Advertising Campaign Plan Document for “Central Driving School” in Moscow

Moscow Institute Touro

 

 

 

 

Commercial Advertising COM301

Spring 2010

 

 

 

 

 

Advertising Campaign Plan Document for “Central Driving School” in Moscow

 

 

 

 

 

 

Professor: James Stone

                                                                                        

 

 

 

 

Prepared by class team members:

Maria Kirichenko

Milan Dhakal

 

 

 

Due Date: Tuesday, 30^th of March, 2010

 

 

 

                                                                                                          MOSCOW

Table of Contents:                                                                                           pages

I. Overview…………………………………………………………………………………………...4

II. Situation Analysis………………………………………………………………………………...4

     a. Background research…………………………………………………………………………..4

     b. SWOT Analysis: Internal Environment: Strengths………………………………………...4

                                                                               Weaknesses…..………………………………….5

                                       External Environment: Opportunities…………………………………..5

                                                                                Threats…………………………………………5

      c. Key advertising problem/s to be solved…………………………………………………...5-6

III. Key strategic campaign decisions……………………………………………………………..6

        a. Campaign objectives………………………………………………………………………...6

       b. Target audience……………………………………………………………………………..6

       c. Brand position: Product features……………………………………………………..........6           

                                      Competitive Advantage…………………………………………………..7

d. Campaign Strategy: Key strategic approach or marcom tool(s)………..………………7

IV. Media strategy………………………………………………………………………….……..7

a. Media objectives……………………………………………………………………………7

       b. Media selection………………………………………………………………...……………7

       c. Media planning and buying………………………………………………………………...7

          i. Vehicle selection targeted for inclusion in campaign activities…...……………………8

      ii. Budget allocation (Budget by media type)……………………………………………...8

          iii. Scheduling (including Brief ad explanations................…………………………..........9

   V. Message strategy……………………………………………………………………………..10

       a. Key Consumer Insight…………………………………………………………………….10

       b. Message objectives………………………………………………………………………...10

       c. Selling premise………………………………………………………………………….10-11

Table of Contents:                                                                                           pages

       d. Big idea………………………………………………………………………………………11

       e. Message design and executions……………………………………………………………..12

VI. Other marcom tools used in support………………………………………………………….12

VII. Campaign Management………………………………………………………………………12

       a. Evaluation of effectiveness………………………………………………………………….12

           i. Things to be measured…………………………………………………………………….12

           ii. Strategies for measuring and collecting data…………………………………………...12

       b. Campaign Budget…………………………………………………………………………...13

VIII. Campaign Implementation……………………………………………………………….…13

       a. Three written scripts for 40-second television spots…………………………………..13-15

       b. One written script for a 30-second radio spot……………………………………………..15

       c. Billboards ads with text and artwork…………………………………………………..16-17

       d. A list of target markets for client organization……………………………………………17

       e. A schedule of all campaign activities. This is the same as IV. c. iii. Above……………..18

       f. A list and explanation of any other promotional materials to be distributed……………19

       g. Questionnaires……………………………………………………………………………….19

 

 

 

 

 

 

 

 

 

 

 

 

 

Advertising Campaign Plan.

Central Driving School in Moscow. 

 

1. Overview

Central Driving School has been operating in Moscow for 17 years, maintaining №1 market share position. CDS’  mission is to create safe drivers through providing a quality education and experience.

CDS has 27 study centers in Moscow, situated nearby Moscow Subway stations, and offers more than 25 services.

     

II.     Situation Analysis

a.  Central Auto School offers a great variety of services, that satisfy the needs of all kind of customers. It not only teaches basic theoretical and practical courses, but also provides clients with opportunity to have “virtual multimedia” trainings, interactive online programs, assistance of psychologists, courses on safety, “driver’s rights” program, etc.

There are 400 driving schools in Moscow, a lot of which are at the same price level as CDS. This is why our campaign objective is to attract new segments of the market, such as high school and university students, women and business people who want to get an intensive education.

 

 

     b. S.W.O.T. Analysis

             1. Internal Environment (Strengths and Weaknesses)

                 Strengths:  

1) Brand awareness and recognition which company owns, as it has been operating in   Moscow for already 20 years.

2) Central Driving School appears to be the only company who offers Interactive Online Study program in entire Moscow city.

3) Market share leadership position held, which is another distinctive competency.

4) “Best driving school of Moscow”, according to Interregional Association of Driving Schools.

5) Availability of a broad choice in selecting forms of study for clients (Availability of following studying regimes: Basic Study Course / Virtual Online Preparation / Faculty Course).

6) Availability of flexible scheduling for any client, which also includes an opportunity of postponement when attending the classes, which one has already paid for.

7) Provision of additional services by the company (Medical Commission Audit, Computer Lab studying, Additional courses enrollment).

8) Sustainability of strong relationship with GIBDD of Moscow, which every potential driver has to take exams from. That allows company to do it exceedingly well.

9) Free online consultations with instructors.

