CommPlanFinal2
- 1. Jacob Pucar, Susie Ellis, Nasreen Mody, Allison Hamilton, Samantha Dias, Stephanie Rugo Presented by COMMUNICATIONS G- CLASS DRIVERS P L A N CSMM STRATCOMM 2015
- 2. SITUATIONALANALYSIS 2 - 3 SWOT ANALYSIS 3 3.1 Strengths 3.2 Weaknesses 3.3 Opportunities 3.4 Threats TARGET AUDIENCE 4 4.1 AREA 4.2 PRIMARY 4.3 SECONDARY 4.4 TERTIARY KEY MESSAGES 5 STRATEGIC SUMMARY 6 - 10 6.1 Primary Goal 6.2 Objectives STRATEGIES AND TACTICS 7 - 10 7.1 External Communications 10.1 Online Presence TIMELINE 11 11.1 AFTER SCHOOL PROGRAM 11.2 COLUMBIA INTERNATIONAL COLLEGE PROGRAM 11.3 IMMIGRATION CENTER PROGRAM 11.4 WELCOME WEEK WATER BOTTLES 11.5 RIDE SHARE PROGRAM 11.6 SOCIAL MEDIA 11.7 WEBSITE BUDGET 12 12.1 INITIAL FINANCES 12.2 FINANCES FOR THE MONTH OF FEBRUARY 2015 12.3 ALLOCATED BUDGET EVALUATION 13 - 14 13.1 AFTER SCHOOL AND COLUMBIA PROGRAMS 13.2 MCMASTER STUDENT PROMOTIONS INTERNSHIP 13.3 WELCOME WEEK WATER BOTTLES 13.4 SOCIAL MEDIA 13.5 IMMIGRATION CENTER PROGRAM 14.1 UNIVERSITY RIDE SHARE PROGRAM TABLE OF CONTENTS
- 3. The G-Class Drivers driving centre is a driving school located in the Westdale area of Hamilton. G-Class Drivers offers an exceptional drivers education program, providing both in-class and in-car lessons, twelve months of the year. Currently G-Class Drivers is open two weeks each month and holds nine instructors across it’s two branches in the Hamilton and Burlington areas. Their current business model includes plains of future expansion for offices in the Stoney Creek and The Mountain areas. With this said, the following communications plan will focus on goals and objectives catered to the Hamilton office in order to build a strong foundation for such plans. The Hamilton location consists of three main demographics; teenagers whom are currently enrolled in High School, immigrants, and University students. With the offices’ proximity to both McMaster University, Columbia International College, as well as Dalewood and Westdale High Schools, there is a strong demand in all three markets with a large range of potential customers. However, they have a positive standing because of the recurring market of youths who become of age to get their license. This is also problematic due to the division of the market between the many other driving schools that populate the area. These include Defensive Drivers, Young Drivers of Canada and First Class Driving School. Other challenges G-Class faces are the range and amount of exposure through both social media and print advertising efforts. Their media outreach lacks both substance and organization, on both print and social networking sites. They currently possess 136 likes on their Facebook page, with a 4.6/5 star average out of 11 reviews, as well as nine Twitter followers and 116 tweets. G-Class also suffers from a lack of resources, specif- ically company cars. As G- Class Drivers does not offer a company car for in-car lessons, students are charged to use instructor’s personal vehicles as part of their lesson cost. This fee is redirected to the instructors, separate from their regular wage. With such a convenient location, G Class Drivers face challenges in exposure and outreach as their presence is not known among their consumer base. This creates a large opportunity to strengthen their image and reach out to their market. In general, G-Class Drivers has the potential to prosper in their current environment and successfully expand to new locations. Their online ratings and reviews show that they are liked amongst current and past students and offer a quality service. They have many obstacles to overcome, but their current situation is far from unsalvageable. 2 SITUATIONAL ANALYSIS
- 4. The vast amount of competing driving school in the area causes the market to be split con- siderably. Westdale Driving School, Canadian Driver Education and Young Drivers of Canada are competing schools in the area. These competing businesses possess a strong media presence and have established strategies that gain market attention. Although it is stated that there are benefits in attend- ing driving school such as allowing the individual to take their road test four months earlier, as well as lower insurance cost, provincial law does not state it as a mandatory course. (The Government of Ontario, 2014). G-Class Drivers currently holds a 4.8 -star rating on Google Reviews and Facebook. They receive praise from their students for their professional services and their instructors for making the students feel confident and at ease. They pride themselves on their high education and training stan- dards as well as their various awards such as the ‘Readers’ Choice Diamond Award for 2011 and 2012, and the ‘Readers’ Choice Gold Award’ for 2011. Located in the heart of Westdale, they are in proxim- ity to Westdale Secondary School, Dalewood Secondary School, Columbia International College and McMaster University, that allows them to target a large demographic of potential customers. 