Promote
There are countless ways to promote the drive to succeed scholarship program
The intent is to promote dealership involvement, create enthusiasm and awareness, and drive qualified candidates to enroll in the program. Following are just a few ways to get you started:
- Promotional ideas to create awareness in your dealership and community
- Suggested social media content
- Press release templates to create community awareness of the Scholarship program; please use either the “Named Scholarship” dealer or general participating dealer template as applicable.
- A flyer template, customizable for your dealership information. Please print and post throughout your
community.
Promotional Suggestions
Tap into the educational community
Don’t recreate the wheel. Reach out to community colleges,
vocational schools, educational foundations, school boards or district school superintendents to help you reach students and promote the program within the educational community. With the help of these professionals, your promotions will be efficiently targeted and on point.
Host a career/ college night
Invite female students, parents, guidance counselors and area educators
to a combined college/career night. Use it as a way to highlight the different career opportunities available for women in your dealership. Take your guests on a dealership tour. Combine that with discussing the various academic degrees/certificates necessary to pursue these jobs. Highlight how retail automotive is a rewarding and lucrative career for women. Discuss how the WRN Drive to Succeed Scholarship program can help women reach their educational and career goals.
Promote with local media
Many dealers already have positive relationships with the media – newspaper,
radio and television. Make sure to include media in all of your promotional efforts. Offer to participate in interviews about the need for women in retail automotive, the value your dealership places on women and the growing
purchasing power of women globally. Discuss how the WRN Drive to Succeed Scholarship program increases the pipeline of qualified women to enter the car business. In your interview, encourage that applicants visit your dealership to learn more information about the Scholarship program
Use Social Media Channels
Use your webiste and other social channels to promote the WRN Drive to
Succeed Scholarship program. Consider a special banner or crawl on your home page, with a link to the press release and the scholarship application. We have additional graphics to help your messages pop. You own these channels – use them liberally and creatively!
Reach out to civic organizations
In addition to connecting with the educational community and media,
reach out to the many local organizations in your area. This includes business groups, churches, chambers of commerce, women’s networks, youth organizations (like Girl Scouts) and others involved in civic improvement and philanthropy. Ask them to post the reproducible flyers customized with your dealership name in appropriate, high-traffic areas.
Use field reps. suppliers to get the word out
Enlist your GM Women in the Field representatives to promote the WRN Drive to Succeed Scholarship program. Brainstorm new and clever ways to reach a wide audience. Consider promotional ideas that other dealerships might be using in their scholarship campaigns. Make sure everyone is equipped with the information to be an ambassador of the program – suppliers, employees, their families and customers.
Promote through advertising
Consider highlighting the WRN Drive to Succeed Scholarship program in print and digital advertising. When doing so, know that women from all walks of life are eligible for the program, so use a variety of channels. Digital advertising is becoming increasingly effective and is economically priced.
Looking for additional resources?
WRN provides marketing and communications materials to help build awareness of the scholarship. Use these materials to help publicize the program in your stores, schools and communities.