Macy + Associates has been the public relations Agency of Record for AUL Corp, an automotive warranty provider, for the past 7 years. Operating in all 50 states, AUL was traditionally known for their single product, extended car warranties that go into effect after the original manufacturers’ warranties have expired. In 2019, AUL launched a full suite of additional Finance and Insurance (F&I) products, making them one of the leading full service F&I providers in the United States. For perspective, America’s auto dealers earned more than 2x the profit from F&I products than the sale of the actual vehicles in 2018, according to a recent report by J.D. Power.

Challenges:

  • AUL had long been known as a single product specialist
  • Launch the firm’s new Suite of F&I Products
  • Position AUL as the leading source for commentary in automotive F&I industry
  • Increase brand awareness of AUL as a full-service F&I provider, not just extended vehicle warranties
  • Position AUL Executive Team as industry leaders and expert spokespersons


Strategies:

The Agency initiated a multifaceted public relations campaign that leverages a mix of online and print media outlets targeting partners, agents, and dealers to promote AUL Corp as the one-stop-shop F&I provider of choice. Further, the campaign elevates AUL’s leadership as thought leaders in the larger automotive industry, as well as the more targeted F&I industry. The Agency team actively engages the media via social media, strategic industry conventions, key media briefings, public speaking engagements, byline articles, industry Q&A’s, along with a consistent flow of strategic press releases, and expert resource pitching.

Results:

Since July of 2017, Macy + Associates has garnered more than 160 media placements generating more than 22 million impressions, valued at over $5.6 million. Trend pieces, thought leader Q&A’s, milestone announcements, and industry expert commentary from AUL has appeared in targeted publications such as Automotive News, Auto Dealer Today, Auto Finance News, Auto Remarketing, F&I and Showroom, Agent Entrepreneur, Providers and Administrators, Napa Valley Register, and North Bay Business Journal, among others.

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