28 EXPERIENCE/EXPERTISE (cont.) A representative description of projects similar in nature completed by your firm Case Study #3 A Loyalty Marketing Story PRODUCT: Auto dealership BUDGET: $200,000 KEY PROBLEM: The worst economic downturn in recent memory – with its high unemployment and weak discretionary spending activity – presented a sizable challenge for automotive dealerships to sell and lease new vehicles. KEY STRATEGIC INSIGHT: Research shows people are extremely loyal to the Audi brand. Marketing and advertising efforts were specifically geared to this loyalist group rather than speaking to a general audience-at-large of new car buyers. CREATIVE STRATEGY: Given the strong Audi loyalty in the market, a competitive blunting effort was employed. This highly targeted communications effort utilized detailed market analyses to reach prospective buyers in Orange County and Los Angeles County – markets where competing Audi dealerships are located. TACTICAL ELEMENTS: Local cable TV, online media, direct mail, public relations. TARGET AUDIENCE: Men, ages 25-54 with annual HHI $65K – $75K and higher. RESULTS: In November, 2010, Circle Audi had their best sales month . . . ever.