NJ Auto LendingBranding2020

Building Brand Awareness

NJ Auto Lending
About the project


NJ Auto Lending


Sokal worked with NJ Auto Lending to rebrand their business and increase their brand awareness in the market. We worked with them to clearly define their mission statement as the crucial start of the campaign.

About the client

Lending to good people with low credit scores

NJ Auto Lending has 5 automotive dealership locations throughout the state. They also offer a financing option for those purchasing a vehicle from any of the Sansone Jr dealership locations. Their mission statement is as follows: “Lending to Good People with Low Credit Scores. At NJ Auto Lending your story is very important to us. Our plan puts you on the path to better credit with a vehicle you love while saving you thousands.”

Our Success Story

The goal

Redefine & establish

The twofold objective was to redefine & establish a brand identity - logos, mission statement, marketing hook, and a go-to-market plan to build brand awareness. And secondly, create a website that focuses on UX and clearly explains to the consumer what NJ Auto Lending is, while maximizing engagement opportunities.

The outcome

Increased presence

The solution was to increase presence on individual sites, reach new demographics & GEO’s, and remove lower performing mediums to shift money to ones that are performing higher. Slogans, creative concepts, and a mix of social media, radio, direct mail, and email campaigns were created to achieve the set goals.


Leveraging our experts

Sokal leveraged our subject matter experts across the agency to work together and develop a cohesive plan to present to the client. Our senior creative team members, along with a front end website developer, worked to create all visual and consumer facing elements. While behind the scenes members of the strategy department worked to develop the go-to-market plan for digital and traditional placement.

One of the main goals for the NJ Auto Lending rebrand was clearly & concisely communicating what they offer with a strong, national look and feel while remaining relevant.

Financing opportunities can be information-heavy, so we really wanted to simplify their message while appealing to a younger demographic. A couple of the primary avenues for highlighting their new messaging was with TikTok inspired videos and an illustrative site design.

New logos were presented, a new redesigned website was built which focused on UX, and creative concepts were generated to market the brand - such as “Things you can do in 30 seconds” in order to tie into the 30-second credit approval process.


By the numbers

The website redesign went live in August 2021. Broadcast Radio to reach the targeted demographic, along with paid search and targeted social campaigns went live one month later. Direct & organic traffic to the site tripled the first month of the revised marketing plan, and the lead conversion rate of the website reached over 14%. Lead activity more than tripled the first month, and delivered the highest engagement the brand had seen since launching in August 2019.


Improved website lead conversion rate


Lead activity