01 — The brief
New ownership stepped in with a clear goal: modernize the dealership while sales and fixed operations were being rebuilt from the ground up.
With leadership focused on setting up internal processes for sales and service, marketing needed to move quickly in the background to support the transition.
At the time, the dealership had no CRM in place, limited digital infrastructure, and fragmented marketing efforts. The opportunity was to build a connected system that could support lead generation, customer communication, and ongoing brand visibility.
This meant putting the right foundations in place — from CRM and messaging to advertising and content — so the business could keep moving while the new leadership team focused on operations.
02 — The build
A brand reset for a new chapter
We started by refreshing the dealership’s visual identity — creating a cleaner, more confident mark that reflects forward momentum under new leadership.
Cars. People. Personality.
With the new identity in place, the next step was creating a clearer and more consistent presence across digital channels.
Content and creative direction focused on highlighting inventory, dealer culture, and promotions while keeping the tone approachable and community-focused.
This created a foundation for ongoing social content and advertising.
Creating structure behind the scenes
With no CRM in place at the time, building a system to manage customer relationships became an early priority.
We led the full rollout of Activix for sales and Kimoby for service — managing the process from procurement and integration through onboarding and activation.
Activix gave the sales team a structured way to track opportunities and manage leads, while Kimoby enabled fast, mobile-first communication for service and appointment reminders.
Together, these systems created a connected workflow that now supports:
• lead management and follow-up
• service communication and reminders
• appointment confirmations
• ongoing customer engagement
With the right systems in place, we activated the dealership’s existing customer database — building a robust, OEM-compliant loyalty program designed to keep customers engaged long after the initial purchase. The program was also fully eligible for manufacturer co-op support.
Targeted campaigns, service reminders, and personalized offers helped reconnect the dealership with past customers while creating new opportunities for retention and repeat business.
With automation in place, the team can now work smarter — responding faster, staying organized, and leveraging a growing customer database that continues to scale with the business.
Northway Ford Lincoln needed more than a redesign. It needed a marketing system that could grow with the dealership.
Turning local search into leads
To capture high-intent shoppers in the local market, we built a focused Google Ads strategy around how customers actually search for vehicles.
Campaigns targeted:
• Ford and Lincoln model searches
• used vehicle inventory through Performance Max and vehicle listing ads
• local dealership searches and purchase-ready queries
Custom landing pages were developed to support key campaigns, aligning messaging, inventory, and offers with the specific search intent behind each ad.
Strong reporting and tracking were built into the strategy from the start. Campaign performance was measured against real outcomes, not vanity metrics.
We tested, optimized, and scaled campaigns as the data proved ROI — directing spend toward the searches and ads that were generating real customer inquiries while minimizing wasted clicks.
03 — The result
Northway Ford Lincoln now operates with a connected marketing system built to support both visibility and lead generation.
CRM workflows, messaging, advertising, and content now work together — giving the sales team better tools while keeping the dealership consistently visible across digital channels.
We worked behind the scenes so the sales and fixed ops teams could focus on what they do best — serving customers and selling vehicles.