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CARSTAR Collision and Glass Service is a collision repair franchise owned by Driven Brands that operates 250 locations in Canada and 500+ across North America. In 2017, the owners of five CARSTAR Manitoba franchise locations purchased their primary competitor to increase their market share, and they needed a way to transition the brand into the CARSTAR family without alienating existing customers. They approached Metric to help them go to market with a unified brand and grow their presence through lead generation.
Our first step was to perform a market assessment of the two companies. We conducted primary and secondary research, to learn what motivates people to choose a collision centre following a car accident, and studied competitors and current market trends. This lead to a discovery that both brands participated in a relatively new program offered by Manitoba Public Insurance (MPI) called Direct Repair. Manitoba drivers now had a new option to go directly to a collision repair provider that was pre-approved by MPI. Through our assessment, we uncovered an opportunity—no other participating facilities were promoting the direct repair designation—and we saw this as an excellent opportunity for positioning CARSTAR Manitoba.
We developed a marketing campaign—“Fast Forward Your Claim”—that would speak to people who needed collision repair services at strategic points during their decision-making journey. Users who had just gotten into an accident and searched our keyword terms while standing next to their damaged car could click the ad and call CARSTAR at the number provided, which made them extremely qualified leads. We engaged in paid search advertising by purchasing ads against relevant search terms and sending users who clicked on them to a campaign website that was built for conversion. We built choosedirect.ca to give drivers involved in a collision clear, step-by-step instructions for processing a claim through an MPI-approved direct-repair shop. Additional site goals were to generate leads for CARSTAR Manitoba and to build awareness about the merger.
From the campaign site, drivers could contact CARSTAR Manitoba directly, online or by phone, to make an appointment. Most callers had just had an accident and needed collision repairs; those were served ads instantly, in the exact moment they needed assistance. Phone conversations were monitored using third-party software, where we were able to listen to calls with a goal of improving the customer experience. After identifying points of confusion, we wrote and provided CARSTAR with a Direct Repair FAQ script for their employees to use when answering calls. This made information clearer and increased CARSTAR Manitoba’s close rates. To support the campaign and drive traffic to the website, we designed and deployed outdoor media, launched Google Display Ads and wrote radio spots that were aired on local stations, to increase public awareness.
This campaign has been CARSTAR Manitoba’s most successful in market so far. Over the course of the first three months of the campaign, they received 622 online conversions, 578 phone calls and over 200 leads. All prospects came as a result of interactions with media we developed for the campaign. Today, the site continues to generate leads, and choosedirect.ca ranks first on Google as an ad for “direct repair.” Since the merger, CARSTAR Manitoba has retained every single customer and is a choice destination for direct repair collisions.