NAPA Auto Parts:
Grandstand Reopenings to Expand Market
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 held 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 increase customers.
- Implemented robust program across demographics to showcase new stores via media outreach, social channels, bloggers, radio remote contests, NASCAR guest appearances (Chase Elliott and his No. 24 car with the NAPA paint scheme), toy/food drives and support for veterans.
- Facilitated community connections to expand NAPA’s visibility/influence: Mayors/dignitaries for ribbon-cuttings; civic and business groups, schools, sports teams, racetracks and car clubs.
- Created partnerships with AAA, Intrepid Fallen Heroes and The Salvation Army.
Results | Impact
0
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Attendees at every event drove record-setting store traffic and sales volume
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Print and broadcast media placements plus social posts
With more than two decades of experience in public relations and journalism, Mike is a strategic communications leader who focuses on media relations and reputation management.