Behind the Wheel Driving School Case Study
Postcard Design: Behind the Wheel School of Driving printed 12,000 postcards with multiple different
backs promoting a new drivers course within a specific location using a fun, colorful approach. On the front,
they prominently feature the car, a Mini Cooper, students will drive during the course. This was a key selling
point which worked to their advantage against market competitors.
The design itself can play a huge part in generating response, so let’s take a look at the successful design
elements of this campaign.
The headline and message is very straight-forward, announcing the driving school, “Now in Shaker Heights
Behind the Wheel School of Driving.” The back side of the card has a clearly stated offer of “$10 OFF” that gives
readers an incentive to call and also features the updated driving class calendar for the next two months.
In this economy, an offer is even more important than in the past and creates a hot button to call. The overall
message theme is “learning to drive can be fun” which appeals to both students and their parents. Lastly,
there is a strong call to action with a large phone number and their website, which is key to getting response.
The campaign consisted of 12,000 postcards with 6 quick print backs — 5 mailings to a
list that ranged from 1000–1700 contacts based on the updated list data from children’s birthdays over the course
of 4 months.
For this campaign, Behind the Wheel School of Driving ordered a list that included three zip
codes closest to the driving school reaching children with birthdays turning 15 or 16. The target was children of
driving age, since they need to take the driving class to get certification.
“The first day my postcard hits, I receive 25 or more calls of which at least half enroll in the driving
course! Each month the numbers trend better. Postcard marketing is the ONLY form of advertising we
are doing, we’re out-performing our competition just from this campaign!”
—Tom F., owner
Every student that signs up for the class generates $300 in sales.
Campaign Cost, Including postage: $3221.32
Sales from Leads Generated: Approximately $30,000
ROI (Return on Investment): 831%