HOUSKA AUTOMOTIVE

ENDURE MARKETING
BY: ALEXANDRIA CLOUGH, JENNIFER LEONARD, ZACH BERMEJO & NATALIE
HENDRICKS
 Table of Contents

Executive Summary 3

Phase I 6
Secondary Research 6
Client and Issue 6
Past Communications 6
Target Research 6
Demographics 6
Geographics 6
Psychographics 7
Media Research 7
Available Media 7
Primary Research 7
Situation Analysis 8
Client Profile 8
Competitor Analysis 10
Communication Audit 10
Target Audiences 11
Key Messages 11
Media Tactics 12
SWOT Analysis 13
Problem Opportunity Statement: 15

Phase II Part 1 17
Goals 17
Target Audiences 17
Primary Audiences 17
Intervening Audiences 18
Audiences Not Directly Involved with the Issue 19
Impact Objectives 19

Phase II Part 2 20
Action Strategies 20
Communication Strategies 20
Branding and Signage 20
Creative Concept 21
Target Audience Strategies 22
Primary Audience 1 22

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 Primary Audience 2 23
Primary Audience 3 23
Primary Audience 4 24
Primary Audience 5 25

Phase III 28
Goal/Outcome Summary 28
Action Item List 29
Objective 1 29
Objective 2 29
Objective 3 31
Objective 4 33
Objective 5 34
Budget 36

Phase IV 38
Output Measures 38
Tactics 38
Outcome Evaluation 38

Bibliography 40

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 Executive Summary
Through the research conducted, it was discovered that the main issue for Houska was a
need to promote the new large truck facility.

In order to do that, the campaign relies on the following phrase for all of its promotional
tactics:

Houska Automotive: Northern Colorados Only Full Service Repair for

Large Fleet Vehicles.

In addition to promoting the new facility, we were asked to devise a brand identity for
both the repair portion of the facility and the tire retreading portion of the facility.

There is no logo for the repair service as it was understood that it would still be
connected to existing Houska name and image. However, names were drafted for the repair
facility: Houska FleetTech, Houska FleetSmith, and Houska FleetWright.

As for the retreading service, we came up with an original name and image.

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 Raptor Retread is our proposed idea for the tire retreading service. We feel that this
image best represents what the service is: strong, reliable, and very resourceful. Our idea creates
a separate identity from the Houska name that distinguishes between the facilities.

Branding aside, the main campaign runs 37 weeks long starting on December 19, 2016
and ending on August 31, 2017. The main goal of the campaign is to raise awareness of the new
facility. We have numerous tactics to achieve this goal. However, the tactic we are most excited
to share is something we call FleetCon.

Drawing inspiration from comic book conventions, FleetCon is a special, invite-only

event hosted at the Houska facility. The guest list will include our main target audience of
brewery executives (and their family members) in Fort Collins. Additionally, other fleet owners
in the Northern Colorado area will be invited. It will be held on May 19, 2017, and is meant
showcase the new facility.

The above graphic will be on the invites for FleetCon. We have suggested the event have
local Fort Collins food trucks and a live band. The overall budget of this campaign comes out to
a total of roughly $17,000. This includes all of the tactics mentioned throughout the campaign.

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PHASE I

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 Phase I
Research Plan

Secondary Research

Client and Issue:

In order to gain a better understanding of the client, Houska Automotive, information was
accessed in the following ways:
The Houska website was searched for general information about the company, such as
what services they provide and what their history is.
Additional searches through were conducted using Google, using the keywords Houska
Automotive.

Past Communications:
Finding past communication efforts by Houska was done through the following:
The Coloradoan online news website was searched for articles on Houska.
Youtube was searched for news clips on Houska.
The company website was searched for press releases and any event information.
Houskas social media accounts were researched for any posts relating to a
communication effort.

Target Research

Demographics:
Information regarding demographics was searched for on the official government website for the
City of Fort Collins.

Geographics:
Information about the area Houska is located in was found through the following methods:
The company address was entered into Google Maps to get a visual of the area and to get
a look at any notable features about the area.
The Coloradoan online news website was searched for any articles about the Fort Collins
area.
The Nielsen website was searched for information on Fort Collins zip codes.

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Psychographics:
The following websites were searched for reviews on Houska:
Yelp
Better Business Bureau (BBB)
Google
Facebook

Media Research
A Google search was conducted to see which types of social media Houska uses. The following
Houska social media accounts were researched:
Facebook:
Searched for information regarding page statistics and overall activity.
Twitter:
Searched for information regarding account statistics and overall activity.
LinkedIn:
Searched for information regarding account statistics and overall activity.

Available Media
The Gale Directory of Public media was searched for any publications related to fleet vehicles or
fleet vehicle management.

Primary Research
Qualitative Research Interviews with Houska Automotive and Odell Brewing Company Fleet
Owner

For primary research of Phase I, an initial interview was conducted at the Houskas facility with
LJ and Dennis Houska, owners of the company. This interview was vital to gain a basic
understanding of Houska Automotive. Some of the questions asked during the interview are as
follows:
What are some of Houskas past communication efforts?
Why was there a need for a larger truck facility next door?
How will this new facility increase overall business?
Additionally, how will this new facility attract even more fleet owners to use Houskas
services?

