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mWEBB Communications, Inc.

ABA11 Winner / How to Enter

Company: mWEBB Communications, Inc., Culver City, CA
Company Description: mWEBB Communications, Inc. (www.mwebbcom.com) is a full-service, multi-channel communications practice specializing in strategic public relations and serving clients across a range of verticals, including automotive, technology, social media and entertainment. Clients include AutoMD.com, eCarList.com, OneCommand, izmocars, DrivingSales.com, Restore Hetch Hetchy, and LA Tri Club.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services

Nomination Title: AutoMD.com Website Launch

    Tell the story about this nominated campaign since January 1 2010 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

        mWEBB Communications was tasked with generating awareness of auto repair
website, AutoMD.com, which launched on January 19, 2010. While AutoMD.com was
positioned as the most complete and unbiased online auto repair resource, two
other repair sites had launched with considerable fanfare a year earlier,
making the task of finding brand traction in an increasingly cramped media
world a significant challenge, especially as AutoMD was not investing in any
other brand marketing to support the launch. 

mWEBB knew it had to not only tout all the benefits of AutoMD.com, but to also
underscore a relevant need for AutoMD.com, all while painting a powerful
picture of the problem that AutoMD.com solved. mWEBB started by generating a
report that reflected not only a deep consumer dissatisfaction with the repair
process, but also a macro environment that opened up an even stronger raison
d’etre for AutoMD.com, i.e. consumers were holding onto their cars for longer
than ever because of the challenging economy, meaning a need for more auto
repairs. The report brought immediate attention to the fledgling site and
inaugurated its positioning as an auto repair expert and consumer advocate.

        Next, knowing that local media is fond of local-centric stories, while national
bloggers, social media and online news sites craved Best/Worst stories, mWEBB
worked with AutoMD.com to generate a data driven/mystery shopper report: The
Best and Worst Cities for Auto Repair, which also highlighted major cost-
savings from using online auto repair resources, namely AutoMD.com.  The report
received widespread coverage in outlets across the country, with news stories
in almost all the top 50 DMAs. Additionally, mWEBB secured a CBS investigative
story Is Your Mechanic Taking You for a Ride. The story, architected by mWEBB
in conjunction with CBS and broadcast nationally, featured AutoMD.com as expert
and solution, and was subsequently picked up by multiple CBS affiliates. 

        AutoMD.com was just three months old, and mWEBB had already driven a major line
in the sand in terms of awareness and positioning: AutoMD.com was receiving
national attention and site traffic was ramping up. In the months that
followed, mWEBB generated a steady drumbeat of consumer-focused and data-driven
AutoMD.com releases with useful, relevant, insightful – and sometimes
controversial –information for automotive, consumer and personal finance
reporters and bloggers, resulting in a steady stream of high-value media
coverage.

        Results:  By the end of its first twelve months, a carefully calibrated public
relations campaign had turned AutoMD.com from a complete unknown into a site
known as one of (if not the) major players in the online automotive repair
space, with coverage in almost every major media outlet, from the New York
Times to the Wall Street Journal to USA Today, and repeat requests for expert
commentary from numerous outlets such as the Los Angeles Times, and CBS
Moneywatch.com. The website also won Best Automotive Website Award in the 8th
Annual American Business Awards. But, needless to say, for the client, the most
important result was that, by the end of its first twelve months, over 3.5
million consumers had used AutoMD.com.

    List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        The CBS Early Show
Car Repair Rip Offs: Consumer Correspondent Susan Koeppen goes undercover with
AutoMD to see if auto mechanics are taking their customers for a ride.
http://www.cbsnews.com/video/watch/?id=6395074n&tag=cbsnewsVideoArea.0

        The CBS Early Show
Do-It-Yourself Car Repairs (video interview with AutoMD.com expert mechanic)
http://www.cbsnews.com/video/watch/?id=6648065n&tag=mncol;lst;2

        The Car Connection
Report Confirms Auto-Repair Gouging, Ranks Best And Worst Cities
http://www.thecarconnection.com/marty-blog/1042900_report-confirms-auto-repair-gouging-ranks-best-and-worst-cities

