CASE STUDY: McGillis Automotive Garage

Ken McGillis owns and manages McGillis Automotive, a full-service garage for foreign and domestic vehicles. Through her contacts in the Chamber of Commerce Jane learns that an upscale residential retirement facility is nearing completion in her community, complete with DSL-capabilities. Ken plans to target that up-and-coming market with a coupon flyer. Additionally, for the past twelve years Ken's primary advertising was paid advertisements in the local phone directory; he now wishes to create an online presence through the Internet. DataDesignIT works with Ken to do the following:

After a few conversations with Ken and some of his clients, DataDesignIT creates an informational website that includes a professional description of the business, several client testimonials, a description of the garage's services, and a map to the location. DataDesignIT photographs the garage, the staff in-action, and a sampling of some of the vehicles they've serviced. The garage's familiar logo is incorporated in the website to provide a look that is familiar—but fresh.

Second, DataDesignIT works with Ken and a local printer to develop a unique, coupon-flyer for the garage. Amidst coupons for oil-change discounts and brake service, the flyer includes appealing and professional graphics, photos of the business, and a well-polished invitation to try the garage's services. Of course, the flyer includes the garage's new website address and easily-recognized logo.

Third, the garage has an extensive, but archaic, customer database. DataDesignIT converts Ken's customer Microsoft Excel spreadsheet into an Access database. The Excel spreadsheet limited Ken's ability to easily enter and report on customer information. Ken obtains from the County office a list of the addresses for the subdivision to which he will be mailing fliers. The County office provides the data is in a comma-delimited text file. DataDesignIT efficiently imports this text file into the business' expanding database. DataDesignIT creates a form by which Ken and his staff can efficiently enter data into their expanding customer database. This is coupled with training on how to use Microsoft's mail-merge functions so labels can be printed for future mailings.

After six months, McGillis Automotive reports that business has noticeably increased and more than paid for the services of DataDesignIT. New customers have brought in their vehicles, stating that they spotted his website when searching online; they believe he has increased credibility over his competitors because of his professional website. The flyer was also a marketing success to the retirement community. The inviting and friendly photos of the garage and staff were key to drawing in new clients. Ken and his office staff have used their increasing customer database without assistance from DataDesignIT on other promotional projects.

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