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

 

Brief ad explanations:

2) Radio: The radio ad will run for 30 seconds promoting the Central Driving School by mentioning flexible scheduling available, additional courses available only in CDS and competitive prices offered. Finally, female voice mentions 2 main contact numbers of school: 725-2207 and 411-10-33. As the audience of the radio is 2.8 million young people, the ad will have the phrase: “If you are not driving then you are not living”.

3) Magazine: The ad will place 1/8 of the page, having the brand name upon, contact numbers and small Subway map with “Y” signs (i.e. driving school). It will also have the website address www.autoprava.ru. The Traditional phrase logo will be retained: “Bezopasno Vodi, Social’no Rasti!”, or “Drive Carefully, Evolve Socially!”

4) Billboard: Moscow billboard ads will show the face of a man smiling and looking out of his car. The Traditional phrase logo is retained here as well with 2 contact numbers along with web address. Slogan will be “Bezopasno Vodi, Social’no Rasti!”, or “Drive Carefully, Evolve Socially!”

5) Flyers: This promotional tool will show school logo, slogan, contact numbers, website, small map of Subway stations and “Y” signs (i.e. driving school. It will include information on school’s seasonal offers, promo packages (groups of 5+ get discount), etc.

 

V. Message strategy

 

a. Key Consumer Insight

 At the moment, the company is focusing on 3 market segments:

1. High school and university students - a fast-growing segment  of young people 16+ years old, that want to be independent and get driver’s license at young age. Most of the students are price-sensitive, this is why CDS offers them 20% discount on the courses. We will mainly advertise to this audience in the beginning of summer and fall, as it is the most comfortable time for them: in spring they are busy preparing for exams, and winter is not popular among students to be active because of weather conditions, etc.

We will advertise CDS on radio; the most popular Russian social network “Vkontakte.ru”; flyers given out nearby educational institutions; posters in schools, universities, and subway.

In our campaign, we want to send a message that “driving is cool” with a slogan “if you are not driving then you are not living”. On the posters there will be a picture of a company of young people driving in a car, and enjoying the time.

2. Business men are people with tight work schedules, who can only devote time for driver education at lunch hours and in the evenings. They often need intensive courses with flexible schedule. As driving school business is seasonal, we want to get these people enrolled mostly during fall, winter, and spring-the time when students are busy at school and cannot take driving course.

For these individuals CDS is offering courses designed to get the driver onto the road quickly but safely. We will reach this segment through “Kariera” magazine, designed for professionals and people who make and develop their career. Also, school will be targeting them on highly popular online version of Smart Money magazine, which is read by business people. The message will be “Go for the best”, which will attract them by showing personalized treatment, flexibility, differentiation, etc.

3. Women - a fast-growing target market, which needs special treatment, educational style and flexible time schedule, as a lot of them are working/ are busy with children and family.

 

b. Message Objectives

         Our message objectives are mainly perception objectives. In our campaign, we want to create attention, interest, recognition and recall among mainly 3 new segments that we are targeting. We want our audience to be aware of the main characteristics of CDS, as well as of its offers, promotions, etc.

In advertisements to students we also have a persuasion objective - we want them to have a desire to learn to drive.

Also, we have a brand transformation objective - we want people to know that we are the best driving school in Moscow, which provides a wide range of services with high-quality and personalized treatment.

We set behavior objective by making sales promotions, such as seasonal discounts and trial lessons, in order to stimulate enrollment.

 

 

 

c. Selling Premise

1) Benefit: In terms of benefit, the primary advantage of selecting CDR is the flexible scheduling that eases students’ life, which can help them solve multiple problems at the same time and tasks by combining several activities as work and education to be engaged in. Besides, whenever you miss any kind of lecture at CDR, you are allowed to attend the missed lecture at any subsidiary within Moscow. Furthermore, in terms of practical course, each student is offered a unique opportunity to determine the number of lectures, according to one’s skills and individual driving capabilities. Moreover, you will able to attend practical courses in any region of Moscow, as we have 53 driving areas all over city. To elaborate, you will be able to learn practicing either nearby home or workplace. In addition, you are enabled to sign up for courses anytime weekly and take GIBDD exams by the time you complete our courses, whereas in other schools students have to wait for formulation of groups for both of activities.

2) Promise: In terms of promise, CDR offers an opportunity to become a careful driver and follow all the traffic rules by the time one will have already received the driving license. Since Moscow is becoming more and more filled not just with people, but with cars as well, this promise of becoming a careful driver will enable you to avoid possible incidents and fines charged en route and be an example, which others (drivers and GIBDD inspectors) will appreciate.

3) Reason why: If you attend CDR, you will be delighted and satisfied, because you are offered to enroll in a place which has a long-term reputation, that might help you pass GIBDD exams in an easier and faster way than anywhere else.

