Integrated media strategy
Keep life
moving.
A proposed 12-month media plan to make Strickland Brothers the familiar choice when an oil change moves to the top of the to-do list.
Explore the media plan
A necessary stop.
An overlooked brand.
Drivers need oil changes. They rarely spend much time thinking about them. For Strickland Brothers, the challenge was to build familiarity in a category where habit, convenience and proximity shape the decision.
Break through established habits
Compete with better-known names such as Jiffy Lube and give drivers a familiar alternative.
Make convenience visible
Turn fast, no-appointment service into a clear reason to choose a nearby location.
Turn awareness into local traffic
Reach drivers along their daily routes, support existing stores and create a foundation for expansion.
Top of mind.
Just in time.
Build recognition before the need arises. Reinforce it through everyday routines. Make the nearest Strickland Brothers easy to choose when it is time to act.
Build familiarity.
TV and social introduce the brand and make speed, ease and reliability memorable.
Own the commute.
OOH and drive-time radio repeat the message along the routes drivers already travel.
Capture the moment.
Local search and direct mail turn nearby demand into a reason to visit.
Busy lives. Shared priorities.
Adults aged 25–44 who rely on their cars and want maintenance to feel quick, easy and trustworthy. The plan reaches both the everyday driver and the person who makes sure maintenance gets done.
Jason Miller
Field operations manager · Approx. $118K household income
Keep the truck running.
Keep the day on track.
Between job sites, commuting and family errands, Jason depends on his vehicle. He wants maintenance handled quickly and correctly, without pressure.
Lauren Davis
Senior project manager · Approx. $142K household income
One less decision.
One less thing to organise.
Lauren balances a demanding role with household logistics. A convenient, dependable brand makes maintenance easier to fit into the week.
Every channel.
A clear job.
Balance broad awareness with repeated local visibility and high-intent discovery. Each channel supports a different moment in the journey to a store visit.
| Channel | Role in the plan | Budget / Share |
|---|---|---|
| Paid search | Capture active oil-change demand and local “near me” searches. | $6.05M24.2% |
| Television | Build broad visual awareness through NBC, History, Discovery, TNT, HGTV and Food Network. | $5.50M22% |
| Out of home | Use 30-sheet posters and digital bulletins near stores, commuter routes and competitor locations. | $4.70M18.8% |
| Radio | Build frequency with short reminders during 6–10 AM and 3–7 PM weekday drive times. | $3.75M15% |
| Social media | Use Facebook, YouTube, Instagram and Snapchat for targeted visibility. Plan target: 100M impressions. | $2.50M10% |
| Direct mail | Activate households within 3–5 miles of stores using Every Door Direct Mail and ZIP-code targeting. | $1.75M7% |
| Email marketing | Supporting channel allocated in the media budget. | $750K3% |
Search support also includes city-specific service pages and accurate local listings, reviews and store information. SEO supports discoverability alongside paid search; it is not a paid ad placement.
Build. Reinforce. Convert.
A 12-month sequence that establishes recognition, builds frequency and increases the emphasis on local action.
Build awareness
Launch broad-reach messaging with heavy OOH and TV/video support. Introduce the brand across key markets and establish the search foundation.
Priority: Get on the radar.Reinforce familiarity
Maintain commuter-route OOH, increase drive-time radio, scale social exposure and optimise paid search to capture demand.
Priority: Become the familiar choice.Activate locally
Introduce direct mail, intensify “near me” search and reinforce local promotions through reminder-based radio and social ads.
Priority: Turn recognition into visits.Built to move the numbers.
Proposed campaign targets, measured through awareness, local traffic and audience growth. These are planning goals, not reported results.
Increase in brand awareness
In active markets, tracked through aided and unaided awareness, exposure frequency and branded search.
Year-on-year traffic growth
Tracked through store visits, same-store traffic, Maps direction clicks and coupon redemptions.
Social audience growth
Supported by reporting on reach, impressions, video views, engagement and follower growth.
Additional channel targets
Radio: reach 60%+ of commuters monthly. TV: reach 70%+ of households in active markets. Direct mail: reach 60%+ of households in targeted areas. OOH: track impressions, nearby search lift and store visits within billboard zones.
Be familiar before
the oil light comes on.
The plan connects what drivers see at home, hear on the commute and find when they search. Together, those touchpoints make Strickland Brothers a visible, dependable option when convenience matters most.
Team: Kyla Content, Tobi Adeyinka, Ciaran Timlin, Keri Kaleja, Adithi Nambi and Julia Herrera.