Image A: Image B: Image C: Continued on page 9 Of the 242,747 visitors to the platform, our participating dealers’ inventory has appeared in 2,487,559 search impressions on the platform. This has translated to 6,715 visitors to the VDP pages of our participating dealers’ websites. The platform is built with full transparency, with each car having a UTM, or Urchin Tracking Module, a simple code that is attached to the URL to generate Google Analytics data. This allows our local dealers to see the traffic and post-click attribution in their own Google Analytics accounts. This is automatically included with each car in our feed as part of the service. AUCTION NUMBERS & FEEDBACK In our private auction for NCDA members, 305 cars have been submitted by local residents for our dealerships to bid on. Of these 305 cars submitted, we have had over 712 bids on the platform, and 56 cars have been purchased. Feedback from consumers has been quite positive, with numerous users reaching out and sharing how thankful they are that we offer this as a community service. The consensus is that it is simple and convenient to post their car and simplifies the process without having to drive all over town to field offers. MARKETING STRATEGY The San Diego DRIVES marketing plan leverages the established resource of SanDiegoUnionTribune.com, the largest local news website in San Diego County, with over four million unique users every month. In addition, the San Diego DRIVES marketing budget includes an estimated $100,000 per month in media, with the following assets driving traffic for our local San Diego County dealers. See details and strategy below. 1. Local television. See image A. 2. Local radio See image B. 3. Streaming audio (Pandora, Spotify, iheart) See image B. 4. Connected Streaming Television. See image A. 5. Programmatic digital (Behaviorally targeted to auto intenders in San Diego) 6. Search Engine Marketing and Search Engine Optimization. 7. Social channels. 8. Email and newsletters 9. Print (Weekly advertisements in San Diego Union-Tribune, and Direct Mail). 10. Premium placements on SanDiegoUnionTribune.com, are not available through programmatic efforts. See Image C. NCDA.COM 7
RkJQdWJsaXNoZXIy ODQxMjUw