You are to assume the role of the regional manager for Rental Car Academy, a rental car agency that caters to budget-conscious travelers. The regional vice president wants you to determine how to best market an optional yet important new service only for customers in the region.
The region of Rental Car Academy that you manage is in an extremely cold weather climate. The majority of months are spent in cold weather with rain, sleet, snow and ice occurring many months of the year. The majority of reservations the agencies in your region book are from tourists, tourists that do not know how to drive in bad weather conditions or have not driven in bad weather conditions often.
The Rental Car Academy agencies in your region have the highest number of insurance claims due to accidents, either with another vehicle or single car. Upon investigation, it has been determined that most of these accidents are due to driver fault, not having knowledge of basic winter driving skills.
Executives at Rental Car Academy are aware of the trend and created a 3-minute video for customers in your region to watch that detail the basics of winter weather driving, including: how to drive in a blizzard, how to drive on ice, black ice hazards, braking and spinning out. While watching the 3-minute video is not an obligation, executives feel that if customers do watch the video, it will help both the drivers and help Rental Car Academy decrease the number of accident claims.
The regional vice president wants you to determine how to best market the 3-minute winter driving tutorial to customers at the Rental Car Academy counter ready to pick up keys. The regional vice president wants you to determine methods to market the tutorial along with incentives for viewership.
