Skip to main content
Sister Publication Links
  • Rubber News
  • European Rubber Journal
Subscribe
  • Login
  • Register
  • Subscribe
  • Current Issue
  • Mid-Year Report
  • ADAS
  • News
    • OPINION
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • GOVERNMENT & LAW
    • Humanitarian Award
    • RETAIL TIRES
    • SERVICE ZONE
    • TIRE MAKERS
    • Best Places to Work
    • RUSSIA WAR IN UKRAINE
  • Data
    • DATA STORE
  • Custom
    • SPONSORED CONTENT
  • Resources
    • Events
    • DIRECTORY
    • CLASSIFIEDS
    • SHOP FLOOR
    • AWARDS
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
    • RUBBER NEWS EVENTS
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Best Places to Work
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
May 10, 2004 02:00 AM

These PR students were green-Kelly green

  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    If you're in the market for fresh ideas to spark sales and interest in your tire dealership, don't overlook your local college or university.

    I learned that firsthand recently by participating in a small way with the 2004 Public Relations Campaigns class at Kent State University in Kent, Ohio, near Akron.

    This class was all business and afforded participants little time for that springtime malaise known as ``senioritis.'' Instead, the students had to stay focused on an assignment that was every bit as tough and time consuming as a master's thesis.

    As a culmination to their PR coursework, Kent split its senior public relations students into four teams, each charged with creating a campaign for a real client. This year that client was Kelly Tires, a brand owned by Goodyear.

    Goodyear executives in charge of Kelly challenged the teams to create PR campaigns that would boost Kelly tire sales at a local dealership, Flynn's Tire Group, increase awareness of female consumers in Flynn's markets (Pittsburgh, Youngstown, Ohio, and Kent) and enhance Kelly's relationship with its independent tire dealers and distributors.

    The students didn't just put their ideas on paper and submit them to their professor. As part of their grade evaluation, they had to present their campaign and answer questions before 11 judges in a setting that resembled a corporate board room. The judges included six from the client-four from Goodyear and two from Kelly's advertising agency Marcus Thomas L.L.C. in Cleveland-and five outside judges, all public relations executives. Fellow students, parents, teachers and friends watched from seats surrounding the action.

    If you think sitting before Donald Trump on ``The Apprentice'' TV show would be intimidating, think about having 11 professionals grill you in front of your classmates and peers-with your grade riding on the outcome.

    But the students didn't stumble. They were poised and professional and their ideas creative.

    As part of its presentation, Crimson Communications, one of the student PR agencies, decided to reincarnate Kelly's long-since retired spokeswomen, Miss Lotta Miles, with a new version, Ms. Kelly, who would become the face of Kelly in Kent. By holding a contest and selecting 10 Ms. Kellys, Crimson hoped to create a buzz in the community, increasing awareness of the brand and thereby boosting Kelly sales.

    Crimson even introduced the first Ms. Kelly representative, who commented she was ``glad they changed the name from Miss Lotta Miles, because there's not a girl around who wants to be known as Miss Lotta Miles!''

    Phoenix Group, another student agency, came up with a grassroots approach to building Kelly sales and awareness. Kelly lacks community involvement and isn't well recognized among consumers, the group found in its research. So Phoenix proposed having Kelly sponsor local environmental projects, such as refurbishing a park, and back such worthy causes as ``A Walk for Wishes'' and women's health organizations.

    The group even suggested tying in with the university's parking services to offer students free tire rotations with every oil change purchased at the local Flynn's Tire outlet.

    ``By getting the name out there, it will boost Kelly sales,'' the group told the judges.

    Elite Communications, the third student PR firm to present, proposed holding a regional conference for current and prospective Kelly dealers to strengthen relations with Goodyear. To boost sales, the group suggested launching a new dealer-incentive program dubbed ``Bleed Kelly Green.''

    Like all of the student agencies, Elite identified women as targets for their campaigns. Why? Because women buy a majority of replacement tires yet have little knowledge about the brand, the teams discovered through focus groups and research.

    Aligning Kelly and Flynn's Tire with causes important to women-such as breast cancer, children and safety-will increase their awareness of Kelly and help them view the brand as ``improving the quality of life,'' Elite explained.

    The final group, Vision Communications, proposed linking Kelly with men's basketball at Kent State through events such as a half-court shot opportunity to win a car. To gain media exposure, Vision suggested holding business lunches with members of the tire trade press and developing a newsroom Web site containing press releases about Kelly.

    Vision also proposed Kelly and Flynn's Tire establish five-minute air pressure clinics that would be given after every Kelly purchase to strengthen the relationship between the tire buyer and the dealer.

    Pretty neat, savvy ideas coming from a bunch of college students who put their hearts into their presentations.

    Mr. Zielasko is editor and publisher of Tire Business.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    Most Popular
    1
    Trelleborg Wheel Systems: sales, earnings up double-digits
    2
    ATD bolsters supply chain with addition to leadership team
    3
    Bridgestone extends 'connected vehicle' partnership with Microsoft
    4
    Nokian using historic locomotive to deliver materials in Tennessee
    5
    EVs not far from achieving cost parity
    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    Reader Services
    • Staff
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • Mid-Year Report
    • ADAS
    • News
      • OPINION
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • GOVERNMENT & LAW
      • Humanitarian Award
      • RETAIL TIRES
      • SERVICE ZONE
      • TIRE MAKERS
      • Best Places to Work
      • RUSSIA WAR IN UKRAINE
    • Data
      • DATA STORE
    • Custom
      • SPONSORED CONTENT
    • Resources
      • Events
        • ASK THE EXPERT
        • LIVESTREAMS
        • WEBINARS
        • SEMA LIVESTREAMS
        • RUBBER NEWS EVENTS
      • DIRECTORY
      • CLASSIFIEDS
      • SHOP FLOOR
        • BALANCING
        • DEMOUNTING
        • SAFETY
        • TIRE REPAIR
        • TPMS
        • TRAINING
        • VEHICLE LIFTING
        • WHEEL TORQUE
      • AWARDS
        • Best Places to Work
    • ADVERTISE
    • DIGITAL EDITION