01 Nov 10

LVG - New Routes to Market

LVG, the company behind The Instructor College and Red Driving School - is the biggest trainer of driving instructors in the UK.

Background
MediaCom needed to acquire new students by identifying new routes-to-market that could offer significant volumes of leads at a competitive cost-per-enquiry.

How MediaCom made a difference
Consumer insight told us that most respondents were already actively seeking a new career when they engaged with LVG’s advertising. Our research showed that the leading sources of information for new careers were recruitment and job listings websites.

Positioning ‘driving instructor’ amongst the jobs listings would give us more credibility and cutthrough
than straightforward advertising. This required an innovative approach from the sites (who were more used to selling display solutions) and from the client who was more used to traditional offline direct response solutions.

Results
By understanding and applying genuine consumer insight, we were able to identify a new opportunity outside traditional media solutions. Working closely with the sites, we developed innovative ways of advertising that went beyond traditional jobs listings whilst still giving LVG credibility as a ‘recruiter’ rather than an ‘advertiser’.

Please click on the link on the right hand side of this page for the full case study.