With over 150 locations blanketing the tri-state area, STS Tire was known from Long Island to Eastern Pennsylvania as a friendly, employee-owned neighborhood service shop. They hired community members and they served community members, and one of the brand’s largest expressions of this was a Silver Level sponsorship of the Special Olympics USA Games.
To show support for the athletes, I created a social campaign called, “Dear Athletes,” which posted inspirational messages to the participants and focused on the training of one athlete as he made his way from local competitions to the national games.
Our goal was to show that STS, which is employee-owned and spread throughout New York, New Jersey, and Eastern Pennsylvania, had a community attachment their competitors couldn’t claim. “We’re your neighbors, both literally and figuratively,” was the goal of the messaging, and I think we accomplished that by shining a light on a deep involvement in an event that resonated throughout the community.
The amount of coordination and planning it takes to produce something timely is more than I anticipated. I don’t know that we bit off more than we could chew, since turnaround on my end was actually pretty quick, but we didn’t have a great process in place to get the information from the “penpal” back to the client and then to me, then back for all the approvals and the authentic back and forth I was looking for. The result was good content, but less of it than I had hoped for.
Site Hand-Coded by Pete Shelly