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Develop an email campaign with accompanying landing page. Target audience is web leads that have requested information from a specific car dealership in the last year, but never bought. Contains dealer information, specials, landing page with deep links into dealer website and a survey to gauge consumer purchase intentions
One email template
One landing page template
With prominent calls to action including Mobile Coupon, Inventory, Internet Specials, Request a Quote, Schedule Service
One mobile coupon template with variable-text space for prominent offer
Design & functionality requirements:
Versions: one template that allows for three versions for each campaign: (a) Ford, (b) Lincoln-Mercury and (c) Ford-Lincoln-Mercury combined
Design & Copy Considerations: design should be consistent with automotive industry digital marketing trends, providing enough depth to give the car a sense of place in the design. Copy should be concise, with enough impact to entice the reader to go farther.
Functionality Requirements: design should be functional in major email clients, browsers and viewing devices. Follow industry standard email design principles. Final designs should be provided in both fully coded HTML and layered Photoshop files.
Prominent Calls to Action / Buttons: Internet Specials, Service Coupons, Search Inventory, Live Chat, Schedule Service, Value Your Trade, Mobile Coupons, Dealer Home Page, OEM Home Page
Email Sizing: width 750, space for Dealer header 100-150
Useful Web Resources for design considerations:
ford.com, fordvehicles.com, Lincoln.com, mercuryvehicles.com, fordvehicles.com/warriorsinpink, thefordstory.com, flmowner.com, owneradvantagerewards.ford.com, Edmunds.com, thinkfordfirst.com, kbb.com, cars.com.
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