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Next, an additional interview occurred with more questions for LJ and Dennis to expand on the
new facility. Some of the questions asked during this second interview are as follows:
What are your thoughts on a grand opening for the new truck facility?
What media outlets would you be comfortable with utilizing for the grand opening?
How would you like to reach out to fleet owners to invite them to the opening?
Have you thought of any names for the retread business?
Similarly, have you thought of any names for the new truck facility?

Finally, an interview was conducted at Odell Brewing Company in Fort Collins with Brian
McCall. Mr. McCall helps manage the trucks that are sent off from the center in Fort Collins and
deliver their products. Some of the questions asked in this interview at the Odell Brewing
Company are as follows:
Why did you choose to work with Houska Automotive to service your fleet trucks?
Did you ever work with a previous automotive business to service your trucks? If so,
why did you leave that business?
What was the main difference between the way that Houska dealt with any truck needs
versus the other business you had previously worked with?

Situation Analysis

Client Profile:
Houska Automotive is a car repair business located at 899 Riverside Ave in Fort Collins,
Colorado. Dennis Houska is the current president of the company and has been working in the
shop since he was eight years of age. Dennis father, Ben, started Houska Automotive in 1952.
For the past 60+ years, the shop has been offering repair services for both commercial and
non-commercial customers. In recent years Houska has expanded their business by increasing
the size of their shop and offering more services.

The northeast area of Fort Collins that Houska is located in is referred to as the industrial park.
Many warehouses and larger business facilities are in this location. Additionally, I-25 is a few
miles east of their building.

Houskas area code is 80524. This area has a population whose age range is 21-34 and the
income is less than $25,000.

The company has generally positive reviews from the following sources:
Yelp: 2.5/5 stars (out of 7 reviews)

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 Better Business Bureau (BBB): A+ rating (official BBB rating), 3.7/5 stars (one
reviewer)
Google: 4.2/5 stars (out of 138 reviews)
Facebook: 4.7/5 stars (out of 35 votes)

The information gathered about Houska through the first interview included:
Houska has been operating for over 60 years, and a few years ago they decided they
wanted to invest in a new building to work with fleet owners.
With the new building, they will be able to be more efficient with their retreading service,
which reuses the trucks old tires so that a company does not have to buy new ones every
time the truck needs servicing.
The new building will also greatly increase business overall since Houska can now take
in more fleets at one time.
Houska is hoping that the new facility will attract more fleet owners to work with them
since they will have a state-of-the-art facility that caters to their needs. From getting
these new clients, they are really hoping to build strong relationships with them, which
will lead to business for years down the road with the same fleets.
A new name for their retreading business would be ideal. In thinking of the name, they
would prefer that it mention something about recycling or staying green, or even
something that has to do with Mile High or Rocky Mountain.

The information gathered about Houska through the second interview included:
One major point that had been mentioned in the first interview was their need for a new
name for their retreading business. They want the name to be related to recycling and
staying green since Houska reuses tire treads as much as they can.
From reusing these treads, Houska is able to help fleet owners save hundreds of dollars
since there is no need for them to constantly buy new tires.
The company loves to be involved with the community and establish connections with
the people of Fort Collins. They love connecting with the people of Fort Collins and
putting on different events to show their appreciation for the community.
For their new facility grand opening, they want it to be a bit smaller and an invite-only
event. This is because LJ and Dennis believe the public wont be too interested in the
facility since it will be services fleets and the fleet owners needs for their fleets.
They want the grand opening to be private, with fleet owners around and others who will
be interested in using their new services they have to offer. Since the facility will be very
much catered towards the needs of fleets, they are hoping to build a strong relationship
with fleets who travel along highways in and around Colorado.

The following information about Houska came from Brian McCall from Odell:

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 McCall loves the ease of working with Houska. At Odell, their trucks are needed
everyday for delivery, so a service that was efficient is essential for their business.
He also discussed how they fulfilled every promise they made, and that the owners of
Houska were always available to talk with him about any concerns.
McCall also even left his previous service provider that fixed their fleets for Houska. The
previous competitor couldnt adapt to Odells needs and their large amount of fleets.
Houska was very accommodating to their needs with so many trucks constantly needing
to be serviced. This is obviously of great importance to a company who relies heavily on
their trucks.

Competitor Analysis:
Few competitors exist for Houska. The following company was found to offer services that were
most similar to Houska:
Diesel Services of Northern Colorado
Location: 1828 East Mulberry, Unit D, Fort Collins, CO 80524
Offer many different types of mechanical repairs for large fleet vehicles
No tire retreading
Offer scheduled maintenance for fleets as well as other inspections
Offer driver pickup and delivery
Accredited business on Better Business Bureau
One and only customer review is negative
3 other unresolved complaints from customers

Communication Audit:
Past communication efforts on Houskas behalf has included many community-oriented events.
Starting in 1992 and up until 2014, Houska Automotive started the Houska Houska 5K run.
From this event, more than $250,000 was raised for the Poudre Valley Hospital Cancer Center
and Bone Marrow Donor Program. Additionally, there is the Houska Automotive Garage Band
Series, in which the garage of the shop is transformed into small concert venue. Funds are raised
for local non-profits. During the Halloween season, Houska holds an annual blood drive and
offers incentives to those who come and donate.

