WE CARE ABOUT OUR TEAMMATES
The Crew Campaign Continues… with a New Twist Ken and Claudia are a married couple from Virginia Beach,
would last, and it sure has. Over the last 23 years, he has followed Chuck to each one of his store locations. So, to celebrate his commitment as a customer, and in gratitude for sharing his story, BSRO is sending Bob and Chuck on an IndyCar race experience weekend together. Chuck is also featured in this year’s third Crew production, which takes the traditional approach of highlighting our teammates and the pride they take in their work, as well as different elements of our business, from our complete range of services to our commitment to the Boss. Production took place at the Firestone Complete Auto Care store 906370 in Naperville, Illinois, featuring five teammates representing four areas. To see additional Crew content from our teammates and the customers who appreciate them, follow along on Facebook, TikTok and Instagram @firestoneauto. And if you have a customer story to share, we want to hear about it! Email bsrobrand@bfusa.com with the details, including customer contact info.
Virginia. In 1978, they took their Chrysler Imperial into Firestone Complete Auto Care and since then, not one of their cars has been serviced anywhere else. That’s because Ken, a retired Navy pilot, knows that who fixes your car is just as important as who made it. So, Firestone stores have been their service destination for 45 years. Today, they frequent store 326686 General Booth in Virginia Beach. Ken and Claudia’s story will soon be shared with the rest of the country as part of our Crew campaign. While we’ve been highlighting our teammates and the service they deliver in our TV and digital spots for the past six years, our customers have now joined the Crew conversation. In the past, our teammates have spoken unscripted on camera about our FCAC stores, our Promise to Care and the ways to keep your vehicle running newer longer. This year, the brand team sought to take those themes a step further and bring the Promise to Care to life, sharing what that looks like at the store level. “The goal was to demonstrate how we bring our Promise to Care to the customer rather than just be part of our internal rallying cry. It was a way to show how we care, how our stores are filled with good people,” said Jordin Manfred , Senior Brand Manager, who has been an integral part of the Crew campaign since its inception. It was a bit of a wild notion, having customers speak off the cuff, but the results were more powerful than anyone could have imagined. “We surprised ourselves with how good these stories were,” Jordin said. “They warrant so much more than this space even allows.” Ken and Claudia’s spot will be the second to highlight our customers. The first, which launched in July, is focused on Bob, a long-time Firestone customer who currently visits our Pineville store in Charlotte, North Carolina. Bob’s father was a master mechanic, so he didn’t trust just anyone for car maintenance. More than 20 years ago, Bob met Chuck Mitchell , our Promise to Care winner, Crew ambassador and Pineville’s Lead Technician. If you’ve had an opportunity to meet Chuck or watch a video of him speaking, you know his enthusiasm for hard work, doing the right thing, and of course, our Promise to Care. When Bob had that opportunity, he knew his relationship with Chuck was one that
BSRO teammates filming for the Crew Campaign in Naperville, IL
BSRO teammate Chuck Mitchell with longtime customer Bob
BSRO teammate Eric Dauphin with longtime customers Ken and Claudia
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NEWS MAGAZINE FOR TEAMMATES AND RETIREES OF BRIDGESTONE RETAIL OPERATIONS, LLC
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