Dealership CMO for Fixed Ops | Nissan of Rivergate Case Study

Dealership Fractional CMO · Fixed Ops Marketing · Case Study

CMO-Level Marketing Direction
for a Dealership's Fixed Ops.

Service, parts, and tires keep customers coming back long after the sale — yet most dealership marketing ignores them. At Nissan of Rivergate, one accountable marketing executive now leads the whole program: website, search, social, email and SMS, paid media, and PR for the Service & Parts operation.

Talk About Your Store

Collaborative Concepts Marketing serves as Fractional CMO for the Service, Parts, Tire, and Fleet departments at Nissan of Rivergate (1550 Gallatin Pike North, Madison, Tennessee — nissanofrivergate.com), providing Chief Marketing Officer-level direction across website, SEO/AEO/GEO, social media, email and SMS, paid media, and PR. Serving auto dealerships nationwide from Montgomery, Texas. Call: 936.249.6443

The Engagement: Nissan of Rivergate Service & Parts

A dealership with more than 40 years in the Nashville market, and a Service & Parts operation ready to be marketed like the profit center it is. Here's the work.

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Service & Parts Promo Video

A department promo video fronted by Service & Parts Director Corey Johnson, putting a real, trusted face on the service drive. It's built for social, email, SMS, and the website.

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Fixed Ops Relaunch Campaign

In September 2026 we re-introduced the department to the Nashville market with a press release and campaign covering the Service, Parts, and Tire centers and a dedicated Fleet Service program for commercial accounts. Dedicated Service & Parts social pages, email and SMS, and a shareable digital flipdeck carried the message out.

Full Fixed Ops Scope — One Accountable Leader

This is what CMO-level direction looks like when it's pointed at the service drive:

Website Management & Compliance

Ongoing site management with clean, best-practice privacy, cookie, and SMS disclosures, so the store stays protected without slowing the site or losing lead and analytics data.

SEO, AEO & GEO

The website and every online listing optimized for Google, Bing, and AI answer engines, so drivers asking where to get service find this store.

Dedicated Service & Parts Social

Standalone Service & Parts social pages publishing four to five posts a week: specials, tips, team spotlights, and tire deals.

Email & SMS

Monthly email and text campaigns to the store's own customers, the cheapest service appointments a dealership can book.

Digital Flipdeck Promotion

A swipeable digital promo piece customers can open and share straight from an email or text message.

Google & Meta Paid Media

Paid search and social campaigns managed against department goals, with ad spend billed directly to the dealership for full transparency.

PR & Department Relaunch

A press release and launch campaign re-introducing Service, Parts, and Tires to the community.

Fleet Service Marketing

Positioning the store's fleet and commercial maintenance program to win business accounts for the service drive.

Why Dealerships Choose CMO-Level Direction

Your vendors each own a piece. A Chief Marketing Officer owns the outcome, and a Fractional CMO gives you that without the executive payroll.

Fixed Ops Is the Retention Engine

Every oil change, tire sale, and repair order is a chance to keep a customer for life, and to sell them their next vehicle.

One Leader Over Every Vendor

Website, listings, social, ads, and compliance tools answer to one strategy and one accountable executive on your side of the table.

Compliance That Doesn't Cost Leads

Privacy and SMS rules handled with clean disclosure pages instead of heavy scripts that slow the site and break analytics.

Found in AI Answers

Drivers ask ChatGPT, Gemini, and Google AI where to get service. We structure the store's site and listings to be the answer.

Dealership CMO FAQs

What is CMO-level marketing direction for a car dealership?

It means one senior marketing executive owns the strategy, the budget, the vendors, and the results across the whole store — website, search, social, email and SMS, paid media, and PR. A Fractional CMO delivers that Chief Marketing Officer-level direction part-time, at a fraction of the cost of a full-time executive hire.

What does the Nissan of Rivergate engagement include?

Collaborative Concepts Marketing serves as Fractional CMO for the Service, Parts, Tire, and Fleet departments at Nissan of Rivergate in Madison, Tennessee. The scope covers website management and compliance, SEO, AEO, and GEO across the site and all online listings, dedicated Service & Parts social pages with four to five posts per week, monthly email and SMS, a shareable digital flipdeck promotion, Google and Meta paid media, and a press release re-introducing the department.

Why should a dealership put CMO-level marketing behind Fixed Ops?

Service, parts, and tires bring customers back for years after the sale and produce steady gross profit in every market cycle. Yet most dealership marketing budgets chase new-car shoppers. Giving Fixed Ops its own strategy, brand voice, social presence, and campaigns turns the service drive into a retention engine for the whole store.

How is advertising spend handled?

Ad spend for Google and Meta is billed directly to the dealership, separate from management fees. The store keeps full visibility into every dollar, and campaigns are managed against the department's goals.

Do you work with dealerships outside of Texas?

Yes. Collaborative Concepts Marketing is based in Montgomery, Texas, and serves dealerships nationwide. Our current dealership engagements are in the Nashville, Tennessee market, including Nissan of Rivergate and Town & Country Ford Nashville.

How does AI search affect a dealership's service department?

Drivers now ask ChatGPT, Gemini, and Google AI where to get their car serviced, which store has the part they need, and who they can trust. Service departments with consistent listings, structured website data, and fresh reviews are the ones those answers name. That is why we optimize the site and every listing for AI answer engines, not just Google.

How does privacy and SMS compliance affect dealership marketing?

Compliance is a growth issue as well as a legal one. Heavy third-party consent scripts can slow a dealership website, suppress leads, and break analytics. We favor clean, best-practice privacy, cookie, and SMS disclosure pages built for the store's state and for federal text-messaging rules, so the store stays protected without sacrificing performance.

Give Your Store CMO-Level Direction

Whether it's one department or the whole rooftop, let's talk about what a Fractional CMO would change at your dealership: strategy, vendors, compliance, and the customers who keep coming back.