black hills tire
Black Hills Tire
A DIFFERENT KIND
OF TIRE SHOP
industry: auto service
services: audio, video production, digital marketing, design
the situation
Black Hills Tire, a locally owned business in the Black Hills, needed a comprehensive marketing strategy to strengthen community ties, stand out from competitors, and drive consistent traffic, especially for diesel repair alongside its core tire and auto services. The goal was to communicate their community commitment authentically while increasing visibility across a crowded media landscape.
the solution
The HomeSlice Group developed and executed a full-service, community-driven media strategy, leveraging in-house creative production, strategic public relations, and radio and multi-platform digital buying to maximize local impact and conversions.
Our in-house creative team produced an award-winning series of digital, video and radio content. The campaigns focus on the authentic, personal story of owners Weston and Tenise Chapman, detailing how they opened the shop because they “love living here” and are committed to keeping their community’s lives moving as fast as they do, safely and affordably.
INTEGRATED DIGITAL CAMPAIGNS
Our Rapid Digital Solutions (RDS) team manages a multi-platform strategy across the digital ecosystem, focusing on campaigns like “Diesel – Search,” “Search – Tires, Wheels,” “Local Experts,” and “Full Service.” Key focus areas included:
Search Engine Marketing: Targeting high-intent keywords for general services and highly profitable specialized services (e.g., “rapid city diesel mechanic”).
Display and Social Advertising: Running targeted display campaigns on Google and local publishers alongside social media campaigns on Meta (Facebook/Instagram).
Streaming TV (OTT) Advertising: Executing campaigns on platforms including Hulu, Disney+, and ESPN, specifically targeting the Rapid City DMA to reach local audiences in their homes.
PROMOTING CAMP DRIVE
We provided strategic public relations and marketing support for Black Hills Tire’s signature philanthropic initiative, Camp DRIVE (Determination, Resourcefulness, Innovation, Vision, and Enthusiasm). This two-day camp, the brainchild of co-owner Tenise Chapman, is a groundbreaking program that provides children with a hands-on experience in the automotive industry. The program has garnered widespread recognition and “captured the attention of the nation” for its innovative approach to mentoring and workforce development. Its success earned Black Hills Tire the 2023 Community Enhancement Award from the South Dakota Broadcasting Association (SDBA).
ADDY WINNER
Black Hills Tire has won addys for video production as well as a Judge’s Choice Award for “Mr. Tire”