Pre-Campaign Report

CLIENT PROFILE

AUTO-SPA   is located at unit 6, Westpoint Trade Centre, Link Road Ballincolllig. Co Cork.  Previously known as TC Valeting. Established in 2007 this business is run by Kevin Foley and currently employs 5 people. They provide high quality valeting services ranging from tyre shining to full valeting that includes interiors and steam cleaning.
 Pricing offers start from €10 for express hand wash and ranges to €130 for full cleaning.
Types of work can be adjusted to individual customers needs. Auto-Spa also offers collection booking which allows customers cars to be collected for valeting by the company's employees.

•The services offered by auto-spa are a high quality valeting service for different sized vehicles from small cars up to large vans. And also offers more basic car washing and everything in between.

•The key online marketing personnel is owner, manager Kevin Foley.

•The company is 6 years old.

•The website can be found at            http://www.auto-spa.ie/

•The website has been up and running for a year and a half, which makes it uniquely positioned compared to local rival businesses. It provides a brief history of the company, a more detailed overview of services and prices offered, booking collection and a gallery of valeted cars showing off their finished product. The link to their facebook page,blog as well as other contact details can also be found on the website.

•The social media of the business comprises of a Facebook page and can be found at     http://www.facebook.com/pages/Auto-Spa-Car-Valeting-Cork/155517214513346 but as of yet no other social media has been utilized.

•The company has a strong offline presence through word of mouth, lots of repeat business from satisfied customers.

•Their online presence has lots of room to be grown through promotion and possibly setting up more social media outlets.

MARKET ANALYSIS

 •A strong client base has already been established through word of mouth and repeat business.

•Closest current competitor would be PristineCarz which offers mobile valeting services but does not have a physical business address. The next closest competitors would be situated in the Wilton area a few miles away.
There are also local service stations that offer only automated car wash. 

•The industry as a whole is quite competitive but with Auto-Spa’s location and strong client base a good online marketing campaign would allow the company to grow even further.

•AUTO-SPA are uniquely positioned in their local market. Servicing the ballincollig area with little competition they should be able to grow their business with a greater online presence and search engine optimization such as through Google adwords.

•The busiest month of the year for Auto-Spa is December and the quietest period happens in November.

Market Position/Specialties

Auto-Spa has a unique position in their local market as they are the only car valeting company in the Ballincollig area. This will allow them to grow their business with search engine optimisation with little competition, providing them with a greater online presence.

Unique selling points of the goods/services offered

Auto-Spa is the only company in the area that provides a full car valet, exterior and interior. They provide an express menu and a detailed menu with many options provided to the customer. They also have a customer friendly policy where that if they missed anything when valeting your car they will valet it again free of charge.

Seasonality of their goods/services or seasonality that the company has identified

The busiest month of the year for Auto-Spa is December as people tend to want their cars to be serviced coming up to Christmas and heading into the New Year.

The quietest time of the year is November as the summer is over, the days get shorter and people will generally wait until December to get their car cleaned.

Other relevant market information

 Their current marketing consists of ads in the local newsletters and their own website. They also have a Facebook page that they use to post information on their current offers and competitions.

Current marketing.

•Current marketing consists of adds in local press and their website.

•The website has an online mobile valeting booking service.

  

•The strength of the website lies in a good layout and user friendly interface. The weakness is that the source code does not take optimal advantage of search engine optimalisation factors (meta tags/keywords.)

•The European car wash sector is one which is dominated by service station retailers, however other players are active in the market and in certain countries comercial hand car washing operation are increasing in importance.

•According to a 2010 report by datamonitor.com each registered vehicle in europe is washed an average of 4.9 times each year.

Proposed AdWords Strategy

•We meet as a group and discussed which strategy to use. How best to get the website visible. We decided to make recommendations to the client to change their page to include meta tags as there were none when we looked over the source code. We decided on the most apt keywords to use with Google Ad Words.

We also decided to do split up our campaigns into company awareness, seasonal promotion and online booking/collection promotion. Each campaign will consists of AdGroups with selected keywords/negative keywords that are subjects for evaluation during campaign period.

Table presented below shows structure of the campaigns and AdGroups.

Campaign Name	AdGroups	Targeted location	Proposed Ad
Awareness	Alt car search	Cork county	Car Wash Valeting Cork www.auto-spa.ie/carwash.html A quality car valeting booking and mobile collection
	Car valeting search	Cork county	Car Wash Valeting Cork www.auto-spa.ie/carwash.html A quality car valeting booking and mobile collection
Seasonal	Wash after winter	Cork county	Wash a car after winter www.auto-spa.ie/menu.html Wash a car after winter Before summer comes
Booking/ Collection	Wash while shopping	Cork county	Booking/Collection www.auto-spa.ie/bookingform.php Online booking/Collection booking and mobile collection

Campaigns will run with assigned keywords/negative keywords which will be updated based on results provided by daily inspection and analysis. Financial specification for the campaigns assumes distribution of costs between three weeks period of time with values of:
40%    Week1,
30%    Week2,
30%    Week3.
Estimated spend each campaign/week will be a subject for change/adjustment according to achieved results.

us+ client

The CIT Dream Team is made up of me Tracy Nixon, our leader Piotr Kawalec, Rokas Lukosevicius, Michael Mahoney and Keith Halpin. The client we choose is called Auto SPA.