CLIENT
Volkswagen of America Inc.
Kevin Boyle, Retail Mktg. Leader
Patrick McFall, Certified Pre-Owned Process Leader
Karen Marderosian, Dir. of Mktg. and Adv.
Kenyatta Bynoe, CPO Relationship Mktg. Specialist
Stuart Karp, Brand Advertising Leader
AGENCY
Brieana LaVigne, Assistant Account Manager
Marilyn Monturio, VP- Brand Planning Dir.
Jon Castle, Managing Partner- Executive Dir.
Don Lane, SVP- Group Account Dir.
Nicole Harvey, Management Supervisor
Colleen Fleury, Account Manager
SUMMARY
In 2003, Volkswagen had received the lowest possible ranking on the J.D. Power and Associates Used Vehicle Sales and Certification Study (18 out of 18). Volkswagen wanted to improve their standing within the CPO category - specifically by improving the J.D. Power rating, by increasing sales, and by increasing traffic to the web. All three objectives were surpassed, including jumping to number 4 on the J.D. Power Index in 2004; a 36% sales increase from 2003 to 2004; and a 705% increase in web traffic.
