An All-Star Status Rebrand

Here’s a fresh idea: an auto dealership whose business and brand are focused on the customer service experience! In April of 2015, Boyland Honda in Greenfield, WI was acquired by new owners who teamed up with Dooley & Associates to execute a complete rebrand of the dealership. Meet All-Star Honda:

With the goal of changing the negative perception of the car-buying experience, Jerry Cousin chose to create an atmosphere within his newly acquired dealership that made each customer feel welcome and comfortable during their car buying experience. Much like the Dooley Team, Jerry’s philosophy is to treat every customer like the MVP they are. Thus, the name “All-Star Honda” was chosen. 

With a new name, Dooley & Associates worked to create an identity for the customer-focused Honda Dealership that communicated a friendly, yet professional approach to car buying. It was only right that the new brand incorporated elements of a sports franchise - after all, any team of All-Stars is going to need a logo/brand to match!

With a unique and sporty new look for the dealership, Team Dooley continues to leverage the brand into high impact messaging and promotions throughout the communities of Southeast Wisconsin.

Among the first campaigns All-Star Honda launched was the value-driven “price per day” promotion. It's no secret that the average consumer commonly spends $7 or more a day on fast food, caffeine and other unnecessary conveniences. With this in mind, the messaging of the “price per day” campaign is based on comparing those small expenditures to the per-day cost of leasing a brand new Honda!

Television Advertising

“All-Star Honda chose Dooley & Associates as our marketing firm based on their similar business philosophies, creativity and knowledge, as well as the fresh perspective they bring to the auto industry. Their team has been instrumental in launching our dealership identity and monthly promotions in a timely manner. We know our great marketing is part of what makes us one of the region's fastest growing dealerships.”
- Jerry Cousin, All-Star Honda Co-Owner