WCA

STRATEGIC PLAN

Team Ravenclaw
Spencer Mecham, Carrie Duford, Hannah Childs, Riley Oliphant & Annmarie Moore

SWOT ANALYSIS
Strengths
The WCA is already investing time and resources in water conservation
Most car washes are locally owned and operated. This means that problems and issues
can be dealt with in a timely and caring manner.
People need to clean their cars for maintenance purposes, and car washes are the most
efficient way to do it.
The WCA is actively working with government regulators.
The WCA has a website that is currently promoting car washes as the most
environmentally friendly option.
Weaknesses
The WCA lacks a strong social media following and public awareness about their efforts
to conserve and recycle water.
Public opinion is neutral and can easily be swayed against car washes.
The government has shown a predisposition to enact water regulation laws.
Opportunities
The International Carwash Association is currently running a campaign to educate
consumers about car washes and recycling.
The WCA has the opportunity to show the public that car washes are the most
environmentally friendly option to clean a car.
There is a network of other car wash associations across the country that would likely be
willing to help.
The WCA has the opportunity to build a larger customer base and branch out to people
that usually wash their cars at home.
Social media mentions are currently neutral, and can be turned positive
Threats
The drought could get worse which would force the government to limit commercial
water use.

SITUATION ANALYSIS/CORE PROBLEM

Situation Analysis
The current drought in California is causing concerns over water shortages, which brings
public attention to the organizations that consume large amounts of water such as car
washes. Because there is a lack of awareness among the media and public, the WCA may
not be able to have an effective campaign to sway neutral opinions. The campaign needs
to familiarize consumers in California with the WCA and their efforts in recycling water
during droughts. They also need to convince the public that car washes save a significant
amount more water than home washes. In addition, the campaign needs to work with
local and state government to ensure fair legislation on issues involving water.
The WCA is interested in creating and defining a crisis plan before a severe drought
occurs. Public condemnation of car washes may occur if the drought becomes more
severe, leading to a decrease in revenue. In addition, government regulation could cause
car washes to limit water consumption making car washes less profitable and even cause
many to shut down.

Core Problem
If the WCA cannot convince California residents that car washes are the most waterefficient way to clean their cars, then California residents and lawmakers may believe
that car washes pose a threat to their water supply causing many WCA car washes to go
out of business.

GOAL/OBJECTIVES/BIG IDEA
Goal
Convince a large majority of California residents that using car washes is the best way to
clean their car and still conserve water.
1. Increase awareness of the fact that car washes are an environmentally friendly option by
40 percent in California by September 1, 2015
2. To have no government regulation passed that harms car washes throughout the length of
the campaign, and for a year after.
3. Show a 10 percent increase in car was visits in the state of California by September 1,
2015.
Big Idea
Sentence
Make a difference in your oasis by using a car wash to conserve water.
Strategy
Run a public relations campaign to raise awareness about the water conserving efforts by
car washes.
Message
Car washes want to help protect and make the most of your oasis by providing the ability
to use recycled water.
Slogan
Occupy Oasis
Visual
Oasis bumper sticker, I saved X number of gallons of water at the [name] car wash!

KEY PUBLICS
Affluent Car Wash Users (Objective 1 & 3)
They are people who own newer, luxury, business and sports cars. They want to be able to save
time because it is an important resource. These are owners who care about their cars and want
their cars to stay nice. Their image is very important to them, and they want their cars to look
presentable and good so others will think well of them. Their car gives them respect and status in
the community.
Demographics/Psychographic

Older men and women who own new or luxury brand cars
Younger men who own sports cars
Dealers and local businesses that have a large inventory of cars
Care about the maintenance of their car for a variety of reasons
Care about their image
Care about their time
The older men and woman my not be physically capable to wash their cars
Use car washes during the day more than the evening (bplans.com)

Motivating self-interests

Community status and respect

Price in themselves and public image
Most Californians are environmentally friendly

Status of current relationship with WCA

Use car washes consistently

Third-party influentials

Peers
Community leaders
Employees/Employers
Family members

Viable communication channels

Mass media
Social media

Irregular Car Wash Users (Objective 1 & 3)

These individuals are typically people who own slightly older cars. These individuals also range
into wealthier individuals who do not take a great pride in their vehicles. Occasionally they will
wash their car if it is really dirty. They want their car to look presentable, but they are not caught
up in the appearance of their car. They are more likely to wash their car at home.
Demographics/Psychographic

Lower income males and females

Typically wash car occasionally at home
Own used cars
Own car older than 5 years
Busy people without a lot of time to worry about car washes
Dont care about car maintenance as much, and they likely didnt pay for their cars
Care about their car looking presentable, but they are not caught up in the appearance.

