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"The January 2005 Media Event that you and your team produced helped us bring the project to life and added significant momentum to our fundraising campaign."

R. Murray Clarke
Chief Administrative Officer
Town of Bracebridge

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Web Content Development - Mike Fair Chevrolet Cadillac

Challenge:
Mike Fair Chevrolet Cadillac, a new and pre-owned car dealership based in Smiths Falls, Ont., was looking to upgrade its presence on the web in order to better reflect its market position as one of the leading GM dealerships in Canada and revitalize its brand on the eve of its 20th anniversary.

Its previous site was a generic template provided and hosted by General Motors. As a result, the site was lacking in unique and dealer-specific content.

The client needed a brand new website that would bring the dealership to life, accurately presenting the high quality of its service, the variety of its products and programs, its tradition of offering fair prices and its friendly, small-town atmosphere.

Solution:
Working closely with Envision Online Media, Marketing Breakthroughs developed the structure and navigation of the new Mike Fair website. We then interviewed all of the key staff at the dealership and organized two photo shoots in order to generate content for the site, which was written with the following goals in mind:

To provide more information about Mike Fair’s products and services compared to the amount of information available on the websites of other GM dealerships in the area;

To entice car shoppers from all over Eastern Ontario to make the trip to Smiths Falls;

To attract a younger, more environmentally conscious demographic to Mike Fair Chevrolet Cadillac.

The new site content features several new sections not found on the old Mike Fair site, including:

Updateable industry news;

Staff profiles;

Careers page and job listings;

Expanded details about new vehicle options and accessories;

FAQs;

A branded leasing and financing section (Mike Fair Banking Centre);

Detailed descriptions of select GM programs.

We also suggested a new domain name, www.mikefairchevcadillac.com, which would be easy for Mike Fair customers to remember.

Results:
The site was successfully launched in March 2007 in time for the dealership’s 20th anniversary celebrations.

www.mikefairchevcadillac.com

The old Mike Fair website.

The new and improved Mike Fair website.


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