approved Pre-Owned, Customer Service, Lead follow-up and actions on SAP (New lead actioning).

EXPERIENCE Criteria: Number of Spontaneous visitors vs target, Number of Invited visitors vs target, Number of spontaneous and invited events for the year vs target.

OVERALL All division combined with focus on the best advantage.

PUBLIC RELATIONS

We served as the point of contact for media relations for the showroom, generating and distributing press releases, pitching story ideas and inviting media to cover Jaguar Land Rover programs.

Achievements: • Alliance Motors was featured in major news outlets in Ghana as well international outlets such as the Luxe Digest and Biz Community (South Africa). • Secured media in 2018 with a value of over 150,000GHS

MEDIA E XPOSURE

SOCIAL MEDIA MANAGEMENT

We managed the Alliance Motors social media accounts including Facebook, Instagram and Linkedin. and responded to customer inquiries and promoted test drives.

Achievements: • Launched the Land Rover Ghana Facebook page. • Organic engagement increased on all accounts. • Alliance Motors Ghana recipient of the 2018 Jaguar Land Rover Marketing Award for the African dealership delivering the most website traffic from social media.

FACEBOOK

INS TAGRAM

LINKEDIN

DIGITAL MARKE TING

We utilized online ad campaigns to promote select Alliance Motors Ghana events and initiatives and generate new leads via Google display, Facebook and Linkedin.

Achievements: • 2018 ad campaigns generated • 5 million Impressions • 500 new Leads

FACEBOOK REPORT

LINKEDIN REPORT

E VENT S

Although our focus was on digital, we also supported offline efforts including event production such as the Jaguar E-Pace launch we produced at Sandbox Beach Club attended by 150 celebrities, influencers and professionals and intimate showroom events such as Heels on Wheels, a private Remy Martin XO tasting and Louis XIII’s first event in Ghana.

Achievements: • Large scale production for event which resulted in increased sales of the Jaguar E-Pace.

• Launched a new outreach initiative to engage HNI women.

• Event partnerships with relevant brands.

HEELS ON WHEELS

Heels on Wheels was a ladies only luxury automotive event, the first of its kind in Ghana to offer women interactive sessions with experts on basic maintenance and repairs, tips on purchasing, and an opportunity to test drive vehicles from the Jaguar and Land Rover Fleet.

Guests had an unfettered tour and access to some of the most innovative and luxurious vehicles in the world such as the Range Rover Velar, Range Rover Evoque, All New Discovery, Jaguar F Pace, Jaguar XF, and Jaguar XJ. Financial experts from Barclays Bank were also be present to discuss and acquaint guests with the financing options.

We produced the launch of Jaguar’s first compact SUV, the E-PACE in Ghana at a private event for media, 150 specially invited guests and Brand Ambassador, Joselyn Dumas at Sandbox Beach Club. This event led to Ghana outselling all other African dealerships for the Jaguar E-Pace.

Event Production Services: • Venue Selection and Negotiation: • Guest Curation • Host Selection • Media Outreach • Vendor Coordination • Content Production • Brand Partnerships

JAGUAR E-PACE LAUNCH

REMY MARTIN XO TAS TING

RĂŠmy Martin hosted a tasting event at the Alliance Motors showroom and provided invited guests the opportunity to experience cognac, history and heritage of the RĂŠmy Martin brand as well as the luxury vehicles from Jaguar Land Rover.

It was an intimate and interactive evening with guests including, Nathaniel Attoh, Media Personality , Dick Van Nieuwenhuyzen, Ghana Country Manager for Air France KLM,Tony Burkson, CEO of UK Ghana Chamber Commerce, Michael Mensa Bonsu, Publisher of Agoo Magazine, and Edmund Asamoah of A&C Development.

LOUIS XIII TAS TING

Jorg Pfutzner, the Private Client Director for Louis XIII of the House of RÊmy Martin toured select West African cities including Accra, Abuja and Lagos for a series of exclusive tasting experiences with Louis XIII, the world’s most exquisite cognac.

The Accra session was hosted at the Alliance Motors Ghana showroom and attended by an intimate group of cognac and luxury enthusiasts including Bola Ray, CEO of both the EIB Network Group and Empire Entertainment, Ramchand Udharam Mohinani, Chairman of the Mohinani Group, Elton Afari of Cosmopolitan Insurance, Alican Sunal of Kempinski Accra, and Prakash Basarmalani, Managing Director of Ezone Electronics.

INFLUENCER MARKE TING

Negotiated partnership with Land Rover and Anita Erskine for the production of the Making of a Mogul TV show.

Managed PR and produced content for Joselyn Dumas partnership for the launch of the Jaguar E-Pace.

Invite influencers to attend and participate in Alliance Motors events: • Bola Ray • Lexis Bill • Selly Galley • Manifest • Nathaniel Attoh • Anita Erskine • Maame Adjei

M. ANIFE S T

Rapper

ANITA ERSKINE Lead, Anita Erskine Media

BOLA RAY

Broadcasting, Business Development, Media Management, Entertainment

NATHANIEL AT TOH Joy FM Sports Editor

JOSELYN DUMA S

Talkshow Host, Actress, Executive Producer

SELLY GALLE Y Actress & TV Host

LE XIS BILL

Drive Time Host, Joy FM

CLIENT COMMUNICATIONS

To maintain ongoing communication with existing clients, we setup and maintained the email database and utilized email and SMS marketing to communicate news, events and special promotions.

E-MAIL

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GH +233 50 326 4653 US +1 718 514 2219 www.waxprint.media @waxprintmedia