Client Spotlight: Ziebart Syracuse

By Joe Cunningham, Internet Marketing Manager

A few months ago we had a moment of SEO success that turned out to be “the beginning of a beautiful friendship” (Casablanca).  We’ve been climbing up the rankings for “Syracuse website design”; and one fine day, we got a website visit from an ad executive from Ziebart, the well-known auto care specialists.

Meeting of the Minds

Cowley was invited in for a high-pressure interview.  The local franchise, headed by Rich Lester, the number one franchise owner for the nationwide company, was trying to decide on an ad agency to help them take their marketing to the next level.

Rich LesterRich is a business lesson in himself.  You might not know the name, but you know the voice.  Rich helped develop the creative and provided his enthusiastically dynamic voice talent for his radio spots everyone in the Central New York area will recognize.  I myself remember hearing him on 93Q as I rode the bus to school 20-some-odd years ago.  He’s extremely professional, kind, and direct.  Rich’s focus is doing it right and enabling his employees to create new business.  After spending five minutes with the high-powered man, you don’t wonder why he is the most successful franchise owner in the business.

A New Creative Direction

Through a series of meetings, also involving Poe the Gnome, Cowley won the contract and quickly came up with a cool new spin for Ziebart creative.

New LocationRich and his team were especially excited to launch a new campaign to promote their new giant location on Hiawatha Boulevard near Destiny USA – a state of the art auto care facility providing undercoating protection, protection from rust, window tinting, Rhino Sprayed-on Bed Lining, remote car starters, auto detailing, and so much more!  Their guest services, waiting room, and refreshments are also top of the line.  It’s just a cool customer experience from beginning to end.

Cowley took the challenge head on to fill the new car bays by bringing in those customers that were due for their free annual maintenance, and started by revamping Ziebart’s mailing pieces.  We decided to put a new spin on the postcard design and added a personal effect by inserting each person’s name to the mailer.  We polished their series of reminder letters with a personalized touch as well, and sent them out a few hundred at a time.  The rest would become history.

Success of Epic Proportions

The mailings were a huge success!  We got a call from Rich not long after saying how pleased he was with the results of the campaign.  Business picked up like crazy.  Every business owner worries about changing location: “Will people think I went out of business because I left?”  “Will I be able to fill the larger space?”

Right now, Ziebart in Syracuse is booked three weeks out thanks in part to the master marketing design of Cowley Associates.  We all patted ourselves on the back and look forward to a continued “beautiful friendship” with the number one Ziebart franchise owner in the nation and his top-notched team.


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