Get Social with Your Customer Service

Consumers expect today's businesses to have an active social media presence. In addition to pushing information to the public, you can use your social media account(s) to help satisfy customer service needs. Check out these useful tips to get your social customer service off the ground:

1. Answer customer service inquiries in a timely manner. What's always been good advice is even more applicable in the online world of instant gratification. This doesn't mean that you have to be on social media 24/7 (like when you're driving down the road, as so many of your customers are). But it does mean that you need to consistently monitor your accounts so you can respond to questions and comments. Build this into your daily routine. A quick response goes a long way toward making customers feel valued.
2. Don't erase complaints; resolve them. Customers sometimes air their grievances on your social network for all to see. Your first inclination may be to erase negative interactions. But if your customers are allowed to see that you're actively resolving issues, the upside can be incredible. Most people understand that problems occasionally come up; by handling them openly and fairly, you show all of your customers that great service is a top priority.
3. Consider a dedicated support channel for Twitter. People flock—pun intended—to Twitter to ask questions and raise concerns. If you're getting a lot of customer service activity on your "main" Twitter handle (which you'd rather keep open to share news, promotional content, etc.), you might consider a dedicated support-only handle. Be sure to list your support Twitter handle on the Contact Us/Support page on your website and/or Facebook page. (Don't forget to monitor this handle for activity! If you have a support person or team, give them access to manage that account specifically.)
4. Remember to check Facebook Messages and Posts to Page. Two Facebook features you'll need to stay on top of with regard to customer service are Messages and Posts to Page. Anyone, whether they "like" your page or not, can reach out to your business with a question or concern via Messages (page administrators are notified of these, or they can be accessed via the Messages link in the "This Week" box on the right-hand side of your page). Any comments made in the Posts to Page section are public on a Facebook business page, but these will not show up in your news feed; monitor these in the lower left-hand side of your page.
5. Be nice! As on the roadway, a good attitude and pleasant demeanor can do wonders to improve almost any situation. If you remain congenial and helpful, most people will respond positively—and others will want to make use of your services, too.

Adding social media to your customer service mix is a great way to serve your customers and attract new prospects. Once things are up and running, it's easy to slip these activities into your daily schedule, and the results can be rewarding.

Promote Your School on Facebook

Don't let a lack of tech savvy scare you away.
Facebook is easy, fun, and full of prospects!

Your customers are on Facebook—and you should be, too!

This post isn't intended to provide technical, step-by-step instructions on how to create a Facebook page for your business; there are many other resources available if that's what you're looking for. Rather, this is a simple guide to encourage you to get started on social media marketing.

Where do I begin?

The first step is to fill out all the vital information about your school in the categories provided in the Facebook profile: school name, location, and contact information. This information will be the same as what you include on your website and/or in other marketing materials.

Don't forget to add some pictures! Everyone likes pictures, and your Facebook page should include pictures of your school, your cars, your instructors, and yourself—even happy customers, if they'll allow you to use their image. Photos are vitally important because they provide a connection between the Internet and the real world. Consumers can be skeptical about placing their faith—and their hard-earned cash—into the anonymous void of the Internet. Pictures build recognition and trust between you and the customer.

Okay…what's next?

The next step is to post regular and interesting status updates. These can range from additional pictures or instructional diagrams to important driving information and news from your school. You might post about special offers or deals you're offering. Updates are what you use to keep your customers interested and thinking about your school.

How often should I post status updates?

No more than a couple a day, but at least once a week. Such a wide range is obviously a rough guideline. Experiment to see how much effort you're comfortable putting in and what seems to work best in terms of getting a response.

How do I get people to "like" my business's Facebook page?

Start by inviting your family and friends. Once you've got a handful of "likes" it becomes easier to get more. Your next source should be your customers. Start telling people that your school in on Facebook, and make sure to mention your page during class. Reach out to your best customers and build outward from there.

What about paid advertising on Facebook?

Facebook offers several types of paid advertising, but the results can be spotty depending on execution. If you've got some Facebook paid advertising experience, please leave a comment below that we'll share with the other readers of this blog.

What's the point of all this?

As with all advertising, the intent is to drive more customers to your school. Most potential customers who don't select a traffic violator school off of the DMV/court list are going to start their search online or by asking friends and relatives for recommendations. Your school's Facebook presence is the 21st century equivalent of handing out your business card. You're hoping that the prospects you encounter are going to pass the information on to people they know, who will also become your customers.

Can you provide an example of a business's Facebook page?

