PRISM team creates Mercedes-Benz of Tuscaloosa Social Media Campaigns
The Mercedes-Benz of Tuscaloosa Social Media Campaign: “Who is MBT?” was coordinated by Dr. Terri Hernandez, and students Blake Williams and Angela Reives. Mercedes-Benz of Tuscaloosa (MBT) is a luxury car dealership that offers its clients new, certified pre-owned and used vehicles with access to highly qualified, master certified technicians in its service department. One of the biggest issues MBT faces is brand differentiation. The dealership is constantly confused with and compared to MBUSI, MB plant in Vance, AL and MB of Birmingham (owned by beloved Nick Saban - University of Alabama, Head Football Coach). As such, MBT hired the PRISM team to help differentiate its brand by utilizing social media to communicate how MBT serves Tuscaloosa residents. The purpose of this campaign was to create and monitor content on MBT’s Facebook page to help its target audience understand that MBT is a local, luxury dealership located in their backyard.
The Mercedes-Benz of Tuscaloosa “Community Involvement” Social Media Campaign project was coordinated by Hernandez and students McKinsy Harris and Avery DeVaughn. MBT is a client-centered business with the need to showcase its community involvement in the city of Tuscaloosa and increase its brand awareness. Social media was a great way to showcase who Mercedes-Benz of Tuscaloosa is as a company and its efforts to be involved in the community. This need became a problem when Mercedes-Benz of Tuscaloosa realized their social media did not reflect its company in a community centered way and also the issue of confusion between MBT and other Mercedes-Benz dealerships. Therefore, MBT hired the PRISM team to design a social media campaign with strategies and tactics specifically targeted towards showcasing community involvement and brand awareness among social media audiences. Therefore, the purpose of this campaign was to showcase community involvement and increase brand awareness, measured by the amount of engagement such as follows, likes, comments and shares.