Love Promise University

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Project

The Subaru Love Promise University is a national training program for franchise retailers. The goal was to market the Love Promise initiative to franchises and create a unified customer experience across the US market. 

 

Key Elements

Videos, emails, social media campaigns, events, microlearning modules, job aids, and standard operating procedure (SOP) documents. ​

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Role

• Brand Positioning: Helped define and amplify Subaru’s Love Promise as a key differentiator in the automotive market. Developed customer experience strategies that reinforced Subaru’s commitment to building lasting relationships with customers and their communities.

• Franchise Marketing: Motivated franchise retailers to actively participate in Subaru Love Promise University and promote Subaru's brand values.

• Creative Direction: ​Led creative direction for campaigns that strengthened employee engagement and expertise with the Subaru brand and products.

• Website Development and Community Engagement: Led the creative development of the Love Promise Community Portal website and directed integrated social media campaigns, aligning dealership employees with Subaru’s brand strategies and elevating customer engagement through a gamified experience.

• Customer Success and Loyalty: Partnered with analysts to monitor customer behaviors through Net Promoter Score and social listening. Developed and continuously refined customer lifecycle journeys, which boosted customer satisfaction, brand loyalty, and overall brand recognition.​

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Outcome

Subaru has been ranked best in customer loyalty and satisfaction by ACSI  for 2023 - 2024. The initiative started with a small trial of select dealers in 2020. Subaru now requires all franchise dealers to join Subaru Love Promise University.

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