Integer Gets NAPA Relationship Effort

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NAPA Auto Parts handed longtime promotions agency Integer Group, Denver, a new relationship marketing program assignment.


Integer and sibling Grizzard will handle database management, online marketing and lead generation. Grizzard also will offer on-demand print production and fulfillment services. The relationship marketing program will be customized to meet the needs of NAPA's dealers and markets.


"What we're helping them address is enabling highly customized and localized marketing, and as part of that we're also putting much more control in the hands of their franchisees," said Peter Ingram, director of business development and marketing at Grizzard, Atlanta. "But at the same time, we've increased the corporate entity's ability to control their branding."


A major supplier of auto parts, NAPA has 6,000 stores nationwide, 65 distribution centers and more than 10,500 NAPA AutoCare and AutoCare Collision repair facilities. It has 310,000 parts in inventory every day.


The market matrix Integer and Grizzard designed will let NAPA better segment communications geographically, demographically and psychographically.


Like Integer, Grizzard is part of Omnicom Group Inc., a New York-based ad agency holding company with overall billings of $8 billion. Grizzard handles clients like The Salvation Army, Kroger Supermarkets, Microsoft Corp., BellSouth Corp., American Red Cross and Siemens. Capitalized billings are $200 million. Integer is more retail-focused.


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