Mario's Classic Auto Body Shop is proposing a social media campaign to reach a younger target audience. They currently have a Facebook page with 242 likes but are lacking presence on other major platforms like Twitter. The proposal recommends creating social media zones focused on social community and commerce. It suggests posting more car-related content on Facebook like shows, races and innovations to spark conversation. Engaging customers by having them post photos of work done and offering incentives is also recommended. Hosting events like a car show could attract college students. Seasonal promotions during holidays could bring more people into the shop. The overall goal is to raise brand awareness, particularly among younger car owners, and increase web traffic and social media engagement.

1. MARIO’S CLASSIC AUTO BODY SHOP - SOCIAL MEDIA CAMPAIGN PROPOSAL
Mario’s Classic Auto Body Shop
Social Media Campaign Proposal
Created By:
Diamond H., Cassie F., Stephanie G. and Kayla S.

2. 1
Introduction
Mario’s Classic Auto Body is located in Paterson, New Jersey. It’s an award winning
establishment that specializes in domestic automobiles and is well known for their use of eco-
friendly products such as Sikkens, the latest water based auto paint and Croftgate USA’s
waterless car wash products. Mario’s Classic Auto Body is huge on customer satisfaction,
offering all prospective clients free estimates and explaining all options before any work has
been performed. Having been in business for years, they take pride in their top of the line
technicians who are all professionally trained and certified. Although they specialize in antique
restoration, or the upkeep of classic automobiles, they also offer scheduled maintenance as well
as repairs for autos, SUV’s, minivans and hybrids. Mario’s Classic Auto Body promotes
affordable pricing and customer convenience/flexibility. The shop also offers car rentals so
whether a customer’s vehicle needs a repair that can only be done over an extended period of
time, or whether they just want a new car for the day Mario’s has got them covered!
Situational Analysis
From a digital perspective, besides the shop’s official website, the only social media
platforms in which they are located are Facebook and LinkedIn.
It is evident from the Facebook profile that the company has a strong connection with
their customers, but it seems as if majority of the customers that are actively posting on their
page are of older age. Since they want to expand their business to a younger target audience they
definitely need to make their post more lively and fun. The most recent post was made on
November 21st. When scrolling down their timeline it is noticeable that all posts are relatively
recent, showing consistency.

3. 2
In order to reach a younger audience Mario’s Classic Auto Body needs to post more
appealing/creative content that is really going to catch someone’s attention. Today’s younger
generation is not easily entertained so if they are going to go out of their way to like something
on social media it really has to spark their interest. Majority of college students are on Twitter, so
a Twitter profile could aid in capturing this audience. In relations to Twitter, they should also
consider better hash tag usage. There are plenty of popular hash tags that are in reference to cars
that they should taking advantage of. All suggestions are aimed towards creating a more relevant
social media presence and overall brand reputation for Mario’s Classic Auto Body. Should these
suggestions be utilized, they will have increased chances in reaching a younger audience.
Internal Environment
Company Overview:
 Mario’s Classic Auto Body is an affordable, eco-friendly auto body shop that specializes
in antique restoration but also offers services and scheduled maintenance to autos,
SUV’s, mini vans and hybrids.
 A Facebook page has been created. Thus far, the page has obtained 242 likes. The page is
very active with frequent/relevant posts and a number of positive customer testimonials
earning the shop an average 4.9 out of 5 stars.
 In regards of other popular social media platforms, no Instagram, Twitter, Pinterest or
YouTube account has been created. Creating a Twitter is recommended.
 The shop’s social media coordinator can be contacted during business hours for further
information and questions regarding the business and its services.
 Mario’s Classic Auto Body is aware that in order to capture a younger audience they
need to promote the aspects of their business that correlate with their interests. This

4. 3
includes affordability, eco-friendliness, and convenience. Should their social media
platforms exude these particular qualities from a more clever/creative approach, they can
better connect with this generation.
External Environment
Competitive Analysis:
Mario’s Classic Auto Body Shop’s top two competitors are Vreeland Auto Body Co. Inc.
and Liberty Auto Inc., both of which are located in Paterson, New Jersey as well. Vreeland Auto
Body offers just about the same services that Mario’s does, however, they’re social media
activity is non-existent. Instead of creating the opportunity to connect with their customers via
social media, all Vreeland Auto Body offers are shareable links on their website, which allows
for consumers to posts any of their website content to Facebook, Twitter, LinkedIn, Google Plus
and Stumble Upon. It’s safe to say that Mario’s is ahead of Vreeland from a social media
standpoint.
With approximately 1,109 likes via Facebook, Liberty Auto Inc. or Liberty Auto Care
serves as a major competitor. Although Liberty’s most recent Facebook posts was made on
October 2, 2014, which was over a month ago, their posts are lively. Their pictures are vibrant,
the content is very relevant/timely, and they even posts pictures of different types of cars that
they service which is great for bringing in more clients. Although Facebook is the only social
platform in which Liberty is located, from a public/customer relations standpoint they are doing
very well.
S.W.O.T. Analysis: *next page*