Check out the Facebook pages of active social media marketing masters like Pepsi or M&Ms, to get some ideas. Or maybe you're already doing something great on Facebook—in which case you should leave a comment below and share what you know!

Florida Curriculum Update for 2014

In response to the "Aaron Cohen Life Protection Act" (SB 102, 2014 legislative session), the Florida Department of Highway Safety and Motor Vehicles (DHSMV) recently mandated that all 4-hour Basic Driver Improvement (BDI) and 12-hour Advanced Driver Improvement (ADI) programs present information on "Vulnerable Road User" (VRU) safety. Such instruction is particularly valuable to Floridians, as walking and bicycling are unusually dangerous in the state.

Going forward, BDI and ADI courses are required to describe and provide statistics on vulnerable road users, specify what laws and infrastructural trends have been implemented for their protection, and explain driving techniques that can enhance VRU safety. Toward that end, Traffic Safety Consultants, Inc., has updated Internet-based programs to account for these new curriculum requirements. Further, inserts for the booklet and video/DVD modalities are provided via links below; please include a copy of the VRU insert sheet with each product that you ship, in addition to any other applicable inserts.

Classroom instructors, meanwhile, should familiarize themselves with the "VRU Lesson Plan materials" content (link below). BDI instructors are to include this new material with their discussion of "Sharing the Road," which has always contained some of the content presented here. ADI instructors are to include the entirety of this all-new content between the sections "Is Speeding Really Dangerous?" and "Driving While Fatigued." This material is intended to be lecture-only, and there are no revisions to the workbooks, Flipcharts, or exams for either of these courses. (If you would like a complete, fresh copy of the revised BDI and/or ADI Lesson Plans, please contact Donna.)

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

• BDI VRU insert - English
• BDI VRU insert - Spanish


• VRU Lesson Plan materials
• BDI: Incorporate this new material into your discussion of "Sharing the Road," which already contains some of the content presented here.
• ADI: Incorporate this new material between the sections "Is Speeding Really Dangerous?" and "Driving While Fatigued." This is all-new content for the ADI program.

Remember that these revisions are applicable to all modalities of the 4-Hour BDI and 12-Hour ADI programs.

Please make sure that you ship the latest home study inserts and discuss this material in class, as you will be responsible for teaching this new material to students!

Bicycle Safety: The Bike Box

A recent Forbes article notes that injuries and fatalities of pedestrians and cyclists have steadily increased since 2009—at a significantly higher rate than motor vehicle fatalities. From 2011 to 2012, pedestrian deaths rose 6% and bicyclist fatalities were up nearly 7%. These road users lack the speed, power, and protective "shell" that a motor vehicle affords drivers, and it is an important responsibility of every driver to ensure their safety.

Traditional Safe-Driving Techniques

The safety of bicyclists and walkers is generally enhanced by limiting the driving speed of motor vehicles and by separating motor vehicles from these road users as much as possible. In a practical sense, this means that drivers should remain vigilant for cyclists and pedestrians, slow down when operating a motor vehicle near them, and give them a generous space cushion—a minimum of three feet between a motor vehicle and a bicycle.

These tips remain helpful, but other steps are being taken at the infrastructure level to enhance the safety of bicyclists.

Bike Box/Advanced Stop Lines

A bike box (also referred to as an advanced stop line or advanced stop box) is a system of road markings employed at signalized intersections to allow certain vehicle types a head start when the traffic signal changes from red to green. The markings include a green box on the roadway with a white bicycle symbol inside, and include a green bicycle lane approaching and leading from the box. There are two parallel stop lines at the intersection: the first, at which all traffic except for the specified users (usually bicyclists, but sometimes buses or motorcycles) must stop; and a second, closer to the intersection, to which only the specified users may proceed. Signage may inform road users of the meaning of the extra stop line. Separate signals may be provided for the specific traffic, but usually all vehicles use the same signals.

The primary goal of this set-up is to prevent, through enhanced visibility and awareness, collisions between motorists who are turning right and cyclists who are going straight. At a red light, cyclists are more visible to motorists because they are in front of them. At a green light, the bike lane through the intersection reminds motorists and cyclists to watch for one another.

When the traffic signal is yellow or red, motorists must stop behind the white stop line that is behind the bike box. Don't stop on top of or "in" the bike box; keep it clear for cyclists' use. A right-turn-on-red may not be made at these intersections. When the light turns green, motorists and cyclists may move through the intersection as usual, with cyclists proceeding first. Motorists turning right on the green should signal and watch for cyclists to the right, especially in the green bike lane in the intersection.

