Welcome
WLR Automotive Group · Marketing Hub
Road to Opening
Ellicott City · MDNext Opening
The Auto Spa Express
—days to go
—
East York · PAComing Soon
The Auto Spa Express
—days to go
—
Quick access
Ellicott City Opening→
East York Opening→
Reporting→
Promotions→
Lube Center Coupons→
Auto Repair→
Logos & QR Codes→
Brand Guidelines→
Customer Offers & Giveaways
—
Promotions customers can redeem at the location
Advertising & Outreach
—
Paid media & community outreach driving traffic to the location
Opening Day KPI Targets
400+
SMS Contacts
10K+
Social Impressions
2,000+
Washes Wk 1–2
100+
New Members
500+
Social Redemptions
10+
Fleet Accounts
12-Week Launch Plan
Ellicott City — Week-by-Week Timeline
Opens September 5, 2026| WEEK | TARGET DATE | ACTIVITY | CHANNEL | STATUS |
|---|---|---|---|---|
| W−12 | Apr 19 | Finalize creative assets; launch SMS "Text WASH to 1234" campaign | Internal / SMS | Upcoming |
| W−10 | May 3 | Press release + media list; teaser social "Coming Soon to Ellicott City!" | PR / Social | Planned |
| W−8 | May 17 | Google "Coming Soon" ads; Win a Year Membership social contest goes live | Digital / Social | Planned |
| W−6 | May 31 | Direct mail design + 3/5/10-mile list pull; exterior banners + feather flags install | Print / Signage | Planned |
| W−4 | Jun 14 | Direct mail drops (3-mile priority); ramp up ad spend with wash visuals | Print / Digital | Planned |
| W−2 | Jun 13 | 5-day countdown posts; VIP soft launch preview (Sat–Sun, Jun 13–14); free test wash push | Social / Event | Planned |
| W−1 | Jun 20 | Email blast to full WLR membership base; contest winner selected | Planned | |
| DAY 0 | Sep 5 | GRAND OPENING — First customer giveaway · Social free wash (14 days) · Buy-a-Wash · Google "Now Open" · YouTube commercial · Fleet business visits | ALL | Opening Day |
| W+2 | Jul 11 | Free wash promo ends; Buy-a-Wash continues; SMS retargeting; Google reviews | SMS / Social | Planned |
| W+4 | Jul 25 | Cross-reference SMS list vs. new members; 30-day churn monitoring | Analytics | Planned |
Customer Offers & Giveaways
—
Promotions customers can redeem at the location
Advertising & Outreach
—
Paid media & community outreach driving traffic to the location
Opening Day KPI Targets
400+
SMS Contacts
10K+
Social Impressions
2,000+
Washes Wk 1–2
100+
New Members
500+
Social Redemptions
10+
Fleet Accounts
12-Week Launch Plan
East York — Week-by-Week Timeline
Opens October 9, 2026| WEEK | TARGET DATE | ACTIVITY | CHANNEL | STATUS |
|---|---|---|---|---|
| W−12 | Jun 28 | Finalize EY creative assets; SMS "Text WASH to 1234" campaign launches | Internal / SMS | Planned |
| W−8 | Jul 26 | Google "Coming Soon" ads; Win a Year Membership contest; teaser social posts | Digital / Social | Planned |
| W−6 | Aug 9 | Social countdown; direct mail planning; site visuals + equipment teasers | Social / Print | Planned |
| W−4 | Aug 23 | Direct mail drops + signage install; ramp up ad spend | Print / Signage | Planned |
| W−2 | Sep 8 | 5-day countdown; VIP preview days (Sep 8–9); test wash social push; content capture | Social / Event | Planned |
| W−1 | Sep 15 | Email blast to full WLR membership base; contest winner selected | Planned | |
| DAY 0 | Oct 9 | GRAND OPENING — Full launch: all EC tactics applied · First customer giveaway · Social free wash · Buy-a-Wash · YouTube commercial · Fleet outreach | ALL | Opening Day |
| W+2 | Oct 6 | SMS retargeting; 30-day cross-reference analysis; Buy-a-Wash; Google reviews | SMS / Analytics | Planned |
Business Line
The Auto Spa Express
All Open Locations — Auto Spa Express Network
Upcoming Locations
Upcoming Location · Opening Soon
Ellicott City, MD
Opens September 5, 2026 · Howard County
View Grand Opening Guide →
Upcoming Location · Opening Soon
East York, PA
Opens October 9, 2026 · York County
View Grand Opening Guide →
All Open Auto Spa Express Locations
Halethorpe
3504 Washington Blvd, Halethorpe, MD 21227
Arundel Mills
7670 Arundel Mills Blvd, Hanover, MD 21076
Bel Air
Bel Air, MD
West York
West York, PA
Frederick – Rt. 26
Frederick, MD
Frederick – Rt. 85
Frederick, MD
Martinsburg
Martinsburg, WV
Dundalk
Dundalk, MD
For full location details, hours, and directions visit washluberepair.com
Business Line
The Auto Spa
All Locations — Marketing Resources
The Auto Spa location-specific marketing plans are available through the Marketing Team. Contact us at marketing@washluberepair.com to request materials for a specific location.