5. 4
Target Audience:
Location- Paterson, New Jersey
 Population in 2012: 145,219 (100% urban, 0% rural)
a. Males: 69,725 (48.0%)
b. Females: 75,494 (52.0%)
 Median Age: 32 years old
Races
 Hispanic - 87,398 (60.2%)
 Black alone - 37,849 (26.1%)
Strengths:
 Strong community ties, works with
other local businesses
 Family run business
 Willing to change to bring in more
business
 Eco-friendly products, car cleaning
 20+ years in business
Weaknesses:
 Prices are not the same as wholesale
market for local business
 Lack of social media attention
 Current name has given them backlash
due to other company with a bad
reputation
 No analytics for how many people have
visited their unorganized website
Opportunities:
 Exposing their name to the community
(car shows, fundraising events)
 Offering pricing plans and discounts to
younger audience
 Exciting social media contests (ex. Car
selfies, eco-friendly product raffles etc.)
 Money saving vouchers that could be
promoted and purchased through
websites such as Groupon & Living
Social.
 Potential clientele increase that could
be obtained via Twitter
Threats:
 Other shops offer same services for
better prices
 Economy still on a downfall
 Location, not on main road, somewhat
blocked by other building.

6. 5
 White alone - 12,108 (8.3%)
 Asian alone - 5,468 (3.8%)
 Two or more races - 1,878 (1.3%)
 Other race alone - 436 (0.3%)
 American Indian alone - 98 (0.07%)
Estimated median household income in 2011: $32,416 (it was 32,778 in 2000) *DECLINE*
 Paterson: $34,416
 New Jersey: $69,667
For population 25 years and over in Paterson: (Majority of residents has not attended college. A
huge percentage of the population is unemployed.)
 High school or higher: 69.7%
 Bachelor's degree or higher: 12.0%
 Graduate or professional degree: 4.4%
 Unemployed: 12.8%
Source: http://www.city-data.com/city/Paterson-New-Jersey.html#ixzz3KDdihyl1
Target Customers
 Age 18-50
 Income of 20,000+ annually
 Green/Eco friendly
 College students
 Car owners
 North Jersey residents
Objectives
Informational (Long Term)
 To raise the shop’s brand awareness via social media.

7. 6
 To persuade younger car owners that Mario’s Classic Auto Body can be trusted for
affordable/convenient maintenance.
 Raise awareness amongst targeted customers through social media
Motivational (Short Term)
 To increase Facebook likes by 10%
 To increase overall brand awareness by 15% via Twitter
 To increase website traffic by 10%
Social Media Zones/ Experience Strategy
Social media is a complex online system which is rapidly evolving. Social media zones
are used to better explain and improve the understanding of social media. Out of the four social
media zones, this plan focuses on social community and social commerce.
Social Community
Social community is based on 3 major components: sharing, socializing and conversing.
All three of these are effective strategies needed to build on the interpersonal relationships
between businesses and clientele.
Facebook
Continue posting the local news regarding the city of Paterson, Passaic County and NJ.
These posts help keep the family atmosphere and reputation that already is recognized and
appreciated by current clientele. This shows that the owners are relatable and care about the
community.