Motivating self-interests

Most Californians are environmentally friendly

Care about drought and its affect on them
Money
Cant afford fines

Status of current relationship with WCA

Only use car washes in extreme situations, but do wash cars occasionally at home

Third-party influentials

Government leaders
Peers
Family members
Celebrities

Viable communication channels

Social media
Mass media

Local and State Bureaucrats (Objective 2)

This groups one key motivation is reelection. They are motivated by public opinion, and
their image in the public. They typically reside in higher social circles and influence each
other. This group also is motivated by campaign donations. Currently the WCA has
multiple lobbyists working with California leadership. Current leadership places a lot of
emphasis on the environment.
Demographics

Typically middle aged or older

Financially stable
Married
Male majority
Value respect of colleagues and constituents
Value environment
Care about drought
Typically liberal in ideology

Motivating self-interests

Professional reputation
Campaign donations
Re-election
Public image
Environment

Status of current relationship with WCA

Currently have lobbyists working with state legislature

Currently no laws to restrict car washes

Third-party influentials

Peers
Media
Donors
Business leaders

Channels

Lobbyists
Constituents
Email
Donors

Messages
Affluent Car Wash Users
Message 1
Your continued use and support of car washes will help in Californias water
conservation efforts.

Professional car washes use 9-15 gallons of fresh water, while home car washes use
between 40 and 140 gallons. (http://sandiegocarcare.com/water-saving-car-washes/)
WCA needs support getting California to revise AB 1387. As a result of AB 1387, you
or an operator you know may be faced with unaffordable bond premiums, or may not
even qualify for the new bond! Without securing a bond, these car washes will be forced
to close. (http://www.wcwa.org/industry-information/legislative-activity/ab-1387-helpus-reduce-car-wash-bond/)
WCA is a small organization that is concerned with local issues. (Bradley lab research)

Message 2
Car washes care about the community they reside in and the droughts effects on it.

The Southwest Carwash Association hosted a charity golf tournament as a part of their
campaign to improve carwash service as well as to give back to the community.
(Bradley)
WCA is committed to providing and promoting economic options through recycling
water. (Bradley)
WCA participates in water conservation efforts and labor reforms for car washes
throughout the country. (Bradley)
WCA stays up to date on new technology, safety procedures and hazardous material
management to ensure a safer community. (Bradley)
WCA is a small organization that is concerned with local issues. (Bradley)
International Car washing Association current campaign is focused on educating the
people in California of the benefits of using Carwashes to clean cars. They are promoting
it as the green option, as these car washes use recycled water. (Bradley)
The car washes in the WCA are owned by professionals, dedicated to serving the public
and our members through education, advocacy and environmental
stewardship. (www.wcwa.org)

Irregular Car Wash Users

Message 1
Washing your car on a regular basis will save you money and help maintain the value of
your car.

Even while parked, dust, acid rain, pollen and bird droppings quickly adhere to the
paint. Over time, these contaminants can chemically etch the surface, leaving permanent
paint damage. Even plain old dirt eventually scratches the finish, while excessive road
salt can lead to early corrosion. To prevent these types of damage, vehicles need to be
washed with quality car wash soap and
water. (www.cudlautosmart.com/Research/Article.aspx?pageId=263&articleID=15)
Most vehicles can go at least seven to 10 days between washings. Contrary to popular
belief, a rain shower does not constitute a car wash (in fact, rain can place more harmful
chemicals on the paint than the air!) (cudlautosmart.com)
Washing your car is a basic maintenance issue that can serve to protect your valuable
purchase and keep your cars paint job from fading or rusting prematurely.
(www.openbay.com/boston/84242784722?title=The+Dos+and+Donts+of+Washing+Yo
ur+Car+Properly)
There are the obvious aesthetic benefits to having a clean vehicle. (cudlautosmart.com)
Californians can use a hose to wash their cars only if that hose has a shut-off nozzle.
Offenders can be subject to a daily fine of $500.
(http://www.latimes.com/local/lanow/la-me-ln-new-california-water-use-restrictions20140729-story.html)

Message 2
Car washes save water and are the best option to keep your car clean while conserving
water and not harming the environment.

Professional car washes use 9-15 gallons of water while home car washes use between 40
and 140 gallons. (//sandie)
Car washes use at the very least a 50% reduction in water usage over home washing and
likely much more than that. (//sandie)
Most commercial facilities filter and recycle their water which is beneficial to the
environment. (cudlautosmart.com)
WCA is committed to providing and promoting the economic option through recycling
water. (Bradley lab research)
Washing a car at your house sends harmful chemicals and phosphates into the storm
drains, which drain directly to rivers. (//sandie)
The water at car washes empties into sewers so that used chemicals do not hurt the
environment. (//sandie)

Local and State Governments

Message 1
Car washes present the most environmentally friendly option to wash your car.

WCA is committed to providing and promoting economical option through recycling

water. (Bradley)

International Car washing Association current campaign is focused on educating the

people in California of the benefits of using Carwashes to clean cars. They are promoting
it as the green option, as these car washes use recycled water. (Bradley)
Professional car washes use 9-15 gallons of water while home car washes use between 40
and 140 gallons. (//sandie)
Home car washes drain to rivers and are harmful to the environment. (//sandie)
The water at car washes empty into sewers so that the chemicals used to wash cars do not
end up hurting the environment. (//sandie)
Car washes use at the very least a 50% reduction in water usage over home washing and
more likely much more than that. (//sandie)

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Ccxxzz

Strategies/Tactics

Affluent Car Wash Users

Strategy 1
Activate regular car wash users support through targeted social media campaigns.

