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.

 

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.