With readership on the rise, NADAGuide.com hired the agency to expand brand awareness, through outreach to media and manufacturers, increased presence at auto events, and traffic to the outlet's Web site, which will relaunch in Q4.
The current market climate has led to more visitors “digging deeper” and spending more time on the site, according to Don Christy, Jr., president and CEO of NADAGuides.com.
“Whereas in the past consumers evaluated a new or an old car, now [they] are looking at both new and old side-by-side, and spending more time making the decision,” said Christy.
The Web site also provides relevant information on other vehicles, such as boats and motorcycles.
Driven will seek to clarify to consumers NADAGuides.com's offerings via media outreach directed towards relevant trade, automotive, and lifestyle press, said Michael Caudill, the agency's president.
“We want to make NADAGuides.com a household name,” said Caudill, who has been tapped by the outlet to serve as NADAGuides.com's spokesman.
In this role, Caudill will appear at auto events, answer media requests, and create content, such as vehicle reviews and viral videos.
NADAGuides.com's decision to increase PR efforts, stemmed from an evaluation of the outlet's health over the past two to three years and whether it would be effective to outsource.
Previously, the company had worked with California-based RBI as its lead agency, before deciding to handle PR internally eight years ago, said Christy.
“We knew we needed to fine tune and adjust our path in a number of different areas,” said Christy. “We fell upon Driven and it was a solution that encompassed everything we needed.”