Cyclists enter the bike box from the approaching green bike lane, stopping before the crosswalk on a yellow or red traffic signal. When the light is green, cyclists proceed as usual, taking care to watch for right-turning motor vehicles.

(The City of Portland's (Oregon) Office of Transportation publishes a helpful brochure to introduce motorists to this newer arrangement.)

Adult Involvement Can Lower Teen Driver Deaths

Driving Can Be Dangerous

Teen drivers are inexperienced behind the wheel, and they often make dangerous choices because they lack maturity and are prone to taking risks. It's no surprise, then, that traffic crashes are the leading killer of teens in the U.S.

Parents and Other Adults Can Help

Parents (or other adults) can have a significant impact on the safety habits of young drivers. That's the message behind the National Highway Traffic Safety Administration's (NHTSA) "5 to Drive" campaign intended to raise awareness about the critical role adults play in developing safe teen drivers.

The safety initiative encourages parents to:

• Learn about their state's graduated driver licensing (GDL) program, if there is one, and to understand—and enforce—the restrictions placed on their teen's license. Even in states that don't have an official program, parents can establish important ground rules for their teen driver: Restrict night driving and passengers, prohibit driving while on the phone, and require seat belt use at all times.
• Be a good role model. Parents must remember that their child sees how they drive and is likely to model their behavior. Therefore, it is imperative that parents practice safe-driving techniques themselves! (They might even take a defensive driving course to brush up on their skills.) Parents should also observe and discuss with their children these important "5 to Drive" safety rules:
1. No mobile phone use or texting while driving. Ten percent of those killed in teen-driving crashes in 2012 died when the teen driver was distracted at the time of the crash.
2. No extra passengers. NHTSA data show that a teenage driver is 2.5 times more likely to engage in risky behavior when driving with one teenage passenger, and three times more likely with multiple teenager passengers.
3. No speeding. In 2012, speeding was a factor in almost half (48%) of the crashes that killed 15- to 20-year-old drivers.
4. No alcohol. The minimum legal drinking age in every state is 21. However, 28% of 15- to 20-year-old drivers killed in crashes in 2012 had been drinking.
5. No driving or riding without a seat belt. In 2012, more than half (60%) of all 15- to 20-year-old occupants of passenger vehicles killed in crashes were unrestrained.

Driver Education is Important, But Just the Beginning

Parents should not rely solely on a driver education class to teach their teen to drive. While formal, professional driver education is important—and highly recommended—it should be used as just part of a broader GDL program. Parents are encouraged to communicate with their teen and set aside time to take their teen on practice driving sessions. It can be a great way to spend time together and to allow the teen to improve on basic driving skills.

Parents who are anxious about practicing driving with their teen could pick up a copy of the outstanding parent-teen driving guide, Teach Your Teen to Drive…and stay alive. This fantastic parent-teen guide provides life-saving tips and easy-to-follow, structured exercises to reduce the stress factors associated with the up to 60 hours of supervised driving practice that's required by all 50 states.

(If your stock of books is running low, or to get started with this excellent product, contact our Director of Affiliate Operations, Gloria Verver, for great affiliate pricing (via email or by calling 800 . 252 . 9488). Of course, you can always order via Amazon.com as well.)

Teen Drivers: Distracted and Dangerous

The Governors Highway Safety Association (GHSA), a non-profit organization representing state highway safety offices (and an excellent resource that's available here!), recently released a report detailing the dangers of teen distracted driving. The report, "Distracted & Dangerous: Helping States Keep Teens Focused on the Road," highlights promising programs and policies designed to help teen drivers recognize deadly distractions and to encourage young motorists to be fully engaged while behind the wheel.

The Danger

"Teens have the highest crash risk of any age group, and research confirms that distraction is often a factor," Jonathan Adkins, the group's executive director, said in a statement. Indeed, teens represented the largest proportion of drivers who were distracted at the time of a fatal crash, based on the 2012 data used in the report (the latest available), and 57% of those killed were the teen drivers themselves.

Unexpectedly, the research indicated that the youngest and most inexperienced motorists were actually among those least likely (with the exception of drivers 60 and older) to use a mobile phone while driving. "Many brand new teen drivers recognize passengers and portable electronics are distracting. But as they gain experience and become more confident in their driving skills, their attitudes about talking and texting while driving, as well as transporting passengers, changes," Adkins added.

