Automotive Digital Marketing

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Sunday, April 15, 2007 - The Automotive Digital Marketing Community is pleased to announce that Ralph Paglia has joined the ADP Dealer Services Division, headquartered in Hoffman Estates, IL as their corporate “Director – Digital Marketing” responsible for OEM and National Account Business Development.

In addition to developing ADP’s Digital Marketing growth opportunities with car companies and enterprise level organizations, Ralph’s recent 20 month retail experience as Director of CRM and eBusiness Operations at Courtesy Chevrolet in Phoenix, AZ gives him an exceptional level of retail insight to provide input on ADP product developments in this area. Courtesy Chevrolet’s Phoenix dealership has emerged during the past 3 years as the largest total sales volume Chevrolet dealership in America… While beginning his role as ADP’s Director of Digital Marketing, Ralph will serve as a consultant to Bill Gruwell and his sons Mark and Scott Gruwell for 6 months. This win-win situation will provide ADP with a direct connection to Courtesy Chevrolet’s World Famous Internet and CRM operations, while providing the Gruwells with access to thought leadership and eBusiness practices that are more advanced than those of their competitors in both Phoenix and their recently acquired San Diego, CA store. It is safe to say that Chevy buyers going online in Phoenix and San Diego will enjoy the benefits of this unique alliance.

Ralph Paglia first began his association with Courtesy Chevrolet while working for Reynolds and Reynolds in the Spring of 2005. He left his highly successful, high profile position as an OEM Partnership Executive with the Reynolds OEM Solutions Team to accept a full time position as Courtesy’s CRM/eBusiness Director in August, 2005. The second half of 2005 saw Ralph developing Courtesy’s eBusiness and CRM organizational structure and the Phoenix store’s Integrated Marketing Strategy. Working with the truly exceptional management team at Courtesy Chevrolet, Ralph was able to implement marketing channels and sales processes that both GM and other dealers around the country have come to recognize and attempt to duplicate. In fact, the requests from dealers all over North America to visit and see in person what was going on became so overwhelming that the dealership had to adopt a strict policy limiting onsite visits to GM executives and dealers that are referred by them. Under Ralph’s leadership, the eBusiness organization grew by over 300% during the second half of 2005 and going into 2006, becoming a key part of the store’s focus on maximizing sales volumes. In 2006 Courtesy Chevrolet sold over 7,700 new Chevrolet cars and trucks which was over 1,000 units ahead of the next closest Chevrolet dealer. While there are a handful of Chevy dealers that sold more light duty passenger vehicles, and there are a few dealers that sold more commercial use trucks and medium duty Chevys… No other GM dealer in America sold and delivered more new GM vehicles than Courtesy Chevrolet’s combined Retail, Commercial, Fleet and Internet Sales Teams did in 2004, 2005 or 2006! Courtesy’s success in using Digital Marketing to grow sales has worked exceptionally well for increasing used vehicle sales. While Ralph was at the helm of the eBusiness Department, Courtesy’s total sales, not including wholesale, went over 11,000 vehicles in 2006. Of those 11,000 sales, over 3,000 were used retail sales and over 4,000 of the 11,000+ total sales originated from Courtesy’s BDC and Internet Sales Teams. In fact, the growth rate of Courtesy’s Used Vehicle Sales associated with Digital Marketing strategies and tactics has exceeded the exceptional growth rate of their new vehicle sales.

In January, 2007, Ralph was selected to be interviewed by Digital Dealer Magazine, and then featured as the cover story for the April, 2007 issue. The article and the interview with Ralph Paglia can be viewed online at:

Ralph’s responsibilities at Courtesy Chevrolet included leadership of over 60 people who handle inbound and outbound communications with both previous and prospective customers. Other duties include development of the dealership’s interactive marketing campaigns and the implementation of multi-channel integrated marketing strategies using a blend of new technologies and traditional media. Using the highly competitive and fast paced Phoenix market (where Chevrolet retains #1 market share), as his laboratory Ralph developed Digital Marketing practices that were successful and had never been previously deployed by a single rooftop dealer anywhere else in America. Recognizing this, Ralph was recently selected to receive the “Hardest Working Internet Sales Professional” award by the non-profit Association of Automotive Internet Sales Professionals (AAISP) and his peers. Ralph received his trophy and award certificate at the Annual AAISP conference award ceremonies in Nashville, TN on March 14, 2007. Ralph facilitated 3 workshops for Internet Sales Managers at the 2007 AAISP conference. Each of the 3 workshops were standing room only, with one of them so well attended that conference organizers had to step in and move the sessions to a larger venue.