4) Unique Selling Proposition (USP): In terms of USP, you are offered a unique and the only existing interactive online studying course, which is not done by any other competitor. The latter aspect differentiates CDR from other driving schools and makes unique. These are not just boasting words, since when you choose our CDR, you will feel the sensibility of these words. CDR helps you pass a particular stage of life and open and transcend you to the new one.

              d) Big idea (Creative concept)

 

In terms of big idea, Central Driving School will use a creative concept of showing three situations to avoid: 1) situation when GIBDD inspector stops driver to check the driving license because of the breaking traffic rules; 2) another situation is when GIBDD inspector not only checks driving license, but also becomes suspicious of the condition which the driver might be in, i.e. alcohol condition. Therefore, inspector uses his alcohol-degree indicator device to check one’s condition; 3) last situation is when there is simply a terrible car accident which, obviously, everyone wants to avoid. To sum up, if you want to avoid such unfavorable situation, you should definitely enroll to Central Driving School.

WANT TO AVOID SUCH SITUATIONS?

CENTRAL DRIVING SCHOOL IS EXACTLY WHAT YOU NEED!

4. Message design and executions

In terms of message designs ands executions, CDR will use a tone of voice presented by woman on the radio: The radio ad will run for 30 seconds promoting the Central Driving School by mentioning flexible scheduling available, additional courses available only in CDS and competitive prices offered. Finally, female voice mentions 2 main contact numbers of school: 725-2207 and 411-10-33. As the audience of the radio is 2.8 million young people, the ad will have the phrase: “If you are not driving then you are not living”. Furthermore, our banners and flyers will also contain a slogan: “Drive Carefully, Evolve Socially!” Moreover, we will also have three recognizable banners designed specifically for our three main target markets: students, business people, and women.

VI.        Other marcom tools used in support.

Apart from out main marketing communication tool – advertising – Central Driving schools uses a Sales Promotion tool, since it offers 20% price discounts for students, special discounts for group enrollment, privileged categories of people (veterans of Second World War, multi-children families’ members, discounts for people under 18 years of age). In addition, since CDS uses a strategy of distributing flyers outdoors in the city, we can ascertain the usage of Direct Marketing tool. Besides, herein in terms of direct marketing, CDS will always be offering an opportunity of contacting the hot line, or a technical support line (touch point), where our potential students can ask any question about enrollment, fees, scheduling and etc. This policy is directed towards establishing a two-way communication reflected in Direct Response, or Direct Marketing.

VII.     Campaign Management

1. Evaluation of effectiveness

In terms of evaluation of effectiveness, CDS will be monitoring the lead time, i.e. following the response to our ad campaign right after the school begins advertising through different ways.

9. Things to be measured.

CDS will record each response to radio ads, magazine ads, outdoor and interior transport advertising (metro advertising), and response to the internet banners.

    ii.    Strategies for measuring and collecting data.

1) CDS will record each response to the radio ads, magazine ads, outdoor and interior transport advertising. To elaborate, either when meeting people at our enrollment departments within schools or when talking to potential clients on the phone, CDS operators will always asking “How did you hear about the school?” question. This will help CDS to record the most effective ways of advertising and rank each ways of advertising, which will also help our media planners to design the most eligible shares of voice and budget it reasonably.

2) When advertising via banners in “vkontakte” and “smoney” sites, CDS will monitor and measure the click-throughs, which will help to understand where there is a sense of increasing/decreasing the this share of voice.

                 b.   Campaign Budget (in table form, including media time/space, production, other activities).

 

 

Medium	Vehicle	Budget Allocation (Share of Voice, % )	Months (Media Time)	Days	Hours (Media Hours)
Internet	www.vkontakte.ru www.smoney.ru/	90,000 RU (18,5%)	July, September, November 2010	Monday-Sunday	24/7
Radio Europa+	News program	192,000 RU (38%)	September 2010, March 2011	Tuesday, Wednesday	6:25 p.m.., 9:20 a.m., 8:20 a.m.
Magazine	Kariera (Career)	100,000 RU (19.25%)	September, October	Monthly	New editions available 1st Monday of the month
Metro Posters + Billboards	Koltsevaya line, doors of the trains	17,000 RU + 100,000 RU (3.5% + 19.25%)	May, June, July, September, December	Monday-Sunday	6am - 12am
Flyers	-------	6,500 RU (1.5%)	September, January	Tuesday, Thursday	8am - 10am 5pm - 7pm

 

VIII. Campaign Implementation

a) The first 40-second video is designed for young students who are getting higher school.

Video At the beginning of the video a young student appears at the screen when walking his way to the university with a bag behind his back.   Then on we see him sitting in the audience at university and writing the lectures down attentively.   Later on he is already at home doing his homework till very late at night.   At the end of the script we already see him on his way to graduate, as he appears in front of the audience making a power point presentation which is really interesting, since everyone is listening carefully to it, finally, everyone applauds in standing ovation.   At the end he already drives his car to his workplace while talking on the phone via Bluetooth.