3.1 Strengths The limited amount of staff members, as well as available resources such as company cars, restricts the possibility for expansion. Their current promotions and advertising including their media outreach lacks consistency and structure, which results in a lack of awareness by their audience. 3.2 Weaknesses Maintaining a customer base in a new location will be attainable due to the consistency of the market. The steady increase in the immigrant population in the Hamilton area creates an opportunity for a new possible target demographic (“HWDSB Long Term Facilities Master Plan Section 2: Demo- graphics”, 2014). By developing a more structured and consistent outreach strategy, G Class’ achieve- ments can be made better known to take advantage of their market and location. 3.3 Opportunities 3.4 Threats SWOT ANALYSIS 3
- 5. TARGET AUDIENCE 4.1 Area The city of Hamilton is comprised of six communities; Ancaster, Stoney Creek, Dundas, Flamborough, Glanbrook, and Hamilton. With a population of 519,949 in 2011, the city of Hamilton is ranked fifth largest in the province of Ontario and tenth in the nation(“HWDSB Long Term Facilities Master Plan ‘Section 2: Demographics’”, 2014) According to ‘Statistics Canada’, the population of individuals in Hamilton has grown approximately three percent from 2006 to 2011, and is expected to increase by twenty-five percent by 2036 (Statistics Canada, 2014)(“HWDSB Long Term Facilities Master Plan ‘Section 2: Demographics’”, 2014). 4 4.2 Primary: High School Students Demographics ∆ Students between the ages of fourteen to twenty-five years, who become eligible to gain a driving licenses. ∆ It is estimated that there are 30, 290 individuals in the City of Hamilton area that are now fourteen to eighteen years of age (Statistics Canada, 2014). ∆ There is a drive from the parents to have their children achieve their licenses in order to lower insurance cost ∆ A feeling of independence is created for the student as they are not dependent on public transportation. Psychographics 4.3 Secondary: Immigrants to the City of Hamilton Demographics ∆ Individuals that have immigrated to the City of Hamilton area that are eligible to achieving a valid Ontario license. ∆ According to Citizenship and Immigration Canada data, there has been an average of about three percent of newly landed permanent immigrants in the past ten years in the Hamilton area including Burlington and Grimsby (“HWDSB Long Term Facilities Master Plan ‘Section 2: Demographics’”, 2014). ∆ Overall, the Hamilton area is ranked third in Ontario in the Census Metropolitan Area (CMA) (“HWDSB Long Term Facilities Master Plan ‘Section 2: Demographics’”, 2014). Psychographics ∆ Immigrants who want to get their license due to their need to work. ∆ Immigrants who wish to get their license due to a desire to assimilate into the culture and society. ∆ Specifically those who attend McMaster University. ∆ Since a majority of students live in proximity to campus, not all students find driving to be a necessity. 4.4 Tertiary: University Students
- 6. 5 KEY MESSAGES The strategies outlined in this communication plan are based on communicating the following: ∆ Key Message: This plan is developed to communicate the overall message that G Class Drivers is a reputable and convenient driving school. Through its messaging, G Class will present itself as personable, providing comfort to new student drivers. ∆ Adolescent Interest: G-Class provides programs that are accessible and convenient for students. ∆ Parent Interest: G-Class Drivers hires instructors with many years experience of in their field, providing extensive classes at for reasonable prices. ∆ Immigrant Interest: Assists immigrants in obtaining their Ontario license allowing them to be more inde pendent and assimilate into society. ∆ General Interest: G-Class Drivers is a distinguished from its competitors as it accommodates a variety of potential customers through its exclusive services.
