TEO HUI WEN GRACE 0921035
CONTENT TOPIC CHOOSING ABOUT BBDC ART DIRECTION + S T R AT E GY INTERIM ARTWORK FINAL ARTWORK SKETCHES RESEARCH
TOPIC CHOOSING
From personal experience. attending lessons at Bukit Batok Driving Centre(BBDC), I’ve realized that there is a need to rebrand BBDC with a new face, as the image of BBDC does not justify the services that BBDC provides. Thus, this project would be rebranding BBDC as a service oreientated and results orientated driving center so as to expand the current market base.
ABOUT BBDC
Bukit Batok Driving Centre (BBDC) is located at Bukit Batok,is one of the three government recommended driving centers available in Singapore.
BBDC has three-storey office building that houses a spacious customer service area, eight classrooms, the Traffic Police counter and a cafeteria.
It is established in 1988 and officially opened on 6th April 1990. BBDC is one of the mostadvanced driving centers in South East Asia. Many people got to know BBDC because of its location and credibility.
Surrounding the building would be BBDC’s very own circuit. With their in-house vehicle workshop, the vehicles are well maintained and kept in tip-top condition for training usage.
DRIRECT COMPETITORS
CDC started operations in April 1996 with a humble fleet of six motorcars. It has two branches, one at UBI and one at Kovan. CDC propelled its reputation and profitability into a full-fledged center for comprehensive motoring education.CDC today commands a fleet of bout 200 motorcars and motorbikes with comprehensive range of high quality services and outstanding facilities
DRIRECT COMPETITORS
DRIRECT COMPETITORS
SSDC, a private organization was established since 20 July 1983 as a pioneerdriving center in Singapore. SSDC started training for motorcycle riders on 1 April 1985 and motorcar drivers on 1 September 1985. Their mission is to promote road safety and support the long term road safety strategy of the Government. SSDC aims to foster both drivers and riders with excellent skills, knowledge and manners for safe driving and riding.
In year 2005, SSDC was awarded the tender to build the first multi-storey driving circuit in Woodlands. With a total land area of 25,000 square meters, it housed a 3 storey driving circuit and a 5-storey administration block that allows training and testing for all classes of licenses including Class 4 and Class 5 under one roof. It also houses all complementary facilities like theory lecture rooms, a vehicle repair workshop and petrol pumps.
INDRIRECT COMPETITORS
Established in 1972, Woodlands Driving School, offered Class 3 driving lessons with only two driving instructors. Since then, the driving school has gradually increased the number of driving instructors from 2 to 10. Woodlands Driving School is one of Singapore’s biggest private driving schools. The company is a medium-sized company solely owned by Mr. Chua Thain San.
Their current services include Circuit Practical Driving Course, Refresher Course and Final Practical Driving Course. The office of Woodlands Driving School is located in Woodlands, Singapore. But driving lessons are conducted for customers residing in all parts of Singapore (Woodlands, Marsiling, Yew Tee, Admiralty, Bukit Batok, Bukit Gombak, Choa Chu Kang, Yishun, Khatib, Jurong and Sembawang).
INDRIRECT COMPETITORS
12345 Driving School is a Singapore private driving school based in the East, initially catering to driving instruction for Comfort Delgro Driving Centre (Ubi) but now caters island wide. A sole private instructor - Mr. Heng Ngu Ang Meng who has had over 30 years of teaching experience, runs 12345 Driving School.12345 Driving School has an outstanding track record producing first-time passes amongst students and aims to deliver not only sensible and good students but also courteous and patient drivers. Lessons are conducted in a calm and relaxed environment. The pace of the lessons is adjusted according to the trainee’s capabilities. The car is a Toyota Vios, which uses the fuel injection engine.
FINDINGS FROM SURVEYS
AMONG THE AGE GROUP FROM 18-25, THERE ARE ONLY 2 WHO HAS LICENSE AND 6 ARE STILL HAVING LESSONS TO OBTAIN LICENSE
FINDINGS FROM SURVEYS
BBDC HAS A HIGH EXPOSURE DUE TO ITS LOCATION AND WORD OF MOUTH
If you chose BBDC, how did you get to know about BBDC?
Do you have a driving license?
State a few words/ impression when you think of BBDC (BUKIT BATOK DRIVING CENTRE)
How was your experience at BBDC?
If you were to consider to get a license, where would you go to get one?
Select your age group.
Why BBDC?
No
a place you learn how havent been there to drive
Not sure
18-25
NA
N
No
It is convenient for it is located near the MRT N.A. station.
BBDC
18-25
Location, Credibility
N
it is just there
No
None
None.
Not sure
18-25
NA
N
it is just there
No
Ehh...a driving center?
N.A
Private schools
18-25
N.A
N
Friends
Still attending lessons
no impression of it.
no ideal
SSDC, CDC
18-25
Location
N
see it every time i take the train No to Jurong East
the driving centre in the west
Never been there so i don't know.
Not sure
18-25
Location
N
I don't! ):
Still attending lessons
A... Centre to learn how to drive?
