Company: America's Car-Mart
Company Description: Since 1981, helping people has been at the heart of why we exist. We aim to keep customers on the road and provide peace of mind in one very stressful area – used car ownership. We have a strong tradition of serving hard-working Americans by providing used-car financing and delivering quality, used vehicles at affordable prices.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million) >
 Nomination Title: America’s Car-Mart Celebrates and Conducts 15th Annual Holiday Toy Drive
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 1, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
America's Car-Mart conducted its 15th annual Holiday Toy Drive in 2023. This tradition began in 2008 when our Chief Operating Officer experienced the tremendous impact of children's hospitals firsthand. Every year, our toy drive gets bigger and better, as it’s a labor of love for our company. This year, vendor partners adopted this cause as their own, and our hospital partners assisted with planning and media coverage.
Toys deliver joy and comfort to kids in the hospital. That’s why we believe in the power of our toy drive. By coming together to donate toys, we positively impact children’s lives.
While we strive to do good in the community, we still need to be a trusted source of transportation for customers. Given the current economic instability, many customers feel anxious about their finances and ability to afford a reliable vehicle. To help ease this burden, the toy drive included a customer incentive: a $699 down payment with a donation of 6 toys. We aimed to alleviate some of the financial stress customers were feeling while also giving them the opportunity to give back.
Research shows companies active in their communities build stronger connections with their customers and drive brand loyalty.
Car-Mart is not like other used car companies. It helps customers when other companies won’t. Our toy drive reflects our values and commitment to our vision – “to be America’s best auto sales and finance company in the eyes of our associates and customers while improving the communities we serve.”
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 206 words used.
For the 15th anniversary, we aimed to collect more toys, involve more vendors, and donate to more children's hospitals. Our 2023 objectives included:
- Meet or exceed 2022 Online Credit Applications and Sales
- Increase toy donations from 25,000 to 30,000
- Increase number of children’s hospitals from 28 to 30
- Increase number of sponsors from 26 to 40
- Increase sponsor donations by 50%
- Increase media mentions by 50%
- Increase YOY impressions by 100% on all our channels – Facebook/Instagram, Google Business Profile, Car-Mart web, email
We aimed to direct people to Car-Mart.com for the toy drive and business information.
The primary promotional image featured a family vehicle with a big red bow to signify holidays. We modified our Toy Drive logo with refreshed colors to pop from the wintery background. The low dollar down offer was prominent to resonate with customers needing a deal this time of year. This creative anchored all elements:
- Instore signage – A-frames, banners
- :30 Promo YouTube spot
- Social Media
- Web site landing page
- Email campaign
The campaign launched on Nov. 1 with steady marketing throughout the second week in December. Vendors and hospitals were asked to promote on their social media. We also encouraged associates and customers to contribute toys.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 248 words used.
The results of the toy drive marketing campaign are:
- Met Online Credit Applications and sales vs. year over year in a challenging economy
- 31,016 toys collected (25,576 toys collected in 2022; 21,847 in 2021) – a 42% increase in toys collected over three years
- 31 hospitals (up from 28 in 2022; 25 in 2021)
- 46 sponsors (26 in 2022, 19 in 2021)
- 61% increase in sponsor donations
- Media Mentions – 10 local media organizations ran the press release, 2 major TV news stories, and 2 articles in Auto Remarketing
- YOY Impressions up 369.9% with over 3MM impressions across all channels
In a challenging economy, we maintained the number of vehicles sold, collected more toys, enjoyed more sponsors, and gave to more hospitals. The toy drive has blossomed from a small initiative conducted by one company to a powerful partnership involving vendors and hospitals. Both the community and the value-added marketing benefits of the toy drive are being recognized.
This testimonial shared by Arkansas Children’s in Little Rock, Ark., captures the event and echoes the sentiments of all participating hospitals: "…Because of you, children will laugh, smile, and play, even when they're in the hospital. Your generosity will help brighten the holidays for these kids and their families, who are struggling to cope with serious illnesses and devastating injuries …. Your kindness will help kids get better today and be healthier tomorrow. Thank you for being a champion for children at Arkansas Children's!"
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 241 words used.
- See the attached document for visuals of channels and tactics that helped promote the Holiday Toy Drive:
- Landing page on Car-Mart.com
- Landing page pop-ups
- Facebook and Google My Business posts
- Email campaign
- Single email focused on holiday toy drive
- Included in Car-Mart’s monthly newsletter
- Press release to launch toy drive:
- Car-Mart's blogs brought the toy drive to life. These featured stories of associates with children in hospitals and vendors who adopted the toy drive as their cause.
- A Car-Mart blog to recap the toy drive and thank associates, customers, vendors, and communities.
- Making Spirits Bright, Successful 15th Annual America’s Car-Mart’s Holiday Toy Drive Delivers Cheer to Children
- Media Mentions
- Auto Remarketing article included a backlink to Car-Mart.com and a wrap-up story
- Shred-It Truck to Evansville, Ill. – General Manager Denise Carver appeared on 44News. Has 35,000 Facebook followers
- KNWA at 5 p.m. and Fox24 at 9 p.m (141,000 Facebook followers) - Interview at Arkansas Children’s Hospital with Rogers General Manager Curtis Valentine
- KY3 story features Car-Mart
- Video on Car-Mart’s YouTube channel
- Thank you video to all toy drive participant
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