Sarah's Support for Hi-Q Tyreservices and the Rebrand of Their Fast Fit Centres
During her 7 years at Hi-Q Tyreservices, the Goodyear owned company, Sarah Thompson played a crucial role in the rebrand of Hi-Q Tyreservices, one of the leading fast-fit tyre service providers in the UK, as well as in supporting the company’s network of company-owned and dealer-partnered centres. The project involved comprehensive PR efforts to elevate the brand’s visibility, communicate its new identity, and ensure that the rebrand resonated with customers, stakeholders, and the automotive industry.
Rebrand Messaging & Positioning
One of the key elements of Hi-Q Tyreservices’ rebrand was refining the brand’s messaging and positioning to ensure consistency across the entire network. Sarah helped Hi-Q articulate its new identity—focusing on modernity, professionalism, and customer service excellence—while making sure the refreshed image resonated with their diverse customer base, including individual car owners and fleet operators.
- Developing Core Messaging: Sarah worked with Hi-Q to craft clear, compelling messaging that communicated the rebrand’s vision, value proposition, and key differentiators. This messaging was integrated into all customer touchpoints with in-store communications.
- Internal Communications: She helped ensure that employees, franchisees, and dealer partners were aligned with the rebrand vision. This included crafting internal communications and training materials to help staff understand and effectively communicate the new brand identity to customers.
Public Relations & Media Coverage
The rebranding effort was a major event in Hi-Q’s history, and Sarah took steps to ensure the news reached a wide audience. She worked diligently to secure media coverage in both trade and local outlets, ensuring the rebrand was visible across a variety of platforms.
- Press Releases & Launch Campaigns: Sarah developed press releases announcing the rebrand, highlighting the refreshed look and feel of the Hi-Q brand, as well as its new focus on delivering customer service excellence. We coordinated the distribution of these releases to local media, automotive industry outlets, and business publications.
- Securing Industry Coverage: She pitched feature stories and interviews with Hi-Q executives to key trade publications and automotive websites. This helped position Hi-Q as a forward-thinking leader in the fast-fit tyre service sector.
- Local & Regional Media Engagement: With numerous Hi-Q centres across the UK, Sarah worked to secure local media coverage in the areas surrounding each fast-fit centre, amplifying the rebrand at a grassroots level and connecting it with local communities.
Event Management & Dealer Engagement
The rebranding of Hi-Q’s network of fast-fit centres—both company-owned and dealer-partnered locations—required coordinated efforts to ensure the new identity was seamlessly integrated into the physical environment of each centre.
- Launch Events & Dealer Briefings: Sarah helped organise internal launch events for Hi-Q employees and dealer partners, where the new branding and company messaging were introduced. These events helped to generate excitement and ensure that all stakeholders understood and embraced the rebrand.
- Point-of-Sale & In-Store Branding: As part of the rebrand, Hi-Q’s network of fast-fit centres received updates to in-store signage, point-of-sale materials, and overall store aesthetics. Sarah worked to ensure the rebrand was communicated effectively in these spaces through press kits, promotional materials, and consistent messaging at each location.
Customer Engagement & Retention
Ensuring that the rebrand resonated with existing customers and attracted new ones was a crucial part of the process. Sarah supported Hi-Q in creating campaigns that reinforced the value of the brand while fostering customer loyalty.
- Customer Testimonials & Case Studies: Sarah helped Hi-Q leverage the power of real customer stories to demonstrate the brand’s commitment to service excellence. These testimonials and case studies were shared across media outlets, on the website, and through social channels.
Sponsorships & Partnerships
As part of the rebrand, Sarah also helped Hi-Q communicate its existing sponsorship and partnership activities in the automotive and local communities, ensuring these efforts aligned with the refreshed brand image.