Additionally, Houska is active on Facebook and Twitter. There is no official LinkedIn page for
Houska that has any meaningful information.

Facebook:
Officially verified and is liked by 643 people.
35 Facebook users submitted a review on them.

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 185 people have checked in at their location.
Majority of the content is related to automobile tips and advice.
Activity is usually one daily post.
Some days have two posts and some days dont have posts at all.
Low audience engagement.
Posts garner less than 10 likes each, usually no comments.
Posts about community events attract more engagement (ex: August 21st, 2016
post about the garage band event).
Twitter:
Twitter handle: @HouskaAuto
292 followers.
Not officially verified.
Since joining the platform in March 2009, the account has sent out 161 tweets.
Content they tweet mirrors the content they put on Facebook.
No interaction on their tweets.
Overall the account is consistent with its tweets but low in its user interaction.

LinkedIn:
Harder to find than their Twitter and Facebook
Showed up on the second page of Googles search results.
The page itself has the bare minimum information.
Eight employees are listed, one of them being Dennis LinkedIn account.

Target Audiences:
1. Businesses in the Fort Collins area that use large fleet vehicles. Due to Houskas desire to
work within the community, this would be the primary audience.

2. Businesses in the Northern Colorado area that use large fleet vehicles. Houska isnt
strictly looking for just local clients, they are also open to the idea of broadening their
services to other parts of the region. This would be a secondary audience.

Key Messages:
1. Houska believes they offer a superior service for large vehicle maintenance. Their
process of tire recycling is environmentally friendly and more sustainable than other tire
retreading methods.

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 2. The Fort Collins community is important, and it is important they serve that community.
Whenever Houska conducts business, they would like it to somehow benefit someone or
something within the community. They are more than just a car repair shop.

Media Tactics:

1. One way Houska reaches to their target audiences is through their social media. Even
though there is a pretty low engagement rate, the customers and people that like their
social media often times will post reviews or post about their experiences at Houska.
Houska also engages back with the people on their social media. This is a great tactic
because it shows the fact that there is a two-way communication flow instead of a
one-way communication flow.

2. Another media tactic Houska uses is posting anything relevant to cars on their social
media that does not directly pertain to a certain product or service they sell. For example,
every Tuesday they post a random tip about cars and use the hashtag #TipTuesday. This
can be really interesting for the people that like their social media pages because not only
do they get to see different deals and specials Houska has going on, but also learn about
important vehicle information. Houska also sometimes posts quotes and just use the
hashtag, #HappyMonday. This show customers that they care and arent constantly trying
to promote their business.

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SWOT Analysis:

Positive Negative

Internal Strengths Weaknesses

Local business Lack of social media
Word of mouth marketing LinkedIn
Community involvement Space
Eco-friendly business Coupons
Customer Service Price
Superior Capacity

External Opportunities Threats

Social media feedback High price
Reputation Market demand
Lack of competition No coupons for grand opening
Relations with other
businesses

There are multiple strengths about the way Houska Automotive operates their business.
Houska is a small business in a tight community and takes advantage of that. Houska is known
for their involvement within the community and giving back. This has created a well-established
relationship with Fort Collins. This is a strength because doing business with a company that
uses their money for local charities and donating to good causes provides a good name for
Houska that customers notice. Being an already well-known business is another advantage, as
this is an opportunity for Houska when introducing themselves to potential customers because
Houska does not have to provide introductory information. Another strength that Houska has is
their recycling habits. Houska is dedicated to helping Mother Earth. Informing customers about
their practices as an environmentally friendly facility can generate more sales because the
customers become aware that doing service with Houska also means they are being sustainably
conscious when coming to their automotive services. An additional strength is that Houska
already has a well-established word-of-mouth marketing. Future clients can already potentially
have heard about Houska and how great of a facility it is. Houska also likes to market personally
or person-to-person, which I believe is an advantage because it personalizes their relationship to
their customers. Houska hands out flyers directly in mailboxes or hands invitations to events
personally, which is great for creating loyal customer relations. Another strength is their
customer service. Houska is known for their friendly staff and outstanding customer service,
which creates loyal customers because of the experience provided.
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 The potential weaknesses of Houska is that it lacks a social media presence on most
platforms, no LinkedIn account, it does not have lots of space on the lot, and Houska does not
hand out lots of coupons. Houska is on Facebook and Twitter, but it does not have a lot of
followers nor post frequently. This is a weakness because potential customers use social media to
look for and find local businesses to read reviews. If there are little reviews to read that gives
little feedback to a potential customer researching the business. Houska also lacks a LinkedIn,
Instagram, and Snapchat account. LinkedIn is an important platform and this could potentially be
a weakness for their fleet business because future employees and business partners who use
LinkedIn are not able to see how Houska as a business runs professionally online. Another
weakness is that there is a lack of space on their lot. Not having a lot of space to park can steer
away customers from frustration. Deterring future sales who decide to go to a different place
because of the lack of parking is a weakness. Houska can only service 20 vehicles at a time or 15
at a time and have another 30 in queue. This is a weakness because Houska could get
overbooked fast and get behind on sales and services. Another weakness is that Houska does not
offer regular coupons. Coupons are a potential initiative for new clients to test out their new
facility and services or choose them amongst Houskas competitors.