        CBS MoneyWatch
Auto Repair: Save $300 by Avoiding Dealers
http://moneywatch.bnet.com/saving-money/blog/cars-money/auto-repair-save-300-by-avoiding-dealers/725/?tag=col1;blog-river

        AutoBlog Green
Car Owners Holding onto Vehicles Significantly Longer, for at Least 50,000 More
Miles, according to New Survey from AutoMD Auto Repair Experts
http://green.autoblog.com/2010/02/11/this-ones-just-fine-thanks-car-owners-putting-50-000-more-mil/

        The Dallas Morning News
Survey: Drivers keeping cars longer
http://www.dallasnews.com/business/autos-latest-news/20100320-Survey-Drivers-keeping-cars-longer-9423.ece

        The New York Times
Who’s Best for Your Car, Dealer or Independent?
http://www.nytimes.com/2011/02/26/your-money/26shortcuts.html?_r=1

        USA Today
Five easy summer ways to save big on gas
http://content.usatoday.com/communities/driveon/post/2010/06/tire-safety/1

        Examiner.com
AutoMD delivers as advocate for owners needing car repairs
http://www.examiner.com/automotive-technology-in-detroit/automd-delivers-as-advocate-for-owners-needing-car-repairs

        Bankrate.com
Cruise the web for car repair estimates
http://www.bankrate.com/finance/auto/cruise-the-web-for-car-repair-estimates.aspx

 

        KOB-TV (Albuquerque)
Albuquerque ranks low for fair-priced mechanics
http://www.videosurf.com/video/albuquerque-ranks-low-for-fair-priced mechanics-118201501

        AutoBlog
Is your city among the best or worst places to get your car fixed?
http://www.autoblog.com/2010/02/27/is-your-city-among-the-best-or-worst-places-to-get-your-car-fixe/

        Commercial Appeal
Memphis auto mechanics give city's image a much-needed tuneup
http://www.commercialappeal.com/news/2010/feb/25/fairest-auto-repairs/

        Honolulu Star Bulletin
Honolulu Pricey for Auto Repairs
http://archives.starbulletin.com/content/20100225_honolulu_pricey_for_car_repairs    

        South Florida Business Journal
Miami ranks low on auto repair fairness report
http://www.bizjournals.com/southflorida/stories/2010/02/22/daily36.html

        Jacksonville Business Journal
Jax a good place to fix your car
http://www.bizjournals.com/jacksonville/stories/2010/02/22/daily20.html

        Atlanta Business Chronicle
Study: Atlanta among worst for car repairs
http://www.bizjournals.com/atlanta/stories/2010/02/22/daily36.html

        La Opinion (Los Angeles)
LA: ciudad ‘barata’ para reparar el auto
http://www.impre.com/laopinion/noticias/la-california/2010/3/10/la--ciudad-barata-para-reparar-177273-1.html

        KABC-TV Los Angeles
How to avoid overpaying for car repairs
http://abclocal.go.com/kabc/story?section=news/consumer&id=7946952

        Los Angeles Times
Tips to get better gas mileage
http://latimesblogs.latimes.com/money_co/2011/03/tips-to-get-better-gas-mileage.html

        USA Today
Save fuel, save lives with these proven gas-saving tips
http://content.usatoday.com/communities/driveon/post/2011/03/save-fuel-save-lives-try-these-two-fer-gas-saving-tips/1

        Wired.com/Autopia
Get Car Repair Estimates On Your iPhone
http://www.wired.com/autopia/2010/09/automd-app

        USA Weekend
DIY for simple car repairs and save
http://www.usaweekend.com/article/20101119/MONEY/11210303/-1/health/DIY-for-simple-car-repairs-and-save

        The Sun Sentinel
Five things every South Florida driver should know
http://blogs.sun-sentinel.com/consumerblog/2011/05/05/five-things-every-south-florida-driver-should-know/

        Aftermarket Business World
Study: Online info helps consumers save money, time
http://aftermarketbusiness.search-autoparts.com/aftermarketbusiness/article/articleDetail.jsp?id=718519&pageID=1

        Internet Retailer
More Consumers Turn to the Web for Auto Repair Information
http://www.internetretailer.com/2011/04/21/consumers-turn-web-auto-repair-information

