Opportunity
NAPA AUTO PARTS, the nation’s top brand in the automotive aftermarket, transformed its “top stores” across the country with redesigned retail outlets, expanded inventory and family-fun grand reopening celebrations. Cookerly boosted store launches in 16 national markets to attract new customers and expand ongoing sales.
Strategy | Execution
- Immersed NAPA into the fabric of the community to raise awareness, cultivate relationships/goodwill and boost customers
- Robust program across demographics to showcase new stores via media outreach, social channels, bloggers, radio remote contests, NASCAR guest appearances – Chase Elliott/#24 car, toy/food drives and support for veterans
- Made community connections to expand NAPA’s visibility/influence: Mayors/dignitaries for ribbon-cuttings; civic and business groups, schools, sports teams, racetracks and car clubs
- Partnerships with AAA, Intrepid Fallen Heroes and The Salvation Army
Impact | Results
- Visibility drove record-setting store traffic and sales volume with 1,000+ attendees at every event. NAPA execs said, “Creative PR efforts brought in new customers we never would have reached.”
- 300 print and broadcast media placements plus social posts
- New community relationships provided ongoing partnership opportunities
As senior vice president at Cookerly, Mike Rieman specializes in building and maintaining relationships with the media and has an excellent track record of landing significant placements in print and broadcast media including USA Today, Wall Street Journal, Bloomberg and Money Magazine.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.