- 7. STRATEGIC SUMMARY 6 6.1 Primary Goal 6.2 Objectives The primary goal of this communications plan is to develop G-Class Drivers into a recognizable and a leading driving school in the larger Hamilton area. Specifically it aims: ∆ To increase the amount of customers by creating brand awareness through partnership programs and building a stronger online presence. ∆ To gain the necessary income and resources to expand to different locations within Hamilton. Awareness ∆ GAIN 150 followers on Twitter and increase Facebook likes by 120 by the end of Year 1. ∆ AVERAGE 100 website views and visits per month by the end of Year 1. Acceptance ∆ DEVELOP the social media profiles aesthetics and content to better engage with the target audiences. Update all media outlook within two months of the plan’s implementation. Action ∆ CREATE and circulate a new campaign for advertising efforts to stand out amongst the competing driving schools and increase registrations.
- 8. STRATEGIES AND TACTICS 7 7.1 External Communications ∆ High School Students: After School Program ▶ To determine the size and amount of the classes that will be put into practice, a survey will be administered to the students of a targeted school in the beginning of September. The questions on the survey will gage the level of interest that the students have in attending an after school driv- ing program, and which dates the students would be the most available for throughout the year. ▶ The Direct Benefits of implementing this program is an expansion of the current customer base and the possibility for exclusive partnerships with certain schools, leading to repeat business. ▶ The first school that will implement this program will be orchard park secondary school in stony creek. This school will be the pilot school for the after school program because of G-Class’ interest to expend to the Stony Creek area. ▶ Other secondary schools in the area, specifically those in closer proximity to G-Class’ cur- rent location, such as Westdale and Dalewood, are also valid candidates for this program. ▶ To initiate a partnership with surrounding high schools, (Westdale High School and Dalewood Senior Public School), an agreement will be structured with the Hamilton-Wentworth District School Board. An application will be placed to intro duce the terms and operations of the program until the Manager of Partnership and Community Engagement reviews it (Hamilton-Wentworth District School Board, 2015). During this time, follow-ups will also be conducted. ▶ The application will outline the procedure for operation. G-Class Drivers will provide driving instructors to pick students up from school for a lesson immediately follow ing their school day. Students will be picked up in groups and where everyone will be given a chance to practice and be taught. As well, there will be in-class lessons conducted on-site in classrooms. This kind of program will bring both timely and locational convenience to students. ▶ Due to the nature of the program, a referral system will be offered to students taking lessons. A student will receive a 5% discounted offer for every additional person they bring in to sign up with their group lesson. This offer will be available for both in- class and in-car lessons, hence suggesting that they sign up in groups at a time which would drive sales in a more efficient manner. ▶ Focused and shorter classes will be offered to students who failed a previous driving test and want to practice specific skills.
