The Passport to Service is a JCNA membership program aided by Jaguar Cars. They provide a JCNA information/ Jaguar Journal request coupon in the service manual of their new cars, with the objective of encouraging JCNA membership. If the purchaser sees the coupon in the car’s service documents, and wishes JCNA information or a Jaguar Journal, he/she completes the information requested, and for $5.00 can purchase one Jaguar Journal. The coupons and checks are collected at Jaguar Cars headquarters, and periodically (monthly) the names are sent to the JCNA passport person for breakdown by region and distribution to area membership chair people for follow-up. An introductory letter with a regional list of JCNA clubs and contact information is sent to the requester.

This program has been running for several years, but the number of JCNA membership signups resulting is unknown. We have accumulated approximately 3,500 names of Jaguar purchasers during this period, but no action is being taken, nor contemplated at this time.

In the first quarter of 2002, 369 inquiries were processed for information about JCNA, and 105 of them paid for a Jaguar Journal. As Jaguar Cars introduces more models, and sales numbers increase, the job of properly following up these leads will become most difficult. To reduce the workload in 2003 and beyond, we will be requesting e-mail addresses from the inquirers, and utilizing that medium to correspond with them and with the club’s membership chairs. In 2004 and beyond, we will still offer the Jaguar Journal for $5.00, but intend to direct inquiries for JCNA information, and/or to join a JCNA affiliate, to "JCNA.com".

The intent is to transfer the Passport Program to JCNA Administrative Manager, Nelson Rath, for a six-month trial period, after which the JCNA board of directors should be able to better evaluate this program’s effectiveness.

Following is a statistical summary of the First Quarter’s inquiries:

By Region:

Northeast	109	North Central	75
South West	61	Southeast	58
South Central	36	MAL’s	18
Northwest	12
Total	369

By State :

California	50	Florida	30
New Jersey	25	New York	22
Texas	21	Pennsylvania	20
Illinois	18	Michigan	17
Virginia	17	Maryland	15
Ohio	15	Georgia	11
Massachusetts	10	North Carolina	9
Washington	8	Connecticut	7
Canada	7	Louisiana	7
South Carolina	7	Arizona	5
Nevada	5	Alabama	4
Kentucky	4	Colorado	3
Oklahoma	3	Wisconsin	3
Indiana	2	Nebraska	2
New Mexico	2	Oregon	2
Tennessee	2	Alaska	1
Delaware	1	Hawaii	1
Idaho	1	Kansas	1
Maine	1	Minnesota	1
Missouri	1	New Hampshire	1
Puerto Rico	1	Rhode Island	1
South Dakota	1	Vermont	1
West Virginia	1

Types of Jaguars represented:

X-type	114	S-type	76
XJ8	48	XK8	32
XJ6	21	XJR	10
XJS	7	XKR	5

Note that the numbers indicate that a higher percentage of X-type buyers are sending in these coupons. One could therefore conclude that the younger Jaguar buyers seem to be the ones most interested in club membership. From Jaguar Cars’ viewpoint, JCNA membership should help to build brand loyalty. From our standpoint the program puts us in contact with interested new prospects. Now, we must follow up!

Respectfully,

Sue Hagopian

Passport to Service

 

[HOME] [MEMBERS] [CALENDAR] [LIBRARY] [STANDINGS] [CLUBS] [JOIN] [CLASSIFIEDS] [FORUMS] [ABOUT] [CONTACT US] [JAGUAR JOURNAL]