Applicable Promotions
Business Line
The Lube Center
All Locations — Marketing Resources
The Lube Center location-specific marketing plans and materials are available through the Marketing Team. Contact marketing@washluberepair.com.
Applicable Promotions
Business Line
The Auto Repair
All Locations — Marketing Resources
The Auto Repair location-specific marketing plans and materials are available through the Marketing Team. Contact marketing@washluberepair.com.
Applicable Promotions
Ask WLR AI
Search across all promotions, signage, logos, and grand opening plans
WLR Marketing Assistant
Powered by Claude AI — ask about any promotion, signage spec, KPI, or opening plan
SMS Activation
Free Wash
Buy-a-Wash
Google PPC
Social Promo
Fleet Cards
Signage Specs
EC Opening
EY Opening
Recent Searches
Reporting — Overview Dashboard
Grand opening campaign metrics and KPI tracking across all locations
Reporting is populated manually until location systems are connected. Update metrics after each reporting period. Contact Marketing Team to update numbers.
System-Wide Metrics
Total Locations (WLR)
31
Across all business lines
New Openings — 2026
2
EC (Sep 5) · EY (Oct 9)
Active Promotions
17
8 grand opening specific
Team Members
600+
Across all locations
Upcoming Location Campaign Tracking
Grand Opening KPI Tracker — 2026 Upcoming Locations
| LOCATION | OPENING DATE | SMS TARGET | SMS ACTUAL | MEMBER TARGET | MEMBERS ACTUAL | WASH TARGET (2WK) | STATUS |
|---|---|---|---|---|---|---|---|
| Ellicott City, MD | Sep 5, 2026 | 400+ | — pending | 100+ | — pending | 2,000+ | Pre-Opening |
| East York, PA | Oct 9, 2026 | 400+ | — pending | 100+ | — pending | 2,000+ | Planning |
For full analytics reporting, access your Google Analytics, Rinsed dashboard, and ICS system. Cross-reference SMS opt-in list vs. membership conversions at 30, 60, and 90 days post-opening.
Reporting — By Location
Select a location to view its marketing campaign performance and KPIs
The Auto Spa Express — Upcoming Locations
Ellicott City
Auto Spa Express · MD
Next Opening
471
SMS Contacts
—
Members
Opening: September 5, 2026
East York
Auto Spa Express · PA
Planning
—
SMS Contacts
—
Members
Opening: October 9, 2026
All Other Locations
Reporting for existing Auto Spa Express, Auto Spa, Lube Center, and Auto Repair locations is managed through the Marketing Team and individual location reporting systems. Contact marketing@washluberepair.com to request a location-specific report.
Auto Spa Express
Marketing overview →
The Auto Spa
Request report →
The Lube Center
Request report →
The Auto Repair
Request report →
Reporting — Ellicott City
Grand opening advertising & on-site campaign results · The Auto Spa Express · Ellicott City, MD
Ellicott City opens September 5, 2026. Results are entered manually each reporting period — figures show — until the location is live and numbers are reported. Contact the Marketing Team to update.
