Alfa Romeo UK dealer network
Raising brand awareness - Increasing dealer enquiries
- 56 dealer websites
- Over 3.5 million unique visits
- Multiple leads for each dealership
In 2007 we were engaged by EMO, a Bristol based marketing agency, to build a multi-website content management system to provide websites for Alfa Romeo dealerships across the UK. The radical overhaul required the websites to reflect the new professional and customer focused ethos.
Digital Account Director, EMO
"I’ve had the pleasure of working with all of the Psand team for almost 3 years. During this time we have thrown some pretty hefty challenges their way, with ever-changing project scopes and very demanding deadlines. I am pleased to say that the team always go out of their way to deliver, often working through weekends and bank holidays. Psand don’t only deliver to brief but work as an extension of our team, proposing new solutions that will improve our productivity and bottom line."
Dealerships needed the tools with which to manage specific content on their local websites whilst maintaining central control by the UK Alfa Romeo dealer marketing team, provided by EMO.
How we did it
We provided the following products and services.
- Website design and build
- Multi-website content management platform
- Search Engine Optimisation
- Hosting, maintenance & technical support
- 3rd party application integration & management
- Account Management
- Project Management
- Reporting & Analytics
Using our Changing Pages platform we created a local website system that allowed dealers the ability to create and manage content at a local level whilst giving the Alfa Romeo dealer marketing team the ability to create, manage and control content at a national level.
Dealerships could improve their local marketing by:
- Creating and scheduling news articles
- Editing text and images across their site
- Creating new promotional banners
- Creating event pages and capturing visitor leads
- Managing addresses, opening times and contact details
- Posting recruitment vacancies
Elements of this content, such as news articles, were passed through a quality assurance process to the UK Alfa Romeo dealer marketing team for approval prior to publishing to ensure consistent on-brand messaging. New websites could be added quickly and easily with full admin access assigned to provide the desired level of contro. Content (offers, news, banners) could be published to all or specified dealer sites.
New Alfa Romeo vehicle models were integrated into the dealer websites directly from the UK national website - www.alfaromeo.com along with used car stock listings supplied via feeds from Portfolio, Origin, AutoExposure, HPS & 2nd Byte.
Between launch in 2007 until project completion in August 2015, the Alfa Romeo UK dealer website network delivered significantly increased leads across the network for test drives, service requests, brochures and general enquiries.