Our marketing strategy at Grand Prix Car Wash was driven by a desire to develop a destination carwash that was distinguishable from the sea of competitors that have flooded the marketplace.

If we opted to do the same type of marketing that every other wash was doing, we felt we ultimately would become just another mediocre carwash.

Our vision was to change the rules, reinvent the nature of this business, be different from every perspective imaginable.

Our marketing goals were to create a wash that catered to the customer, the car and the community - above all, to make a concerted effort to provide innovative marketing programs and an abundance of customer conveniences all wrapped up in a racing theme.

A major part of our marketing strategy is an ongoing commitment to the Buffalo Grove, IL, community.

As an active participant in the local area, we plan to sponsor a youth sports team and Buffalo Grove Days.

Also, we have begun to sponsor events at the wash where portions of the proceeds are donated to charitable organizations.

Our first such event was a haunted carwash, cosponsored by a student club from the local high school. All trick-or-treaters in costume received bags of candy and carwash coupons, and all children were allowed to enter our Halloween coloring contest.

We donate our Pit Passes - which contain a half-dozen coupons for wash services - to local churches, schools and not-for-profit organizations that sponsor silent auctions, raffles or annual fund-raisers.

We are also making an effort to educate the consumer on the importance of having their car washed by a professional.

The wash's brochure has an entire problem/solution section that informs vehicle owners how each season greatly affects the condition of a car.