Company: Soapy Joe's Car Wash, Santee, CA
Nomination Submitted by: Soapy Joe's Car Wash
Company Description: Soapy Joe’s is a locally owned family business with multiple car wash locations serving San Diego County. Soapy Joe’s prides itself in its commitment to the community and environment, using advanced water reclamation, earning the International Carwash Association's WaterSavers® designation. Soapy Joe’s provides quality service, customer satisfaction, and eco-friendly technology at a great value.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketer of the Year
 Nomination Title: Krista Moffett, Marketing Manager
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated individual's achievements since January 1 2021, 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: Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 190 words used.
Creating a unique customer experience is in Soapy Joe’s Car Wash's DNA; it is an intense focus of Soapy Joe's Marketing Manager, Krista Moffett. The Company's focus on unparalleled customer service, 100% commitment to innovation and sustainable practices, and one-of-a-kind events to give back to the community can be seen throughout its 10-year history. Krista has been with the company for one year, and is an exemplary steward of the brand, continuing this proud tradition while pushing to new heights of creativity and building a foundation of repeatable processes to sustain the company's hyper-growth trajectory.
Speed, organization and clear workflows are a hallmark of Krista's work style. Her management of the annual calendar and combined in-source plus outside design direction keeps the team fast and able to absorb changes with ease. She embodies our Keep Learning value and has become the subject matter expert on systems leading our agency across email, text/SMS, website and tie-ins to the POS system for promos. Krista launched a Salesforce CRM implementation and started hands-on website CMS editing. Additionally, Krista has brought a focused eye to the brand design process and increased standards for artwork.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 247 words used.
Under Krista's watch, the car wash celebrated the launch of its new Magic Ceramic topcoat with an event that was truly one of a kind. Soapy Joe’s attempted the world’s first pet parade…through a car wash tunnel. Customers were invited to bring their pet along for a ride in a coordinated assembly, which was called The Magic Pet Parade. Krista was instrumental in building the strategy for the Magic Ceramic launch to go beyond features/benefits to tap into emotions. What better connection than through pets?
To expand into the community and knowing that not all members have a pet, Krista secured a partnership with the Helen Woodward Animal Center to add an adoption event on-site during the parade. Attendees were encouraged to find a forever friend with up to $20,000 in adoption fees covered by Soapy Joe’s. Rounding out the concept, the company unveiled an illustrated companion dog Mitters, for its mascot, Soapy. Mitters' adoption journey at HWAC was documented and shared on social by both organizations.
The pet parade itself was conducted by queuing hundreds of cars with animals – ranging from dogs to cats to chickens! – and each driving through the express car wash tunnel in succession. . To amplify user generated content trends among the Company’s fans and followers who post photos of their pets in the car wash tunnel, a photo contest was held. All participants received a complimentary Magic Joe wash, featuring NEW! Magic Ceramic free during the parade ($20 value).
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 229 words used.
The campaign was successful across all metrics and was well-received by the company's loyal fans. Despite being a locally-owned, family operated business in a single market, the campaign garnered 16,898,345 media hits across digital, and TV platforms, and 16,790 event page views. Web traffic was up 30% YOY during the promotion period. The pet photo contest saw 7,635 total votes with 19 photos entered. Instagram engagement was up 460% for the month, and net follower growth on Facebook was up 514%. The company’s earned reach on social was amplified 580% by leveraging the combined audience of partners totaling 54,600 followers on Instagram alone (Chopper the Biker Dog and HWAC). The event saw a total of 191 RSVPs, with 87 customers and pets attending including 1 cat and 1 chicken. Overall 15 Pets were adopted from Helen Woodward Animal Center with $6,885 in adoption & microchip fees covered by Soapy Joe’s.
Compared to the hard-scrabble car wash industry, the customer-centric emotion-forward approach championed by Krista Moffett, are a stand-out. The connections with community and customers drive to the bottom line. Soapy Joe's can see evidence of Krista's impact through industry-leading customer retention and review scores. As a subscription company, retention and loyalty are keys to net-membership strategy and growth. Krista Moffett exemplifies the Soapy Joe's philosophy of Building Community, Having Fun, and Creating Fans.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference 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 92 words used.
Attachments include:
- Marketing POP for car wash sites
- Social media asset example
- Event photos including Ribbon Cutting by Ceremonial Grand Marshall, Chopper the Biker Dog (local San Diego influencer)
- Video of Soapy Joe's mascot adopting his puppy, Mitters, from event partner Helen Woodward Animal Center. Mitters' name comes from the long blue cloth car wash sponges. He is a Komondor, whose illustrated character is styled to match both the trademark "dreadlock" coat associated with the breed, and also reference the long sponges in the express car wash tunnel.
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