- 9. STRATEGIES AND TACTICS 8 ▶ Discount Student Car Share is a car rental program being implemented on and around university campuses across Canada. This partnership will seek to provide initiative to students 18 years and older who do not have their licenses and do not do so due to vehicle costs. Discount Student Car Share requires an annual membership fee, after which cars can be rented 24 hours when needed, for $6/hr. ∆ University Students: Discount Student Car Share Partnership ∆ Columbia International College: After School Program ▶ A similar program will be implemented at Columbia International College, a prep school for international High School students in Hamilton. ▶ As this college differs from other High Schools in terms of spoken language, there would be additions to the program to accommodate them. ▶ This provides an opportunity to tap into our markets of both high school students and immi- grants as a portion of these students are without family support and need transportation for estab- lishing themselves as well as independance. ▶ A majority of these students remain within North America after graduation to pursue further education and so obtaining a license would be within their plan. ▶ As a pilot run, it will initially be suggested that one classroom for in-class lessons be rented from the school for use. The Hamilton-Wentworth District School Board does not require further fees than that to cover maintenance costs of the facilities being used (Government of Ontario, 2010). As the schools operate on a recovery cost basis, the estimated hourly fee for $30 / hr. for minor administrative costs and clean up after use of space (including washrooms). ▶ The classes will be charged at regular class price, $420 for in-class lessons and in-car lessons. The referral system offers an opportunity for discounted lessons and incentive to gather groups for the lowered price. ▶ Classes will be run through the G-Class Westdale Hamilton location. Students will have a short survey to fill out at the time of registration, to identify specific skills to practice. This class will operate in the same way as regular G-Class driving classes. ▶ The focused lessons will be charged less than regular in-car lessons. The projected price for lessons will be $250 for three days of in-car training.
- 10. STRATEGIES AND TACTICS 9 ▶ A position will be made available at G-Class to manage promotions and Public Relations. G-Class will partner with the Communications and Multimedia Program at McMaster University. ▶ An unpaid internship will be offered to students on an application basis to provide an op- portunity for those students seeking hands-on experience in the field. Students will be able to utilize their skills to develop promotional material and social media to grow awareness of G-Class Drivers. The Internship Program will operate continuously throughout the year, as interns would be hired for the fall, winter and summer. Being an unpaid internship, students are able to gain practical experi- ence while in return, assist G-Class Driver’s growth within a social presence. ▶ The welcome week festivities that occur at McMaster University at the beginning of each year presents a unique possibility for promotion and advertising for local business’s. ▶ To take advantage of this gathering of university students, a G-Class representative, possi- bly an intern, will be running an information booth that distributes water bottles labeled with the G-Class logo and their enrollment information. ▶ Possibly having to spend several hours walking campus in the late summer heat, we expect that the students will be consistently reaching for our G-Class bottles. ▶ This tactic will provide an effective outlet for advertising their service and gaining needed brand recognition. ∆ University Students: McMaster Promotions Assistant Internship ∆ University Students: Welcome Week Water Bottles ▶ After a discussion with the Marketing Team at Discount Student Car Share, incentive in the form of coupon codes will be offered and made exclusive to students at G-Class Drivers. Upon graduation from G-Class and passing of driving tests, students will be given a coupon code for Discount Student Car Share for a discounted membership price. ▶ There are no estimated costs for this partnership, as its operations will provide added benefits to both companies.
- 11. 10 ▶ Our next tactic is directed towards the Immigrant Demographic. Through the use of work- shops at locations such as the ‘Immigrant Women’s Centre’ on Main Street, G-Class Drivers will be able to provide information on the necessary steps to achieve a valid Ontario license. These work- shops will help those who are new to Ontario feel comfortable and confident about driving in an unfamiliar setting. We will also be distributing promotional material that provides contact details in different languages to communicate to potential students. ▶ As the demographic of immigrants is one that is always developing consumer choices and opinions, by establishing this relationship with them and educating them on these basic steps, it will serve as a continuous customer base for new immigrants at the center in the future. In the future we also hope to expand and hold workshops at other Immigrant Centers In Hamilton such as the Circle of Friends for Newcomers center located on Queen Street. ∆ Immigrants: Immigration Centre Partnership STRATEGIES AND TACTICS 10.1 Online Presence ∆ Social Media ▶ The current