Car Care Plan
Long‑term copywriting and content strategy support for a global automotive aftercare provider
Car Care Plan is a leading provider of vehicle aftercare products, working with major vehicle manufacturers, franchised and independent retailers, and affinity partners worldwide. Established in 1976, the business designs and administers warranty, service plans, insurance and asset protection programmes that are branded to automotive partners.
Today, Car Care Plan operates in more than 100 countries, registering over 1.5 million vehicle protection products each year, and is recognised as a trusted partner to many of the automotive industry’s best known brands.
The brief
Since 2015, I have worked with Car Care Plan as a freelance copywriter, supporting the business with a wide range of content and marketing activity. What began as blog and marketing copy support has developed into a long standing partnership that now spans:
• Website copy (including all copy for Car Care Plan’s latest website)
• Blogs and thought leadership content
• Social media copy
• Email marketing campaigns
• Advertorials and PR led content
• Brochures and other physical marketing materials
• eBooks and long form assets
• Strategic input into content, PR and messaging.
Alongside day to day copywriting, I work closely with the internal marketing team to help shape content strategy, contributing ideas, insight and direction based on industry trends, news and data.
The approach
Our long-term, ongoing aim has been to consistently produce:
• Clear, accurate and engaging content, that also maintains a consistent tone of voice
• Messaging that adheres to the complex regulatory landscape of the auto industry
• Content that positions Car Care Plan as a knowledgeable, authoritative industry voice
• Fast turnaround copy that supports marketing, PR and commercial objectives.
Responsiveness is a key part of that service. Car Care Plan knows that briefs will be turned around quickly, content will be delivered to deadline, and feedback or amendments will be handled efficiently and collaboratively.
I also regularly:
• Monitor automotive industry news and developments
• Research and propose new content topics
• Analyse data (for example, new and used car sales trends) to inform content
• Join meetings to contribute to PR and content discussions
• Advise on how content can be positioned to support wider marketing goals.
The results
Over the past 12 years, this approach has helped Car Care Plan to:
• Maintain a strong and consistent brand voice across digital and print channels
• Publish regular, high quality, journalism grade content
• Complete major projects efficiently, including a full website rewrite
• Strengthen its position as a trusted, knowledgeable voice within the auto industry
• Deliver content at pace without compromising on quality or accuracy.
Client feedback
“Sam has been providing copywriting services to Car Care Plan since 2015, producing blogs and other content for our website, marketing materials, and PR pieces in key industry publications. Working with various members of the marketing team, he gets to grips with the brief quickly and returns high-quality, professional content to deadline every time.”
— John Tunney, Head of Marketing, Car Care Plan
