Guide + Webinar Series

Project Background

Goals

• Identify a strong entry point into thought leadership by selecting a topic that delivers real value to shops.

• Create a practical, digestible resource that helps shops take action.

• Build SEO-rich content around a highly searched topic to increase visibility and engagement.

• Test and assess the effectiveness of webinars as an engagement strategy.

Deliverables

• A simplified, easy-to-follow parts markup guide (web and print version)

• A supporting webinar series

• A minimum of two companion blog posts

Creative Process

Topic Research & Validation

• Conducted an industry survey of 619 shop owners and employees, revealing that 67% of shops lose money by not properly marking up parts.

• Analyzed existing industry resources and found most were either overly complex or lacked actionable guidance.

• Identified the need for a practical, step-by-step guide to help shops take action without falling into analysis paralysis.

Collaboration & Simplification

• Proposed partnering with an industry expert to ensure credibility and accuracy in topic coverage.

• Worked with Cecil Bullard, CEO of The Institute for Automotive Business Excellence, to develop a two-part webinar series that distilled complex parts markup concepts into an digestible format.

• Developed a simplified guide to help shops get started with parts markup.

Bringing It to Life

• Collaborated with PartsTech’s product marketing and product management teams to create an interactive micro-tool that lets users adjust markup percentages in a mock shopping cart and instantly visualize their impact on gross profit.