Skip to main content

Independent Garage Association case study

Independent Garage Association case study

When the Independent Garage Association (IGA) wanted to grow its membership by eight per cent, it recognised that PR and marketing was an integral way of reaching businesses in its market, and contacted Bridge PR & Media Services for an intensive three-month campaign.

The Independent Garage Association is the largest and most prominent representative body in the UK independent garage sector. It acts as the voice of the industry in matters arising in the UK Government and Europe regarding legislative and regulatory issues. The Association had just unveiled the independent sector’s first ever Car Repair Plan and was involved in some very high profile matters regarding access to technical information for independent technicians. With a higher membership, the independent garage sector would increase its voice when campaigning and lobbying within the regulatory framework both in the UK and in Europe.  This is why the IGA felt that the time was right to really reach out to the independent garage sector in an attempt to grow its membership even further.

Objectives

  • To increase membership of the IGA by eight per cent
  • Demonstrate some of the work the IGA is doing at national and European level for the independent garage trade
  • Promote the benefits of IGA membership to thousands of independent garages nationwide
  • Position the IGA as the voice of the independent garage industry

Challenges

  • Reaching independent garages both offline and online
  • Overcoming industry stereotypes of independent garages as less professional than their main dealer counterparts

Results and benefits

  • Over £20,000 of trade press coverage
  • Consistent visibility through low cost, high impact advertising
  • Encouraging IGA ambassador members to step forward
  • Successful direct mailing campaign to independent garages
  • Widespread on message marketing throughout a three month campaign
  • Open rate of 1,680 for a digital newsletter sent to 8,000 prospects

 

Download PDF Case Study.

Back to Case Studies