Houska has some opportunities within their business that will help with the opening
process of their new truck facility. The opportunities consist of their social media feedback,
reputation, lack of competition, and their relations with other businesses. Houskas social media
feedback is an opportunity because it means that the company is responsive to Facebook and
Twitter users and those who already follow them are aware of this. Another opportunity is
Houskas reputation, this is an opportunity because the business has an already well developed
reputation for customer service. Reviews online and community involvement reviews will help
establish Houskas new reputation for the fleet facility. The lack of competition is another
opportunity because it gives local fleets a nearby option and a choice to pick Houskas over other
competitors because Houska will be the only fleet service within the Northern Colorado region.
The last opportunity that Houska has is their relations with other businesses, Houska has an
already well-developed relationship with the Fort Collins community and other businesses.
These established relationships will help create new and existing clients to choose or recommend
Houska.

Although Houska excels in most areas, there are some threats. To begin with, their price
is high compared to competitors. Having a high price for services without coupons could steer
away potential customers to cheaper alternatives. This is a threat because it could steer away
undecided customers when comparing prices and discounts. Another threat is the market demand
of Fort Collins. There are not that many competitors around the Fort Collins area and this could
result in backup of services. Too much business could be a threat because this can create a

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backup of services leading to potentially having to turn down clients.

Problem Opportunity Statement:

Houska Automotive is opening a new facility that will offer mechanical repairs and tire
retreading for large vehicles that belong to a companys fleet. This new facility needs to be
promoted in order to gain clients that will want to use Houskas new services for their fleet
vehicles.

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PHASE II

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 Phase II Part 1

Goals
From the gathered research, it was determined that the problem for Houska Automotive is their
need to promote their new large truck facility.
For this purposes of this campaign, the following goals have been identified:
To promote the new large truck service facility within the Fort Collins community.
To promote the new large truck service facility within the Northern Colorado area.
Additionally, the Rocky Mountain Region.
Wyoming, Utah, New Mexico, Arizona, Nevada, Montana, and Idaho.
To establish good business relationships with companies in Fort Collins that use large
fleet vehicles and that share the same philosophy of community involvement.

Target Audiences
The following have been identified as target audiences for this campaign:

Primary Audiences
Primary Audience 1: Breweries in Fort Collins that use large fleet vehicles.
The breweries are craft beer companies here in Fort Collins that use large trucks to transport
beer. One such company like this that was interviewed was Odell Brewing. Odell is in Fort
Collins and currently uses the services Houska offers. Since there are 21 local breweries in Fort
Collins (and in the industrial park area that Houska is in), these businesses would be good to
target and could potentially take up the bulk of Houskas clientele.

Primary Audience 2: All other businesses in Fort Collins that use large fleet vehicles.
Many other businesses in Fort Collins use semi-trucks to transport their goods. Therefore,
targeting them would be beneficial as they could potentially use Houskas services.

Primary Audience 3: Businesses in Fort Collins that use large fleet vehicles and share a similar
philosophy to Houska regarding Fort Collins community involvement.
With Houska, giving back and being involved with the Fort Collins community is a large part of
their business. They want to work with people that share their same values about community
involvement. Therefore, it is important to promote the new facility to businesses that also like
helping the city of Fort Collins.

Primary Audience 4: Businesses in the Northern Colorado Area that use large fleet vehicles.
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Houska would like to service more than just Fort Collins. They already have clients that are
outside of the city limits, and would like to work with more clients outside of Fort Collins.

Primary Audience 5: Businesses in the Rocky Mountain region that use large fleet vehicles.
As mentioned in Primary Audience 4, Houska works with clients outside of Fort Collins and
wants to continue doing so. They also work with clients outside the state of Colorado (Wyoming,
for example). There are other businesses in what is known as the Rocky Mountain Region that
Houska could attract to their business. This includes states such as Wyoming, Utah, New
Mexico, and Nevada.

Intervening Audiences
Intervening Audience 1: Commercial clients in the Northern Colorado area that currently work
with Houska and take advantage of their services.
Houska already works with many commercial businesses that require automotive services. In this
audience, this would include clients that use both repair and tires services, or clients that use one
service or the other. Current commercial clients can speak to how they feel about Houskas
services and how long they have been using them for.

Intervening Audience 2: Commercial clients in the Fort Collins area that have worked with
Houska in the past and have used their services.
These are commercial businesses that no longer use the services provided by Houska. Past
commercial clients could possibly give reasons as to why they stopped using Houskas services.
The reasons for that could vary, and could be negative or neutral in nature. Additionally, the past
clients include those that used both repair and tire service, or one service or the other.

Intervening Audience 3: Non-commercial clients that currently use Houskas services.

In this audience, non-commercial clients are independent customers that are using Houskas
services for their personal vehicles. These are clients that have used both repair and tire services,
or one service or the other. Current non-commercial clients also have opinions regarding the
services Houska provides.

Intervening Audience 4: Non-commercial clients that have used Houskas services in the past 10
years.
Much like Intervening Audience 3, this audience includes the same individuals that have used
Houskas services for their personal vehicles but no longer use them. Includes past clients that
used both repair and tire services, or one service or the other. Past non-commercial clients can
also voice their opinion of the services Houska provided them with.

