Learner's License Pilot Program Ends

The authority for traffic schools and other vendors to offer an "Online Driver's Permit Test" to prospective drivers in the state of the Florida was granted by the Department of Highway Safety and Motor Vehicles (DHSMV) as part of a 4-year pilot program that concludes on December 31, 2010. As required, the Traffic Safety Consultants (TSC) Web Development Team will be removing all pertinent referring links from our affiliates' websites before the end of this year.

The "Online Driver's Permit Test" program may be allowed to resume after the DHSMV has completed a statistical evaluation of its effectiveness, but there is currently no proposed time frame for that to happen. If the DHSMV grants vendors the permission to offer the program in the wake of their effectiveness study, TSC will promptly reactivate the pertinent links on affiliate websites.

TSC thanks you for your participation in this valuable pilot program and for your help going forward. If you have any questions, you may follow up with Donna via email, or call her at 800 . 252 . 9951.

Ring In the New Year Right!

The new year is a time for revelry and renewal—not for an arrest for driving under the influence of controlled substances. Be sure to remind your students that now is a good time to start considering their transportation options if they'll be going out to celebrate New Year's Eve. After all, the penalties for DUI are getting harsher every year—and rightly so: roughly a third of motor vehicle fatalities involve an intoxicated driver, and the number is substantially higher during the winter holidays.

Earlier this month, Transportation Secretary Ray LaHood highlighted the new "No Refusal" strategy that a number of states are employing to put an end to drunk driving. The "No Refusal" program allows law enforcement officers to quickly obtain warrants from "on call" judges in order to take blood samples from suspected intoxicated drivers who refuse a breathalyzer test. (The latest data show that the states with the highest refusal rates included New Hampshire at 81%, Massachusetts at 41%, Florida at 40%, Louisiana at 39%, and Ohio at 38%.) States that have adopted "No Refusal" programs report more guilty pleas, fewer trials, and more convictions.

What can drivers do to avoid a DUI—and, likely as not, save their lives or the lives of others? They can avoid driving after they've consumed alcohol or other intoxicating substances. Some alternatives include:

• Have a designated driver accompany their party.
• Take a cab, bus, train, etc.
• Call a sober friend for a ride home.
• Stay overnight at or near where they are consuming.
• Celebrate the New Year with activities that do not involve alcohol or drugs.

Also, some taxi services and auto clubs sponsor anti-DUI programs on New Year's Eve, but the details vary. Fortunately, there are still a few days left to investigate these services before they're really needed!

Marketing to Younger Drivers

You naturally hope (for their sake and for the benefit of the driving public) that you never see a customer again. We know, however, that despite the demonstrated effectiveness of traffic safety education, it's likely that you'll encounter a repeat customer or two. Why not lock in younger drivers and earn yourself a lifelong customer—or, at least, a lifetime of referral business?

Branding is incredibly important to the teen market, so establish your products' credibility and make sure to extract and promote the qualities that will raise you above your competition. Be specific and sincere. Bear in mind, also, that parents' opinions matter: they are the economic providers, and you must address and cross-market to them with a well-positioned message.

Jump on the bandwagon. Nothing is so enticing to the teen market as whatever their friends are doing. Encourage them to join the crowd by buying your product. Promote through the new social media websites. Highlight the "coolness" factor and you'll have trouble keeping them away!

Excitement! Who could ever have imagined that traffic safety education could be so much fun? Make sure to position the entertaining features of the course at the front of your marketing message.

Boredom in a classroom vs. FUN on the Internet. How would new drivers rather learn? Why should teens—and their parents—be inconvenienced when driver education is approved and available in their home, at any time they want access to it, backed by great customer service?

Good for the entire family. Rebelliousness aside, kids are more likely to purchase a product that considers adult approval and doesn't come across as just another slick marketing message. As well, you'll need to appease the parents who will actually be handing over their hard-earned income. By appearing fun but responsible, you can have the best of both worlds.

Facts and stats. Use statistics and other hard facts to enhance your products' credibility and put you ahead of the competition.

Remember that teens are a constant target of marketers, and can be a challenging crowd to woo. Marketing communications should be direct and to-the-point, with no frills or embellishments. Most importantly, your message should be trustworthy. You are not selling something for your benefit; you are selling something that will benefit them. Keeping these points in mind when developing marketing strategies for your younger prospects can help you to attract customers that will be with you for a lifetime.

TSC's Mature Driver Course Approved

Traffic Safety Consultants, Inc., (TSC) is constantly working to expand and improve the product lines that we offer to our affiliate partners. Toward that end, we are proud to announce that our own TSC-developed online Mature Driver Course curriculum was recently approved by the Florida Department of Highway Safety and Motor Vehicles (DHSMV).

The Mature Driver/Insurance Discount Course is a 6-hour traffic safety education program that focuses on basic driving and accident prevention skills, but also features discussions of the special considerations that older motorists might need to address. It is available to Florida drivers age 55 and older who would like to save money on their auto insurance premiums (and who doesn't want that?). The successful completion of a Mature Driver Course confers a state-mandated three-year reduction to the driver's automobile insurance premiums, and the course may be completed every three years to effectively extend the reduction indefinitely. While the exact amount of the discount varies by insurer, the low-cost course easily pays for itself many times over.

