GM needed to take advantage of a market that GM has supported for many years to attract future vehicle buyers. GM’s youth initiative was required to attract customers on several levels. The strategy has to attract the obvious market of potential buyers, Driver Education administrators, and dealers were also considerable markets.
In addition to the Driver Education Program, a Partners N’ Driving program was developed to further educate students in various aspects of the process of buying a car, the prospects of working for GM, or a dealership. Marketing channels include direct mail, print trade ads, in-classroom posters, and marketing brochures. The GM Driver Education ad was developed to educate school systems of the available opportunities through General Motors. Additionally, information was conveyed regarding additional programs that schools can take advantage of.