Copeland Automotive Group
Project Spotlight: Strategic Marketing
Established over 50 years ago with one Toyota dealership in Brockton, Massachusetts, the Copeland Automotive Group has grown to also include Copeland Chevrolet, with locations in Brockton and Hyannis, and Copeland Subaru, also in Hyannis.
Creative Resources Group/CRG Auto began working with Copeland in 2005, just after they opened the doors to their new Toyota facility in Brockton.
Things began to change in the early to mid-2010’s when CRG’s market and consumer research found that trust in brands had dropped significantly. People were tired of misinformation and integrity was becoming a new form of competitive advantage.
To capitalize on this, CRG created “Count on Copeland.” More than a campaign, Count on Copeland quickly became a defining motto throughout the organization, promoting dealership attributes that customers could rely on, again and again. To cement the tagline, CRG created a custom jingle that punctuated ads on broadcast, cable, and digital media.
Today, the enduring theme of Count on Copeland continues to resonate, not only helping maintain Copeland’s strong position in the New England market, but also to expand. The Copeland Automotive Group now includes Chevy and Subaru stores as well as Toyota.