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Intervening Audience 5: Other large truck repair and tire retreading businesses in Fort Collins.
While the research showed that Houska does not have much competition in the Fort Collins area
regarding large truck maintenance, there are still auto repair shops that offer similar services to
Houska. These businesses could also send their messages about the quality of Houska services.

Audiences Not Directly Involved with the Issue

Tertiary Audience 1: Local news/media outlets in the Larimer County area that could potentially
cover the grand opening of Houskas new large truck facility.
There are a multiple news organizations that could write a story about Houskas grand opening.
These organizations can send their own message that could reach the general public and the other
specified audiences.

Impact Objectives
To raise awareness about Houskas new truck facility to local breweries with fleet
services by 30 percent by April 30th of 2017.
Primary Audience 1: Breweries in Fort Collins that use large fleet vehicles.

To raise awareness about the truck facility to fleet services around the Northern Colorado
area by 35 percent by July 31st of 2017.
Primary Audience 2: All other businesses in Fort Collins that use large fleet vehicles.

To gain 3 business in Fort Collins that use large fleet vehicles and share a similar
philosophy to Houska by December 31st of 2017.
Primary Audience 3: Businesses in Fort Collins that use large fleet vehicles and share a
similar philosophy to Houska regarding Fort Collins community involvement.

To gain five new fleet customers by January 31st of 2017.

Primary Audience 4: Businesses in the Northern Colorado Area that use large fleet
vehicles.

To gain awareness of the new facility from other states in the Rocky Mountain region by
25 percent by September 1st of 2017.
Primary Audience 5: Businesses in the Rocky Mountain region that use large fleet
vehicles.

To increase Houskas social media presence by getting 100 more likes on Facebook, 15
more followers on Twitter, and at least 30 connections on LinkedIn by June 10, 2017.
All Audiences both Primary and Intervening
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 Phase II Part 2

Action Strategies
Action Strategy 1: Develop good relationships with new clients
Action Strategy 2: Develop a stronger media and social media presence.

Communication Strategies

Branding and Signage:

The following are possible names for the repair facility:
Houska FleetTech
Houska FleetSmith
Houska FleetWright
Houska FleetConstructor
Houska FleetFix
Houska FleetLift

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The following is the proposed logo and name for the tire retreading facility:

Creative Concept:
The creative concept for this campaign will be the following phrase:

Houska Automotive: Northern Colorados Only Full Service Repair for Large
Vehicles.

The idea behind this phrase is that Houska offers a service that is rare in the Northern Colorado
area: a full-stop repair service for large vehicles such as semi trucks and buses. In addition to
repairs to the engine and other mechanical parts, Houska will also retread the tires of the vehicle.
A few other places in Northern Colorado will do mechanical repairs, but they do not offer
retreading. Without Houska, the repair and retreading would have to be done at separate
facilities.

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Target Audience Strategies

Primary Audience 1: Breweries in Fort Collins that use large fleet vehicles
Message Strategies
An informative approach will be taken to raise awareness about Houskas new
facility
An appeal of logic using an informational strategy would be best suited to gain
Fort Collins breweries as clients of the new large truck facility.
Messages
We understand that you have to do a lot of driving to transport a lot of beer. Why
would you drive far away to get your trucks repaired? Let us come to you.
You need your trucks to deliver beer. And you need them to come back to keep
delivering more beer. When the trucks need to be repaired, you dont need to
travel far to get that done. Were here and ready to repair, right in your
hometown.
Media Strategies
Using an informal face-to-face strategy will help develop a relationship with the
breweries. This will help establish the credibility and personality of Houska.
A controlled media strategy using print would also suit this audience. Houska will
print out content with information that they are experts on.
Tactics
Face-to-face interaction:
A representative from Houska will go to the different breweries in Fort
Collins and have an informal discussion with the management. The
representative will present the benefits of becoming a client of Houska.
Special Event - FleetCon:
An exclusive event for fleet owners will be hosted by Houska. An
invitation will be needed to gain entry. The name for the event will be
FleetCon, and it could be organized as if it were a comic book
convention. There will be food provided and live music. Special booths
will be setup with information about the new facility that attendees can
walk up to at their leisure. A custom comic book created by a local artist
will be given out to attendees. It will contain a story about the new facility
and why you should use it.
Mail Out Brochure:
A colored brochure with information about the new facility will be mailed
to the breweries.

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Primary Audience 2: All other businesses in Fort Collins that use large fleet vehicles
Message Strategies
An informative approach will be taken to raise awareness about the new large
truck facility.
Appealing to logic using a two-sided argument would be best suited to gain
businesses as clients of the new facility.
Messages
We understand the need to keep your fleet in top shape. Come to us and we will
take care of every need for your heavy duty vehicles.
Media Strategies
A face-to-face informal approach would be best suited for this audience. This
lends to the credibility and personality of Houska since it is an in-person
interaction. Each party will be able to gauge the other.
A controlled media approach will also be used using print. Houska will print out
content with information that they are experts on.
Tactics
Face-to-face interaction:
A representative from Houska will go to Fort Collins businesses that use
heavy duty fleets and speak with the management about the benefits of
becoming a client. This can be an informal meeting.
Special Event - FleetCon:
These businesses will also be invited to the FleetCon event from Primary
Audience 1.
Mail Out Brochure:
A colored brochure with information about the facility will be sent to these
Fort Collins businesses (same brochure as used for Primary Audience 1).

