1. © Michigan State University, 2014
Service Sales & Marketing Intern
Addisen Carino
Personal Introduction

2. © Michigan State University, 2014- ‹#› -
Background
• Fenton, MI
• Family of Six
• Powers High School Class of 2012
• Michigan State University
• Eli Broad College of Business: Marketing
• Senior: Graduating May 2016
• Interests
• Multicultural Business Students
• Intermural Sports: volleyball and soccer
• MSU Athletics

3. © Michigan State University, 2014- ‹#› -
Professional Experience
• Enterprise Rent–A–Car: Customer Assistant Representative
– Importance of Customer Service
– Sparked Automotive Interest
• MSU: Resident Assistant, Mayo Hall
– Efficient Communication
– Team Cohesiveness
• GM: Service Sales & Marketing Intern- ACDelco
– Enhancements to the RSC Program
– Self Efficiency and Accountability

4. © Michigan State University, 2014- ‹#› -
Internship Project: Compass Tour
Mystery Shop Dealer Scores
• Wenonah Handschu and Tamika Walker
• Condense Mystery Shop Score Data into individual
Dealership Reports
– Dealers can see exactly where they need to improve
• Reports will be given to Dealers at the Compass Tours
– Incorporate RSLE initiatives to areas they need to improve
4-8 Hours / Week

5. © Michigan State University, 2014- ‹#› -
Internship Project: MYCS SEO
• Tom Marciw, Eric Wortman, Eric Eaton, Joe Goers, and
Brian McGuire
• Investigate service terms associated with “oil”,
“batteries”, and “brakes”
– Where do Certified Service offers rank on Google, Bing, or
Yahoo search?
• Where do our competitors rank?
– How does their site differ from ours?
• Develop recommendations to which areas of our site
could use new or updated content related to SEO
2-4 Hours / Week

6. © Michigan State University, 2014- ‹#› -
Internship Project: Digital Dashboard
• Kathleen Murawski
• Assess Dealer Cobalt Sites utilizing the Digital Action Plan
– Are they leveraging the Certified Service Digital Marketing Guide?
– Is their mobile site optimized?
– Is their Certified Service Home page personalized?
• Create a Digital Dashboard for the Dealers
– Digital Action Plan results
– Suggestions for how Dealers can improve their Certified Service
pages
1-3 Hours / Week

7. © Michigan State University, 2014- ‹#› -
Internship Project: RFQ Video Content
• Chris Brandt, Matt Gibson, Leo Burnett
• Video and digital content to be used within dealerships
for RSLE
– Waiting room TVs, iPad, courtesy vans, etc.
• Support in assessing RFQs between vendors
– Fully review and summarize each quote
– Identify what video content is needed in each RSLE zone
– Possible incorporation into Tier 3 content library
3-5 Hours / Week

8. © Michigan State University, 2014- ‹#› -
Work Load Overview
Remaining 9 weeks
End date: July 31st
Mystery Shop Scores
SEO Project
Digital Dashboard
RFQ Assessment
Other Meeting

9. © Michigan State University, 2014- ‹#› -
What I Hope to Gain
• Opportunity to apply class material to “real life” situations
• Better sense of confidence while in the office
– Be a stronger intern
– Speak up more in meetings
– Share my ideas and insights
• Expand my knowledge of GM
– ACDelco vs. Certified Service
– Dealership side of the business
– Become exposed to different management styles and team
cohesiveness

10. © Michigan State University, 2014
Thank You