Affiliates who would like to offer TSC's DHSMV-approved Mature Driver Course should email Gloria Verver, our Director of Affiliate Programs, or call her at 800 . 252. 9488 for the details. It takes just moments to update your existing traffic school website with the appropriate link to this online course. As always, we look forward to working with you to provide the best traffic safety education products available!

Feeling More Secure

Perhaps the single biggest reason why large corporations continue to grow their business is because they've built an established brand and have a reputation for customer satisfaction. As customers, we're trained to trust no one and question everything—especially when it comes to on-line vendors. The slightest hint of questionable content or behavior can push potential customers away with the assurance that they're unlikely to return. It is vital, therefore, that a website create a connection with the viewer and provide legitimate, factual information on the merchant's products, payment methods, and return policies.

In short, you need to build customer confidence in order to build sales. Here a few tips that will help:

Demonstrate professionalism at every opportunity. The design, structure, and navigation of your site must always be first-rate, and content is king. Put your customers first and make sure you deliver an appealing, professional site that provides great information.

Let your content sell. An excellent opportunity that many websites forego is the ability to pre-sell products. Including third-party feedback (e.g., testimonials), press "clippings," and unbiased product descriptions is a great marketing tactic that prepares visitors to make a purchase before you try to sell them something.

Provide easy-to-locate and reliable contact information. Always provide a physical address, phone number, and e-mail address for customers who need help. Customers should be able to find this information easily, and you should be available as much as possible to field incoming communications. If customers leave a phone message or an e-mail, be sure to respond in a timely manner.

Present your company's information. Enlighten visitors as to what your business does and how you plan to help them to solve their problems once they make a purchase from you. Tell them why they should shop with you instead of your competitors.

Communicate your security policies. Nothing will build customers' confidence in your e-commerce business better than your taking a strong stance against the selling or sharing of e-mail addresses and other personal information. Displaying icons that highlight your secure payment service inspires customers to pay with the confidence that their information will not be intercepted and misused by cybercriminals.

Repeat and referral business is built on relationships, and relationships are built on trust. Visitors who have faith in your services, your products, and your website are more likely to make a purchase with you; and happy customers are sure to provide you with a steady stream of income over the years. By making your customers feel safe and secure, you're well on your way to securing a profitable business for yourself!

New Promotional Opportunity!

Safer motorists are our
driving passion.^SM

Traffic Safety Consultants, Inc., (TSC) is continually working to expand the customer base for all of our affiliates in all of the states in which we operate. Remember that your success is our success! Toward that end, we are always looking for new markets and new ways to drive customers to your websites. As part of these efforts, we have launched a social media marketing campaign in conjunction with a companion website that provides general information about traffic safety.


Our Strategy

The Website. TrafficSafety4U.com (TS4U.com) is an "umbrella" site that aims to be motorists' one-stop, go-to resource for information related to safe, responsible driving. TS4U.com will offer authoritative assistance with: driver education and training; traffic laws and citations; licensing, records, and point removal; and vehicle safety and technology. Of course, in the TSC tradition, it also offers a bit of humor to help motorists recover from a stressful day on our nation's roadways. Most importantly, however, the site contains links to traffic schools for those who need our help the most.

Social Media Marketing. Integrated with the TS4U.com site is our social media marketing effort. The social media sites cross-link with TS4U.com, and social media "feeds" are also presented on the Social Goodness page of the TS4U.com site. The content on the social sites will attract attention and prompt readers to share it with their friends. Ultimately, this traffic will be driven to TS4U.com, where referral links will encourage customers to use our traffic schools. Targeted social media platforms will include:

• Facebook
• Twitter
• YouTube (content coming in the near future)

What You Can Do

It's easy for you to take advantage of this great new opportunity to market your site:

• Take a look at the site. Give us your feedback. If you're not already on the Approved Courses list and would like to participate, contact Gloria, our Director of Affiliate Programs, via email or by calling 800 . 252 . 9488.
• Promote the program to your students:
• Mention TrafficSafety4U.com—and that we're on Facebook and Twitter—to students in your classes.
• "Like" us if you have a Facebook account of your own.
• "Follow" us on Twitter if you have an account.

Remember that getting the word out will not only provide a valuable resource to students in the future, but will help to keep you "top of mind" the next time that that driver needs traffic school, or their friend needs traffic school, or someone they know needs driver education, or…you get the idea.

The Top 5 Affiliate Marketing Mistakes

You've been working hard to get your affiliate marketing campaign up and running effectively, but anyone can stumble along the way. Today's topic is the top five mistakes that affiliate marketers make. And, of course, we'll be talking about how you can correct—or, better yet, even avoid—these snares.

1. Neglecting niche or local markets.

Competing with the enormous marketing budgets of large corporations can be really difficult. And on the Internet, your website is but one of many. Rather than getting lost in the mix, you can focus your attention on your local market and go grassroots. An online presence is critical these days, and you should certainly optimize your existence there. But by understanding your position within your community and focusing some attention locally, you can really benefit your business.

