Chevrolet | My Site 3

Overview

A multi-channel digital campaign system developed to promote Chevrolet Fleet and Commercial vehicle specials for Knapp Chevrolet. The campaign applied Chevrolet’s performance-driven brand standards across email marketing, display advertising, dealership homepage banners, and social media promotions.

The work focused on communicating time-sensitive fleet offers to business owners and commercial buyers, balancing bold promotional messaging with clear information and consistent brand presentation across channels.

The Challenge

• Respond to dealership-driven marketing requests aligned with Chevrolet national campaigns, fleet incentives, and promotional events

• Convert complex promotional offers into clear, high-impact visual messaging

• Deliver high-volume creative assets within fast-moving campaign cycles

• Ensure consistency across digital channels while accommodating frequent offer updates

• Support dealership sales objectives while maintaining Chevrolet brand integrity

The Approach

• Developed modular campaign frameworks designed to adapt quickly to changing Chevrolet promotions, fleet incentives, and dealership events
• Created bold, high-contrast layouts prioritizing offer clarity and fast readability for commercial buyers
• Built scalable asset systems supporting email marketing, display advertising, and dealership homepage promotions
• Streamlined visual structures to enable rapid updates while maintaining brand consistency across campaign cycles
• Balanced Chevrolet brand standards with dealership-specific messaging and promotional urgency

The focus was on systemized execution rather than one-off designs, enabling efficient multi-channel deployment throughout ongoing promotional campaigns.

Execution

Visual outputs included:

Email Campaigns (sales, service, event, review initiatives)
Digital Display & Social Extensions
Website Banners
Select Print Collateral for dealership events

Role

Visual Designer
Market Doctors – Automotive Digital Marketing Agency

Led creative execution across email marketing, display advertising, social media campaigns, and dealership homepage promotions while maintaining alignment with Chevrolet brand standards.

Impact

The campaign assets supported high-performing digital advertising initiatives promoting Chevrolet Fleet and Commercial vehicle specials.

• 23,600+ paid search clicks generated within a single month

• 2,615 tracked conversions, including 700+ phone call leads

• Maintained 8.9% Google Ads conversion rate during active campaigns

• Creative assets supported campaigns achieving $0.99 average CPC in a competitive automotive market

Performance Impact

Month-over-Month

23,607

Clicks Generatedusers

2,615

Tracked Conversions

8.9%

Tracked Conversions

$0.99

Average CPC

Brand Guidelines Reference

Referenced from official Chevrolet brand standards

Logo Usage

Chevrolet brandmarks and tagline lockups applied according to official brand usage guideline.

#393839

#f1f1f1

#0077d9

#f2bc18

Color Palette

Chevrolet primary brand colors applied in accordance with official brand guidelines.

Brand Typography

Chevrolet brand type hierarchy applied across headings, body copy, CTAs, and legal text.

CTA Strategy

CTA styling followed Chevrolet digital conventions while adapting language to support dealer-specific offers and campaign goals.

Layout & Visual Structure

Modular email and digital compositions aligned with Chevrolet national brand standards, adaptable to dealership-level messaging.

Approved vehicle and lifestyle imagery from GM asset libraries ensured visual consistency across campaigns.

Ongoing Campaign Systems

Ongoing sales, service, and customer retention initiatives were supported through structured email and digital campaigns aligned with Cadillac’s national brand standards. Recurring monthly promotions, seasonal service messaging, and review-driven engagement efforts were developed within modular layouts designed for consistency and scalability.

Each campaign extended across email, display, web, and select print applications maintaining typographic hierarchy, brand-approved imagery, and clear promotional messaging while adapting to dealership-specific priorities.

Dealer Event Campaigns

Dealer-exclusive event initiatives required custom campaign systems beyond Cadillac’s national promotional templates. Experiences such as the Private LYRIQ Driving Experience, Escalade demo showcases, and invitation-only events including the Chris Botti Jazz Concert and Kameron Marlowe Private Concert were developed to elevate brand engagement and strengthen client relationships.

The primary challenge was balancing localized promotional needs with Cadillac’s luxury positioning — ensuring event marketing maintained refinement while driving attendance and exclusivity. Without standardized national assets for these initiatives, modular layouts were built directly from Cadillac’s brand guidelines, adapting typography, spacing, and imagery to suit experiential messaging.

Campaign executions extended across email invitations, social media promotion, and print collateral including flyers and posters. Each touchpoint was structured to preserve visual consistency, reinforce event prestige, and support measurable goals such as RSVP generation, attendance growth, and high-value customer engagement.