Jackson Automotive Group - A Strategic Digital Transformation

Brands: Kia, Mercedes, VW, Volvo, Subaru
Role: Corporate Marketing Director

Overview

Jackson Automotive Group, a multi-brand dealership group, sought to modernize its marketing approach, improve brand presence, and increase sales conversions. As the Corporate Marketing Director, I spearheaded a comprehensive digital transformation, ensuring a cohesive and impactful marketing strategy across all platforms.

Challenges

• The Jackson Automotive Facebook page was newly created, requiring audience growth and engagement.
• The dealerships relied on a third-party vendor for SEO, advertising, OTT (Over-the-Top media services), and Google Ads, with limited in-house control.
• Creative content for blogs, social media, and OTT was outsourced, requiring better alignment with brand messaging.
• Co-op program submissions needed streamlining for improved efficiency and compliance.
• The need for a more cohesive brand identity across five dealership brands.

Solutions Implemented

1. Social Media Growth & Engagement

• Developed and executed a content strategy for the new Jackson Automotive Facebook page, focusing on audience engagement, brand storytelling, and promotional campaigns.
• Introduced social media advertising campaigns to boost visibility and customer engagement.
• Established a content calendar ensuring consistent, high-quality posts tailored to each dealership brand.
• Leveraged influencer partnerships and customer testimonials to build trust and authenticity.

2. Digital Advertising & SEO Optimization

• Conducted an in-depth audit of existing Google Ads and OTT campaigns, optimizing them for better ROI.
• Collaborated with the third-party vendor to refine SEO strategies, ensuring higher search rankings for all dealerships.
• Integrated data-driven insights to enhance advertising targeting and conversion tracking.

3. Content Strategy & Creative Direction

• Took charge of creative direction for blogs, social media, and OTT content, ensuring alignment with the brand's voice and customer expectations.
• Improved website content, focusing on SEO-friendly copywriting and conversion-driven UX/UI enhancements.
• Created video marketing strategies for social media and OTT platforms, enhancing storytelling and engagement.

4. Co-op Program Management

• Implemented a streamlined system for co-op program submissions, improving accuracy, efficiency, and compliance with manufacturer guidelines.
• Trained internal teams on best practices for co-op advertising, maximizing brand benefits and reimbursement opportunities.

5. Brand Identity & Marketing Strategy Development

• Developed a comprehensive marketing strategy tailored to each dealership's unique audience.
• Strengthened the brand identity of Jackson Automotive Group, ensuring consistency across digital and traditional platforms.
• Launched targeted email campaigns, referral programs, and customer retention strategies to drive long-term growth.

Results & Impact

• Significant growth in social media engagement, with increased followers, interactions, and conversions.
• Improved ad performance, with optimized Google Ads and OTT campaigns generating higher leads and reduced cost per acquisition.
• SEO improvements, leading to higher search rankings and increased organic traffic.
• More efficient co-op program submissions, reducing processing time and improving compliance.
• Stronger brand recognition, resulting in increased customer trust and dealership credibility.

ConclusionThrough strategic digital marketing, content optimization, and process improvement, Jackson Automotive Group has achieved a more robust and scalable marketing approach. By strengthening brand identity, streamlining co-op processes, and leveraging data-driven strategies, I have positioned the dealership group for long-term success in an increasingly competitive market.