STRATEGIC TARGETING THROUGH PHASES Phase One of this campaign puts faces and names to our “value of the franchise system” message in an effort to impact public opinion to increase the influence of the Coalition’s legislative advocacy. In displaying the real-world benefits of the franchise model to New Jersey consumers, the campaign will illustrate repeatedly to our State legislators positive examples of local dealers showcasing the span of their impact on local communities. In this article, I have included one of the campaign’s static ads, and I encourage you to view all the marketing pieces on the campaign landing page. The campaign also contains a 30-second video featuring NextGen member Megan Long with Long Automotive Group currently running on social media, several websites that are popular with our elected officials, and on Optimum cable network. Phase Two of the campaign will sharply contrast the benefits of the franchise system with the negative impact of the direct sales model. Building off the success of last year’s recall bill campaign, previously identified key policymakers and industry influencers will be targeted specifically in an effort to boost this campaign’s effectiveness. SUPPORT THE CAMPAIGN ON SOCIAL MEDIA NJ CAR has established itself as a thought leader on behalf of all franchised new car and truck dealers in New Jersey. The Coalition launched this campaign to benefit our nearly 530 franchised dealerships. Now it’s our turn to step up and help scale the reach of this indispensable public relations campaign by sharing the posts and ads found on social media. We all stand to benefit from the work NJ CAR has set in motion. Let us take advantage of the opportunity set before us and, together, we will thrive — long into the future. See the full landing page of NJ CAR’s public relations campaign at njcar.org/advocacy/localmatters. https://www.njcar.org/advocacy/localmatters/ 8 NEW JERSEY auto retailer
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