This project redefines how Direct Connection communicates with dealers by replacing lengthy, ineffective email newsletters with a centralized, digital-first experience. The goal is to provide instant, intuitive access to essential information—such as real-time parts availability, leadership insights, technical support, training resources, and sales tools—through a dedicated landing page on the Mopar Dealer Site. Updated quarterly, the page ensures content remains current, relevant, and aligned with dealer needs while also serving as a long-term archive for onboarding and reference.
Driven by dealer feedback and leadership insights, the solution addresses key challenges including information overload, low email engagement, inefficient production timelines, and poor content retention. The new landing page acts as an always-available hub that supports rich digital content, improves discoverability, and enables performance tracking to continuously refine content strategy. Emails now function as teasers to drive traffic rather than primary content vehicles, increasing visibility and engagement. In parallel, the project strengthens the Direct Connection brand by establishing a cohesive visual identity distinct from Dodge, creating a more recognizable, engaging, and unified dealer experience.
Our objective is to design a seamless and user-friendly experience for dealers by providing instant access to essential information. This includes real-time parts availability, expert tips, FAQs, and other critical resources—presented through a dedicated landing page. To ensure relevance and accuracy, the page will be updated quarterly, keeping dealers informed with the latest insights and updates.
Problem
The current method of communicating with dealers—via lengthy, cluttered emails—has proven ineffective. Dealers struggle to find relevant information quickly, especially with high employee turnover and new staff onboarding challenges.
Key issues include:
Information Overload: Emails contain excessive details, making them difficult to digest.
Inefficiency: Preparing a monthly newsletter requires three weeks of planning and one week of production, causing delays.
Low Engagement:
32% of emails are flagged as spam, reducing reach.
Email formatting limits creative engagement strategies and is poorly optimized for tablets and mobile devices.
Irrelevant Content: A top-ten dealer survey revealed that recurring topics often do not align with dealers' actual needs.
Lack of Information Retention: Past newsletters, which contain valuable insights, are not archived in an accessible format for future reference.
A more efficient and user-centric solution is needed to streamline communication and improve access to essential dealer information.
Research Insights
To better understand the needs of dealers, we engaged with Direct Connection leadership and conducted a survey to identify key information they want from a newsletter. The findings highlighted the need for concise, relevant, and structured content focused on critical business updates.
Key Topics Identified:
Leadership Insights – Direct Connection executives sharing vision, updates, and strategic direction.
New Offerings & Parts Updates
Upcoming part launches
Parts in development without a confirmed launch date
High-demand parts without a set delivery timeline
Specialized parts for new vehicles
Exclusive Features:
DC Licensed Partner Spotlight
Problem-Solving Hub: FAQ-based troubleshooting and technical tips from the DC Technical Support team
Unavailable Parts Insight: Why certain parts aren’t available and expectations on delivery timelines
Industry & Motorsports News
Direct Connection & Dodge motorsports updates
Event announcements for Direct Connection
Feature stories relevant to the industry
Educational & Training Resources
Quick specs for crate engines, long blocks, and stage kits
Announcements & promotions
New employee training resourcesKey contacts and order processing instructions
Key contacts and order processing instructions
Sales Performance & Success Stories
Monthly Power Brokers sales insights (crate engines & modern performance sales)
Spotlight on top-performing dealers and leading sales figures
Success stories from dealers
Sales tools and promotional materials
These insights guided the shift from long, cluttered emails to a centralized, easily accessible landing page, ensuring dealers receive relevant, timely, and actionable information in an engaging format.
Brand Expansion as an Opportunity
Direct Connection’s official website closely follows Dodge’s branding, but there was an opportunity to establish a more distinct and cohesive identity for the brand.To achieve this, we:
Reviewed all existing Direct Connection advertising to identify recurring design elements and messaging.
Developed a defined look and feel that aligns with the brand’s identity while differentiating it from Dodge.
Expanded the brand presence, ensuring consistency across digital platforms, marketing materials, and dealer communications.
This approach strengthens Direct Connection’s visual identity, creating a more recognizable, engaging, and unified brand experience.
Solution
To enhance dealer communication and accessibility, we developed a dedicated landing page that serves as a centralized hub for all essential updates. This solution was designed based on dealer feedback, ensuring it meets their specific needs and priorities.
Key Improvements:
Always-Accessible Digital Hub
Replaces email newsletters with a permanently available landing page.
Ensures dealers can quickly find relevant information anytime.
Enhanced Digital Format
Supports multiple content types, including videos, images, and downloadable files—unlike email, which has file type limitations.
Optimized scrolling experience—users are accustomed to digital scrolling, making navigation seamless regardless of page length.
Strategic Traffic Boost
Emails will now serve as teasers, driving traffic to the landing page instead of delivering lengthy content directly.
Avoids spam filters, increasing engagement and visibility.
Better Tracking & Insights
Digital tools allow real-time tracking of dealer interactions, helping us refine content based on user behavior and preferences.
Comprehensive Digital Archive
Stores past newsletters for quick reference and new employee training, ensuring historical information remains accessible.
The newsletter is accessible on the Mopar Dealer Site and always accessible to dealer
This user-friendly, dynamic approach ensures that dealers have on-demand access to the most relevant and up-to-date Direct Connection news, technical resources, and sales tools.