2. Acting as a Vendor Rather Than an Endorser

As an affiliate, you are a vendor. However, distancing yourself from the product or service and treating it as just another means of making a profit is the wrong way to go. It may take some time out of your day, but sit down to review the product you're selling. By evaluating the product and knowing its pros and cons, you'll be able to relate more closely to your customers and offer much-appreciated advice. And because positive personal endorsements generate sales, you will undoubtedly boost your bottom line by offering your own sincere, affirmative backing.

3. Failing to Convert Visitors

Some affiliates complain that their sites see a lot of traffic, but fail to convert visitors into sales. We've discussed before the merits of making sure that you position your selling message in a constructive, appealing, and personal manner on your homepage. Doing so will grab browsers' attention and encourage them to further investigate your site—and your wares.

4. Forgetting to Add Personality

The Internet can be cold and anonymous. Your customers will enjoy a warmer atmosphere when they see a splash of personality on your homepage. They'll appreciate the realization that there's an actual staff of human beings behind the website.

5. Failing to Plan Ahead

Involving yourself in your enterprise and having a long-term, clear vision for its future can take you far. If you are entering into an affiliate program without a lot of experience or a background in your chosen industry, explore the many articles and other resources and tools that are available on the Internet. And, self-sufficient as you are, consider picking the brain of your affiliate manager, who has an expert knowledge of the industry and affiliate operations. Formulating reasonable objectives and assembling the appropriate resources can help to expand your business beyond your expectations.


The marketing and sales techniques of the e-commerce world are ever-changing. As a vendor, it's important not to get left behind. By staying active and keeping up-to-date with your marketing efforts, you're sure to reap financial rewards!

'Snow Joke in New Jersey!

The trees are starting to turn, and winter will soon be upon us. While no snow is forecast for this week, now is the time to remind your students that they should be sure to clear snow and ice from their vehicles before hitting the road. Like loose items in the passenger cabin, snow and ice left on a vehicle can become deadly projectiles.

Under current state law, if ice or snow detaches from a vehicle and causes property damage or injury to others, the driver who failed to remove it from the vehicle can be cited and fined between $200 and $1,000 per offense. An amendment to that statute which takes effect on October 20, 2010, requires the driver of any vehicle operated on a roadway in the state to make all reasonable efforts to remove accumulated snow and ice from all exposed surfaces prior to operation. Drivers are encouraged to proactively clear their vehicle's lights, hood, windows, and roof.

It's safest to stay off of the road in bad weather, Highway Traffic Safety Director Pam Fischer reminds us. "If you must travel, slow down—particularly on exit ramps and bridges; leave ample travel time; allow extra space between your vehicle and others on the road; make sure you turn on your headlights, using low beams when driving in snow; and, buckle up, every ride."

To help prepare a vehicle for safe winter travel:

• Check the radiator, battery, and all fluid levels—especially antifreeze and windshield washer fluid. If you don't know what you're looking for or how to correct a problem, enlist the help of a qualified mechanic.
• Check the tires and replace them if they have less than 1/16" tread. (Even more is better for wintery conditions!) Change to snow tires before the first snow if you intend to use them.
• Check windshield wiper blades and replace them if the rubber is cracked and/or brittle.
• Keep the gas tank at least half-full in cold temperatures to prevent the fuel line from freezing.
• Keep a "winter survival kit" in the vehicle that is easily accessible in the event of an emergency. The kit might include: an ice scraper/brush; a shovel; jumper cables; a warm blanket; a traction enhancer (e.g., sand, salt, cat litter); lock de-icer; safety flares/warning devices; a flashlight with fresh batteries; extra windshield washer fluid; and water and non-perishable food.

Optimize Your Website

Studies have shown that e-commerce retailers have only 8 – 12 seconds to fully engage visitors and convert them to sales. The biggest challenge in e-commerce conversion lies in creating an effective landing page (usually the homepage of your website) that will entice visitors to click further into the site. The website templates that Traffic Safety Consultants, Inc., provides free of charge to affiliates employ successful marketing concepts, but we encourage you to customize your site to make it your own. And, of course, you're always welcome to develop your own site.

Here are five important marketing principles that should be present on your landing page:

1. Present a clear call-to-action message that is professional and makes sense.
2. Be specific about what you're offering. Don't simply provide a generic description of your products or services. Include customer reviews and satisfaction guarantees. Your marketing copy should answer the following questions:
• Why should a customer buy this product from you?
• What differentiates you from your competitors?
• How do your prices compare to your competitors'?
• Are you offering any discounts or promotions?
• What makes your product(s) the best?
• Who needs your product(s)?
• Where (geographically) is the product available?
3. Present your information with the utmost professionalism. Organize the page so that the eye is drawn to individual items and not to large chunks of text which might deter visitors from browsing further. Above all, avoid spelling, punctuation, and grammatical errors; these are prime indicators of a scam in the e-commerce world!
4. Be consistent. Branding is important in building credibility. Make sure your logo is visible on every page, and use fonts, color schemes, and other design elements uniformly.
5. Make sure visitors do not need to scroll around your site to find the "register" and "login" links. The main message, promotions, news, and images that will prompt customers to click the links need to be complete, concise, and readily apparent. Users do not want to search for these things; if they don't find them immediately, they may abandon your site.

