Standing Out From the Rest: Promoting CDK Global’s Newest Automotive CRM Software Offering With Elead

Elead CRM is a top rated automotive CRM solution that is trusted by over 9000 dealerships.

📌 Brief

Design B2B digital marketing campaigns based on Elead’s brand tenants: Approachability, Partnership, Innovation, Authenticity, Joy.

🤌🏽 User Persona

Based on Elead’s Audience summary, vision statement, and my conversations with the account manager and copywriter I put together a persona profile to ensure I could refer the most accurate look/tone/feel of the campaigns.

1. Elead NIADA New Customer Pre/Post Campaign

📌 Brief

Design a post and pre Digital campaign for the NIADA Convention & Expo consisting of  email, pay-per-click ads, and social advertising.

🔍 My Research

Together with the Account Manager and copywriter during the kick-off we laid out the main concerns:

• I needed to visually show strong customer relationships to work with the copy
• I was asked to emphasize forward thinking visually to represent the advance CRM technology
• In the email they needed two CTA’s, booking a demo while simultaneously promoting a discount, that wouldn’t negatively affect the hierarchy
• Tell two stories with the visuals that can stand on their own and make sense together

✨ Collecting Inspiration

I drew my inspiration from a variety of Elead and CDK Global digital marketing assets. Elead was a relatively new addition to CDK so it made sense to source out at least one CDK marketing landing page since the wireframe templates that development was using were going to be exactly the same and Elead at the time didn’t have many promotional landing pages.

🕸 Information Architecture

I wanted the campaign to accomplish one main action, book a demo. Working with the copywriter we created a simple breakdown of the most important information:

1. A bold CTA for the demo and a secondary CTA for the price deal for email (learn more will link to a page that also prompts for a deal sign up)
2. Push the deals for  NIADA on PPC
3. Promote discounts both in pre and post assets
4. Include booth number in email for pre event

✏️ Lo-Fi Sketches & Wireframes

Since we didn’t go with the young woman from some of the wireframes for the campaign header image in I thought it’d be great to go with it for the CDK Support page. Since one of the request was to humanize the experience it felt appropriate. It was also a great opportunity to tell a complete story in two images right away. All of this really pushed the main objective: prompt users to call phone support.

I wanted the email layout to help the viewer know what they should check out first, and where they could go from there. I used a logical hierarchy with large headlines and images focusing the attention. I used layout to break up space and help create chunks of content.

⚡ Visual Design for NIADA New Customer Campaign

Pre-Event Digital Marketing

Post-Event Digital Marketing

 

2. Elead Retailing Marketing Landing Page Requests

📌 Brief

Sometimes the marketing landing page requests would be based off of a running ad. In this case I had two digital ads that were designed by an agency. Each ad needed a corresponding marketing splash page.

🔍 My Research

Together with the Account Manager, Creative Director, and copywriter during the kick-off we laid out the main concerns:

• The team really emphasized consistency they wanted the ads and landing page work together as a campaign
• I wanted to rework some of the copy to simplify the headline at the top but since the CD wanted to see what it would look like to keep it
• The form section needed to really stand out since both CTA’s would lead back to the form

✏️ Lo-Fi Sketches & Wireframes

⚡ Visual Design for the Marketing Landing Pages

Since both marketing landing pages were text-heavy in content I applied the f-pattern.

I applied the f-pattern thinking most scanners would most likely be interested in the content along the F. I placed important information at the top and information designed to pull someone further into the page down the side.

However I also kept in mind that if someone scans the page and finds it interesting, they will read so I placed information in places outside the F for those people who would read.

⚡ E-book Design & Marketing Campaign

For Elead’s ebook launch, I crafted a sleek, modern design that aligned with their brand essence. To boost visibility, I integrated this design into a promotional email, staying true to their existing template. Additionally, I expanded their reach with pay-per-click web ads and social ads for LinkedIn, Facebook, and Twitter. Each piece was designed to resonate with Elead’s audience and enhanced brand recognition.