N.A.
CDC
18-25
N.A.
Y
Family, it is just there
No
Experienced
N.A
BBDC
18-25
N.A
N
No
Bukit Batok sounds very far from my residence. It's going to be tiring to be go there.
N.A.
Not sure
18-25
N.A.
N
saw the school while in the mrt No
the old driving school N.A
Not sure
18-25
N.A
N
it is just there, i always pass by No for the last 20 odd years
driving centre?
im not sure? i've never been there and only passing by.
BBDC
18-25
Location
N
A place where you can get your driving licence even after failing the 3rd time.
N.A.
BBDC, Private schools
18-25
Location, Credibility
N
Far from my house
N.A.
CDC
18-25
N,A,
N
BBDC, Private schools
18-25
Location
Y
NA
Not sure
18-25
NA
N
have not gone before
Private schools, Not sure
18-25
Prices
N
it was good. waiting time are acceptable and staffs are helpful.
BBDC, Private schools
18-25
Location
Y
it is just there
FINDINGS FROM it is just there SURVEYS
This survey
SOME RESPONSES FROM THE SURVEY Friends, Family, it is just there No *SUMMARY OF THE Yes Internet SURVEY, REFER TO LAST PAGE Friends, Internet Yes Got alot of iresponses that BBDC is old. dunno abt bbdc No
place to learn driving some place to get driving license? have not heard of it before
Friends, Internet
No
it is just there
Still attending lessons
it's a driving centre
Family
Yes
Not easily accessible. NA
SSDC
18-25
NA
N
Friends
No
heard before
NA
CDC, Not sure
18-25
NA
N
It's near my Sec School!
No
Ol' skool
-
BBDC
18-25
Location
N
Friends, Family
No
old
It looks pretty run down and old. And the pamplets or books given to beginners BBDC, Private who were about to register looks like it is a handschools me-down book. If the place can be redesign into something more clean, it was be great!
18-25
Location
N
Friends, Family, Internet
No
complicated
hmmm okay easy to pass and the coach is okay BBDC lol
18-25
Location, Credibility
Y
it is just there
Still attending lessons
the only driving center?
the enrollment process was confusing although there were assistants to assist you and explain BBDC the courses and what nots
18-25
Location
Y
it is just there
Still attending lessons
Old
Pretty easy with friendly staff around to assist me.
BBDC
18-25
Location
Y
it is just there
Still attending lessons
license
N.A
SSDC
18-25
Credibility
N
Driving license
The enrollment was smooth, the assistance was okay too! and the materials given were sufficied BBDC :)
18-25
Location
Y
it is just there
Yes
TARGET AUDIENCE New target audience
Narrowing down the target audience to everyone to a smaller younger age group as there are more people from theis age group who haven’t got their license, which that there will be higher probability that they will go and apply lessons for driving.
BRAND DNA + COMPETITORS
OLD BRAND DNA IN BLACK TEXT
BRAND POSITIONING + USP
USP Has the highest passing rate and fees at the lowest rate Driving made simple, Less hassle
INSIGHTS ISSUES OPPORTUNITIES INSIGHTS BBDC has the passing rate at the lowest payable fees among the other competitpors There are other benefits from the school itself like fees refunding prior 2 hours before cancelling the lessons. Breaking the myth whether going to private schools is better or not. /OPPORTUNITY 01 Most people are aware that BBDC exist because of its location and earned its credibility through word of mouth. /OPPORTUNITY 02 Many people who do not have license are not sure where to go //PROBLEM 01 People has the impression that BBDC is old instead of established //PROBLEM 02 The customers have had problems/ confusion when enroling with BBDC even with friendly staaffs and station for enquiry //PROBLEM 03 Information on the website is not organised. //PROBLEM 04 Their materials do have a common branding/layout.Comes in loose sheets and diefferent sizes
PROJECT OBJECTIVES IBE Rebrand BBDC as a service orientated and resulted orientated driving centre so as to expand the current market base.
IBC To communicate BBDC’s open house(events) through ads + posters. The open house will showcase BBDC as a full fledge driving centre with the state of the art facilities
Rebrand materials > Launch the website > Meanwhile introduce the app > Publicize the Open House via the app and website
Project Strategy
Open House is to allow people to get to know about BBDC more, thus increasing their credibility not just through word of mouth but personal experience
INTERIM ARTWORK
INITIAL DESIGN ELEMENTS
Texture
These are the design element developed from the moodboard.
MOODBOARD ART DIRECTION FOR THE GRAPHIC
With the change of target audience to a younger range. The new art direction for BBDC is more towards a modern street style as to not neglect the older audiennce as well.
INTERIM DELIVERABLES LOGO+ VARIOUS APPLICATION
PROCESS COLOUR 100% K
SPOT COLOUR: PANTONE DS BLACK C
APPLICATIION IN VARIOUS BACKGROUND
INTERIM DELIVERABLES CORPORATE IDENTITY
INTERIM DELIVERABLES BROCHURE
Brochure consists of content: Course overview Fees Contacts
INTERIM DELIVERABLES TOTE BAGS
Tote Bags To contain all the materials given upon enrolment. It is designed in a way that could be used by the general audience,
INTERIM DELIVERABLES BUS
Bus Decal Branding the bus together through the graphics. Information could be scanned through the QR code. This bus can act as a free space to publicize BBDC as well. Non-students are welcome to sit on this bus during open house, Brochure will be added on the back of the bus.
