GNVQ Business Promotion Unit 7

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In this task I will be producing a plan for a promotional campaign for the Modern School of English’s summer children courses.

The Modern School of English is a language college that was established in 1991, that teaches English as a foreigner language. The Modern School of English is based in Libya, but is licensed to examine its students with the FCE Cambridge exam. The school started with only 4 class rooms, but in 1997 it changed location and had 12 more class rooms. In 2002 the Modern School of English also added a computer class that teaches basic computer skills as another course that customers could sign up for. Most courses at the Modern School of English lead to the Cambridge examinations in English.

The Schools opening hours are from 4pm to 8pm (first session 4pm to 6pm, second session is from 6pm to 8pm, each course has one lesson either on Monday, Wednesday and Saturday or Tuesday, Thursday and Sunday), there are several lessons taken place in this time, because the school has a number of levels (one to sixteen, then students can take the FCE Cambridge examination and others), depending on the strength of the student, level one is for students who have just started learning English, and level 16 is for students who are ready to take the Cambridge FCE examination, each course takes 2 months to complete, then all students in that course will be examined to see if they are ready to go to the next level.

The main purpose of the business is to teach English to students as a foreign language.

The product that I have chosen to promote is a summer course for children (aged between 6 to 12) that runs from 8am to 12pm. The children have day after day sessions, the same as the afternoon courses, but the course timings are from 8am to 10am or 10am to 12pm, with a lunch break in-between each lesson. These courses also teach English as a foreign language but to children so they can learn English at a young age easily. This service also provides a computer course for children that parents can choose to pay for, and a swimming pool which is free for the children who are learning English at the school.

This summer service is being re-launched,  and I will be producing a promotion plan for it.

Promotion objectives:

  • Increase the number of summer students: increasing the number of students in the Modern School of English would obviously mean more income, which means the amount of profit will increase. This meets the need of The Modern School of English because the business would make more profit.
  • Reduce the advertisement cost by adding vouchers to the leaflets, this means that the leaflet is needed by the customer to get the freebee or the reduction, and needed by the business to know how many people the leaflet effected, and know who is entitled to the free service or reduction in price. This would meet the need of The Modern School of English because the money spent on leaflets would not all go to waste, but benefit the business by increasing the number of customers.
  • Show what the schools strength points are and what they have to offer, by doing this promotion campaign it also gives the school a good name, and parents that are looking to learn English themselves would be more likely to sign up for the adults courses. The school would also be making a lot of returning customers, because by satisfying a lot of customers that were attracted to the business by the promotion campaign would return next summer for there children to carry on in there courses. This meets the need of the business because it shows what the school is capable of and its good service, and would also bring the attention to adults to job the afternoon courses to
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Free swimming pool  (above): this is one of the things that attract the customers to the business, they teach children and give them a lot of fun activities for the summer. By making the child satisfied, they would want to go to the school next summer as well, and parents who want there children to learn English would bring them back next summer, this makes a returning customer. Also the school would be recommended to other people for there great value and quality, and word of mouth is one of the most powerful advertisement ways.

Schools ...

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