The Detroit Bureau
Keeping Collision Repairs as Painless as Possible
http://www.thedetroitbureau.com/2011/03/keeping-collision-repairs-as-painless-as-possible/

        Chicago Tribune
10 Tips to Improve Your Vehicle's Fuel Economy
http://www.chicagotribune.com/classified/automotive/sc-cons-0317-autocover-fuel-20110317,0,3326159.story

CBS Moneywatch
Auto Repair: Survey Names Best and Worst Service Departments
http://moneywatch.bnet.com/saving-money/blog/cars-money/auto-repair-which-dealer-service-departments-rank-best/2476/

        RaceDriven.com
What Repairs Should Hybrid Car Owners Go to the Dealership For?
http://www.racedriven.com/2011/03/what-repairs-should-hybrid-car-owners.html   

        AutomotiveDiscovery.com
DIY Dream Garage with AutoMD.com
http://automotivediscovery.com/dyi-dream-garage-with-automd-com/923993/

        Wall Street Journal
Mechanics Seek Out 'Right to Repair'
http://online.wsj.com/article/SB10001424052748703555804576102272750344178.html

        San Diego Tribune
10-point Winter Travel Checklist
http://local.signonsandiego.com/news/2011/feb/02/10-point-winter-travel-checklist/?cars

 

        MoneyTalksNews.com
Top 5 Gearhead Gifts for Under $100 | Money Talks News
http://www.moneytalksnews.com/2010/12/09/top-5-gearhead-gifts-for-under-100/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+mtrss+%28Money+Talks+News%29

 

        CBS MoneyWatch.com
Mobile Apps That Help You Unlock Your Car or Buy a New One
http://moneywatch.bnet.com/economic-news/blog/cars-money/mobile-apps-that-help-your-unlock-your-car-or-buy-a-new-one/1899/

 

        St. Petersburg Times / Tampabay.com
Q&A: Going green on auto repairs
http://www.tampabay.com/news/humaninterest/qampa-going-green-on-auto-repairs/1132212

        Chicago Tribune
The four Rs of green auto maintenance
http://www.chicagotribune.com/classified/automotive/used/sc-cons-1021-autotips-20101025,0,3078954.story

        CarInsuranceQuote.com
After effects of recession prompting drivers to perform own repairs
http://www.carinsurancequote.com/after-effects-of-recession-prompting-drivers-to-perform-own-repairs/

        ConsumerAffairs.com
Economic Downturn Puts a Dent in Auto Repair Shops
New Survey Finds 40% More Do-it-Yourselfers Are Fixing Cars Themselves
http://www.consumeraffairs.com/news04/2010/10/economic-downturn-puts-a-dent-in-auto-repair-shops-as-new-survey-finds-40-more-do-it-yourselfers-are-fixing-cars-themselves.html#ixzz12NJkztBr

        ReadingEagle.com
Smart Ideas: Green Garage
http://readingeagle.com/article.aspx?id=253007

        RaceDriven.com
Car repair: Top Five Do It Yourself Jobs vs. Top Five Best Left to the Experts
Jobs.
http://www.racedriven.com/2010/08/car-repair-top-five-do-it-yourself-jobs.html   

        The Daily Drive
AutoMD.com makes a list of common misdiagnoses
http://community.thehour.com/autoblog/2010/08/04/automdcom-makes-a-list-of-common-misdiagnoses/

        The Wall Street Journal
Top Five Easy DIY Fixes
http://blogs.wsj.com/drivers-seat/2010/07/25/top-five-easy-diy-car-fixes/

        Tulsa World
Independents Offer Quality Repairs
http://www.tulsaworld.com/business/article.aspx?subjectid=15&articleid=20100602_15_E4_Mechan796903

        Orlando Sentinel
You can salvage savings by buying car parts at junkyards
http://articles.orlandosentinel.com/2010-05-23/news/os-modern-junkyard-20100523_1_salvage-florida-auto-dismantlers-recyclers-association

        Ward’s Dealer Business
Serious about Service
http://wardsdealer.com/fixedoperations/features/auto_serious_service/

        Press Release - AutoMD.com Launches to Revolutionize the Car Repair Process
http://www.automd.com/about-automd/press/1-19-2010/

