The Agency Online | BSM Curious (Q1 2010)

B2b instructor recruitment campaign

Brief

BSM are the UK’s market leading driving school, and a recent learner acquisition campaign has delivered a significant increase in consumer numbers. To help maintain the service levels that BSM promise, develop an integrated recruitment plan for both newly qualified instructors and seasoned independent instructors.

Key Insights

Understanding the key drivers behind becoming a driving instructor is paramount for developing a compelling proposition. The life of a driving instructor is about flexibility, a work life balance as well as an escape from a traditional office environment. A BSM franchise offers the stability of a corporate environment with the flexibility of your own business. Most importantly, BSM supply pupils to all their instructors for free, unlike all the major competitors.

Our Solution

An integrated campaign, using a mix of channels, including outdoor posters and ad vans as well as radio and online display banners. The campaign is ongoing and targets competitor driving schools, independent instructors, haulage companies as well as the MOD and job centres. The campaign is rolled out nationally, but is up-weighted on a local level using pay per click advertising, press advertising and radio.

Results

Successfully recruited more than 250 new instructors in less than 12-weeks. It is to date the most successful instructor recruitment campaign that BSM have run, and is an ongoing template for future acquisition campaigns.