This document provides tips and strategies for shops to effectively market their certification credentials. It discusses establishing a marketing plan that leverages certification, using various tools like press releases, badges, and directories to promote certification. Specific strategies are presented, such as customizing online profiles, linking social media accounts, and educating consumers on the benefits of choosing a certified shop. The goal is to maximize the value of certification and distinguish the shop in the market.

1. “Marketing Your Certification
Credentials”
Kelly Stalcup
Assured Performance

2. The purpose of this presentation is to share various
tools, methods and strategies to form an extensive
marketing plan that will leverage your Certification
credentials to the fullest.
By the end of this session, you will have the
information needed to enhance your existing
Marketing efforts to better showcase your
Certification Credentials.

3. Your Certified! Now Tell Everyone
Marketing Your Certification Credentials
Know Your Shop’s Value
Marketing Arsenal
Distinguish Yourself
Connect the Dots
Who’s Doing it Right?
What this course covers:

4. Certification is Valuable
Your certification is valuable. You’ve invested time and money
and worked hard to earn your Certification…
So, show it off and promote it
Spread the word!
MARKETMAXIMIZE
VALUE CERTIFIED
PUBLICIZE
OPPORTUNITY
COMPETENCERECOGNITION
KNOWLEDGE
SKILL
TRAINING
EQUIPMENT
TOOLS
PROMOTE
CERTIFICATION

5. Certification is Valuable
So is your Certified Shop
• Consumers prefer “Certified” 3 -1
• Carries maximum weight with the consumer
• More Cars to your Door = More sales
• Adds credibility and authority to your business
• Higher Customer Satisfaction
• Only 5% of shops meet Certification requirements
• Part of Elite and Advanced Network of Shops
• More Competitive = Increased Market Share
• Always a step-ahead when fixing new generation vehicles
• Reduced Cycle Time
• Minimize liability / exposure
• Better employee recruiting & retention

6. Your Certified Shop is Valuable
Exclusivity
• Your shop has the ability to leverage the power, influence
and prestige of the brands that officially recognize your
business
• Exclusive use of OEM approved badges and logos
• Exclusive Rebate Programs allows you to reinvest your
earnings back into the certification program (tools, training,
equipment)

7. Your Certified Shop is Valuable
Exclusivity (cont’d)
• OEM Referral Programs position your shops to receive more
Jobs / Sales
• Insurers
• OEM Private Labeled Auto Insurance
• Shop Locators
• Dealerships
• Consumers
• OEM websites, Locators and Collision Care Mobile apps
• Direct Consumer Marketing and Awareness Campaigns
• Nissan ODM – connecting you to the vehicle owner
• Fleet and Lease Requirements

8. Take Advantage of Available Tools
Marketing Resources
• Press Releases
• Initial Certification
• Additional OEM Recognitions
• Post this on your website/s, social media
• Update your Micro-Site
• Link to your website
• Showcase your Certification Plaques
• Customer Waiting / Lobby
• Shop Entrance
• Plus, you are automatically listed in
• Consumer-Facing Shop Locator
• Insurer-Facing Shop Locator
• Collision Care Mobile App

9. Accident & Collision Care Mobile App
Show your customers
1. How to download
the App
2. Find your Certified
Shop
3. Set up an
appointment
Tip: Save your shop
as Preferred Shop

10. Take Advantage of Your Credentials
Call it out in your Marketing & Sales
• Leverage approved OEM Logos and Certification Badges
• Brochures
• Consumer Estimate Holder
• “On-Hold” Message
• Business Cards
• Help Wanted Advertisements
• Websites
• Shirts, caps, cups, jackets, etc.
• Advertising (flyers, Bill Boards, ads, etc.)
• Email Signature
• Include you are a Certified shop EVERY time in your Sales pitch
• Current and potential customers
• Wholesale Marketing to agents, dealers, and all other referral sources
Approved or Not Approved

11. Use Certification Badges in Your Signature Line

12. Your Stats

13. Where to Go and How to Do it
Certifymyshop.com

14. Certifymyshop.com
Shops can provide
• Photos
• Biography
• Shop specialties
• Hours of operation
• Contact Information
• Mapping

15. Marketing Tools…Check
Now What?
Assured Performance provides you an arsenal
of marketing tools…but you have to use them
to the fullest to get the best return on your
investment…

16. What do these Sites have in Common
1. www.autobodylocator.com
2. www.certifiedbodyshop.info
3. www.nissancertifiedshop.com
4. http://fcacertifiedshop.com
5. www.fordcertifiedshop.com
6. www.hyundairecognizedshop.com
7. www.infiniticertifiedshop.com
8. http://app.collisioncare.org
9. http://www.chrysler.com/en/mobile_apps/mopar/
10. http://owner.ford.com/dealer-locator.html
They direct customers to your shop

17. Importance of Setting up your Micro Site

18. Stand out, don’t be that Generic Guy
• Locators and mobile apps direct consumers to your Micro-Site
• Don’t lose your prospects because you didn’t set up your Micro-Site
• Shops who do not update their micro-site, default to a generic image
and information (don’t be that ‘generic’ guy)
• You can always place a link to your website on the Micro-Site
Customized Photo
John Doe
John Doe
John Doe
Generic Photos
NOTE: Make sure the email
address is always up to date
to receive appointments

