A one-day community automotive event celebrating the 22nd annual Pierce County Mustang Club Mini Show hosted at the dealership. The objective was to drive attendance, increase engagement with Mustang enthusiasts, and encourage voting participation through coordinated digital, email, and in-store promotion.
Campaign Assets
- Facebook Event creation and promotion targeting Mustang enthusiasts
- Google+ event listing to reach automotive community audiences active on emerging social platforms
- Foursquare event listing to encourage check-ins and in-location engagement
- Email marketing campaign to Mustang customers and dealership database
- Landing page mirroring email content with event details and CTAs
- Printed event flyers provided by Mustang Club, distributed throughout dealership
- In-store signage and directional materials
- Google Maps visual showing updated event location near fleet building
My Role
I owned the end-to-end coordination and execution of the dealership’s marketing presence for the Mustang Mini Show. I created the digital campaign assets including the Facebook event, Google+ event, Foursquare listing, landing page, and email marketing communications. The email and landing page shared a unified message and design structure, ensuring consistency across digital touchpoints.
While the Mustang Club provided a basic printed flyer, I selectively incorporated only usable elements and enhanced the overall presentation using OEM-approved Mustang imagery and high-quality event photos from prior years. This allowed the dealership’s materials to feel polished and aligned with our brand standards while still honoring the club’s participation.
I also created a custom Google Maps visual highlighting the updated event location, since the show had moved to a new area near the fleet building. This helped reduce confusion and improved on-site navigation for attendees.
How Everything Worked Together
This campaign was designed around meeting enthusiasts where they already were and reinforcing the event through repeated, consistent exposure across platforms.
- Consistent branding: The same Mustang-focused visuals and messaging were carried through email, landing page, and Facebook promotion to create instant recognition.
- Consistent messaging: All materials emphasized the same key points—event timing, location change, voting participation, and community celebration.
- Consistent timing: Communications were sequenced leading up to the one-day event, with reminders reinforcing urgency as the date approached.
- Internal communication: Printed flyers and digital assets were shared with dealership staff so they could actively promote the event in-person and help direct visitors.
Together, these elements created a unified experience where customers could discover the event online, receive reminders socially, and then experience the event in-person without confusion or disconnect.
Campaign Highlights
- Multi-channel event promotion spanning Facebook, Google+, Foursquare, email, landing page, and in-store signage
- Targeted Facebook advertising focused on Mustang enthusiasts, achieving significantly lower cost-per-click due to strong audience affinity and engagement
- Creation of an event-specific landing page aligned with email marketing content for seamless digital experience
- Use of a custom Google Maps visual to support a location change and improve on-site navigation
- Repurposing and enhancement of Mustang Club-provided materials with OEM imagery and prior event photography for improved visual quality
- Strong emphasis on enthusiast audience targeting, leveraging organic passion and engagement within the Mustang community
- Integration of dealership staff into promotion efforts through printed materials and internal communication
- Support for emerging social platforms (Google+ and Foursquare) to maximize reach across early-stage digital channels
Campaign Gallery
Campaign Overview Documentation
Email Marketing / Landing Page
Sally Scott 