Virgina Tire & Auto

Amplifying women in the auto repair industry

Virginia Tire & Auto is a family-owned and operated, full-service repair shop that has been running for over 45 years. Now, with 18 locations across the DMV, the business is co-owned by the founder’s daughter, Julie Holmes who has been busy creating a workplace and business that attracts female employees and customers. As a woman-founded business, Grafik was thrilled to help rev up the voices of women in a male-driven industry and expand diversity across Virginia Tire & Auto’s talent pool. 

After conducting a baseline review of their recruitment efforts, Grafik recommended an air cover campaign as part of an integrated marketing strategy to build awareness about Virginia Tire & Auto before a prospective recruit or customer walked through the door. With refined messaging and an updated photo and video gallery, the campaign hit major touchpoints across social media, paid search and display, as well as in-person hiring events.

In order to differentiate Virginia Tire & Auto from the rest of the male-dominated shops, this campaign featured Julie as the accessible, hands-on leader and auto repair expert that she is. Grafik created stunning in-store posters, brochures and onboarding materials to welcome 31 new female employees into the family. 

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