10) Special offer of a free repeated driving course after failure at GIBDD’s practical and theoretical exams.

11) Corporate social responsibility programs held by the company reflected in attending and sponsoring high schools for children.

12) Availability of more than 50 ground areas for driving practices.

13) Each location is situated nearby Moscow Subway stations.

14) Experienced instructors both in practical and theoretical courses.

 

             

Weaknesses:

1) Lack of strong positioning which could be reflected in exact tag lines or client message appeals.

2) High dependence on governmental department, sponsors and funds, such as Social Regional Fund of Support to Veterans of Ministry of Internal Policy.

3) Need for periodic license extension approval which is held each fifth year.

4) Lack of visible advertisements throughout city, such as billboards which would be especially relevant for people who use on-ground means of transportation (busses/trams).

5) Brand identity appears to be weakly developed due to budget limitations.

6) Company’s Website appears to be infrequently updated and lacks a review of news, such as about driving industry and traffic condition of Moscow on a daily basis.

7) Lack of direct and mutually supportable relationships with other companies, which could increase uniqueness and intangible value of the company.

8) A mistaken image of the “purely government-controlled” company.

9) Lack of budget resources, which could help on marketing communication’s expenses.

        

2. External Environment (Opportunities and Threats)

             Opportunities:

1)  Opportunity to increase market share which would also lift up the bargaining power in front of suppliers which the company deals with.

2)  Opportunity to expand in terms of Brand Awareness through different Marketing Communication Tools, such as Advertising, Public Relations, and Direct Marketing.

3)  Opportunity to improve Website design which could include literally up-to-date news and headlines apart from the forum the driving school has.

4)  Opportunity to increase the number of studying locations beyond 27 outlets which the school currently owns.

5)  Opportunity to increase effective Advertising through main media outlets (TV, radio, press).

6)  Opportunity to differentiate particular services for a concrete target audience and target market, from which the schools benefits mostly in terms of profits.

 

             Threats:

1) An increasing number of new competitors which already constitute approximately 400   driving schools and which can differentiate their services and come up with creative ideas to magnify the profits.

2) Threat of the bargaining power of GIBDD which can start dictating its conditions and preferences in selecting the potential students for the school and applying special requirements for access to school.

3) Threat of going public when an economy might face downturn causing people to save money.

4) Threat of bargaining power, which corporate customers might dictate, when they direct a number of their employees to study at school.

5) Threat of losing potential customers, unless differentiating school’s offerings and services.

 

      c. Key advertising problem/s to be solved.

1) The advertising campaign is primarily designed and incorporated in order to increase the number of students, business people, and women who might be interested in attending the school with the ultimate goals of receiving the driving license after passing GIBDD exams.

2) Furthermore, this ad campaign is also designed to strengthen Central Driving School’s Brand positioning, so that they would prefer this school when selecting among various options.

3) Moreover, we as an advertising agency we also want to help Central Driving School to somehow and to some extent differentiate their services and offerings, in order to increase customer loyalty.

4) The undertaken ad campaign is also directed to increase the market share.

5) As a result of probable increase in clients, the company is also expected to open the number of spots where the company would hold its operations.

6) The ad campaign is also designed to help customers understand that Central Driving School accepts students with primary purpose to assist them in getting driving licenses of various categories (A, B, C, D, and E) after the very FIRST ATTEMPT of taking exams!

 

III. Key strategic campaign decisions

       a) Campaign objectives

       1) To establish a strong positioning and brand identity among the High Education students, women and business people.

       2) To increase a market share by 20% (from 19% to 39%) by the end of March 2011.

       3) To stimulate the cognition and awareness among our target audience.

       4) To increase overall enrollment by 20% from June 2010.

       5) During the period of May 2010-March 2011 have minimum of 300 Higher Education students enrolled, 300 women (in special courses), and 1000 business people.

       8) To keep updating the Website at least 2 times a week.

       b) Target audience

Our target audience consists of 3 target markets: 1) Higher Education students (40%); 2) business people (40%); 3) women, that will attend courses, designed only for women (20%).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

       c) Brand Position: Product features and competitive advantage

- Product features

      1) Price: Central holds around 4 position among such competitors, as Auto-Online company, Lada-Autoschool, Argo-Avto School,  as we offer 6,900 rubles for the basic course with the current availability of 20% discount, which will require you to pay only 5,500 rubles.

      2) Quality: In terms of service quality CDS hold the 1^st position which is reflected in our market share leadership.

      3) Availability: In terms of availability, CDS holds the strongest 1^st position as they own 27 locations throughout Moscow city and 53 ground areas for practicing courses.

      4)  Prestige: In terms of prestige, CDS appears to the preferential place to attend, as it has an outstanding relationship with GIBDD department.

      5) Length: In terms of course length, CDS appears to be among the leading schools mentioned above, as we offer the flexible time, and accelerated course opportunities.

- Competitive advantage

     1) №1 market share position held.

     2) Central Driving School appears to be the only company who offers Interactive Online Study program in entire Moscow city, which is apparently a distinctive company.

