Let Me Talk to My Manager

The car sales industry isn’t what it used to be. Once the target of unflattering jokes, today’s salespeople are career professionals, focused on customer service. Enterprise Car Sales needed an impactful campaign that erased these lingering misconceptions and increased awareness of the exciting career opportunities within this reformed and growing sector of their business.

Project Highlights

Content Strategy

web & digital strategy

identity design

internal communications

recruiting

We Don’t Just Sell Cars

Enterprise Car Sales is a significant business unit within Enterprise Holdings. While rental or corporate are historically viewed as the most attractive divisions in which to work, Car Sales experienced double digit growth in 2015, and has continued on an upward trajectory. A career in Car Sales comes with the opportunity for tremendous growth, and the division needed a way for potential recruits to understand that with immediacy in this campaign.

External Message to Internal Mantra

From the beginning, our goal was to build a campaign that not only resonated with an external pool of candidates, but also established a framework for consistent and impactful internal communications and recruiting efforts. Previous materials were dated and disjointed, and didn’t properly align with the success, professionalism and consultancy of the Car Sales team.

A Hard-Working Campaign

Starting with a communications audit and stakeholder interviews, the result was a modular messaging platform that enabled immediate understanding of Car Sales career benefits — as well as tying into their concurrent consumer marketing campaign. Our creative made use of actual sales consultants and their personal stories. The photography is confident, direct and bold; and the subjects represent both the demographic of Car Sales associates and goals of potential hires.

We then extended the messaging and aesthetic across all channels and tactics, developing presentation materials, posters, event invitations, email marketing, and a comprehensive, downloadable guide for prospecting talent. Bonus: Car Sales elevated their division brand among broader Enterprise Holdings audiences, offering career opportunities and movement that aligned with Enterprise Holdings “promote from within” philosophy.

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