Case Studies
Pandemic Sales
Strategy Shift for Auto Dealerships
Challenge: During the early COVID-19 pandemic, an auto dealership group faced uncertainty as traditional sales methods were disrupted, and consumer spending declined.
Solution: RC2 Communications developed a new strategy focused on community connection and grassroots marketing, targeting the Hispanic market. We reallocated the media budget toward social media and local influencers to build trust and resonate with customers. The dealership adapted to offer safe, convenient services, including at-home test drives and direct customer interactions over the phone.
Results: The dealership not only survived but thrived, achieving a record year in Hispanic sales. This approach fostered strong customer relationships, helping the dealership become a community hub even amid challenging times.
Multigenerational Focus Groups for Bilingual Radio Station Launch
Challenge: Utah’s first bilingual public radio station sought to appeal to diverse generations within the Latino community, connecting with Gen X, Millennials, and Gen Z. The station needed a content strategy that reflected the interests of these different age groups.
Solution: RC2 Communications conducted focus groups across multiple generations to understand their media habits. We crafted a multigenerational content strategy:
Gen X: Nostalgic radio shows and long-form interviews.
Millennials: A mix of music, social issues, and interactive social media content.
Gen Z: An engaging app with bilingual content and updates.
We recommended an omnichannel marketing approach with a companion app to attract Gen Z and retain other audiences.Results: With RC2’s guidance, the radio station is positioned to connect with its core Millennial audience while attracting Gen Z and Gen X listeners. This strategy will foster a strong, multigenerational listener base and establish the station as a vital cultural resource.