Chastang Ford B2B Social Media Marketing

Chastang Ford is a 25-year-old Houston car dealership, owned by a family that has been in the truck business since 1933. The dealership is unique among Houston-area Ford dealerships in that retail sales are secondary to commercial, fleet and government sales and service. The “family” theme is present in all that Chastang does, with a service-first approach to sales and growth. As a result, Chastang has earned the distinction of being the highest-rated Ford dealership in the US on Reputation.com for several consecutive years.

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The Challenge

Much of Chastang’s business is based on referrals and repeat customers. While Chastang Ford carries SUVs and other retail vehicles, its focus on trucks, commercial, customization, and service makes it an ideal one-stop-shop for businesses. The audience segments made it a prime candidate for an effective social media campaign with an editorial strategy that supported business-to-business lead generation.

CAMPAIGN GOALS

Increase traffic to Chastang’s website homepage
Generate awareness about the company’s value proposition and commercial sales and service expertise, using social media referrals
Generate traffic to Chastang’s commercial services and fleet inventory webpage
Support lead generation activities

The CKP Approach

A content marketing audit developed a snapshot of messaging themes, content creation process, Chastang Ford staff capabilities and audience engagement metrics. We layered these findings with observational data from players in similar and related industries to glean best practices while developing a tactical plan that would set Chastang Ford apart from its competitors. We personalized the social media voice by sourcing organic content from Chastang team, optimizing it for maximum impact. Content focused on vehicle expertise, reading recommendations, transactions and community involvement were attributed to Chastang team members.

We deployed a video campaign to highlight Chastang’s commercial suite of services highlighting the staff’s commitment to excellence through product knowledge demonstrations and customer testimonials with an emphasis on customization options, service and satisfaction. CKP trained Chastang Ford staff to collaborate with CKP’s social media team to amplify messages beyond the dealership’s owned channels.

Competitive Research

Research, audit and competitive study

Social Media Management

Sales-focused social media training

Content Marketing Strategy

Content marketing playbook and social media guidelines

Creative Services

Photography and video production

Monitoring and Reporting

Monitoring and reporting

Meaningful Results

The social media strategy had overwhelmingly positive results not only within the platforms but in effective lead generation. Messages received on social platforms increased by 122 percent, reflected in metrics that showed how effective LinkedIn and Twitter can be in B2B social media campaigns. But more importantly, there was a steep improvement in visits to the landing page for commercial inventory, as well as to a page featuring special commercial vehicle offers tied to a social responsibility program important to Houston.

Video Storytelling

Awards

American Marketing Association HoustonSocial Media Campaign: Business-to-Business

Highlights and Objectives

Messages Received on Social Media

Increase in Twitter Engagements

Increase in Twitter Impressions

Increase in Web Traffic from Twitter

Increase in Web Traffic from LinkedIn

Increase in Visits to Inventory Landing Page

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.