On-Site Reporting
Cars Washed
—
Total wash volume since opening
New Memberships Sold
—
Super & monthly plans
Buy a Wash → Membership
—
Wash-to-member conversions
First Customer Giveaway
—
1-Year Super Membership awarded
Free Wash — Social Media
—
Social promo redemptions
Free Wash — Outdoor Signage
—
Banner / yard sign redemptions
Free Wash — Text Message
—
Text WASH40 redemptions
On-Site Free Wash Redemptions
| SOURCE | CHANNEL | REDEEMED | STATUS |
|---|---|---|---|
| Free Car Wash — Outdoor Signage | On-Site / Signage | — pending | ● Upcoming |
| Free Car Wash — Text Message | On-Site / Cashier scan | — pending | ● Upcoming |
| Free Car Wash — Social Media | On-Site / Cashier | — pending | ● Upcoming |
| Free Car Wash — Mailer Postcard | Direct Mail | — pending | ● Upcoming |
| Buy a Wash, Get a Monthly Membership | On-Site / Cashier | — pending | ● Upcoming |
Advertising Reporting
Social media ads to date · pre-opening awareness & phone-number collection
Social Media Ad Performance
| CAMPAIGN | VIEWS | REACH | CLICKS | KEY RESULT | SPEND | STATUS |
|---|---|---|---|---|---|---|
| Free Car Wash — Text Message | 3,651 | 20,870 | 561 | 471 phone #s collected | $249.94 | ● Active |
| Coming Soon Post | 35,521 | 24,556 | — | 1,631 location page views | $194.33 | ● Active |
| Total — live campaigns | 39,172 | 45,426 | 561 | 471 phone #s · 1,631 page views | $444.27 | |
| Win a Year Super Membership | — pending | — pending | — | — pending | — | ● Active |
| Social Free Wash — 2 Week Promo | — pending | — pending | — | — pending | — | ● Upcoming |
| Google PPC — Now Open | — pending | — pending | — | — pending | — | ● Upcoming |
| YouTube — Now Open Commercial | — pending | — pending | — | — pending | — | ● Upcoming |
Total Ad Spend
$444.27
2 social campaigns to date
Total Reach
45,426
Combined across campaigns
Total Views
39,172
Impressions / plays
Phone Numbers Collected
471
Text Message campaign opt-ins
Campaign Performance
Views → Clicks (CTR)
15.4%
Text Message · 561 clicks / 3,651 views
Clicks → Phone #s
84.0%
Opt-in conversion · 471 / 561
Cost per Phone #
$0.53
Text Message · $249.94 / 471
Views → Page Views
4.6%
Coming Soon · 1,631 / 35,521
Approved guidelines and templates for communicating with The Auto Spa Express members — use these when notifying members about changes, closures, or account updates.
Communication Guidelines
Welcome Message
The automated new-member welcome text, message template, and attached coupon.
Declined Payment Guidelines
How to handle and communicate declined membership payments — outreach timing, messaging, and approved member templates.
Closure Communication Guidelines
How to notify members about temporary or permanent location closures — messaging, timing, channels, and approved member templates.
Approved guidelines and templates for communicating with The Auto Spa members — use these when notifying members about changes, closures, or account updates.
Communication Guidelines
Welcome Message
The automated new-member welcome text, message template, and attached coupon.
Declined Payment Guidelines
How to handle and communicate declined membership payments — outreach timing, messaging, and approved member templates.
Closure Communication Guidelines
How to notify members about temporary or permanent location closures — messaging, timing, channels, and approved member templates.
Approved guidelines and templates for communicating with The Lube Center members will appear here.
Communication Guidelines
No member communication guidelines have been added yet for The Lube Center. Contact the Marketing Team to add resources here.
Approved guidelines and templates for communicating with The Auto Repair members will appear here.
Communication Guidelines
No member communication guidelines have been added yet for The Auto Repair. Contact the Marketing Team to add resources here.
Logos & QR Codes
Download official WLR and Auto Spa logos and request QR codes for marketing materials
Always use the correct logo variant for the background. See Brand Guidelines for usage rules and do/don't list.
