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Aligning with an Appropriate and Credible Spokesperson
CARCHEX: an online resource for vehicle inspections and extended service contracts.
Situation Analysis: CARCHEX needed to enhance its credibility with consumers as a provider of valuable and trustworthy automotive services. Unfortunately, overly aggressive marketers have damaged the reputation of the extended warranty industry. CARCHEX sought out a spokesperson to help the company stand out as a consumer advocate.
Strategy: CARCHEX aligned with Pat Goss, a longtime media personality and owner of Goss’ Garage. Goss has been a contributor to MotorWeek on PBS for years and has the image and reputation of a trusted local mechanic. He brought to CARCHEX a recognizable and trusted spokesman in the auto care industry.
To leverage Goss’ expertise and image, CARCHEX created a new website featuring Goss providing tips for consumers on car care. He also leads a virtual tour of the site as part of a Rovion presentation. ON the media relations front, the CARCHEX PR team has led with Goss to book appearances on national and regional media.
Benefits of the collaboration have included: An improved close-rate with consumers on the CARCHEX website, and media exposure on more than a dozen local and national radio shows nationwide. 