Presenting a meaningful and professional image from the first interaction will help you to convert the visitors to your site into customers. Use the tips above to optimize your message, build a relationship with visitors, and successfully connect them with the products and information that they need.

Florida Training Seminar Scheduled

Traffic Safety Consultants, Inc., (TSC) is pleased to announce that we will be conducting an affiliate training seminar in Florida on Friday, October 1. The meeting will run from 9 a.m. – 5 p.m. (EDT), and will be held at our Winter Park office.

A TSC Master Trainer will be conducting training sessions on our classroom-based traffic safety education courses. We'll also touch on our Internet-based courses as well as the easy-to-use ASAP™ traffic school administration Web application. The seminar is intended for those affiliates who have not yet been introduced to TSC's programs, but we would welcome any affiliates who would like to join us for a quick "refresher course." It's a great forum in which to swap ideas with other traffic safety instructors!

If you're interested in attending and haven't yet made your reservation, please contact Donna via e-mail or by calling 800 . 252 . 9951. We look forward to seeing you there!

Study Illuminates Yellow-Light Running

Researchers from the University of Cincinnati, with funding from the Ohio Department of Transportation, used video cameras to monitor over 1,500 drivers at four "high-speed" intersections in suburban Ohio locations. They measured vehicle type, speed, a driver's distance from the intersection when the light turned yellow, and the decision to stop or not in what they referred to as the "dilemma zone."

They found that vehicles traveling in right-hand lanes tended to go through yellow lights, while those on the left did not. Truckers also tended to speed through yellows, as did drivers on streets with higher posted speed limits. Drivers on streets marked by 55-mph speed limits were more likely to run yellows than those in 50-mph zones.

The study found that drivers of SUVs, pickups, sedans, and vans tended to slow down at yellows more than drivers of heavy trucks. Researchers speculated that vehicle weight may be the explanation, as heavy trucks have more difficulty decelerating rapidly than smaller, lighter vehicles.

How long the light remains yellow also matters. (Yellow-light times vary, but typically last about three to five seconds. Traffic engineers base the time on the average speed of the vehicles passing through the intersection.) The longer the yellow, the more likely it is that drivers will not stop, according to the study. With a long yellow, stopping is more dangerous, because other drivers are likely to keep going through the yellow, and someone who opts to stop runs a greater risk of getting hit from behind.

Take care to remind students that yellow means caution. A yellow light warns that the signal is about to change to red. Drivers who have not entered the intersection should stop as if the light were red. Drivers who are already in the intersection should keep moving in order to clear it. Speeding up to "beat" a yellow light may lead to a collision and could be extremely dangerous!

Welcome, Virginia Affiliates!

We at Traffic Safety Consultants, Inc., would like to take this opportunity to welcome our Virginia affiliates to the TSC Affiliate News Weblog/Newsletter. We'll be posting periodically to keep you up-to-date on new products and developments at TSC headquarters, to offer helpful suggestions on managing and marketing your traffic school, and to inform you of industry related information that could affect you and your operations.

Because the blog is ultimately intended as a means to disseminate useful information to you, our affiliates, we're open to your input. Feel free to add a comment to any article you see here (comments are moderated). If there are topics that you would like to see covered here, or if you would like to contribute a post to a future edition of TSC Affiliate News, please feel free to email Rick Ehlers with your ideas and suggestions.

DMV Upgrades Automated License Testing

On August 18, 2010, the Virginia Department of Motor Vehicles deployed an enhanced automated knowledge test for driver's license applicants. The two-part knowledge exam tests applicants' knowledge of traffic signs, motor vehicle laws, and safe driving techniques. Before attempting the test, applicants are encouraged to study the Virginia Driver's Manual and try a sample knowledge exam at www.dmvNOW.com.

The automated testing stations (kiosks) located in all DMV customer service centers have been enhanced to allow applicants to answer all questions before the exam is scored, eliminating the "quick pass/fail" feature. Applicants also control when the exam is scored. At the end of each part, applicants are given the option to review and modify their answers before the exam is scored; but applicants must still pass Part One before moving on to Part Two. The automated system still contains the "skip" feature, whereby skipped questions are asked again at the end of each section. Finally, at the end of a failed exam, applicants are offered a self-review of missed questions, which allows privacy rather than forcing them to stand at an examiner's window to review a paper exam.

A frequently heard misconception is that exams administered on paper are somehow "easier" than the automated version, but the questions are exactly the same and there are no disadvantages to taking the test electronically. In fact, it costs the DMV—and subsequently taxpayers—more money to manually administer and grade a paper test. So, go ahead and spread the word: Virginians can save some money (and trees!) and reap the benefits of the electronic age by taking their driver's license exam with the new and improved automated system!

News You Can Use from the DHSMV

From time to time, the Florida Department of Highway Safety and Motor Vehicles (DHSMV) communicates important news to traffic schools operating in the state. As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) in turn, forwards those messages along to you.