8. 7
There should be more car related posts: shows, races, new model releases, news articles,
videos, etc. There needs to be more posts that aren’t directly talking about the shop but spark up
conversation about cars in general. This will create a personal bond between the business and
clients outside of actually selling the shop’s products and services. Especially if you are trying to
appeal to younger crowds, anything that revolves around car innovation will definitely get a
conversation started.
Ask clients to join the Facebook page to communicate with you regarding their services.
Have the clients post and share pictures of the work they’ve had done at the shop. Sharing photos
of the work done shows authenticity of their work directly from other clients and makes others
want the same quality. However, be sure to give them an incentive to post the pictures. Ex. For
all those who submit pictures and tag our auto body shop, you will receive 10% off your next
visit at the shop.
Host events and create invites through the Facebook account, allowing people who like
the page to join. The shop could host a car show displaying some their best work. College kids
love car shows/events.
Maximize on holidays and utilize seasonal promotions to get people in the shop. Nothing
brings in more people then discounts especially during the holiday season. This is a great time to
capitalize on the shop’s younger clientele and/or college students who are typically home for the
holidays and have some extra funds.
LinkedIn
If the shop sets up a “Products/Services” description, it will allow for a full price listing
of products and services. Include images, videos and product descriptions to provide as much

9. 8
content as possible for people to look through on your page. The more detailed and descriptive
the better off the shop.
Include a “LinkedIn Follow Me Button” on the company page and encourage people to
follow it. When people follow the shop, as the account is updated, notifications will be sent to all
followers.
Create polls within the page from various people who join to get potential customer
intake on new product ideas/services. There’s nothing more important than customer advice and
feedback. They are the consumers asking for your services. They can better give ideas that will
keep them coming back and suggesting your establishment to others.
Encourage people to recommend products. If someone comes in based on a referral, they
should receive a discount as should the person who referred them. Referral rewards always work
well because you retain your original client while gaining an additional one.
Lastly, post regularly to engage with current and potential clientele. No one wants to
follow an outdated and inactive page.
Twitter
When tweeting use links that link back to the company’s other social media sites to
further engage followers onto all social media platforms. Always advertise other social media on
the other sites to link them altogether. It creates customer loyalty and consistency. It also helps
keep clients connected from a number of platforms.
Have clients tweet images of the shop’s work and use a specific hash tags to generate
more customer interest. Hash tags are always successful in receiving likes, favorites, and re-

10. 9
tweets which further advertise your business. If a customer tweets while at the shop using your
hash tag and enables the location of the shop, have them receive a discount on their first service
as thank you for going out of their way to promote the business.
Tweet a weekly deal with a coupon code they can use if they follow on Twitter the page
and shout out the Classic Autobody Twitter page.
Use a hash tag so their posts link back to the Classic Auto Body Shop’s page and create a
higher number of likes or members on the page. Ex: #ClassicAutoNJ #ClassicAutoBody
#NJClassicAuto
Respond to everyone. Replying back shows good customer service and that you care
about every person that interacts with you. It also makes others want to interact with you
knowing they will be responded to.
Keep tweets short. Shorter tweets with around 110 characters receive higher engagement.
When you leave room, it’s easier for people to re-tweet you and add their own commentary.
Create a Twitter contest. Have clients take a picture of their cars that they got serviced at
Classic Auto Body Shop, tag the shop’s twitter page and use the hashtag #classicautomakeover.
Whichever car the owner decides is in need of the auto body makeover will get one for free or at
a discounted rate.
Social Commerce
Social commerce is based on 3 major components: CRM- customer relationship
management/service, retail/sales and human resources. It includes sites with rates and reviews,

11. 10
deals/coupons and social stores (Facebook). Online shopping/sales promotions are great ways to
generate revenue to your business.
Groupon & Living Social
Groupon and Living Social are basically one in the same program just run slightly
differently. They are online sites for deals and coupons based on where your location is. For
Groupon, they use a “scarcity tactic” that helps drive sales for local business owners through
their website. Since there are only a certain number of the items to be sold at a certain price
within a limited time frame to purchase them, there’s more pressure to buy. Deals on Groupon
are made to seem like if consumers don’t buy them they are losing out on a once in a lifetime
opportunity.
Offer discounted products or free products with a select number of purchases. People
love to hear that they’ll get something free with a purchase. It convinces them to come back and
they’ll spend more than they intended to just to receive that free item.
Use the daily deal option to keep people looking for more from your business each and
every day. Having daily or even weekly specials brings people in because they will look up your
business each week to see what sales are being offered.
Living Social and Groupon matches user’s locations with their interests. This helps locate
local car fanatics who are more likely to splurge on auto body products.
Foursquare
Make sure you claim your place’s address so other people can check in there. If it’s not
on the Foursquare map of locations then no one will bother to check in.

