Macy + Associates has been the public relations Agency of Record for AUL Corp, an automotive warranty provider, for the past 5 years.  Operating in 50 states, AUL has been traditionally known for their extended car warranties sold by dealerships, which go into effect after the original manufacturers’ warranties have expired.

Earlier this year, AUL launched of a full suite of additional Finance and Insurance (F&I) products, in addition to their automotive warranties.  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 has long been known as a specialist in extended vehicle warranties
  • Launch the firm’s new Suite of F&I Products
  • Position AUL as the leading source for commentary on automotive F&I industry
  • Increase brand awareness of AUL as an F&I provider, not just for extended vehicle warranties
  • Position AUL Executive Team as industry leaders

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 theone-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:

In 2018 alone, Macy + Associates garnered nearly 250 unique media mentions, generating  more than 12.4 million impressions.  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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