As of January of 2023, my co-worker and I from Coeus Creative Group became the full marketing team for the Center for Automotive Research. With an entirely new C-Suite brought on from November - April, our job was to strategize a new marketing plan that would better serve the legacy and future of this vital non-profit research organization.
CAR Events
Problem: CAR events needed an overhaul post-COVID and their Partner Program needed some TLC after having minimal communication in the time between the past marketing team departure and the hiring of Coeus Creative Group.
Solution: In close collaboration with the CEO, VP of Research, and VP of Business Development, we meticulously devised event strategies designed to maximize the benefits for both the Partner Program and the CAR audience, all while ensuring they remained within their budget projections. By actively listening to our audience, soliciting feedback from partners, and staying attuned to industry trends and hot topics, we were able to discern the most relevant themes, speakers, and events for the current climate.
To enhance our promotional efforts, I revamped our graphics to create visually compelling materials, prominently featured speaker headshots, maintained a consistent presence on social media, and orchestrated well-timed email campaigns to engage with our diverse audience segments.
Automotive Communities Partnership & Affiliate Webinars
CAR’s Annual Management Briefing Seminar (MBS)
Problem: Post-COVID event attendance had dropped and many Original Equipment Manufacturers (OEMs) and sponsor organizations had significantly cut their event budgets. Past attendees were wary of investing in the conference because the past few years the previous leadership team had focused heavily on soft-skill presentations and speakers, and had moved away from technical content.
Solution: We worked closely with the CEO, and research team to revamp the conference, preserving its long-standing heritage while updating it to align with present-day requirements. We focused the majority of our efforts on the content of the conference, returning to the roots of MBS, bringing in top-tier thought leaders in the automotive industry, and addressing the topics that companies most cared about. We devised an extensive agenda tackling the theme, Confronting the Challenges of Automotive’s Future. Each day the conversations addressed the risks and opportunities within the transforming automotive ecosystem, by asking a daily question:
Tuesday, August 1 – “Can execution perils reshape promises and inform policy?”
Wednesday, August 2 – “Can the EV ecosystem be affordable, profitable, and equitable?”
Thursday, August 3 – “How do we build a resilient future supply chain?”
This structure informed the sessions we created using a dual track system to most benefit our attendees who could choose which sessions were most relevant to their company and interests. We used the extensive network of the CAR leadership and research team to bring in top talent that was willing to have an honest and engaging dialogue on the toughest issues facing the automotive space.
Promotional Videos
MBS24 Sizzle Reel
I wrote the script and worked with the audio and visual team we work with for MBS to create a sizzle reel to build excitement and push registration for MBS24.
Why I Attend MBS Video
I interviewed speakers and attendees of MBS23 to get their feedback on their experience and the value of attending MBS. Working with the AV team, we created a video to promote why people should attend MBS and drive registration and engagement.
Students@MBS
I interviewed students and program leaders at MBS23 to create a video that showcased the career-building experiences of the MBS Student Program. The video was created to bring awareness of the program to encourage program sponsorship and student and university involvement.
