Ford Australia

Digital Marketing Education

Idea

Ignite Group and Ford Australia’s partnership began in 2019, with the delivery of a 2-day workshop series as part of Ford Academy’s Ford Guild program. The partnership has since evolved into a dynamic relationship, with Ignite Group now their specialist Digital Marketing education partner.

Services

PMA Action Plan
Lead Generation
Social Media Advertising
CRM Retargeting
Remarketing

Strategy

Ford Academy provide training to the Ford Australia and New Zealand dealership network in relation to product knowledge, processes and professionalism. Recognising the need for a 2-day workshop about Digital Lead Generation, Ford Academy partnered with Ignite Group to facilitate the build out of the workshop structure, content and delivery. The project involved a series of deliverables including:

  • Audit of current digital marketing courses delivered in other global regions
  • Recommendations for localised content
  • Creation of workshop content
  • Workshop exercises and marketing planner
  • PMA Action Plan workbook

Impact

The Digital Lead Generation workshop was facilitated 7 times across the major cities in Australia, exceeding the registration and attendee satisfaction benchmarks on every occasion.

Workshop attendees were able to receive an in-depth overview of passive and active lead generation platforms like Facebook, Instagram and Messenger. Other key topics covered included:

  • Assessing your pump in pump out data to identify lead generation opportunities
  • Finding the most relevant audiences for targeting
  • Delivering thumb-stopping creative
  • Adhering to Ford brand standards policy
  • Geofencing and geotarging
  • Database retargeting
  • Website remarketing
  • Lookalike audience targeting
  • Model-specific and conquest targeting
  • Lead management system integration
  • Facebook and Instagram algorithm
  • Audience selection for targeting specific stages of the sales funnel
  • Ad placement selection
  • Artwork selection
  • Screening questions
  • Lead conversion optimisation

As an ongoing partnership, we constantly evaluate the workshop materials, with a series of 12 webinars planned for 2020, which will incorporate content development for brand awareness, changes in vehicle shopper behaviour post COVID-19 and a personalised marketing approach to lead generation.

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