I. Overall marketing strategy
1. Set up a registration office for Wuhan Driving School in a place with a large number of students, so as to improve visibility and credibility.
2. Distribute large-scale publicity to classrooms and dormitories where students live, laying the foundation for the next key publicity and making the driving school famous in a short time.
3. By approving schools to hang banners and post publicity at designated places, different advertising languages are played in different periods and under different policies, so as to increase the number of applicants for driving schools.
4, focus on publicity, and then recruit student agents, and give corresponding compensation, in-depth publicity. Let the driving school be deeply rooted in the hearts of the people.
Second, the advertising strategy
1, leaflet
First, highlight the selling point
Mark the price and compare it with other driving schools, show the lowest price, highlight the service, and pick up the car every day during driving practice.
Emphasize the speed. Each car can be practiced by up to four people, for comparison.
For students from poor families who can show proof of poverty, they can pay by installments (the number of places is limited), and preferential fees are imposed on students studying in our school group.
B. Basic information
Introduction of driving school, location consultation of driving school, telephone number of contact person and telephone number of driving school office.
A series of written instructions on where to approve the propagandist's work permit to improve credibility.
C. Other contents that need to be included
The slogan of "less time off work and no time to learn to drive" goes hand in hand with English computers, becoming a stepping stone to work, which is the choice of people who don't like to wait.
The price increase exam is going to be difficult. Attach driving school photos.
The background color is blue, which improves the credibility.
2. Business card
A. Full name of the official license and driving school: Wuhan xx Driving Training School.
And indicate the training base registration consultation location: driving school location: admissions hotline QQ.
Write down the slogan in the last line:
This is a picture of a coach car with a driving school.
B, negative training plan
Students who participate in school groups will be charged preferential fees;
5 people and more than 5 people to implement preferential charges (not written on it);
For those with financial difficulties who can show proof of poverty, they can pay by installments (the number of places is limited).
3. Promotion strategy (1), promotion for consumers: 50 yuan can be reduced for each person who has registered more than 5 people, and 100 yuan can be reduced for those who have registered more than10. (2) Agency promotion: introduce one person to sign up for 50 yuan commission, and introduce eight or more people to sign up for 80 yuan commission. If the performance is good, there will be corresponding bonuses to ensure the satisfaction of internal personnel. 4, personnel marketing strategy
Apply for the venue, print and hang banners regularly, and paste promotional pictures where allowed. Set up a mobile publicity area at a fixed point to enroll students on the spot.
price strategies
Always take the lowest price route, currently 3,800 yuan/person. After investigation, students value the price most. Therefore, the price war against the student market must persist to the end. When the driving school is getting bigger and bigger, the number of people is increasing, and the school has a certain reputation and influence, the price can be raised appropriately according to the situation.