Official Logos — Download
The Auto Spa Express
Download PNGThe Auto Spa
Download PNGThe Lube Center
Download PNGThe Auto Repair
Download PNG
WLR Automotive Group
Download PNGWLR Combo Banner
Download PNGQR Codes — Request
Membership Sign-Up — EC
Grand Opening Coupon — EC
Membership Sign-Up — EY
SMS Opt-In Card QR
Fleet Sign-Up QR
Need EPS, SVG, or AI format? Contact marketing@washluberepair.com
Signage Information
Specs, placement, dimensions, and printing details for all WLR signage
All (8)
Grand Opening
Exterior
Interior
Point of Sale
Brand Guidelines
WLR Automotive Group · Official Brand Standards · washluberepair.com
Primary Brand Palette
#0C4D8F
#162F65
#1560A8
#FADC00
#FFFFFF
#20283A
Brand Blue
#0C4D8F
RGB 12·77·143
CMYK 100·79·14·2
Brand Yellow
#FADC00
RGB 250·220·0
CMYK 3·9·100·0
Brand White
#FFFFFF
RGB 255·255·255
CMYK 0·0·0·0
Blue Dark
#162F65
Backgrounds
Dark Background
#20283A
Hub / Digital
Typography
Primary Font
Whitney
Top Choice (Licensed)
Headlines · Display · Titles. Hybrea Regular also approved.
Body Copy
DM Sans Regular
DM Sans Bold
Body text · Digital ads · Menus
Also Approved
Work Sans Italic
SF Pro Text
Whitney Bold Italic for emphasis. Never mix more than 2 fonts per piece.
Official Logos
✓ DO
• Use on white or dark blue backgrounds
• Maintain clear space (min 20px)
• Use provided file formats
• Scale proportionally
• Maintain clear space (min 20px)
• Use provided file formats
• Scale proportionally
✗ DON'T
• Stretch or distort logos
• Change brand colors
• Add unauthorized effects
• Use on busy backgrounds
• Change brand colors
• Add unauthorized effects
• Use on busy backgrounds
FILE FORMATS
SVG / EPS — Print
PNG — Digital
PDF — Documents
JPG — Social
PNG — Digital
PDF — Documents
JPG — Social
Access & Roles
Manage employee access — Corporate Team only
Corporate Team Only — Restricted. Role management for Marketing Hub users.
Role Permissions
Marketing Team
Full dashboard & all location data
AI Search — full access
Grand Opening plans (edit)
Add & manage promotions
Upload & manage assets
Brand Guidelines (edit)
Manage user roles
Corporate Team
Full dashboard & all locations
AI Search — full access
All sections (view)
View & download all assets
Reporting — all locations
Manage user roles & access
Location Management
Own location grand opening guide
AI Search — full access
View all promotions & offers
Download logos & QR codes
Brand Guidelines (view)
Upload or delete assets
Manage user roles
Employee Directory
| NAME | TITLE | LOCATION | ACCESS | |
|---|---|---|---|---|
| Marketing Director | VP Marketing | Corporate | Marketing Team | |
| Corporate Lead | CEO / President | All Locations | Corporate | |
| EC General Manager | GM | Ellicott City | Location Mgmt | |
| EY General Manager | GM | East York | Location Mgmt |
Upcoming Location — Opening October 9, 2026
East York, PA
Auto Spa Express · York County, PA
Grand Opening: October 9, 2026
View Grand Opening Guide →
Future Locations
11 Future Locations
#29 Aviation Station · #30 Laurel · #34 Cockeysville · and 8 more
View All Upcoming →
These locations will become clickable as grand opening plans are confirmed. Contact the Marketing Team for details on any specific location.
All Future Locations
#29
Aviation Station
The Auto Spa Express · Opening 2027
2027
#30
Laurel
The Auto Spa Express · Opening 2027
2027
#34
Cockeysville
The Auto Spa Express · Coming Soon
FUTURE
#36
Fields Road
The Auto Spa Express · Opening 2027
2027
#37
Elkridge
The Auto Spa Express · Coming Soon
FUTURE
#38
West Bel Air
The Auto Spa Express · Coming Soon
FUTURE
#39
Reisterstown Rd Plaza
The Auto Spa Express · Opening 2027
2027
#40
Columbia
The Auto Spa Express · Opening 2027
2027
#41
Bel Air Village
The Auto Spa Express · Opening 2027
2027
#42
Capitol Heights
The Auto Spa Express · Coming Soon
FUTURE
#43
Beltway Plaza
The Auto Spa Express · Coming Soon
FUTURE
Charles Town
The Auto Spa Express · Opening 2027
2027
The Lube Center · Coupons
Lube Center Coupons
Valid at all Lube Center locations · See washluberepair.com for details
The Lube Center · Promotions
Lube Center Promotions
Seasonal and special promotions at The Lube Center
Active & Upcoming Promotions
The Auto Spa Express · Promotions
Auto Spa Express Promotions
All active and upcoming promotions across Auto Spa Express locations
These promotions apply across new and existing Auto Spa Express locations. Click any promotion for full redemption details and marketing pieces.
