Green Garage is an innovative eco-friendly, full-service car care shop with locations in Boulder and Denver and aggressive plans to expand nationally.
The company is different not only for its green tactics but also in its target market: middle-aged women — a class of customers that often feels taken advantage of at other auto repair shops. In response, Green Garage promotes a policy of transparency when it comes to its customer relationships. Company technicians consult directly, pointing out what’s wrong with the car instead of fixing it and handing clients the bill. The staff takes the time to show their clients how car care works and what to expect in terms of repairs, answering questions with honesty and candor. This drive led MAPRagency to recommend consolidating the content into an educational seminar geared specifically toward women.
MAPR designed a series of events dubbed, “Women, Wine and Wrenches” for women who want to learn more about their vehicles, avoid trips to the repair shop and use green techniques to make their vehicles last longer and have less of an impact on the environment.
To publicize each event, MAPR distributed news releases and posted advisories to calendar sections in local and special-interest media outlets and blogs. We contacted women’s groups and printed posters and flyers to hand out to ladies around the city. We also designed and released emails to the Green Garage mailing list about a month before and a few days before each event. Plus, we kept members of the Facebook and Twitter pages aware of each event by regularly posting event messages.
At the many “Women, Wine and Wrenches” events held, both women and men have walked away from each event more knowledgeable about their cars, and Green Garage continues to spread its message of transparent car care to a wider audience.