Primary Audience 3: Businesses in Fort Collins that use large fleet vehicles and share a
similar philosophy to Houska regarding Fort Collins community involvement
Message Strategies
A compliance strategy approach will be taken to raise awareness about Houskas
facility and their community involvement. Houska believes in rewarding those
who are involved in Fort Collins community by doing business with them.
Messages
Houska proudly supports community involvement and giving back.

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 Houska takes pride in working with the Fort Collins community as well as with
businesses who also value the importance of their community.
Houska values the safety of drivers here in our town.
Media Strategies
An uncontrolled news release media strategy is best used for this audience.
Credibility is important to letting businesses know about Houskas charitable
reputation. Additionally, this is an inexpensive way of reaching the target
audience.
A controlled social and broadcasting media strategy is also beneficial for Houska
as it can let others know how they prefer to conduct business.
Tactics
News Release:
A news release will be produced that covers the grand opening of the new
facility.
Social Media posts:
On social media (such as Facebook, Twitter, and LinkedIn), posts will be
made sharing some of the stories about Houskas past charitable efforts.
The posts will emphasize that Houska likes helping people and that they
would like to continue helping people. This will engage others to let
Houska know of people that may need help. A lot of businesses are now
active on social media platforms, as it is a fast and efficient way to engage
with an audience.
Radio PSA:
An announcement about important vehicle safety tips and information,
given on behalf of the experts at Houska. This will be on various audio
platforms and public radio station such as: Pandora, Spotify, KUVO, CPR
and KCSU.

Primary Audience 4: Businesses in the Northern Colorado Area that use large fleet vehicles
Message Strategies
An informational approach would reach businesses within the Northern Colorado
area who use large fleet vehicles (there are more than 30 fleet companies in
Northern Colorado). The businesses will become aware of the new facility and
choose to use Houskas. This would be extremely beneficial for them since they
may have to travel far to get their trucks serviced.
Appealing to logos would be beneficial for this audience, providing rationale on
why to choose Houskas, with statistics to back up any claims.
Messages

24
 Why travel to different places to get your fleets completely repaired? Come on
down to Houskas, Northern Colorados only full service repair shop for heavy
duty fleets.
We understand you already have a place that you go to, to get your trucks
repaired, but we are among the best in Northern Colorado according to the Yellow
Pages.
Media Strategies
A controlled media strategy using print and audio would work best for this
audience. Paid advertisements could better reach a targeted area of Northern
Colorado where large fleet vehicles are stored and driven.
Tactics
Billboard Ad:
These billboards would be along I-25, between the Wyoming border and
Denver. This type of advertising would reach many fleets who travel in
the northern part of the state.
Audio Ad (60 second length):
Ad placed on Spotify, as it would be more universal than a radio ad that
can only target a local area. A simple and quick ad would best suit Spotify.
The same ad can also be placed on radio stations with a larger reach across
Northern Colorado, such as: KBPI, KOA, KOSI and KBCO.

Primary Audience 5: Businesses in the Rocky Mountain region that use large fleet vehicles
Message Strategies
For the fifth primary audience, message strategies will consist of a one-way
communication between the businesses in the Rocky Mountain region and
Houska. A two-sided argument will be used because these fleets will see or hear
the advertisement while they are driving, and then seek out Houskas services.
Messages
We understand you already have a place that you go to get your trucks repaired,
but we offer full service repairs and tire retreads in the Rocky Mountain Region.
Media Strategies
A controlled strategy using print and audio would be best to draw attention to
Houska and it can be placed where the message would resonate best.
An uncontrolled strategy will include a public service announcement. A PSA
would be effective at getting the Houska name out while also providing important
information to the public.
Tactics
Billboard Ads:

25
 Along main highways such as I-25 and I-70.
Radio Ad:
A quick and informative advertisement about Houskas new facility.
Also this ad could run on Spotify and Pandora.

26
PHASE III

27
 Phase III

Goal/Outcome Summary

Publics(s) Communication Concerns of Themes or Key Media or Events

Objectives Publics Messages
Breweries in Fort To raise awareness about Repairing their fleet Local place to get their 1. Brochure
Collins that use large Houskas new truck vehicles, cost of fleet repaired 2. Special Event
fleet vehicles. facility to local breweries repair and location (FleetCon)
with fleet services by 30 of the facility. 3. Face-to-
Face
percent by April 30,
Interaction
2017.

All other businesses in To raise awareness about Repairing their fleet Local place to get their 1. Brochure
Fort Collins that use the truck facility to fleet vehicles, cost of fleet repaired. 2. Special Event
large fleet vehicles. services around the repair and location (FleetCon)
Northern Colorado area of the facility. 3. Face-to-
Face
by 35 percent by July 31,
Interaction
2017.

Businesses in Fort To gain 3 business in Fort Involvement with Work with Houska 1. News Release
Collins that use Collins that use large the community and because of the shared 2. Social Media
large fleet vehicles fleet vehicles and share a charitable efforts business philosophy. Posts
and share a similar philosophy to 3. Radio PSA
similar philosophy Houska by December 31,
to Houska 2017.
regarding Fort
Collins community
involvement.