12. 11
Send updates from your venue on Foursquare to allow your business to engage with
people who’ve previously checked into your location and who are nearby. It keeps your
consumers in the loop.
Offer Foursquare specials for new and returning customers.
Ex: New Customers- Check in with two friends and receive 10% off your service or product
purchases; Receive a complimentary tire cleaner with your first visit.
Ex: Returning Customers- Receive 30% discount on your second paint job.
One Year Activation Plan: Editorial Calendar
DATE OUTLET IDEA / PITCH
Dec. Facebook/Twitter Toys for Tots - Make it known on social media that
Classic Auto Body will be collecting donations for the
Toys for Tots drive all month long.
Pick an ornament - Every time someone makes a
purchase of over $200 either on products or service they
can pick an ornament on the Christmas tree that will have
a prize in it. An example would be that some of the
ornaments will have $25-$50 gift cards in it.
Jan. Facebook/Twitter New Year’s Resolution - Since Jan 1st is the start of the
new year, have customers post on social media what their
New Year’s resolution for taking care of their car will be;
whether it's to get the oil changed more or getting the car
checked more often. If customers mention Mario's
Classic Auto Body, they will get 10% off their next visit.
Feb. Facebook/Twitter The Super Bowl usually debuts the years newest car
models. Try to share articles that revolve around this, as
college students are always trying to keep up with the
latest trends.
Mar. Facebook/Twitter Promote customer to “go green" for St. Patrick’s day by
using the shops eco-friendly products on their car. All
eco-friendly items should be on sale during this month.
Apr. Facebook Since Earth Day takes place during the end of April, this

13. 12
Twitter
Groupon/Living
Social
is the best time to promote the eco-friendly aspect of the
shop. Post pictures of these eco products or short video
clips on how to use them. Also post short articles on the
benefits of going green.
May Facebook
Twitter
Groupon/Living
Social
This is the time period in which many college students
are either on break or graduating. They may want to
make some changes to better the condition of their
vehicles in result of the harsh winter months. Use this
exciting time to offer discounts when student ID’s are
presented.
June Facebook
Twitter/
Groupon/Living
Social
Before your clients head down south or cross country for
the summer it’s crucial that they make sure their cars are
in the right condition to do so. This calls for scheduled
maintenance. Offer deals via Groupon/Living Social.
Also, all road trips call for car selfies, so a selfie contest
with the incentive of small prize would be clever.
July Facebook
Twitter
Promote some red, white and blue designs of cars in
honor of Independence day.
August Facebook
Twitter
The summer time is all about vibrant colors like red,
blue, yellow, orange, and neon’s. Promote loud color
designs that appeal to the younger crowd.
Sep. Facebook
Twitter
Groupon
Offer back to school sales to college and high school
students with valid school IDs such as 20% off a service
and 10% off products.
Oct. Facebook
Twitter
Spooktacular Car Show - Since October is Halloween
filled from the 1st until the 31st, having a car show with
custom, exotic and muscle cars would be a great idea.
Dressing up for Halloween is a tradition around the U.S.,
so why not look at dressed up vehicles. It would be best
to promote it from the beginning of October and have it
the week/weekend before Halloween.
Nov. Facebook
Twitter
Give Thanks - "Thank your car for the holiday travels" -
Post a picture to social media with the hashtag
#Classicgivesthanks when traveling to family or friends
houses. Every day of that month, Classic Auto Body will
post one more thing they are thankful for. Not just the
boss but everyone in the shop.

14. 13
Budget
There should be a public relations manager that deals with the shops social media, events
and promotions. They should be paid a salary of $25,000 a year for their work. If a PR manager
exceeds the shop’s budget a college intern who specializes in PR or digital communication could
assist in handling these responsibilities.
There should also be a budget for promotional items and advertisement. The budget for
promotional items and novelties should be around $3,000. This will include items such as t-
shirts, trucker hats, magnets, pens, bracelets and air fresheners. The budget for advertisement via
posters, flyers, event cards, business cards, online ads, local newspapers placements and
brochures would be around $2,000. These items and ads can be used within the shop, at events or
as giveaways for clientele.
Measurement
The success of this plan will be based on a variety of aspects. This will include Facebook
activity such as likes, comments and whether or not this plan’s suggestions increased the page’s
engagement. Twitter mentions, followers, re-tweets and overall engagement will also play a part
in measuring this plans success being that it is the biggest effort in attracting a younger audience.
Groupon/Living Social sales, Foursquare check in rates will also be taken into consideration.
Further research will be conducted to determine whether or not the plan’s efforts aided in
increasing its demand for a younger audience.

15. 14