Promote campaign hash tag #OccupyOasis

o Posters placed in car washes telling users to post an Instagram photo of them at
the car wash with campaign hash tag. Giveaway a lifetime supply of car washes
to winner of drawing.
YouTube video showing how WCA car washes recycle water.
o Link video to all social media accounts.
o Play video at car washes.
o Promote video on social media through paid and organic advertising.

Strategy 2
Convince regular car wash users to continue using car washes through loyalty programs.

Refer-a-friend discounts where users get half off their next car wash if their friends uses
the same car wash and drops their name.
o Referral tracking system.
o Car wash account and app.
Users receive $1 off a car wash if they wash their car at the same car wash within 6
weeks of previous wash.
o Based on car wash account.
o Code comes on receipt.
Car wash app on phone with virtual punch cards. Five visits to the same car wash equals
a free car wash.
Receipts tell users how much water they saved.
o Receipts tell how much water was saved, and explain what that water could be
used for.

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Irregular Car Wash Users

Strategy 1
Convince potential car wash users that car washes save water and care about the effects
of the drought through mass media.

Release ads in the top five news outlets of California.

o Ads show how car washes recycle water
o Ads show ho home car washes hurt the environment
o Ads are in the LA Times, SF Gate, Sacramento Bee, San Jose Mercury News and
OC Register
Release ads in top three California auto magazines.
o Ads show how car washes recycle water
o Ads show how home car washes hurt the environment
Place three local television news stories about how car washes recycle.
o Send media kits to top ten local news stations in California.
Fact Sheet
Schedule of WCA events
Contact sheet
Diagram showing car wash recycling
YouTube video we produced about how car washes recycle
Backgrounder

Strategy 2
Convince potential car wash users that car washes are the environmentally friendly option
through social media.

Create and maintain an active Twitter account.

o Paid promotional campaigns with hash tag
o Give away contest for follows and hash tag users
o YouTube video advertising
Create and maintain an active Instagram account.
o Paid promotional campaigns with hash tag
o Give away contest for car wash pictures with hash tag
Create and maintain an active Facebook account.
o Paid promotional campaigns with hash tag
o Give away contest for follows and hash tag users
o YouTube video advertising

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Local and State Governments

Strategy 1
Convince government leaders that car washes are an environmentally friendly option
through personal contact.

Use lobbyists to present fact sheets showing how much water car washes use in
comparison to home washes.
Use lobbyists to show that home car washes are good for the environment.
o Create estimates for how much the state would save if all home car wash users
washed at a car wash.
Have car wash owners send letters to their representatives.
o We will have a letter sample for them to use
o Provide pre-stamped envelopes
o Follow up with owners
Have loyal car wash users send letters to their representatives.
Offer use of car washes for local car washing events to help save water.
Have car wash owners actively attend town hall meetings.
o Send out fact sheets for them

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Evaluation Criteria/Tools
Objective 1
Show a 10 percent increase in the number of visits to car washes in California by
September 1, 2015.
Criteria
Visits during the four summer months increased by 10% by September 1st, 2015
Tools
Request records from each car wash in the WCA for the previous years four summer
months (May, June, July and August). Record this data for comparison. After September
1st, but before October 1st of this year, request and record number of visits from each car
wash in the WCA during the summer months.

Objective 2
Increase awareness to the fact that car washes are an environmentally friendly option by
40 percent in California by September 1, 2015
Criteria
Awareness of car washes as an environmentally safe option rose to 40% among key
publics by September 1st.
Tools
WCA board staff members will distribute campaign materials to all car washes in the
association. They will then keep track of the car washes that display the materials and
estimate the percentage of customers exposed to the messages. The WCA will also
distribute media kits to local mass media outlets and measure the reception and exposure
of messages. In addition, the WCA will start the social media campaign on Facebook and
Twitter and measure throughout the campaign the percentage of the target market
impressions.

Objective 3
To have no government regulation passed that harms car washes throughout the length of
the campaign, and for a year to come.
Criteria
Local government support of car washes as a green option by endorsing them through
legislation by September 1st.

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Tools
WCA staff members will distribute information kits to lobbyists who will then organize
and present them to representatives. WCA will also ask association members to send
letters about their car washes as an environmentally friendly option to representatives in
the community (WCA will provide a pre-written letter to make it easier). Car wash
owners in the WCA will meet with their local representatives and lobbyists in a closed
meeting to discuss why car washes are environmentally friendly and lobby for legislation
to say so (WCA will provide literature as well as a spokesperson and a PowerPoint). In
addition, WCA staff will create and distribute info-ads that will be displayed in local
papers and business magazines. The ads will also air on mass media in the local area.
After September 1st, the WCA will go through local legislation to determine if positive
legislation has been created and passed.

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