NAMAD Conference 2025

When niche industries need modern marketing

Challenge

In 2023, 1 in 3 new vehicles was purchased by a minority buyer, and 78% of those buyers actively sought out minority-owned dealerships. Minority consumers and their influence on the automotive industry pose a clear opportunity for dealers, and that’s exactly why the National Association of Minority Automobile Dealers (NAMAD) exists.

NAMAD supports minority dealers and helps them thrive in an increasingly competitive market. Their annual conference is the pinnacle of this mission, bringing together dealers, vendors, and manufacturers in one room to explore industry trends and build strategic relationships.

As NAMAD approached its 45th annual conference, they set out to make the 2025 event their most impactful yet. With only four months to plan, they needed a partner to help them do more.

Our team partnered with the Adwater agency to elevate NAMAD’s conference marketing. Adwater brought specific insights and experience to the table as a marketing firm that specializes in the automotive industry. With their support, we strategized on how to unify NAMAD’s brand presence and drive engagement without relying on paid media.

Approach

Audience Engagement

We started by listening. Through focus groups and open conversations, we heard directly from NAMAD’s community about how they connect with the organization and what truly resonates. Those insights shaped strategies designed to deepen relationships and invite greater participation.

Brand + Messaging Cohesion

NAMAD’s event assets had historically been fragmented across newsletters, social media, and web, so while communication efforts were working hard, they weren’t working together.

We streamlined communications by unifying everything under one cohesive event brand. From digital newsletters and social media to an updated and informative conference landing page, every touchpoint reflected a consistent visual identity and message that funneled audiences toward event registration.

Our 100% organic digital funnel moved people with intention from story to connection, and connection to action. Our storytelling highlighted not just the value of attending the conference, but the lives and businesses transformed through NAMAD’s work. By spotlighting real success stories, we ensured every piece of content reinforced NAMAD’s mission.

Impact

NAMAD’s Annual Conference is more than an event; it is a statement of leadership, unity, and growth.

The 45th year set a record in not only attendees but 1st time attendees. Additionally, our strategy left NAMAD with evergreen goals and pillars to continue increasing its digital presence beyond event marketing.

“I can't say enough about the Nura team. Raina and Sherin run a top-notch marketing business. In just a few months, their work has grown our conference attendance and social media drastically. The level of marketing was just what we needed. The follow-up and communication they provide is unheard of. Can't wait to have you with us at the conference so we will be able to go even higher for our 2026 marketing. Ladies, thank you for all you do!” - Pamela Walk, VP of Operations, NAMAD