Chippewa Valley Mazda, a long-time pillar of the Chippewa Valley community in west-central Wisconsin found itself in a new and unique situation. Once part of a well-known Midwestern dealership group, Chippewa Valley Mazda spun off and solidified its status as a locally connected, and now locally owned, independent dealership. Bolstered by a strong reputation operating in the area for many years and the continuity of maintaining the same operations team, Chippewa Valley Mazda had to set itself apart from its prior dealer group affiliation, evolve its brand identity and develop a holistic marketing plan that further strengthened the organization’s impact on the local community.