Green Garage – Women, Wine and Wrenches

Green Garage – Women, Wine and Wrenches

Green Garage – Women, Wine and Wrenches

The Brief

Green Garage is an innovative eco-friendly, full-service car care shop with locations in Boulder and Denver and aggressive plans to expand nationally.

They’re different not only for their green tactics but also in their target market: middle-aged women – a class of customer who often feel taken advantage of at other auto repair shops. In response, Green Garage promotes a policy of transparency when it comes to their customer relationships. Company technicians consult directly, pointing out what’s wrong with the car instead of fixing it and handing clients the bill. The staff takes the time to show their clients how car care works and what to expect in terms of repairs, answering questions with honesty and candor. This drive led Metzger to recommend consolidating the content into an educational seminar especially for women.

The Work

Metzger designed a series of events dubbed “Women, Wine and Wrenches” for women who want to learn more about their vehicles, avoid trips to the repair shop, and use green techniques to make their vehicles last longer and have less of an impact on the environment.

To publicize each event, Metzger distributed news releases and posted advisories to calendar sections in local and special-interest media outlets and blogs. We contacted women’s groups and printed posters and flyers to hand out to ladies around the city. We designed and released an email to the Green Garage mailing list about a month before each event and a second reminder a few days before. We kept members of the Facebook and Twitter pages aware of each event by regularly posting event messages.

The Results

At the many Women, Wine and Wrenches events held, both women and men have walked away from each event more knowledgeable about their cars, and Green Garage continues to spread their message of transparent car care to a wider audience.

Although these events are held in Denver and Boulder, Green Garage’s visibility has spread nationally with media coverage including Fast CompanyWestwordCNN and many others.

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