School in New Location
What is the best way for a school that is established in other cities to get it's foothold on a city where they are new?
Michael-
Is the new city close or within the same DMA as your existing locations? If so, certainly you can play it up as an extension of an existing brand. Additional locations in a shared media market also allow you to gain some efficiencies with your media spending.
If this is a completely different city and media market you are probably going to need to spike the media spending at first more. I definitely would recommend an integrated approach with a combination of TV, NP and a PR campaign at a minimum. The good news for you is that new school locations tend to do well. The first year of a new location can often be the strongest in terms of CPL for traditional media sources. Internet presence can take a little longer though as the brand needs to get more widely accepted.
Mike