All Auto Spa Express Promotions
The Auto Spa Express · Membership
Member Benefits
Unlimited wash club benefits & membership tiers
Why Join the Wash Club
Wash Once a Day, Every Day
Members can wash their vehicle once per day, every day of the month — unlimited washes for one low monthly price.
Month-to-Month & Multi-Car Plans
Flexible month-to-month programs with no long-term contract. Multi-car plans available for households and families.
Express Member Lanes
Skip the line — members enjoy dedicated express lanes for faster entry on busy days.
Use at Multiple Locations
Your membership works at every Auto Spa Express location across the network.
Free Towels, Vacuums, Air Hoses & Mat Cleaning
Complimentary self-service vacuums, air hoses, microfiber towels, and mat cleaning stations for all members.
$20 Off Oil Changes at The Lube Center
Members save $20 on oil changes at any participating Lube Center location.
$50 Off at The Auto Repair
$50 off any service, or when you purchase two or more tires at The Auto Repair.
Every New Member Receives
Welcome items given to every new member at sign-up
Manage My Membership Card
Every new member receives a Manage My Membership card with everything they need to view, update, or cancel their plan online and access their account.
CLICK TO VIEW FRONT & BACK ▸
$20 Off at The Lube Center
Every new member receives a $20 off coupon for their next oil change at any participating Lube Center location.
CLICK TO VIEW COUPON ▸
Membership Packages
ELLICOTT CITY & RITCHIE STATION
Premium pricing structure for these two locations
BEST VALUE
Super
$28
single wash
$44.99/mo
Ceramic Wax
Fire & Ice
Rainbow Coat™
Tire Gloss + 3-Step Wheel
Fire & Ice
Rainbow Coat™
Tire Gloss + 3-Step Wheel
Deluxe
$23
single wash
$39.99/mo
3-Step Wheel Cleaning
UV Body Protection
Underbody Flush
UV Body Protection
Underbody Flush
Standard
$18
single wash
$34.99/mo
Basic Wheel Cleaning
UV Body Protection
Underbody Flush
UV Body Protection
Underbody Flush
Basic
$13
single wash
$29.99/mo
Exterior Wash
ALL OTHER LOCATIONS
Standard Auto Spa Express pricing (Frederick, Halethorpe, Bel Air, etc.)
BEST VALUE
Super
$26
single wash
$41.99/mo
Ceramic Wax
Fire & Ice
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Fire & Ice
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Deluxe
$21
single wash
$36.99/mo
Rainbow Coat™
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Tire Gloss
3-Step Wheel Cleaning
UV Body Protectant
Underbody Flush
Standard
$16
single wash
$31.99/mo
Basic Wheel Cleaning
UV Body Protectant
Underbody Flush
UV Body Protectant
Underbody Flush
Basic
$11
single wash
$26.99/mo
Exterior Wash
For full pricing including 3, 6, and 12-month plans, see the Pricing section on any location page. Memberships auto-continue at the standard monthly rate after the first month.
The Auto Spa Express · Giveaways
The Auto Spa Express Giveaways
Giveaways and contests across The Auto Spa Express locations
Active and upcoming giveaways for The Auto Spa Express. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
—
Customer giveaways, contests, and prize promotions
The Auto Spa · Giveaways
The Auto Spa Giveaways
Giveaways and contests across The Auto Spa locations
Active and upcoming giveaways for The Auto Spa. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
—
Customer giveaways, contests, and prize promotions
The Lube Center · Giveaways
The Lube Center Giveaways
Giveaways and contests across The Lube Center locations
Active and upcoming giveaways for The Lube Center. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
—
Customer giveaways, contests, and prize promotions
The Auto Repair · Giveaways
The Auto Repair Giveaways
Giveaways and contests across The Auto Repair locations
Active and upcoming giveaways for The Auto Repair. Click any giveaway for full details and redemption instructions.
Giveaways & Contests
—
Customer giveaways, contests, and prize promotions