19. What’s in a Name
Make yourself known in your community
• Make yourself known in your community as a Certified Collision Care
Provider
• Follow up with local media when Assured Performance sends out
Press Release on your behalf – opportunity to get a story
• Send additional Press Releases to local newspapers (e.g.
certification anniversary)
• Have representation at career fairs and educate prospective
candidates about the importance and benefits of working for a
Certified Shop
• Tell your friends, family and customers you are Certified, and what
that means - word of mouth is the number one referral source
• Build Your OWN brand equity

20. Put Consumers in the Know
They will tell your story
• How often does a consumer get in an accident?
• Once in 5-10 years
• But how often does a consumer know someone that recently was in
an accident…..
• So, educate them and let them tell your story
• Present to other community groups about the expertise your technicians
have in reducing costs by repairing vehicles right the first time
• Exemplify your role by using the right terminology to bring added
credibility to your business (E.g. "Certified Collision Care Provider”
instead of “Body Shop”)
• Through consistent messaging and differentiation in each and every
marketing piece, your shop will be recognized as the Collision Repair
Expert

21. Tell Your Story Proud
Use Social Media
• Announce your certification, anniversary and accomplishments
• Include pics of Certification Plaques and reference your OEM
recognitions
• Educate consumers on why they should choose a Certified Shop
• Websites: Include search engine words around certification (certified,
training, tools, equipment, OEM recognized, aluminum capable, etc.)
• Facebook, LinkedIn, Twitter: Posts facts consumers will find interesting
or educational (e.g. why go to a certified shop versus non certified, why
special tools are required when repairing F150s, etc.)
• YouTube: Upload videos of what could happen if you go to a non
certified shop that does not have the right training, tools, equipment to
fix new generation vehicles

22. Connect the Dots
Link social medias to other social media platforms
Certifi
cation

23. Keep it Front and Center
Great websites but…

24. Great Social Media Usage
But What’s Missing?

25. Wilsonsbodyshop.com
Consumer Awareness
/ Education
Social Media Use
OEM Badge Use & the
Correct one Used
Wilsonsbodyshop.com

26. Bodyshopexpress.com
OEM Badges Used &
the Correct one Used
Dedicated web pages for
each OEM recognition
Bodyshopexpress.com

27. lofrano.com
First thing you see when
landing on website – All
approved / OEM
Recognition Badges
First thing you see
when landing on
website – “Certified”
lofrano.com

28. Certified Shop Network
Joint-Effort Campaign to Educate Consumers
Consumer
Awareness
Education
• Market to consumers
you are Certified
• Let consumers know you
deliver quality repairs
with their interests in
mind
• Let consumers know you
have the correct
processes, tools, and
facility to repair their
vehicles properly
• Educate consumers on
their “Right to Choose”
• Tools to find a certified
Shop near them
• Consumers don’t know
about parts used in
repairs
• Improve customer
knowledge of collision
repair process and
their rights
OEMs and Assured
Performance

29. Consumer Awareness Marketing
Comprehensive Marketing Support for Consumer Awareness
• Empower consumers through education and information
sharing allowing individuals to make informed decisions
when it comes to collision repairs.
• Let them know you can provide a validated, higher
quality repair option
• Show them you can deliver trust, convenience, and value
• And…this will bring the customer back to the shop,
increasing customer retention

30. How to Remember all these Great
Ideas

31. Marketing Your Certification
Check Sheet 1
Use OEM approved logos and badges with a “we’re certified” statement on
printed materials such as stationary, business cards, and literature.
Prepare and distribute press releases to key media
Announce any Certification news to your customers with a letter or e-mail.
Display your certification plaques in a prominent location
Mention your certification in an advertisement. Display a flag or banner outside
your Shop to announce your certification.
Organize an open house or reception in recognition of your achievement, and
invite VIP customers.
Include “Certified” on your Company’s promotional items (t-shirts, mugs, etc.)
imprinted with your company’s logo and text.
Add “Certified” to the graphics on your company vehicles.
Make sure you have your Micro Site completed and up to date
 Connect your Micro Site to your company Website

32. Marketing Your Certification
Check Sheet 2
Certified needs to be front and center on your website landing page
Include “Certified” on each landing page of Social Media Accounts
Create a dedicated page on your company’s web site for your certification.
Set up / leverage existing LinkedIn Account
Engage your audience by sharing company news, industry articles, thought
leadership, etc.
Add a Follow button to your company website.
 Set up / leverage existing Twitter Account
Add a photo of you, not your logo
Write up certification status & add link on your web site (others can re-tweet it.)
Schedule out Tweets - Create the tweet, set the time and date, and schedule.
Set up / leverage existing Facebook Business Account
Create Ads
Schedule posts
Post YouTube videos

33. QUESTIONS?
Take advantage of your certification—it’s a great
marketing tool
Thank You