Project: Video & Web Integration for Mobile Tool Distributor Recruiting Initiative

"I Made Change Happen" Campaign

In the Fall of 2010, Matco Tools - a leading mobile automotive tool franchise company - was looking for a re-fresh to their recruiting program. With our experience in the industry, we knew a few things about the target audience that helped us in shaping our message:

1. While mobile automotive tool distributor franchisees come from various walks of life, the majority are ex-mechanics who see an opportunity to own their own business in a field that appeals to them and that they know something about - automotive tools.

2. Anyone who wants to become a mobile tool distributor faces MANY obstacles in starting their business - regardless of the brand they choose to put on the side of their truck. But relative to the competition, the Matco model at the time appeared to help people through those obstacles in a very helpful and personal manner.

We came up with the "I Made Change Happen" Campaign which featured existing Matco Tools Franchise Distributors who had developed successful businesses telling their story in their own words. We wanted the campaign to truly be a peer-to-peer message - hitting on a slightly different obstacle that each Distributor encountered when they set out to own a franchise and how Matco was there to help them through it. But mostly, the campaign focused on demonstrating how each franchisee's success was a direct result of taking the initiative to change their previous situation and choosing the right team with which to partner - the Matco team.

The campaign consisted of four (4) video vignettes which were shot on location with each franchisee - on their route and then at home showing how their choice to partner with Matco has given each of them time to do other enjoyable things - spend time with family, golf, etc. Additionally, full page ads were placed in publications that were popular with both mechanics and potenital franchise owners. The campaign drove prospects to a custom microsite where they could begin the process of learning more about the Matco franchise and where Matco could then follow up through electronic nurturing campaign as well as personally through their District Managers and Franchise Sales Managers.


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