Main Street Auto | Morrison Agency

Mechanic wearing a cap, working on a vehicle part under a shop light.

Main Street Auto National Launch

Northern Rock, a private equity firm, continues to acquire and operate a multitude of independent auto shops across the US, with more being added to the fold each month.

The Challenge

To unify operations and marketing efforts, Northern Rock needed to rebrand its disparate mom and pop shops into a singular brand that maintained its focus on independence and community. Then, they needed a slew of assets to represent and promote that brand.

Brand Logo

Child Brand Logo

The Approach

Starting with research, personas, and positioning, Morrison dove into understanding the ethos of the brand and the target audience at a deeper level. Naming and visual identity led to a marketing tool kit that included posters, social assets, banners, signage, and more. Meanwhile, a comprehensive media plan focused on conversion with budget and messaging customization at the store level. A new website consolidated the 30+ individual sites for ease of maintenance, improved user experience, better SEO, and a focus on driving appointment requests. Lastly, Morrison built a custom dashboard that aggregated sales and marketing data to enable Northern Rock to measure, visualize, and assess performance over time.

Folded brochure or flyer about a promotional offer for wheel alignment.

On-Premise Print Marketing

The Results

After launch, Northern Rock added 30+ stores to the Main Street Auto family. Employees and customers felt the positive impact of cohesive branding and digital experiences across service locations, and media campaigns noted sustained monthly growth in impression/traffic volume, engagement, and conversions.