Over the past several weeks, the DHSMV has issued the following bulletins:

• The DHSMV is concerned that the Failure to Complete (FTC) rate for Advanced Driver Improvement courses is extremely low. There were 1495 FTCs reported in August 2009, but only 12 reported in March 2010. Please make sure that you are reporting all ADI FTCs on Form 77057. (Check out TSC's blog post from June on this topic.)
• The DHSMV is no longer correcting erroneous certificates for students or traffic schools. If any student—including an Internet student—provides incorrect information for a certificate, the school must issue another certificate to correct the error. For example, if a student provides the wrong citation number or driver license number for a certificate, you must mark the erroneous certificate as a "no show" and create another class to issue a different certificate with the correct information.
• Citation numbers must appear on all BDI, ADI, and 3 Crashes/3 Years certificates. These are the only certificates which must list a citation number for DHSMV purposes, but other, court-ordered courses may require a citation or case number for the certificate to be accepted. Check with the appropriate court to verify their needs.

If you have any questions about these directives from the DHSMV, please email Donna or call her at 800-252-9951.

It's Who You Know!

Consider the adage "It's not what you know, it's who you know." While you'll only get so far in the face of ignorance and gross incompetence, the point is that social contacts can help you. Sales are frequently developed through the relationships we create with other people. Everyone you meet is a potential customer!

Networking is defined as "the developing of contacts or the exchanging of information with others." Always present yourself in an informative and helpful manner. Even if the person doesn't need your services at that time, they're likely to remember you when they do have a need you can satisfy. And, if you've made a good impression, you can be sure that they'll refer you to others they know. Networking will help you to build a strong customer base. So…how do you get started? Below are some tips:

• Always remember that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others. When you are known as a strong resource, people will turn to you for suggestions, ideas, names of other people, etc.
• Holding volunteer positions in organizations is a great way to meet new people, stay visible, and give back to the groups that have helped you.
• You have exactly one opportunity to make a positive first impression. Develop a great handshake; approach people with a natural, genuine smile; make good eye contact; and be authentically interested in and attentive to the person you're meeting.
• To avoid being tongue-tied when you try to start a conversation with someone you don't know, prepare a self-introduction that is clear, concise (no more than 8 – 10 seconds), and interesting. Although practicing your introduction might at first seem silly and artificial, it will eventually help you to sound natural, confident, and smooth.
• Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how, as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows that you are interested. Remember:
• People enjoy talking about themselves. Ask them questions to get them started.
• People feel flattered when you show an interest in them and their work/organization, and they're likely to reciprocate your demonstrations of sincere interest.
• Have a clear understanding of what you do and for whom. Be able to articulate what makes your product or service special and superior to what others are offering.
• Follow up quickly and efficiently with referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that, and your referrals will grow.
• Finally, some individuals may not respond to you in the way you'd like. It happens. If it does, don't take it personally and just move on. As long as you maintain an outgoing and friendly attitude, networking success will follow!

Keep Yourself Cyber-Safe

It used to be that a good deadbolt was likely to keep you safe from all but the most determined bandits. In the Information Age, with your (intellectual) property dispersed over the far-flung reaches of the Internet, it might seem like a difficult task to protect yourself. But it's actually fairly simple. All you really need are a few good "digital deadbolts."

Password Protection

Most people think that identity theft is the result of sophisticated hacking attacks on large databases—and those exploits do make for sensational news stories. But the most common way that "hackers" gain access to your computer files is through good old-fashioned snooping (click here for a humorous video).

The passwords to your online accounts will protect you, but you need to protect them! Keep your passwords in a secure place, and out of plain sight. Don't share them on the Internet, over email, or on the phone. Your Internet Service Provider (ISP) should never ask for your password.

In addition, hackers may try to figure out your passwords to gain access to your computer. To make it tougher for them:

• Do not use password (or something very close to that) as your password!
• Use passwords that have at least eight characters and include numbers or symbols. The longer the password, the tougher it is to crack.
• Avoid common words. Some hackers use programs that can quickly try every word in the dictionary.
• Don't use your personal information, your login name, or adjacent keys on the keyboard as passwords.
• Change your passwords regularly, and don't use the same password for all of your online accounts.

Avoid Scams

How do criminals get your personal information online? One way is by lying about who they are in order to convince you to share your information with them. This scam is known as phishing—criminals send emails, text messages (texts), or instant messages (IMs) that appear to come from your bank, a government agency, an online seller, or another organization with which you do business.

To avoid phishing scams:

• Don't reply to an email, text, or IM that asks for personal or financial information, and don't click on links in the message. If you want to go to the website of your bank or a business, type the web address into your browser yourself.
• Don't respond if you get a message—by email, text, IM, or phone—that asks you to call a phone number to update your account or give your personal information to access a refund. If you need to reach an organization with which you do business, call the number on your financial statement or use a telephone directory.

Keep Your Operating System and 
Web Browser Updated

Hackers also take advantage of computers running software that doesn't have the latest security updates. Software companies issue security patches for flaws that they find in their systems, so it's important to set your applications to download and install security patches automatically.

In addition, you can increase your online security by changing the built-in security and privacy settings in your operating system or browser. Check the "Tools" or "Options" menus to learn how to upgrade from the default settings. Use your "Help" function for more information about your choices.

If you won't be using your computer for an extended period of time, unplug its Internet connection. When it's disconnected, the computer can't send or receive information from the Internet and isn't vulnerable to hackers.

