Tsunami Express Car Wash
Case Study
Market Strategy
Experience Design
How we made NEW possible
NEWaukee has worked with Tsunami Express to produce Grand Openings, reimagine their customer experience, redesign their website, manage media buys and brand campaigns, and strategize lifecycle marketing campaigns.
How it connected
Tsunami Express has grown from seven locations in its portfolio at the start of its relationship with NEWaukee to sixteen and counting. NEWaukee’s services have contributed to a 165% YOY increase in membership conversion as well as a 64.7% YOY growth of first-time retail visitors.
Fueling growth for a rapidly expanding car wash business.
Tsunami Express Car Wash is a car wash platform business focused on building and buying brands in the fast-growing retail space of express car washes. The company disrupts the industry using state-of-the-art technology to drive growth and expand their network of data-enabled washes. At their core, Tsunami Express Car Wash is committed to supporting their customers and the communities in which they operate.
At the time that Tsunami Express Car Wash approached NEWaukee, they owned seven car washes in Wisconsin and Indiana with a plan to quickly build and acquire many more in the surrounding areas.
“As a rapidly scaling start-up we needed to find nimble, self-starters for marketing partners. NEWaukee continues to exceed expectations. Going beyond just events and creative (which they’re also great at), the team at NEWaukee has become thought-leaders on our business. Delivering business results with data-driven paid marketing, consumer engagement, and lifecycle marketing solutions, while taking care to optimize our investments. We look forward to having NEWaukee as a part of our business for a long time to come.”
Key Insights
NEWaukee met with the Vice President of Growth to better understand the organization’s goals. Key insights included:
Car washes are a fast-growing industry. Fortunately, the NEWaukee team is nimble! They needed a strategy for Grand Openings, a revamped onsite customer experience, a new brand messaging approach, and systems for scaling their digital media buying and lifecycle marketing.
Many customers may be unfamiliar with a state-of-the-art, express car wash like Tsunami Express Car Wash. And still more have never previously considered a car wash membership purchase. Brand messaging needs to communicate the value of unlimited washes.
Proposed strategies should be community-based to truly set Tsunami Express Car Wash apart from other competitors in the market.
Data is pivotal to everything they do. NEWaukee worked closely with Tsunami Express’ data partners and vendors as they continued to scale.
Engagement Challenge
Backed by private equity and looking for explosive growth, Tsunami Express engaged NEWaukee to produce Grand Opening events, reimagine their onsite customer experience, update their website, manage their media buying and brand campaigns, and strategize SMS lifecycle marketing campaigns.
Engagement Solution
Over the course of our engagement, NEWaukee has become an extension of the Tsunami Express Car Wash team handling multiple marketing functions including:
Auditing the on-site and online customer experience to provide recommendations for improvement
Producing Grand Opening events and marketing rollout for new locations, including paid media buys
Designing physical print materials, on-site signage, and digital assets aligning to new brand guidelines
Updating their website with new copywriting and graphics aligning to new brand guidelines and optimizing for SEO
Leveraging digital advertising to reach new customers, increase foot traffic and convert memberships
Creating unique content for both organic and paid social media
Deploying strategic lifecycle campaigns to send timely SMS offers to customers
Capturing high-quality photo and video assets, and editing commercial spots for OLV & CTV