   3) According to Interregional Association of Driving School, CDS appears to be the №1 which obviously preserves and enhances our position in terms of customer behavior and the ultimate decision to choose CDS as the school to attend.

       d) Campaign Strategy: Key strategic approach or marcom (marketing communication tool(s)

Central Driving school has decided to select the Advertising as the key marketing communication (promotional) tool. The reason for the latter decision is that the school intends to magnify its profits primarily by using this marcom tool and intends to achieve effectiveness via advertising strategy of implementing corresponding strategies. However, Direct Marketing (Website) will also be used in order to deliver the consistent messages about the company by positioning the company as a distinctive and unique brand and by showing outstanding relations with publics – different groups of stakeholders.

IV. Media Strategy

In terms of media strategy Central Driving School has chosen to advertise via such media types, which are the leaders in terms of exposure among their particular medium categories.

1. Media objectives

1. To reach in average 1,000,000 people listening to “Europa +” by advertising 1 time a day in terms of impressions during 2 last weeks of June 2010.

2. To reach 150,000 professionals and students by advertising in Kariera magazine in editorial page.
3. To reach 6,000,000 passengers in subway trains during 5 months, by placing colorful 35x15 cm posters on the doors of the trains and putting 5 billboards in Moscow subway.
4. Reaching 15,000,000 people in “vkontakte” web site, targeting only Moscow region citizens, aged 16+.
5. Reaching 700,000 audience of business people, who are reading “Smart Money” business magazine online.
6. Reaching 4000 people by giving out flyers in the center of Moscow.

2. Media selection

In terms of media strategy and media mix, CDS will use primarily 6 main media types: morning and evening news show, Moscow magazine for people who are interested in career development and education, flyers, Internet,  Subway posters and Subway billboards. In terms of radio channel program, CDS plans to run a 30-second ad.

3. Media planning and buying:

Central Driving School prior to media selection conducted the marketing research to find out the most popular radio channel in terms of exposure. Consequently, CDS decided to target audiences of exactly this radio station, because it is the most popular among high school and university students, as well as other young people aged 16-35. As for billboard advertising, CDS plans to place its ads on the billboards on the right/left of escalators, because it gets most attention of the passengers in subways.

     i. Vehicle selection targeted for inclusion in campaign activities

1) As a media vehicle in terms of radio station, CDS has chosen the best time, when people go to work/school, or go back home. During these hours, they are more exposed to new information. We chose “Europa + Radio because it is the most popular radio station for young people in Moscow, according to market research data of 2009.

2) We chose “Kariera” magazine, because it is read mainly by people who are looking for educational course. This magazine does not have too much ads, this is why we believe that our advertisement will be noticed in an editorial page.

3) Social networks are very popular nowadays, and “vkontakte” is one of best media vehicles in Russia. Banners will be shown only to Moscow citizens.

4) Billboards and posters will help us reach a very large audience, because in rush hours many passengers look at the ads placed in trains/on the walls as there is no other option available (most of them are standing, so they cannot comfortably read a book, etc).

     ii. Budget allocation (Budget by media type)

1) For radio ad CDS will pay 96,000 rubles (8,000 rubles/ad x 3 times a day x 2 days a week x 2 weeks), which will result in 192,000 for 2 months.

2) 5 billboards will cost us 20,000 rubles each to be displayed in Moscow Subway for 5 moths. In total it will cost us 100,000 rubles.

3) CDS plans to distribute 4,000 flyers nearby high schools, universities and offices in the center of Moscow. The package will cost 3,500 rubles, labor cost will cost approximately 3,000 rubles.

4) CDS is planning to place advertisements in editorial block of “Kariera” magazine for 50,000 rubles/month. The total cost for 2 months will be 100,000 rubles.

5) CDS will pay approximately 90,000 rubles for Internet advertising for 3 months.

6) CDS will place posters in Subways trains for 3,000 rubles/month, total cost for 5 months is 17,000 rubles (including labor cost).

Conclusion: the total budget of the Ad Campaign is 505,500 rubles or $16,850

Budget allocation:

Radio – 38%

Magazine – 19.25%

Flyers – 1.5%

Billboards – 19.25%

Posters - 3.5%

Internet - 18.5%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

         

 

iii. Scheduling (Ad production calendar)

 

Medium	Vehicle	Months	Days	Hours
Internet	www.vkontakte.ru www.smoney.ru/	July, September, November 2010	Monday-Sunday	24/7
Radio	Europa+ News program	September 2010, March 2011	Tuesday, Wednesday	6:25 p.m.., 9:20 a.m., 8:20 a.m.
Magazine	Kariera (Career)	September, October	Monthly	New editions available 1st Monday of the month
Posters in Metro+Billboards	Koltsevaya line, doors of the trains	May, June, July, September, December	Monday-Sunday	6a.m. - 12a.m.
Flyers	-------	September, January	Tuesday, Thursday	8a.m. - 10 a.m. 5p.m. - 7p.m.