Driving School POB

The driving school POB is a young team of professionally qualified, friendly and accessible lecturers and driving teachers who take youngsters to a driving test through a multimedia guided theoretical part of the exam and practical driving in a modern fleet.

Project Purpose and Goals

POB team was confronted with the question of how to reach the set goal of applications for driving school. The challenge for us was to create the content that would be interesting and at the same time attractive for the target audience. Together with the client, we set the following goals:

• Setting up a content strategy
• Increase the number of followers with content marketing
• Increase the number of applications for driving school

Content Marketing

In the first step, we analysed past communication of the Driving school POB and their competition. We paid attention to the topic of the content, post designs and the tone that they use in communication with the target audience.

After that, we have developed an appropriate communication strategy on Facebook and prepared a monthly content plan. In terms of content, we touched upon the following topics:

• Educational posts (driving rules)
• Thursday posts with interesting facts
• Photos of candidates who have successfully completed the course

Facebook Advertising

After the first step, when the Facebook page had interesting content with good reach, we took it one step higher – with Facebook advertising. We used video ads as they tend to get better reach. On the creative side, we highlighted those elements that we thought were the most important to our target audience – the car, the place, the date and the time of the course.

Results

• 182% reach increase
• 400% engagement increase
• 150% website visits increase
• 180% conversion increase