Consider Security Applications

Keep your security software active and current. At a minimum, your computer should have anti-virus and anti-spyware software, and a firewall (click here for more details). You can buy stand-alone programs for each element, or a security suite that includes these programs from a variety of sources, including commercial vendors or your ISP. Security software that comes pre-installed on a computer generally works only for a short time unless you pay a subscription fee to keep it updated. It's also critical to set your security software to auto-update regularly.

Some scam artists distribute malicious software (malware) disguised as anti-spyware software. Resist buying software in response to unexpected pop-up messages or emails, especially ads that claim to have scanned your computer and detected malware. That's a tactic scammers have used to spread malware. GetNetWise, a project of the Internet Education Foundation, provides a list of tools from legitimate security vendors.

Responding to an E-mergency

If you suspect that you've had a digital security breach, OnGuard Online recommends some recovery resources to help.


(Much of the information contained in this blog post was researched on OnGuard Online, a website maintained by the Federal Trade Commission, with significant contributions from other government agencies and non-government partners. Check out the site for more information, educational videos, and fun games.)

New Florida Laws for 2010

A blog post from the end of June alerted you to legislative changes pertaining to the traffic school industry that would go into effect on July 1. At that time, you were also promised an update regarding changes that would take effect on September 1, 2010. For your convenience, the curriculum development staff at Traffic Safety Consultants, Inc., (TSC) have prepared materials that will address those changes to our lesson plans.

For those of you offering live-classroom courses, please read the handy summary and note the changes at the appropriate places in your Lesson Plan binder(s).  If your traffic school employs multiple teachers, please either share the link with them or download the file and distribute electronic or print copies as needed.

Insert sheets are also available for the booklet and video/DVD versions of TSC's course. Please include a copy of the appropriate insert sheet with each product that you ship. The insert sheets are cumulative; if you've previously been shipping insert sheets, you may replace you old stock with this new version.

Please click on the links below to access the files you need. You may read/print them online or download them to your local computer for easier access whenever you need them.

• Classroom instructor summary
• Booklet insert - English
• Booklet insert - Spanish
• Video/DVD insert

Please make sure that you familiarize yourself with these updates and ship the new home study inserts, as you will be responsible for teaching this new material to students.

Naturally, the Internet-based curriculum will be revised as needed to reflect these modifications, and no action is required on your part to address the updates for this format. If you have any questions about the updates, please feel free to email Donna, or call her at 800 . 252 . 9951.

Quick Tips for Marketing Success

Below are some great ideas that you can use to quickly jump-start your marketing campaign:

• Change the copy on your marketing materials (coupons, brochure, website, etc.) from a focus on your company to a focus on your clients, from a focus on selling to a focus on helping.
• Present price in context, by explaining the value and benefits of the products you offer. If potential customers don't understand the value you provide, a reasonable price might seem high and become a barrier to sales.
• Invest the time to write articles to establish yourself as an expert. Let your passion, personality, and professionalism stand out in all of your communications.
• Thank each student who completes your course, and request feedback on how you might improve the customer experience.
• Expand your business by finding ways to maintain contact with your customers and explain how you can help them to find solutions to their problems. Periodically (weekly or monthly) provide driving tips or updates to traffic laws to educate customers and encourage them to explore your website for further information.
• Cross-promote. Educate your existing customers about other products you offer that are closely related to a product they have just purchased.
• Start a viral marketing campaign on social bookmarking or Web 2.0 sites. Do something exciting and different (e.g., post humorous-but-educational videos to YouTube, or run contests on Facebook) and you can draw customers that you may never have thought to attract.

How You Doin'?

Are you doing everything you can to maximize your sales and profits? The first step to making helpful changes to your marketing strategies is to assess what you're doing now. Perhaps what you've been doing is delivering satisfactory results. At the very least, you'll save time and energy by targeting your efforts on those areas that will make the biggest improvement.

By answering the following questions, you'll pinpoint your areas of success as well as opportunities for improvement. Missing or incomplete answers to these questions may highlight aspects of your marketing strategy that require attention. Ask yourself:

• What advertising methods am I using now? Which of these successfully deliver customers and which fail to drive traffic to myoffice/website?
• What call-to-action messages do I employ, and do they consistently prompt sales?
• What is the average age of the prospective customers I'm targeting? Is my advertising/signage/website appropriate for those prospects?
• Your website: The sites designed by the Traffic Safety Consultants, Inc., (TSC) Web development team for our affiliated partners have been optimized to maximize sales. If you're maintaining your own site, however, or if you've contributed to your site's content, ask yourself:
• Does my site look professional?
• Is the customer's path to purchase direct, requiring a minimal number of clicks?

IMPORTANT! Once you've identified areas that might need attention and decided upon a course of action, be sure implement your changes one at a time and track the results. That way, you'll know which tactics to incorporate into your regular marketing efforts and which you should discontinue.

New Florida Laws Take Effect July 1, 2010

A pair of laws relating to traffic school in the state of Florida will take effect on July 1, 2010.

First, the good news: Florida State Statute (F.S.S.) 322.0261(4) requires the Department of Highway Safety and Motor Vehicles to mail notices to drivers who must take traffic school pursuant to that section. If adjudication is withheld for any offense requiring traffic school, the traffic school requirement shall be waived, unless specifically ordered by the court. However, drivers convicted of passing a school bus in violation of F.S.S. 316.172 must complete a traffic school course even if adjudication of guilt is withheld.

