In an effort to better serve Pontiac's wide-ranging and complex customer body, Regis Communications helped DMB&B improve the owner communications program it produces for the automaker. Regis recommended transforming the then-current 20-page Action Track magazine (also a Regis project) into one of the industry's most relevant and targeted relationship marketing programs: the Drive to Excitement newsletter. A three-phase publication with vehicle-specific inserts, each newsletter is geared to a particular ownership cycle. For example, new Pontiac owners may receive information on the proper use of their anti-locking braking system, and the benefits of the GM Roadside Assistance Program and Customer Assistance Center. At the same time, current owners who may be ready to purchase a new vehicle will find stories in their newsletter about the newest Pontiac products, auto show schedules and affordable financing alternatives.

We would be happy to present the concept of this phased and vehicle-specific program in a personal presentation.