Businesses in the To gain five new fleet Repairing their fleet Use Houska because of 1. Billboard Ad
Northern Colorado Area customers by January 31, vehicles, cost of the quality of the 2. Audio Ad -
that use large fleet 2017. repair and location service they offer. Spotify
vehicles. of the facility.

Businesses in the Rocky To gain awareness from
Mountain region that use other states in the Rocky
large fleet vehicles. Mountain region by 25
percent by September 1,
2017.
Repairing their fleet If these businesses 1. Billboard Ad
vehicles, cost of already work with a 2. Radio Ad
repair and location different automotive
of the facility. service, then they
should switch to
Houska.

28
 Action Item List

Objective 1:
To raise awareness about Houskas new truck facility to local breweries with fleet services by 30
percent by April 30, 2017.

Objective 2:
To raise awareness about the truck facility to fleet services around the Northern Colorado area by
35 percent by July 31, 2017.

Shared Media Strategies:

Using an informal face-to-face strategy will help develop a relationship with the
breweries. This will help establish the credibility and personality of Houska.
A controlled media strategy using print would also suit this audience. Houska will print
out content with information that they are experts on.

Shared Tactic 1:
Face-to-face interaction
Action Steps Scheduled Schedule Target Actual Remarks
Person(s) Starting Date Completion Completion
Responsible Date Date

1. Choose which Dennis and 12/19/2016 1/1/2017 Odell and New

breweries and LJ Belgium possible
companies to visit clients as well as
Norther Colorado
2. Contact breweries Dennis or LJ 1/2/2017 1/9/2017 companies that use
and companies for fleets.
availability
Dennis or LJ 1/10/2017 1/16/2017
3. Set-up meetings

LJ 1/23/2017 1/31/2017
4. Attend meeting
and talk about
new facility

29
 Shared Tactic 2:
Special Event (FleetCon)
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Invitation (Comic Noreen Invitation for fleet

Book Theme) Houska owners and
a. Write 2/6/2017 2/10/2017 immediate family.
b. Design 2/13/2017 2/27/2017 Can hire local artist
c. Print 2/28/2017 2/29/2017 to design it in
d. Distribute 3/1/2017 3/1/2017 comic book style

2. Contact food Noreen 4/10/2017 4/10/2017

trucks for Houska
availability

3. Contact local Noreen 4/20/2017 4/20/2017

bands Houska

4. Host event ALL 5/19/2017 5/19/2017 Event at Houska

Shared Tactic 3:
Mail Out Brochure
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Write brochure Noreen 4/20/2017 4/21/2017

Houska

2. Design Noreen 4/24/2017 4/28/2017

brochure Houska

3. Print brochure Noreen 5/1/2017 5/2/2017 Print out 100 copies.

Houska

4. Distribute Noreen 5/19/2017 5/19/2017 Have brochures

brochure Houska available at event
and send as direct
mail to breweries in
Fort Collins.

30
 Objective 3:
To gain 3 business in Fort Collins that use large fleet vehicles and share a similar philosophy to
Houska by December 31, 2017.

Media Strategies:
An uncontrolled news release media strategy is best used for this audience. Credibility is
important to letting businesses know about Houskas charitable reputation. Additionally,
this is an inexpensive way of reaching the target audience.
A controlled social and broadcasting media strategy is also beneficial for Houska as it can
let others know how they prefer to conduct business.

Tactic 1:
News Release
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Write news Noreen 7/10/2017 7/17/2017

release Houska

2. Design news Noreen 7/31/2017 8/7/2017

release Houska

3. Print news Noreen 8/14/2017 8/18/2017

release Houska

4. Distribute news Noreen 8/21/2017 8/28/2017

release Houska

31
 Tactic 2:
Social Media Posts
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Write up social Noreen 7/3/2017 7/7/2017 Social media posts

media posts Houska should be consistent.
At least 3 posts a week.
2. Post social media
posts
a. Facebook Noreen 7/10/2017 7/12/2017
b. Twitter Houska 7/24/2017 7/28/2017
c. LinkedIn 7/24/2017 7/28/2017

Tactic 3:
Radio PSA
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Write radio Noreen 6/1/2017 6/1/2017 Radio PSA should be

PSA Houska broadcasted twice a
week for the next two
2. Get radio PSA Jen Houska 6/5/2017 6/7/2017 months beginning from
underwriting the date of sent.
approved

3. Contact radio
stations to air Jen Houska 6/8/2017 6/9/2017
PSA

4. Send out radio Jen Houska 6/12/2017 6/12/2017

PSA

32
 Objective 4:
To gain five new fleet customers by January 31, 2017.

Media Strategy:
A controlled media strategy using print and audio would work best for this audience.
Paid advertisements could better reach a targeted area of Northern Colorado where large
fleet vehicles are stored and driven.

Tactic 1:
Billboard Ad

Action Steps Scheduled Schedule Target Actual Remarks

Person Starting Date Completion Completion
Responsible Date Date

1. Research Jen Houska 12/18/2016 12/22/2016 Find billboard agencies

available that post ads along I-25
billboard spots and I-70.

