To promote our Spring Big Tent Sales Event, I coordinated a multi-channel marketing campaign designed to create a consistent customer experience across digital, print, television, social media, and in-store promotions.
Rather than treating each piece of marketing independently, I focused on ensuring every customer touchpoint reinforced the same message while making it as easy as possible for shoppers to find vehicles that matched their needs. From homepage banners and email marketing to television advertising and dealership signage, every component worked together to support the event and guide customers toward purchasing a vehicle.
Campaign Assets
This campaign combined traditional and digital marketing into a single coordinated customer experience.
Digital
- Homepage website banner
- Dedicated landing page
- Email marketing campaign
- Facebook posts
- Facebook advertising
- Vehicle category landing page links
Traditional Media
- Television commercial
- Newspaper advertisements
- Dealership signage
- Tent sale promotional materials
Internal Communication
- Printed newspaper advertisements distributed to each dealership location
- Sales and management campaign updates
- Event reference materials for customer-facing employees
My Role
As Marketing Specialist, I coordinated the dealership’s marketing efforts for the event while working with both internal stakeholders and external creative partners.
I designed the website banner, landing page, email marketing, dealership signage, and many of the supporting digital assets used throughout the campaign. The newspaper advertisements and television commercial were created by external creative partners, but I played an active role in shaping both. For newspaper ads, I selected the featured vehicles, provided images and campaign requirements, verified vehicle availability before publication, ensured OEM compliance, and worked closely with the newspaper designer. I often adapted the same visual elements from the print advertising into the website, email, and landing pages to create a consistent experience across every customer touchpoint.
For the television commercial, I developed the campaign concept, wrote the script, selected imagery, collaborated throughout production with the agency, and even participated in selecting the voice talent. Beyond the creative work itself, I coordinated campaign timing, distributed marketing materials internally, and ensured dealership staff understood the promotion before customers began responding.
One enhancement I introduced was organizing featured inventory into customer-friendly categories—including Low Miles, Certified Pre-Owned, Trucks, SUVs, Sedans, Under $10K, 40+ MPG, and Hybrids. Rather than requiring visitors to filter inventory themselves, the campaign helped shoppers immediately navigate to the vehicles most relevant to them. Those same categories appeared consistently across both the landing page and email marketing, creating a familiar experience regardless of where customers entered the campaign.
How Everything Worked Together
The success of a campaign depends on much more than attractive marketing materials. Every customer interaction should reinforce the same message while making the next step obvious.
Consistent Branding
Every campaign asset – from the television commercial to the website banner, landing page, email marketing, newspaper advertisements, and dealership signage – shared a consistent visual identity. Customers encountered the same event branding regardless of where they first learned about the sale.
Consistent Messaging
Every communication emphasized the same key offer: the Spring Big Tent Sales Event and the opportunity to receive a Kindle Fire HD with the purchase of a pre-owned vehicle.
More importantly, I wanted customers to move beyond simply learning about the event. By organizing inventory into intuitive categories such as Trucks, SUVs, Under $10K, and Hybrids, the campaign helped shoppers quickly narrow their options without having to navigate complex search tools. The same categories appeared on both the landing page and in email marketing, creating a seamless transition between marketing channels.
Consistent Timing
Marketing activities were carefully coordinated throughout the event. The television commercial, newspaper advertisements, Facebook advertising, social media posts, website updates, and email campaign were scheduled to reinforce one another before and during the sale, maximizing visibility while keeping messaging consistent.
Internal Communication
One principle I consistently applied was ensuring employees were just as informed as customers.
Before advertisements appeared publicly, I distributed printed copies of newspaper ads to each dealership location so salespeople and managers understood exactly what customers would be seeing. This gave employees a common point of reference and helped ensure customers received knowledgeable, consistent responses whether they arrived because of a commercial, newspaper ad, email, or website promotion.
Marketing is most effective when customer-facing employees understand the campaign as well as the marketing department does.
Campaign Highlights
- Multi-channel marketing campaign spanning television, newspaper, website, email marketing, Facebook, and in-store signage
- Custom landing page with curated shopping categories (Low Miles, Trucks, SUVs, Under $10K, Hybrids, 40+ MPG, Certified Pre-Owned, etc.) to simplify vehicle discovery
- Coordinated with the newspaper designer by providing featured vehicles, campaign direction, and final inventory verification before publication
- Extended the newspaper creative across digital channels by adapting the same visual style into website banners, landing pages, email marketing, and Facebook content for a consistent customer experience
- Worked with an external production agency to develop the television commercial, including campaign concept, script writing, imagery selection, and creative review
- Printed and distributed campaign materials to every dealership location so salespeople and managers understood the promotion before customers arrived
- Maintained OEM compliance across all customer-facing marketing materials
- Created a unified customer journey that connected traditional advertising, digital marketing, and the in-store experience
Campaign Gallery
Campaign Overview Documentation
Facebook Ads
Homepage Banner & Landing Page
Design Insight: Instead of directing every visitor to a general inventory page, I organized vehicles into common shopping categories such as Trucks, SUVs, Under $10K, and Hybrids. This reduced the effort required to find relevant vehicles and created a consistent experience between the email campaign and landing page.
Event Setup Photos
Sally Scott 