The three AAISP workshops Paglia presented were titled:
1. “Growing Your Internet Staff from 10 to 300 Cars a Month”
2. “Search Engine Marketing for Internet Managers”
3. “Guerilla Marketing Tactics to Break from the Competition”

Ralph has a strong educational and retail background that includes earning an MBA and serving in retail management positions as a New Car Sales Manager, Used Car Manager, F&I Director, General Sales Manager and General Manager. Prior to his recent experience at Courtesy Chevrolet, Ralph worked for over 6 years at the HAC Group, which was acquired by The Reynolds and Reynolds Company in May, 2000. After the acquisition, Ralph served Reynolds in a variety of positions including Consulting Practice Leader for CRM and Web Brand Management, as well as OEM Solutions Development Leader for CRM and Internet Lead Management. Ralph has become well known throughout his career as a passionate and insightful leader in the development and implementation of highly effective customer management practices that are supported by interactive marketing. He has led the development and design of nationally implemented CRM and eBusiness programs for Ford, Honda, Mercedes-Benz, Toyota and other car companies. Some of his more recent accomplishments include designing Ford’s BDC program and training the team that successfully delivered the installation of over 500 Business Development Centers. Ralph led the Consulting team that designed and installed both the Mercedes-Benz StarLeads CRM system and the Mercedes-Benz BDC dealership implementation programs for MBUSA. He has worked on multiple eBusiness development projects for American Honda and has facilitated numerous seminars and workshops for Honda and Acura dealerships throughout North America. Ralph helped design dealership implementation and certification programs for the Toyota eCertified Dealer program, as well as facilitating a large number of Toyota eCertified Dealer Seminars and extensive in-dealership consulting assignments associated with the program.

Ralph was recently selected by the General Motors CRM team to develop and present Internet Sales Process best practices to GM’s Standards For Excellence (SFE) facilitators assigned to Chevrolet, Cadillac, Buick, Pontiac, GMC, Hummer and Saab dealerships throughout the USA. Ralph delivered his presentation and materials to over 400 General Motors SFE Facilitators during their training conferences in Denver, CO in February and then in Detroit, MI in March, 2007. Both presentations were warmly received by GM’s management and the SFE teams, resulting in standing ovations and a lot of positive feedback to GM’s leadership in Detroit. After the Denver session produced such a strong response by the GM SFE Facilitators in attendance, GM sent a film crew to record the Detroit session.

For a more complete background and profile on Ralph, visit his web site at , and to get more information on ADP’s Digital Marketing solutions, please visit , for ADP’s solutions offerings in the CRM category visit . Ralph also has professional/personal information sites at: , , . He periodically publishes a newsletter that explores automotive industry best practices in the areas of CRM, Digital Marketing and Internet Lead Management that you can subscribe to at: .

The automotive industry looks forward to Ralph’s contributions as part of the ADP Digital Marketing team. Feel free to communicate directly with Ralph Paglia using any of the following Points of Contact:

Ralph Paglia
Director – Digital Marketing
ADP Dealer Services
Corporate Email:
Personal Email:
Work Phone: (505) 410-7064
Cell: (505) 301-6369
eFax: (801) 340-8918

If you have interest in seeing some of Ralph’s work in creating a Digital Marketing strategy at Courtesy Chevrolet which resulted in growth from 5,000 Unique Web Site Visitors a month to over 100,000 Unique Visitors in March, 2007, then visit these web site, landing page, micro-site and deep link examples:
• Primary Site 1: (Site Map:
• Primary Site 2:
• Primary Site 3:
• Primary Site 4:
• Primary Site 5:
• Primary Site 6:
• Micro-Site Example 1:
• Micro-Site Example 2:
• Micro-Site Example 3:
• Micro-Site Example 4:
• Micro-Site Example 6:
• Landing Page Example 1:
• Landing Page Example 2:
• Landing Page Example 3:
• Landing Page Example 4:
• Landing Page Example 5:
• Landing Page Example 6:
• Online Ad Deep Link 1:
• Online Ad Deep Link 2: • Online Ad Deep Link 3:
• Online Ad Deep Link 4:
• Online Ad Deep Link 5: • Online Ad Deep Link 6:
• Micro-Site Example 5:
• Micro-Site Example 6:





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Tags: ADP Dealer Services, ADP Digital Advertising, ADP Digital Marketing, ADP Digital Marketing business development, Ralph Paglia, automotive marketing micro-sites, automotive micro-site, car dealer microsites, dealer microsite


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