Executive Summary

PROBLEM PSDS is a luxury experience and an investment. This in turn creates a lack of awareness amongst people of the younger generation and limits the school’s target audience.Our second problem is PSDS was creating social media content that was not engaging its followers, but rather provided them with an ununified brand presence.

SOLUTION Our main objective was to bring the experience of the track to the screens on potential drivers. Rather than limiting our target market to 45-60 year old men, we wanted to highlight the luxury of the cars while also bringing in fresh content to their social media platforms. First, we did this through dynamic shots that would avoid bad angles, avoid empty space, and maintain focus on the porsche. Second, we explored new content forms through the use of video and boomerangs. Lastly, we created versatile content. These solutions aimed to increase awareness of the driving school across new target markets.

RESULTS Through our solution we successful increased PSDS’ Facebook and Instagram followers through a more cohesive brand identity. We were indeed able to bring the excitement of the track to the screens of potential drivers.