HONDA OF DOWNTOWN CHICAGO

HONDA OF DOWNTOWN CHICAGO

As the Marketing Manager of Honda Downtown Chicago, their business goals were to have a more positive view in Chicago's local community. I established this local business' Social Media Department infrastructure to better support social campaigns. I focused on outreach programs to engage local communities as well as a grass roots campaign with our local nurses during the beginning of COVID. In my time with the organization they saw Latino sales increase 27%, and I helped produce a feel good piece with our local CBS2 Affiliate.

Here It is in Black & White

Stats & Results

STATS & RESULTS

  • Increased with local Latino customers by 27% for this dealership

  • Produced video content that promoted the dealership online, engagement increased business by 15%

STATS & RESULTS

  • Delivered highest engagement KPI of dealerships in the area through consistent and engaging content pillar strategy and activating the local community over 10k impressions

STATS & RESULTS

  • Filmed, interviewed and edited multiple Latino customer testimonials in Spanish and English

  • Managed a robust budget of $200,000 for marketing and social initiatives within the department

Seeing Opportunity During Internal Crisis

  • During COVID my role shifted from marketing cars to my community, to focusing on what the community needed. I lead an initiative at Honda where we used our resources as a dealership to support our local nurses at the hospital with meals.

    I spearheaded this initiative and all the logistics that went with it:

    • coordinating meal deliveries to the hospital via our employees

    • managing all media production and budget to capture this initiative for our social channels

    • fostering a relationship with the local news affiliates

  • Our local news collaborated in showcasing what our dealership was doing and we worked together on a piece that aired on CBS2 Morning News.

    • My role in production was to show the crew around the dealership and recommend shots and locations. I directed my General Manager through the interview with the reporter, and coordinated BTS production of this exciting event for the dealerships own social channels.

Seeing Opportunities during External Crisis

  • The Pandemic created a lot of obstacles for local businesses. I pivoted an idea from our dealership to create a feel good community piece with CBS2 Morning News on how Honda of Downtown Chicago used it’s resources during lock down to deliver food and services to the nurses in local hospitals.

  • I was responsible for coordinating all logistics of resourcing, and food deliveries between 3 hospitals. I also produced the content capture of the entire delivery event in collaboration with the CBS2 Morning News.

    • Social media content, Youtube, Instagram, X, Meta.

    • Shot list and production coordination.

    • Event capture, interview capture, BTS capture in both video and still photography.

Driving Latino Business

Our Location was not as accessible to the Latino Community in the area and bringing in more Latino customers was a sales goal. I had to solve for ways to win more Latino business for the dealership through Marketing, Community Outreach, and Targeted Advertising.

Using my skills in both being fluent in Spanish and understanding of the Latino community, I did the following:

  • Produced 14 video vignettes in a mix of Spanish and English

  • Created informative, authoritative, and professional videos ins Spanish and English showcasing the positive buying experience of real Latino customers

  • Posted to: Meta, X, and Youtube

These efforts resulted in a 15% increase in Latino sales to the business, exceeding our targeted goal of raising business 8%.

Legal Compliance

  • I was accountable for all legal compliance through our Paid Media and getting approval from each social platform around sensitive information when offering financing and Trade-In’s. Meeting this legal compliance in our social copy writing was paramount to our media budget and in not being rejected across stringent checks and balances across all social platforms.

  • This successful compliance resulted in increased media budget by 900% to my department due to writing efficiencies I was able to implement

Revamped the Used Car Database

  • Revamped the Used Car Database for the business. This was an asset management project I lead so that the dealership could keep better track of their used car stock, as well as contribute to the online availability of cars for sale. This included standardizing product photography, tracking key maintenance points of the vehicles, and connecting communications between sales, marketing, and dealership partners.

LANGUAGE & DIVERSITY

  • Something unique I brought to this role was my understanding of Latin American culture, and being fluently bilingual. These were key skills needed to increase business and hit Honda's sales goals.

    These skills are something I am very proud to bring to every role and is something I feel helps connect communities in every endevor.