The bad news (for traffic school providers—and motorists) is that F.S.S. 381.14(9) limits the numbers of times that drivers may elect to take traffic school in order to remove points from their records to no more than five attendances in a lifetime.

Other changes related to legislative updates will take effect on Sep. 1 (and a few on Oct. 1). Traffic Safety Consultants, Inc., will be updating its approved curricula and will provide you with more information closer to that time.

TSC is on the Move!

Traffic Safety Consultants, Inc., (TSC) has been operating out of its current location for many years. However, due in part to the success of our affiliate programs—i.e., to your success—we have found that our current office space no longer meets our business needs. We are, therefore, pleased to announce the relocation of our California corporate offices to the following address:

Traffic Safety Consultants, Inc.
14526 Roscoe Boulevard
Suite 218
Panorama City, California 91402

Effective July 19, 2010, please direct all correspondence to this new address.

The move itself is being coordinated so as to negate any impact on daily operations, and TSC will continue to deliver the same great service and support that our affiliate family has always enjoyed. Nonetheless, should you have any questions about the relocation, please feel free to email Gloria Verver, our Director of Affiliate Programs, or give her a call at 1-800-252-9488.

Affiliate Marketing Misconceptions

Affiliate programs offer outstanding financial opportunities, but your business will require some promotional efforts on your part to be successful. Here are some misconceptions that can keep affiliates from realizing the full potential of their traffic school enterprise.

Misconception #1: I Don't Need a Marketing Campaign

Every business needs a marketing campaign. This is so important that it bears repeating: every business needs a marketing campaign! At the very least, it's a sign in a window somewhere; but more effective campaigns will generate more customers—and more revenue. You don't have to live and breathe marketing, but you can see a significant increase in business by making a thoughtful effort to implement a few small changes over time. Hopefully these blog posts will inspire you and provide some useful suggestions.

Misconception #2: One Marketing Strategy is Enough to Build an Effective Campaign

One or two marketing techniques make a good start, not necessarily an effective campaign. We understand that there are lots of other duties that occupy your time each day, but not all strategies require constant tending. Issuing coupons (which we highly recommend!) involves the initial layout and an occasional reprint; beyond that, you just have to hand them out. And a magnetic sign attached to the side of your vehicle (another great suggestion!) requires nothing more than a small investment in design and application. In short, it's not all work all of the time. Merely following through with a simple but well-conceived plan can go a long way.

Misconception #3: Marketing Campaigns Run on Auto-Pilot

Marketing channels are constantly changing. Think of the recent shifts from traditional forms of mass communication to new media. Even within the new systems, there have been great transformations. Website aesthetics have evolved and functionality has dramatically improved over just the past few years. To be effective, your marketing techniques need to remain current. You don't have to embrace every fad—an exhausting and fruitless exercise. You might, however, periodically (at least on a yearly basis) review and revise your marketing plan to ensure that you're capturing all of the business that you can. It's unlikely that you'll need to completely revamp your system, but some tweaks from time to time can optimize your results.



It can seem daunting, but the purpose of all of this talk isn't to discourage you. Good marketing simply involves building your name as a trusted provider of traffic safety education. Professionalism, credibility, and regular, small improvements are the key to growing your customer base and your bottom line. And, as always, TSC is here to help you every step of the way.

Mandatory Reporting for 12-Hour ADI

Students who must complete a 12-Hour Advanced Driver Improvement (ADI) course are serious hazards on the roadway—and the Florida Department of Highway Safety and Motor Vehicles (DHSMV) is understandably serious about those students' obligation to complete their traffic safety education. DHSMV, therefore, requires traffic schools to report certain students who enroll in, but fail to complete, an ADI course.

The reporting requirement applies to students who are taking an ADI course because they have had their license suspended for exceeding the point limit or because they have been classified as an habitual traffic offender (HTO). If these students reserve a spot in an ADI class and subsequently fail to attend the class for which they enrolled, DHSMV requires the traffic school to report the no-show. Traffic Safety Consultants, Inc., (TSC) conveniently makes the reporting form available to its affiliates via the link below. You may download this PDF (Adobe Acrobat) file and print the form as needed; each printed sheet will contain two copies of the form. Reporting will be performed on a monthly basis, using Form 77057: Student Status Report. Completed forms must be mailed to DHSMV by the 3rd business day of each month, reporting no-shows for the previous calendar month.

Getting Your Products to Market!

The number of entrepreneurs participating in affiliate marketing programs is exploding—and with good reason: it's a fantastic opportunity to earn money from your own business. You've already invested in a partnership with Traffic Safety Consultants, Inc., (TSC) that allows you to offer high-quality products that are valuable and beneficial to your customers. If you take the time and effort to implement a successful marketing campaign, you can attract new and repeat customers and reap great financial rewards.

With the idea of helping you to grow your business, TSC is publishing to the TSC Affiliate News blog a series of posts that will help you to develop an effective marketing plan. We want you to prosper. After all, our success is based on protecting and growing your business!