        Press Release - Car Owners Holding onto Vehicles Significantly Longer, for at
Least 50,000 More Miles, according to New Survey from AutoMD™ Auto Repair
Experts
http://www.automd.com/about-automd/press/2-10-2010/

        Press Release – AutoMD Ranks Best and Worst Cities for Auto Repair
http://www.automd.com/about-automd/press/2-24-2010/

        Press Release - Car Owners Can Save Hundreds of Dollars on Auto Repairs in 4
Easy Steps
http://www.automd.com/about-automd/press/4-15-2010/

        Press Release - Dealership or Repair Shop? AutoMD.com Debunks Top Five Myths
http://www.automd.com/about-automd/press/5-17-2010/

        Press Release - AutoMD.com's Top Fives for Fuel-Efficient Summer Drives
http://www.automd.com/about-automd/press/5-26-2010/

        Press Release – AutoMD.com Named Best Automotive Website in 8th Annual American
Business Awards
http://www.automd.com/about-automd/press/6-28-2010/

        Press Release - AutoMD.com Ranks the Top Five Car Repair Jobs You Can (and
Should) Do Yourself ... and the Top Five Best Left to the Experts!
http://www.automd.com/about-automd/press/6-29-2010/

        Press Release - AutoMD.com Reveals Five Commonly Misdiagnosed Vehicle Symptoms
and Repairs
http://www.automd.com/about-automd/press/8-04-2010/

        Press Release – Making the Back-to-School Car Safe: Top Five DIY Checklist
http://www.automd.com/about-automd/press/8-17-2010/

        Press Release - Fair Auto Repair Goes Mobile with AutoMD.com Free iPhone App
http://www.automd.com/about-automd/press/9-14-2010/

        Press Release - Easy Tips to Keep Auto Repair and Maintenance "Green"
http://www.automd.com/about-automd/press/9-28-2010/

 

        Press Release - The Economy is Driving More Car Owners to Do Their Own Auto
Repairs, according to AutoMD's "2010 DIY Report"
http://www.automd.com/about-automd/press/10-14-2010/

        Press Release - 20,000 Auto Repair Questions Answered at AutoMD.com
http://www.automd.com/about-automd/press/11-16-2010/

        Press Release - Car Owners Say "Yes" to "Right to Repair"
http://www.automd.com/about-automd/press/11-22-2010/

        Press Release- Top Five Holiday Gifts Under $100 for the Automotive DIYer
http://www.automd.com/about-automd/press/12-07-2010/

        Press Release - Hitting the Road from Sun to Snow this Christmas? AutoMD.com
Helps You Ready Your Ride for Winter Travel
http://www.automd.com/about-automd/press/12-14-2010/

        Press Release - Top Five Tire Care Tips from AutoMD.com
http://www.automd.com/about-automd/press/01-25-2011/

        Press Release - Attention DIYers: Create your Dream Garage in Three Easy Steps
with AutoMD.com
http://www.automd.com/about-automd/press/02-08-2011/

        Press Release - Hybrid Auto Repair - To DIY or Not To DIY
http://www.automd.com/about-automd/press/03-02-2011/

        Press Release - Top Five Cost-Saving Auto Body Repair Tips
http://www.automd.com/about-automd/press/03-17-2011/

        Press Release - Online Repair Information Helping Consumers Save Both Money and
Trips to the Repair Shop, According to New Survey
http://www.automd.com/about-automd/press/04-12-2011/

        Press Release - Summer-ize Your Car for Holiday Travel with Tips from AutoMD.com
http://www.automd.com/about-automd/press/04-29-2011/

 

        AutoMD.com Website
http://www.automd.com

        mWEBB Communications, Inc. Website
http://www.mwebbcom.com/

    Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:

        Brian Hafer is a Vice President at AutoMD.com, and has over 15 years experience
in the online automotive space, including holding executive positions at
Trilogy and Autobytel Inc.

Melanie Webber is a specialist in media strategy and B2B and consumer-focused
public relations, as well as marketing and internal communications for public
and non-public companies.  As president of mWEBB Communications, she provides
hands-on, high-level creative public relations, strategic communications and
marketing communications services in the interactive, social media, digital and
automotive verticals.

Angela Jacobson is Senior Publicist at mWEBB Communications.