2.4.x [Playbook: Tire Change Days]

Purpose

Tire Change Days are biannual client appreciation events (April + early November) hosted in partnership with Atwill Service Centre on Rainbow Road. These events provide real value to past clients, maintain top-of-mind awareness, reinforce our reputation as “People First,” and create excellent opportunities for warm, in-person connection during the shoulder seasons.

Event Overview

• Timing:

  • Spring: First or second week of April

  • Fall: Early November (before first major snow)

• Location: Atwill Service Centre – Rainbow Road, Ottawa

• Format: Clients book a time slot via our team; Atwill performs the tire change at no cost to the client (team covers the bill afterward).

• Capacity: ~75 bookings per event

• Value to Clients: Saves them money and time, strengthens loyalty, and encourages referrals.

1. Pre-Event Planning (4–6 Weeks Out)

1.1 Confirm Dates with Atwill

• Call or visit to confirm two full days or one long day of tire change availability.

• Discuss expected volume (usually ~75 slots).

• Confirm staffing on their side.

1.2 Create Booking Spreadsheet

• Use the Tire Change Day Booking Template in Google Drive.

• Columns should include:

  • Time Slot

  • Client Name

• Create 75+ slots in 15–20 minute increments based on Atwill’s recommendations.

• Store here:

  /Marketing → Client Events → Tire Change Days [YYYY] → Booking Sheet

1.3 Prepare the Email Invitation

• Write an email (Sent through Follow Up Boss) with:

  • Brief explanation of event

  • Range of available dates

  • Instructions to reply directly to Nick/team for their preferred slot

  • Mention “first come, first served”

• Include a link or screenshot of current availability (updated daily).

1.4 Design Social + Graphics

• Create:

  • Email banner

  • IG Story announcement

  • IG/Facebook graphic

  • “Spots filling fast” graphic

• Add to team calendar and The Weekly newsletter.

2. Booking Process (2–4 Weeks Out)

2.1 Managing Client Requests

• Clients reply via email, text, or phone call.

• Team (usually Chelsea) checks the sheet for the next available slot.

• Add client details to the spreadsheet immediately.

Confirmation Template:

2.2 Communicating with Atwill

• Send weekly updates with:

  • Booked slots

  • Any special notes (e.g., two vehicles)

  • Changes or cancellations

2.3 Waitlist

• Keep 5–10 people on a waitlist in case of cancellations.

• Notify them as slots open.

3. Event Week Execution

3.1 Day Before

• Email reminder to all booked clients:

  • Their time

  • What to bring

  • Instructions for arrival

  • Contact info (Nick + Atwill)

3.2 On the Day

• At least one team member should be present at Atwill during peak times.

  • Greet clients

  • Chat while they wait

  • Take photos/videos

  • Offer coffee cards (optional)

• Update spreadsheet with:

  • Completed appointments

  • No-shows

  • On-the-day reschedules

3.3 Social Media

Capture:

• Photos of clients with their cars

• Team behind-the-scenes

• Shop environment

• Timelapse or reel of cars arriving

• Thank-you shot with Atwill team

Recap posted same day or next day.

4. Follow-Up (Within 72 Hours)

4.1 Thank-You Message

Send a warm thank-you email or text:

4.2 FUB Tagging

Tag in Follow Up Boss:

• Event – Tire Change Day (Spring/Fall) [YYYY]

4.3 Financial Reconciliation

• Atwill sends total invoice.

• Nick pays with the company credit card.

• Receipt uploaded to: Monday Invoice Board

• Ops reconciles in Monday.com.

5. Measurement & Debrief

Key Metrics

• Total bookings

• Attendance vs. no-shows

• Conversations generated

• Referrals sparked

• Social engagement

• Total cost

Debrief

Discuss at the next Leadership and Sales & Marketing L10:

• What worked well

• What could be improved

• Any scheduling or capacity issues

• Whether 75 slots is still the right number

• Client feedback

6. Roles and Responsibilities

Nick

• Main host, client engagement on-site

• Pays Atwill invoice afterward

Chelsea

• Booking sheet management

• Client confirmations

• Reminder emails

Hannah

• Marketing materials

• Social media promotion and coverage

• Recap content

Realtors (Karim, Chelsea, Marlena, June)

• Assist on-site

• Engage clients during wait times

• Take photos/videos

Atwill Service Centre

• Performs tire changes

• Coordinates timing and flow

• Provides final invoice

7. Templates & Resources

• Tire Change Day Booking Sheet Template (Google Sheets)

• Invitation Email Template

• Reminder Email Template

• Canva Graphics Folder

• Social Media Caption Template

• [Playbook: Event Setup & Checklist]