The Challenge

The National Auto Body Council (NABC) is a nonprofit organization that serves as a brand ambassador for the collision repair industry through charity-driven initiatives. Its flagship program, the F.R.E.E.™ (First Responder Emergency Extrication) event, provides firefighters with hands-on training to safely extract car crash victims using tools like the jaws of life. While the event offers critical, life-saving training, the organization struggles with visibility to recruit more body shops to host future events.

NABC lacked internal marketing capacity and needed support promoting an upcoming F.R.E.E.™ event hosted by CARSTAR Ambassador Collision in Houston. The goal was to ensure strong firefighter turnout and generate press coverage to encourage other shops to host similar events moving forward.

The Strategy

We partnered with NABC and CARSTAR to promote and operate the event through a combination of automation, design, and digital distribution.

• Automation: Created a digital registration process as well as communication automations to streamline the sign-up process, increase turnout, and free up staff by eliminating manual processes. NABC continues to incorporate these in their new events.

• Event Promotion: Promoted the event locally via social media, utilizing Facebook Groups, Nextdoor, and local news outlets, and designed event posters for high-traffic local areas.

• Event Planning: Prepared staff with layout coordination and visitor guidance materials to avoid any day-of confusion. Created visitor signage in English and Spanish, along with event flow markers.

• Photo and Video: Filmed and produced a high-quality highlight video showcasing the event’s value to both shops and first responders. Created a visual tool NABC now uses to onboard new body shops and present the program to sponsors.

The Results

• Achieved a 100% attendance and no drop-offs

• Over 100 guests attended through organic social media campaign only.

• Digital registration and waiver forms saved hours of administrative work.

• The final event video is now used nationally by NABC to onboard new body shops—and by CARSTAR as an ongoing promotional tool.