The document outlines an acquisition strategy for Honda dealers in the Detroit area to attract new customers and improve their consideration set. The objectives are to: 1. Develop tactics to drive non-Honda shoppers to the dealers' website. 2. Optimize the website experience and positioning to increase consideration of Honda vehicles. The strategy involves targeting consumers earlier in the car-buying process through digital channels. It also aims to convey Honda's ownership experience and integrate messaging across dealer websites to improve consistency. Analyses of paid search, display, SEO, and social media performance uncover opportunities to optimize efforts. Recommendations focus on improving the user experience on high-traffic pages to boost conversions.