The International Carwash Association’s WaterSavers program continues to see momentum in its marketing and public relations outreach efforts.
In July, the program reached the 279-member mark, representing more than 1,500 car wash locations.
“We’ve seen steady adoption of the program as our members start to see the real value of having a partner in promoting environmentally responsible car washing,” said ICA Director of Marketing Matt DeWolf. “We’re excited to continue to work with our members to drive home the importance of washing your car at a professional car wash.”
Through August of 2013, WaterSavers public relations outreach had resulted in more than 26.5 million impressions and has appeared in more than 1,400 websites. News outlets running the stories have included large market names like the Los Angeles Times, Chicago Tribune, ABC4 in Salt Lake City and the Milwaukee Journal Sentinel.
It’s also reached 29 different bloggers with 860,000 impressions and 23,370 giveaway entries. “There’s nothing more effective at driving traffic to your business than positive referrals, and that starts by getting our message out to the influential folks in those spaces,” said DeWolf.
According to the ICA, there is one remaining blogger outreach and matte release campaign scheduled this year, creating a total of three major consumer-facing campaigns for the calendar year. The upcoming campaign will focus on winterizing your car.
The program continues its work on the water regulator front as well, having presented on model car wash restrictions in drought conditions at the American Water Works Association’s Annual Conference and Exposition. “It was great to be able to bring our knowledge to ACE 13,” said ICA Chief Operating Officer Claire Darmanin. “We’ve spent several years building relationships with water regulators and letting them know how valuable the WaterSavers program can be as a tool for them as they consider drought response plans.”
Efforts by the International Carwash Association and its WaterSavers program are geared to drive awareness of the need to wash your car in a professional car wash. Since the program’s inception in 2009, it has become the professional car wash industry’s largest and most successful consumer and water regulator outreach program — ever.