G-Class Drivers Facebook and Twitter need to be updated to include new banner photos, new written bios as well as adding the location of Hamilton to the Twitter profile. Currently the Facebook page includes personable videos of customers from G-Class receiving their license as well as registration dates but there needs a stronger variety of new and more frequent posts. New content will include current weather conditions, traffic updates and safety tips. ▶ As much as content is important, social media is all about interaction. Reaching out to pro- spective students by searching hashtags can provide information to said students about G-Class Driv- ers’ services while also promoting the personable image that G-Class Drivers stands for. ▶ To make the G-Class Drivers website more engaging and to promote the idea of personal image, we will add a new page to the website that introduces the G-Class instructor team. It will contain a small bio which would include the drivers personality and experience as well as a photo of the driver. ▶ Other changes to the website include simplifying the front page, increasing the social media icons, incorporating the corporate colour or and enlarging contact information. ∆ Website
- 12. 11 TIMELINE 11.1 High School After School Program ∆ Two months 11.2 Columbia International College After School Program 11.3 Immigration Center Program ∆ One month ∆ One month ∆ One week ∆ One week ∆ Two Months ∆ Two months 11.4 Welcome Week Water Bottles 11.5 Ride Share Program 11.6 Social Media 11.7 Website
- 13. 12 BUDGET 12.1 Initial Finances The current financial situation of G-Class Drivers is profitable. Their month income is comprised solely of the payments of their students. They charge $399, plus fifteen dollars registration and a ten dollar book from which they make a profit of five dollars and fifty cents. Their expenses are divided between their wages and monthly rent. Their employees are contracted at a twenty-two dollar per hour rate plus HST. They regularly employ three instructors at a time, including one part time employee working in administration and communication, that overall equates to approximately 180 hours per month. Their monthly rent cost for their place of business is $904 including all utilities. 12.2 Finances for the Month of February 2015 Liabilties ▶ Registration (per Student) ▷ Cost of Lessons plus taxes: $399 ▷ Registration Cost: $15 ▷ Book Profit: $5.50 ▶ Total Income (18 Students): $7,551 ∆ Expenses ▶ Wages: $22 per hour for 180 ▶ Rent (Including Utilities) = $904 ▶ Total Expenses = $4,864 Total Profit: Total Income – Total Expenses = $2,687 12.3 Allocated Budget Assets ∆ Income After School Program $292.1 Immigrant Centers $50 Car Share $0 Welcome Week $195 Internship Un-Paid Online Presence $0 Print Media $134.97 Total Budget $672
- 14. 13 EVALUATION 13.1 After School Program and Columbia International College 13.2 McMaster Student Promotions Internship 13.3 Welcome Week ∆ To evaluate the after school and Columbia tactic bimonthly reviews will be conducted during the program, noting class sizes and their monthly profits. After a full school year a financial breakdown will be done. Determining if the cost of renting school space was paid back, finding the total cost and profits generated by the program, and comparing finances to previous years; are all means of measuring this tactics effectiveness. ∆ At the mid and end of the student’s internship, we will have them submit a learning report to gage their experience and quantify their work. This would make for a continuous and structured evaluation of progress. ∆ To evaluate this tactic, first we would determine see how many of the water bottles we distributed. Did we run out? Did we purchase to many? Next we would determine how many of the students requested information about G-Class to the representative handing out the water. Mainly we would like to determine if a visible correlation could be outlined. Hopefully showing that the implementation of this advertising tactic directly influenced registration numbers and/or social media traffic. ∆ To evaluate social media, the intern will compile a report at the end of their internship of analytics from Twitter and Facebook. They will see if the new content was engaging more viewers or not. Specifically for Twitter, they will compare their outreach tweets to their customers registration forms to see how many people chose G-Class drivers because of this strategy. ∆ To evaluate the progress from our workshops at the immigration centre, we will distribute surveys containing questions on how beneficial and informative our workshops were, and if the participants will proceed to register for our in-car and in-class lessons. Using these surveys, we will be able to calculate how much revenue we have obtained and how much interest iwe have generated from our partnership with the immigration centre. 13.4 Social Media 13.5 Immigration Centre Program
- 15. 14 EVALUATION 14.1 University Ride Share Program ∆ The Ride Share program will be evaluated by use of the G- Class Drivers “How did you hear about us?” section of their registration form. A bimonthly review of Ride Share referrals and registrations will be conducted in order to calculate a profit and determine next steps. Data collected from the forms will be inputted into the current admin system and reviewed in order to calculate the total number of students who signed up through the program and the resulting profit.