We'll start the series…at the beginning, with…

Branding

Marketers view a brand as an implied promise regarding the level of quality of a product or service. Your brand may increase sales when prospective customers make a favorable comparison with competing products or services. Ultimately, brand management is the extended process of carefully cultivating a reputation that develops over time. However, there are a few steps you can take immediately that can help to drive business your way.

Pick a Great Name

The first impression that prospective customers have of your business is usually its name. Try to select a name for your traffic school that will attract a broad audience. We encourage you to pick a name that inspires an idea of fun and/or high quality at an inexpensive price. You might stay away from names that are insulting or offensive, unless you make very clear that it's meant in fun (the _____ for Dummies series of books successfully exploits this concept). While you might try to develop a brand that suggests exceptional quality or exclusivity and luxury without regard for price (think Apple Inc. or Prada), be aware that this could limit your audience and that the best strategy in this industry is generally to appeal to as many people as possible.

An Image is Worth a Thousand Words

You may not realize it, but the images you choose for your website (and other marketing materials) tell your customers a lot about your business. The images should always be of high quality, of course; you don't want your customers thinking that you run a shabby establishment. But the content of the images tells a story and creates a feeling as well. Be conscious of what narrative is expressed and what emotions are inspired, and thoughtfully select images that are attractive to your intended audience and in concert with your name and other branding efforts.

Copy is Not for Copying

Be sure to customize your site with your own text as well as images. The website templates that TSC provides free of charge to affiliates contain some basic text, but don't be afraid to change what's there and to add your own. Communicate to your customers in your own voice. By being authentic to your brand and conveying an air of professionalism, you'll inspire confidence and trust—and encourage sales.

Your Affiliate Manager is Here to Help

You are present in and have a good handle on what will work in your community. There may be marketing ideas that you haven't considered, however. If you're not making the number of sales you'd like, there's no shame in asking for some help. Contact TSC's Director of Affiliate Programs, Gloria Verver (1-800-252-9488, or email to gloria@trafficeducation.net). If she can't assist directly, she can refer you to someone in the organization who can help.



We hope that these suggestions and the tips we'll provide in the posts to follow will help you to boost your business. TSC is your partner, and we're always here to help!

Welcome, New Jersey Affiliates!

We at Traffic Safety Consultants, Inc., would like to take this opportunity to welcome our New Jersey affiliates to the TSC Affiliate News Weblog/Newsletter. We’ll be posting periodically to keep you up-to-date on new products and developments at TSC headquarters, to offer helpful suggestions on managing and marketing your traffic school, and to inform you of industry related information that could affect you and your operations.

Because the blog is ultimately intended as a means to disseminate useful information to you, our affiliates, we’re open to your input. Feel free to add a comment to any article you see here (comments are moderated). If there are topics that you would like to see covered here, or if you would like to contribute a post to a future edition of TSC Affiliate News, please feel free to email Rick Ehlers with your ideas and suggestions.

New Laws for New Jersey - 2010

Traffic Safety Consultants, Inc., (TSC) routinely updates its curricula to account for changes to the regulations governing drivers. The following changes have recently gone into effect in New Jersey:

• Provisional licenses are now referred to as probationary licenses.
• Seat belt use is now required for all vehicle occupants—including adults in the rear seat, who were previously exempt when an adult was at the wheel. A seat belt violation is a primary enforcement violation, except for an adult, rear-seat passenger, for whom it is a secondary enforcement violation.
• Drivers must now yield not only to pedestrians already in a crosswalk (or an unmarked crosswalk at an intersection), but also to pedestrians waiting to enter a crosswalk where traffic is not regulated by traffic controls.

For affiliates offering TSC's Online Defensive Driving Course, these edits have already been incorporated into the Internet-based curriculum. For those of you who are offering live courses via a classroom, Donna will be contacting you about updating your materials.

The Next Big Thing

The Announcement

At Traffic Safety Consultants, Inc., (TSC) we regard our affiliates as our partners. We recognize that your success is our success. So it is with an eye toward helping you to improve your bottom line that TSC, from time to time, shares useful information about valuable ideas and programs that can help you to grow your traffic school business.

As a TSC affiliate, you're already familiar with ASAP™, our proprietary, online traffic school management tool. You've used it to manage student records, track sales performance, and order supplies. The automation and one-stop functionality have streamlined your administrative duties. Now, you're ready to take the next step.

TSC is proud to announce ASAP™ Marketing. Those who attended our 12-Hour Advanced Driver Improvement demonstration to the Florida DHSMV got a sneak peak at this amazing new application. We're now ready to offer all of our affiliates "the next big thing."

ASAP™ Marketing, a sophisticated targeted mailing module that is integrated seamlessly with the ASAP™ administrative tool, filters counties' lists of traffic offenders by citation. You'll reduce postage costs by mailing postcards only to those prospects most likely to respond and eliminating those citations that don't produce sales. The software tracks your results and provides detailed reports, so you can tweak your filters to further optimize your postcard mailing campaign.

How to Take Advantage

We hope that you're as excited about this great new opportunity as we are. If you're interested in ramping up your business with a new targeted marketing campaign, please contact Donna via email, or phone 1-800-252-9951, for system access and training.