2. Contact Jen Houska 12/28/2016 12/28/2016

billboard
agency

3. Create Jen Houska 1/2/2017 1/16/2017

billboard ad

4. Distribute Jen Houska 1/17/2017 1/27/2017

billboard ad to
agency to post

33
 Tactic 2:
Audio Ad for Spotify
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Write the Noreen 6/1/2017 6/1/2017 The audio ad should be

underwriting Houska broadcasted twice a
for audio ad week for the next two
6/5/2017 6/7/2017 months beginning from
2. Contact Jen Houska the date of purchased
Spotify for ad time.
pricing

3. Submit radio Jen Houska 6/8/2017 6/9/2017

ad

4. Purchase ad Jen Houska 6/12/2017 6/12/2017

spot

Objective 5:
To gain awareness from other states in the Rocky Mountain region by 25 percent by
September 1, 2017.

Media Strategies:
A controlled strategy using print and audio would be best to draw attention to Houska
and it can be placed where the message would resonate best.
An uncontrolled strategy will include a public service announcement. A PSA would be
effective at getting the Houska name out while also providing important information to
the public.

34
 Tactic 1:
Billboard Ads
Action Steps Scheduled Schedule Target Actual Remarks
Person Starting Date Completion Completion
Responsible Date Date

1. Research Jen Houska 2/6/2017 2/10/2017

available
billboard spots

2. Contact Jen Houska 2/13/2017 2/17/2017 Contact billboard

billboard agencies within the
agency states of Wyoming,
Colorado, Utah, New
3. Create Jen Houska 3/13/2017 3/17/2017 Mexico, Arizona etc.
billboard ad

4. Distribute Jen Houska 8/28/2017 8/31/2017

billboard ad to
agency to post

Tactic 2:
Radio Ad

Action Steps Scheduled Schedule Target Actual Remarks

Person Starting Date Completion Completion
Responsible Date Date

1. Write radio ad Jen Houska 6/13/2017 6/13/2017 This ad should be

tailored to
2. Get radio Spotify/Pandora
underwriting Jen Houska 6/15/2017 6/19/2017 listeners and be played
approved twice a week for the
next two months from
3. Contact radio the purchased day.
station to air Jen Houska 6/20/2017 6/20/2017
radio ad

4. Purchase radio
spot Jen Houska 6/21/2017 6/21/2017

35
 Budget

Item Per Item Total Sponsored Actual Projected

Cost Projected Credit

FleetCon Event
Invitation created by artist $15.00 $150.00 $150.00
(10 hours labor)
Cost to print out invites (25 $18.99 $475.00 $475.00
copies)
Brochure to be sent out with $24.99 $2,500.00 $2,500.00
invites and passed out at
event (100 color, standard
sized)
Food trucks
Waffle Lab (150 $5.00 $750.00 $100.00 $650.00
waffles)
Labor/Food truck $1,750.00 $1,750.00
on site
Local Band
Taylor Scott Band $2,000.00 $2,000.00
(3 hours)

Radio PSA
To be played on Northern $0.00 $0.00 $0.00
Colorado radio stations

Billboard Ad
Size: 12 X 24 $5,000.00 $5,000.00 $5,,000.00
Location: S/O Fort
Collins along I-25,
located south of
Budweiser Brewery
Duration: 2 weeks

Audio Ad
Played on Spotify for 3 $1,500.00 $4,500.00 $4,,500.00
months per month

Total $17,025.00

36
PHASE IV

37
 Phase IV

Output Measures

Tactics:
Brochure:
Production: Count number of brochures produced.
Distribution: Count number of brochures were mailed out.
Exposure: Count how many brochures were received.

Radio PSA
Production: count how many PSAs are produced.
Distribution: count how many stations the PSA was sent to.
Exposure: count how many stations aired the PSA.

Billboard Ad
Production: Count how many billboards that are created
Distribution: Count how many billboards that are put up along I-25
Exposure: Average number of drivers along I-25 in a particular month

FleetCon
Production: Count how many invitations were created.
Distribution: Count how many invitations were mailed out.
Exposure: Count how many people attend the event.

Face-to-face meetings
Production: Count how many meetings Houska scheduled.
Distribution: Determine who from Houska will attend the meeting.
Exposure: Count how many meetings Houska attended

Outcome Evaluation
1. To raise awareness about Houskas new truck facility to local breweries with fleet
services by 30 percent by April 30, 2017.
2. To raise awareness about the truck facility to fleet services around the Northern Colorado
area by 35 percent by July 31, 2017.

38
3. To gain 3 business in Fort Collins that use large fleet vehicles and share a similar
philosophy to Houska by December 31, 2017.
4. To gain five new fleet customers by January 31, 2017.
5. To gain awareness from other states in the Rocky Mountain region by 25 percent by
September 1, 2017.

39
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Food Truck Wedding: The Ultimate Planning Guide [2016]. Food Revolt. 25 May 2016. Web.

29 Nov. 2016

Garcia, Adrian D. Fort Collins Ranks Third in Colo. for Breweries. Coloradoan. Coloradoan,

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Hauman, Glenn. Labor Day and the Cost of Doing Business in Comics. ComicMix. 23 Mar.

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