Cooke Howlison is a car retail and service company based in Dunedin. Business student Emily Lane has been working there as an intern with marketing manager Anna Campbell. Emily undertook a research project into how this long established business might used digital marketing strategies more effectively to increase customer engagement.
Emily undertook a survey of the company's customer base online and by phone, and also interviewed some staff about retail customer behaviours. She found that 50% of customers are aged 65 and over.
Emily recommended that the company develop a social media campaign, and that that should be built around the company's values which were important to customers. A social media campaign would especially help to engage customers in a younger demographic. Emily's report will inform the company's marketing plan.