INTERIM DELIVERABLES OFFICIAL WEBSITE
Website Special features - The moving black bar with the LED lights. It was inspired from the LED light signs you see on the road. This section serves as the section for news update such as change in fees, class timings, etc. So students of BBDC could immediately be updated when they go on to the website.
INTERIM DELIVERABLES OFFICIAL WEBSITE
Website The tabs consists of About us Brief introduction about BBDC Courses Under this tab will be the overview of the courses BBDC provides Feedbacks Review about the instructors
Events The upcoming events that BBDC are holding Contact us Location map and contact information
INTERIM DELIVERABLES PHONE APPLICATION + CASE
Application Inspired by the idea of iPhone x Book which is an interactive kids’ storybook. Basically you insert your phone into this book like case and start the app. I wanted to make this app is so that students could actually remember their facts easier via games which further could help them pass the test and get their license faster. The content of the app will be updated bi-weekly if possible to allow them to learn more. Meanwhile ads could be added to publicize BBDC.
INTERIM DELIVERABLES BANNER ADS
Banners Initial Idea Was to put these banner outside and hold a event/talk at Bukit Batok Community Center which was around the location of BBDC so to attract people from the neighborhood to join BBDC as it is near their houses.
FEEDBACK FROM LECTURER + THINGS TO DO AFTER INTERIM FEEDBACK GraphicTo tweak and thicken the lines of the supporting graphics Add colours to the supporting graphic LogoConnect the white dotted lines (‘D’ + ‘C’ ) within the logo Brochure/Banner Think of the text/copy/graphic to be added in
Things to do: *Work on the IBC componentThe banners *Game application + case Amend the logos Refine the graphic Work on the forms/brochure DI the car decal on Make the website work Make the final mock-ups of the deliverables
FINAL ARTWORK
FINAL DELIVERABLES LOGO
PROCESS COLOUR 100% K
APPLICATIION IN VARIOUS BACKGROUND
*logo tweaked
SPOT COLOUR: PANTONE DS BLACK C
FINAL DELIVERABLES DESIGN ELEMENTS ADD ON + EDITS
FINAL DELIVERABLES CORPORATE IDENTITY
Inside
LETTERHEAD + ENVELOPE
FINAL DELIVERABLES BROCHURE
INSIDE
OUTSIDE
Brochure consists of content: Course overview Fees Contacts
FINAL DELIVERABLES TOTE BAGS
Tote Bags To contain all the materials given. Comes in BBDC blue and black.
FINAL DELIVERABLES APPLICATION FORM COVER
INSIDE
Perforated APPLICATION FORMS Consists of content: Schemes overview Enrolment form The information of the scheme is layout in a way that applicants can overview how the course works and on the side will be the enrolment form for them to apply. It can be torn apart for official use. Behind the form is the terms and condition. The other side can serve as a leaflet for their references.
FINAL DELIVERABLES BUS
BBDC BUS To publicize the events/BBDC itself
FINAL DELIVERABLES WEBSITE ADD ON Instructors page is an add on so to view the reviews and ratings of the instructors. This information is to help the applicants of the Fetch & Send Scheme as well as the Fixed Group and Instructors Scheme. View mock website at: www.bbdc.businesscatalyst.com
FINAL DELIVERABLES WEBSITE
FINAL DELIVERABLES WEBSITE
FINAL DELIVERABLES CAR DECAL
FINAL DELIVERABLES GIVEAWAY FOR OPEN HOUSE
TOTE BAGS Limited edition of the tote bag that is given out only during enrolment will be gIven out during the OPEN HOUSE and water will be included to keep the people refresh.
FINAL DELIVERABLES BANNERS FOR OPEN HOUSE
Banners’ contents The banners has the arrow element which tells the direction to the OPEN HOUSE as well as happenings and basic information such as timing.
FINAL DELIVERABLES GIVEAWAY FOR OPEN HOUSE
Application Inspired by the idea of iPhone x Book which is an interactive kids’ storybook. Basically you insert your phone into this book like case and start the app. The scene shows the basic theory of calculating the distance between cars when on the road.
SKETCHES
HOW THIS SCHEME WORKS?
1
THE FIXED GROUP AND FIXED INSTRUCTORS SCHEME
By applying this scheme, you get a more personalized trainining by your preferred instructors tthroughout the entire driving course that you have with BBDC.
Fixed Group Choose a instructor group
You can learn more about the instructors at www.bbdc.com.sg/instructors
$3.21 / Lesson
Available for :
2 Fixed Instructors You can request for a fixed instructor from the group you have chosen if you opt for the fixed instructor scheme.
$3.21 + $5.35 / Lesson
RESEARCH