Innovate with Skyhawk Communications

Client / Market
Roseville Automall, a Northern California automotive hub representing 16 dealership brands.

Objective
Re-engage consumers and drive in-person activity by restoring confidence in post-COVID conditions, increasing engagement, and maximizing efficiency across a shared, fixed budget.

Challenge
This was a behavior change challenge.

Consumer habits had shifted during COVID, creating hesitation around in-person environments and reducing urgency to engage. At the same time, the campaign needed to unify 16 independent brands, operate within a competitive media market, and maintain accountability across multiple stakeholders, all while adapting to rapidly changing sentiment.

Strategy
The campaign focused on moving consumers from hesitation to action by rebuilding confidence and simplifying the path to engagement.

Behavior-Led Messaging: Prioritized reassurance, convenience, and trust to      reduce perceived barriers to visiting in person 

Unified Destination Approach: Positioned the Automall as a single, convenient      destination, simplifying decision-making 

Targeted Audience Strategy: Leveraged behavioral and geographic data to reach      in-market consumers ready to re-engage 

Integrated Media Mix: Combined digital and traditional channels to reinforce messaging      across the full decision journey 

Ongoing Optimization: Adjusted messaging, placements, and spend in real time based on      performance and shifts in sentiment 

Results
The campaign exceeded expectations and drove measurable behavior change.

26.8% annual increase in engagement, surpassing the      20% goal 

Re-engaged consumers and increased in-person traffic      following post-COVID hesitation 

Demonstrated a clear shift from hesitation to active      visitation 

Delivered efficient, accountable performance across a      multi-stakeholder budget 

This reflects a meaningful shift in consumer mindset, re-establishing in-person engagement as a normalized behavior.

Public Sector Application
This approach directly applies to public sector campaigns focused on driving real-world outcomes.

Behavior Change Focus: Moves audiences from awareness to action, whether      accessing services, attending appointments, or adopting new behaviors 

Precision Targeting: Reaches individuals at moments of highest intent using behavioral      signals 

Efficient Use of Funds: Maximizes impact within fixed budgets with clear      accountability 

Adaptive Execution: Responds in real time to changing public sentiment 

Multi-Stakeholder Alignment: Coordinates across partners, agencies, and      priorities under a unified strategy 

Client / Market
Sullivan Auto Group, Northern California

Objective
Increase EV and hybrid adoption by educating consumers and driving test drives, with a goal of +25% year-over-year sales growth.

Challenge
This was a behavior change challenge in an early adoption market.

Consumers lacked familiarity with EV technology and had hesitation around cost, infrastructure, and reliability. The campaign needed to move audiences from awareness to action, driving real-world engagement at the dealership level.

Strategy
Focused on reducing barriers and guiding consumers from consideration to action.

Education-led messaging to simplify EV benefits and incentives 

Directly addressed consumer hesitation to build confidence 

Targeted in-market audiences using behavioral signals 

Integrated media mix to reinforce messaging across touch points 

Clear focus on driving test drives as the key action step 

Execution
Full-year campaign delivered efficiently at $385K (under budget).

Media mix included TV, digital, streaming video, podcasts, and social to balance reach and targeted engagement.

Results

+31.8%  YoY growth in EV/Hybrid sales, exceeding the 25% goal 

Sustained performance across all 12 months with no drop-off 

Successfully moved consumers from awareness to test drive to purchase 

Delivered strong results while remaining under budget 

This reflects a sustained shift in consumer behavior, not short-term lift.

Public Sector Application

Proven ability to drive adoption of new behaviors, not just awareness 

Uses education to overcome barriers and build trust 

Delivers efficient, accountable performance within fixed budgets 

Demonstrates sustained impact over time 

Scales across diverse audiences using an integrated approach