Overview
American Honda engaged Tendo to support a change-management initiative with a communication program targeted at decision makers within the company’s network of more than 3,000 independent dealers. Honda’s goal was to drive adoption and usage as well as reinforce the value of its online business applications in dealer organizations.
After years of supporting proprietary technology, Honda needed to accelerate the migration to these new tools by demonstrating the value and generating excitement among dealer audience segments.
Tendo developed a strategic communication plan that included a quarterly print publication and a companion website. Designed to engage the dealer audience with best practices, tips from other dealers, and insights from execs at American Honda, the publication and website helped drive 100 percent adoption of the new system in little more than one year.
The success of the program led to the creation of a dealer publication for the company’s motorcycle division. Printed quarterly, Inside Line showcased dealer interviews, best practices, and tips to help motorcycle dealers adopt Honda’s online business applications.
Tendo services include:
- Audience analysis
- Content strategy
- Content creation
- Publication design & production
- Print & digital publishing
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