Everetts Auto Parts
Project Spotlight: Strategic Marketing and Media
From their humble beginnings as a small local junk yard over 50 years ago, Everett’s Auto Parts and Everett’s Tire Center has grown to become one of the largest salvage yards in New England, with more than 25,000 vehicles passing through the site annually.
In the initial stages of Everett’s website development, Creative Resources Group identified an absence of online resources in the auto salvage and used parts industries. Most sites were old, incompatible with mobile, and offered little-to-no useful functionality. Some companies had no web presence at all, and very few were actively engaged in any marketing.
Creative Resources Group created a new Everett’s marketing strategy to take full advantage of this opportunity. At its foundation, an all-new responsive website incorporated key functionality like online parts search and request, junk car removal request, and easy access to important information like hours, phone numbers, and current scale price.
To create brand awareness and drive website traffic, CRG produced video campaigns for TV and streaming OTT. Our creative approach for Everett’s was down and dirty. In stark contrast to the pressed and polished actors of national auto part stores, Everett’s ad featured real employees, a diverse group of New England car guys to resonate with our target audience – also a diverse group of New England car guys.
The new marketing strategy and website initiated an explosion of growth for Everett’s Auto Parts, with an average of almost 7,000 monthly site visitors. Thanks to Creative Resources Group’s ongoing marketing efforts and media consistency, Everett’s continues to expand in an industry otherwise struggling to keep pace with the digital needs of their customers.