Copart - Online Marketing Campaign of the Year
Company: Copart, Dallas, TX
Company Description: Copart connects buyers and sellers around the world. Copart remarkets salvage and clean title vehicles to dealers, dismantlers, rebuilders, exporters and end users through internet sales utilizing its innovative VB3 technology. Copart sells vehicles on behalf of insurance companies, banks, finance companies, fleet owners, car dealerships, cars sourced from the general public and others.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Online Marketing Campaign of the Year
Nomination Title: Copart 2018 Rebuild Challenge
Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
Hundreds of car rebuilders and auto enthusiasts from around the country annually participate in Copart’s Rebuild Challenge to showcase their creativity and craftsmanship. Participants submit before and after photos of their automotive rebuild or customization projects for a chance to win large cash prizes. The abundance of submissions received each year inspires Copart to continue to create new and exciting ways to celebrate and promote our brand.
The Copart Rebuild Challenge campaign was first implemented on social media, with consumer buyer rebuilders and customizers as our target audience. In addition, the campaign’s overall design was inspired by popular automotive film posters. In 2018, more focus was placed on the landing page. Copart faced a challenge when it came to ensuring we were reaching the correct audience and expressing the right information in a visually appealing way. In response to these challenges, Copart’s marketing team utilized informational graphics, emails and landing pages that provided accurate and useful information while simultaneously attracting the attention of potential entrants.
The hard work that went into the 5-month campaign and its creative assets led to the most successful year yet for the Copart Rebuild Challenge. Compared to last year, there was a 46% increase in approved entries and a 50% increase in votes.
Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):
Michelle Hoffman is currently the Vice President, Head of Marketing for Copart, a publicly traded, online vehicle auction company based in Dallas where she leads all Advertising, eCommerce and Communications efforts. She brings 20 years of marketing and operations experience to the position. She has worked for Six Flags Theme Parks, Sears Holding and Carmichael Lynch Spong PR Agency. Michelle has her MBA from Lake Forest Graduate School (Chicago, IL) and a BA in Communication/Journalism from the University of Texas at Arlington. Michelle is on the Governing Board of Directors for North Texas Performing Arts, the largest youth theatre system in Texas. She also sits on the Dallas Area Alliance for Women and the Dallas Regional Chamber – Woman’s Executive Roundtable.