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1-800-Radiator

Using PR to Grow a Franchise-Based Company

Position: 1-800-Radiator is an auto parts distribution franchise and the largest independent parts distributor in the nation. The rapidly growing franchisor hired Placemaking Group to execute a geographically targeted publicity program to help it reach its goal of signing a total of 250 franchises by the end of 2008.

Communicate: To increase the profile of the company in markets targeted for growth, the publicity program focused on placing success stories of franchise operators in these locales.  Within these very defined markets, Placemaking Group interviewed franchisees to mine for “gold nuggets”  -- story lines of interest to editors of publications often read by people interested in owning their own business.  Once found and polished, these story angles were pitched to the local business or feature writers. 

Placemaking Group also helped to increase 1-800-Radiator’s profile by announcing news of its acquisitions of other automotive-cooling product companies and posting video clips on YouTube of a promotional event the company produced at a NASCAR race.

Inspire: Just two months into the campaign, stories began to appear in local markets.  For instance, a story was placed in the Cincinnati Enquirer about a husband and wife, owners of a 1-800-Radiator franchise in the area.  Headlined “From Antiques to Auto Parts,” the story focused on the wife’s successful transition from antiques to the unfamiliar world of auto parts.   At the same time, new franchises grew steadily. When 1-800-Radiator signed on with Placemaking Group in the fall of 2007, the company had 194 total franchises.  At the close of that same year, the number of franchises had grown to 218.

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