To attract future vehicle buyers, GM needed to take advantage of a market that GM has supported for many years. GM’s youth initiative needed to attract customers on several levels. Not only did the strategy have to attract the obvious market of potential buyers, Driver Education administrators and dealers where 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 opportunities that are available through General Motors. Additionally, information is conveyed regarding additional programs that schools can take advantage of.