In this task I will be producing a plan for a promotional campaign for the Modern School of English’s summer children courses. The Modern School of English is a language college that was established in 1991, that teaches English as a foreigner language. The Modern School of English is based in Libya, but is licensed to examine its students with the FCE Cambridge exam.
The school started with only 4 class rooms, but in 1997 it changed location and had 12 more class rooms. In 2002 the Modern School of English also added a computer class that teaches basic computer skills as another course that customers could sign up for. Most courses at the Modern School of English lead to the Cambridge examinations in English.
The Schools opening hours are from 4pm to 8pm (first session 4pm to 6pm, second session is from 6pm to 8pm, each course has one lesson either on Monday, Wednesday and Saturday or Tuesday, Thursday and Sunday), there are several lessons taken place in this time, because the school has a number of levels (one to sixteen, then students can take the FCE Cambridge examination and others), depending on the strength of the student, level one is for students who have just started learning English, and level 16 is for students who are ready to take the Cambridge FCE examination, each course takes 2 months to complete, then all students in that course will be examined to see if they are ready to go to the next level. The main purpose of the business is to teach English to students as a foreign language.
The product that I have chosen to promote is a summer course for children (aged between 6 to 12) that runs from 8am to 12pm. The children have day after day sessions, the same as the afternoon courses, but the course timings are from 8am to 10am or 10am to 12pm, with a lunch break in-between each lesson. These courses also teach English as a foreign language but to children so they can learn English at a young age easily. This service also provides a computer course for children that parents can choose to pay for, and a swimming pool which is free for the children who are learning English at the school. This summer service is being re-launched, and I will be producing a promotion plan for it. Promotion objectives:
Increase the number of summer students: increasing the number of students in the Modern School of English would obviously mean more income, which means the amount of profit will increase. This meets the need of The Modern School of English because the business would make more profit. Reduce the advertisement cost by adding vouchers to the leaflets, this means that the leaflet is needed by the customer to get the freebee or the reduction, and needed by the business to know how many people the leaflet effected, and know who is entitled to the free service or reduction in price. This would meet the need of The Modern School of English because the money spent on leaflets would not all go to waste, but benefit the business by increasing the number of customers.
Show what the schools strength points are and what they have to offer, by doing this promotion campaign it also gives the school a good name, and parents that are looking to learn English themselves would be more likely to sign up for the adults courses. The school would also be making a lot of returning customers, because by satisfying a lot of customers that were attracted to the business by the promotion campaign would return next summer for there children to carry on in there courses. This meets the need of the business because it shows what the school is capable of and its good service, and would also bring the attention to adults to job the afternoon courses to image00. png Free swimming pool (above): this is one of the things that attract the customers to the business, they teach children and give them a lot of fun activities for the summer.
By making the child satisfied, they would want to go to the school next summer as well, and parents who want there children to learn English would bring them back next summer, this makes a returning customer. Also the school would be recommended to other people for there great value and quality, and word of mouth is one of the most powerful advertisement ways. image01. jpg Schools reception office (left customer, behind desk the owner of the school and a secretary), this is were the students parents come to register there students. image03. jpg Current leaflet, front the logo of the school and colors to attract the attention of children, back has information on the price, duration, what the school have to offer…etc image04. jpgBanner in the school entrance, with the name and logo of the school.
I am going to recommend some promotion ideas for the summer courses, which are being re-launched this summer (2006), my recommendations are: Discount or an extra free service for people who bring there leaflet in: (leaflets would be produced at a photocopying shop, and would need money to pay the business that will copy them, as well as a design which would be produced by the modern school of English, and the photocopying business would use paper and inc and photocopying machinery. ) Free transport: every summer there are students that pay Modern School of English for transport, the Modern School of English hires bus drivers to pick students up from there homes and takes them to the school, and then takes them back home.
I think it would be a good attractions to customers if the business offered free transport, because none of the competing businesses offer this. Bus drivers working for the Modern School of English get paid 30 Dinnars (Libyan currency) per student that travels to and from the school on the bus for 2 months, there are 4 bus drivers every year that carry 15 students per session. The Modern School of English charge customers 95 Dinnars for the 2 month course, so the school can take 30 Dinnars of that and pay it to the bus drivers, which would off course decrease the amount of profit the school makes, but if it attracts a good amount of customers to the business, it would make up the loss.
The main material needed for this is money, the buses are supplied by the drivers, so all the modern school of English have to provide is the money to pay the drivers. Advantage Disadvantage Time cost Would boost a lot more customers because a lot of people work in the morning and can not pick there children up, so this would be more convenient because they do not have to pay an extra fee to have there children transported. Would decrease the amount of profit, if the number of customers does not increase then they would just be making a loss compared to other years were children courses did not come free with this service. This would go on for the whole duration of the course in the summer. This would cost The Modern School of English 30 Dinnars per student. image05. png.
Free computer course: computer courses cost the same as the bus transport by the Modern School of English, so I think giving people a choice of either free bus transport or free a free computer course would increase the number of sales even more, because some parents do not need there children to be driven home because the parents could do it them selves, so giving parents a choice would increase the number of sales even more, and would cost the business just as much as if they have given them free bus transport. The materials needed for this are, money to pay the teacher and electricity bills for the computers for the computers, which of course is also money. advantage Disadvantage Time Cost.
Would increase the sales, because the free transport may not attract some parents who can drive there children to the school and back themselves, so this way they would attract a wider variety of people with different lifestyles. Same as bus transports disadvantage. Also may be taking up the space of a paying student Computer courses last for 2 months This would cost the business 30 Dinnars per student image06. png Discount: a discount of 15% would attract many customers because it would beat the price of competing businesses price, so doing this would attract many customers because they can save more money than if they taken them to a different school.