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.