Audio FEMALE: Everyday he gets up early in the morning and rushes to university believing in his future to build up the career.   FEMALE: He tries hard to succeed at lectures and exams because he has power and dreams to come true.   FEMALE: And even when it’s late at night he is never asleep until he is done with his homework as he is a true honor student.   FEMALE: His presentations are always exciting as he is deep into the topics he is presenting.   FEMALE: Those years of study weren’t wasted in vain and he you can travel around the city to business meetings.   FEMALE: Central Driving School – Build yourself and your career!

   Another video is designed for designed for business people and is 40 seconds in length.

Video First up in the video we see a man driving up in the morning to his work wearing glasses as he is already about 35 years old.   He comes to his office getting reports from his secretary and receives schedule of appointments.   Then on he appears in his office thinking of the better way to make particular business project in a way which would be favorable to his companions and his boss.   Later on, the day of project presentation comes and we see him showing his ideas on the big screen by telling presumably about its advantages.   Then on, the companions and the boss appear to be surprised in a good way and they thank the man by applauding and approving the project.   Finally, he returns home where his wife and son meet him at the door, and we see them all smiling.

Audio MALE: He is always there driving his way to work and never being late.   MALE: Once he’s at work, he is always busy and many people want to meet him to share ideas.   MALE: Thinking of the better way to make a valuable project.   MALE: And finally presenting it to the crowd after hours of tough work and excitement.   MALE: Surprisingly, the boss and audience are happy with the project.   MALE: Now he has time to relax and return to his sweet home.   MALE: Central Driving School – with us your life is much easier!!!

The third 40-second video is targeting women who we treat in a special way.

Video First up in the video we see a woman who is a business lady that rushes to work by simultaneously seeing off her small son to high school, as her husband is presumable on a business trip for some time.   Once she is at work she is already busy with reports to be checked which are done by her subordinated employees.   Then on we see her making phone calls to potential clients of the firm.   By the end of the day she is probably tired, but she feels happy because she is on her way to pick up son from school.   Once two of them are home, her husband is also back from a business trip.

Audio FEMALE: Even when her husband is on a business trip she never misses her work and has even time to bring her son to school.   FEMALE: Now she needs to check a bunch of reports, but she knows she ought to.   FEMALE: Cold calls also take time to resonate clients, but once they respond – she is satisfied.   FEMALE: Now the time has come to pick up child from school and return back home and relax.   FEMALE: Sweet Home, where the one beloved is also back to. And now the entire family is together.   FEMALE: Central Driving School – Women is our priority!

 

      b)

Radio Script MIKE: Hey, Kate, I’ve heard you’ve just recovered from an illness this week. What happened? KATE: Yeah, thank God, I’m back to work, tired of these Metro trips which are overcrowded with people. I’m planning to drive soon. MIKE: You know what, why don’t you try Central Driving School. I got my driving license mostly with their help. KATE: Oh, really? And does it take long to get it and is it affordable in terms of prices? MIKE: That’s right, by me, they are the best ones in Moscow and prices are the lowest ones, and for women they have the most beneficial discounts. So this is exactly the place you need. KATE: That’s just great to hear that. And how frequent are they in terms of locations? MIKE: There’s no problem on that, they are presented in every region of the city, you just need to go there and sign up for the courses. KATE: Great, thank you so much Mike. I’ll enroll to Central Driving School immediately this weekend. ANNCR: CENTRAL DRIVING SCHOOL, 725-2207 OR 411-10-33, SIGN UP TODAY, DON’T WASTE YOUR TIME!

 

      c) Billboards: Ad for young people:

 

Ad for women:

 

 

 

Ad for business people, published in Smart Money magazine, flyers:

 

 

      d) Our target markets 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%).

     

e) 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. - 10a.m. 5p.m. - 7p.m.

 

Brief ad explanations:

2) Radio: The radio ad will run for 30 seconds promoting the Central Driving School by mentioning flexible scheduling available, additional courses available only in CDS and competitive prices offered. Finally, female voice mentions 2 main contact numbers of school: 725-2207 and 411-10-33. As the audience of the radio is 2.8 million young people, the ad will have the phrase: “If you are not driving then you are not living”.

3) Magazine: The ad will place 1/8of the page, having the brand name upon, contact numbers and small Subway map with “Y” signs (i.e. driving school). It will also have the website address www.autoprava.ru. The Traditional phrase logo will be retained: “Bezopasno Vodi, Social’no Rasti!”, or “Drive Carefully, Evolve Socially!”

4) Billboard: Moscow billboard ads will show the face of a man smiling and looking out of his car. The Traditional phrase logo is retained here as well with 2 contact numbers along with web address. Slogan will be “Bezopasno Vodi, Social’no Rasti!”, or “Drive Carefully, Evolve Socially!”

 

       f) Flyers: This promotional tool will show school logo, slogan, contact numbers, website, small map of Subway stations and “Y” signs (i.e. driving school. It will include information on school’s seasonal offers, promo packages (groups of 5+ get discount), etc.