Distraction caused by multiple passengers is also problematic for new drivers. The probability of a crash increases with each passenger riding with a young driver, as it's often tempting for teens to pay attention to their passengers than to the road.

Help is on the Way

Superior driver education programs and graduated driver licensing systems can help a great deal with such issues—as can strict, but fair, enforcement of reasonable, well-drafted traffic laws. Of particular note:

• New York will soon have the nation's toughest distracted-driving penalties. Beginning November 1, 2014, drivers under the age of 21 will face a 120-day license suspension for a first conviction and a 1-year suspension for a second. And state law is complemented with aggressive enforcement that includes utilizing unmarked, raised sport utility vehicles that allow officers to better spot drivers who are texting or engaging in other distracting behaviors.
• North Dakota invested federal distracted-driving grant funds to provide law enforcement training in advance of a statewide, high-visibility enforcement initiative and media campaign conducted during Distracted Driving Awareness Month (April). The state continues to support the effort with messages via Pandora, Hulu, and other social media platforms directed to young drivers.

The report noted that simulators, peer-to-peer campaigns, contests, phone apps, and grassroots advocacy were among the promising approaches to fighting teen distracted driving.

Potential distractions are everywhere, and no driver is immune to the hazards. Considering that distracted driving can lead to slower reactions times than even a blood alcohol content of 0.08% (the presumptive limit in all 50 states), we should all have an interest in doing whatever we can to keep teens—and all drivers—distraction-free behind the wheel.

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Remember that October 19 – 25 is
Teen Driver Safety Week!

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Expanded Tracker Program

Traffic Safety Consultants, Inc., (TSC) is expanding our "Completion Tracker" service upgrade program that provides traffic violator school (TVS) students with follow-up notifications regarding the disposition of their traffic school completion. An additional option will mean greater choice and convenience for students and, hopefully, encourage them to make use of this service to enhance their traffic school experience.

About a year ago, we packaged the new Proof of DMV Submission notification (students get an email with the date, time, and sequence number of their completion that was posted successfully to the DMV's Traffic Violator Course Completion (TVCC) database) with the Completion Tracker notification (an email reporting that the court with jurisdiction over that student's case had viewed their TVS completion report via TVCC). We are now breaking out the Completion Tracker as, once again, a stand-alone product offering. This will allow students a "budget option" to track their their completion through the reporting-and-processing phases of traffic school attendance.

Effective October 1, 2014, students will be presented two post-completion tracking options via your traffic school websites:

• Completion Tracker
• Proof of DMV Submission/Completion Tracker Package

All other facets of the program, including contractual terms for participation, will remain the same. If you have any questions about this update, please contact Chris (via email or by calling 800 . 487 . 1699) or Tara (via email or by calling 800 . 863 . 2590).

As always, these service upgrade products require no work or effort on your part—indeed, they should cut down on the number of customer service calls you need to field from students who are concerned about whether or not their completion was reported. Better still, this outstanding service option will please your students and make them more likely to return or refer business.

Instructor Continuing Education

REGISTER NOW for the online Traffic Violator Instructor Continuing Education Seminar! You can complete this Internet-based program at your convenience, and it's a great way to take advantage of the option for traffic violator instructors (TVIs) to participate in continuing professional education as a condition of license renewal—in lieu of trudging down to an occupational licensing office to take a DMV-administered test.

For complete details about this valuable program for all traffic school instructors, check out our blog post announcing the program or the FAQs page on the course website (www.TrafficSchoolInstructorCourse.com).

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Remember: Take a moment to check the expiration date of your instructor license and/or the license(s) of any instructor(s) working for you. Whether you choose to take advantage of this continuing ed seminar or not, you'll need to make sure you renew your instructor(s) license(s) in a timely manner!

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Don't forget that, as a special service to our affiliates, Traffic Safety Consultants, Inc., (TSC) is making the Traffic Violator Instructor Continuing Education Seminar available for just $9.95 (regularly $49.95). To claim your affiliate-only discount, simply enter the coupon code from your e-mailed notification about this course in the appropriate field on the payment page.

If you have any questions about this excellent new benefit from TSC, please contact Chris (via email or by calling 800 . 487 . 1699) or Tara (via email or by calling 800 . 863 . 2590).

California Spanish Classroom Materials Available!

Traffic Safety Consultants, Inc., (TSC) is pleased to announce that the classroom materials for our Spanish traffic violator school (TVS) lesson plan have been delivered and are ready to be distributed. TSC has offered affiliates a California Department of Motor Vehicles (DMV)-approved TVS lesson plan in English for many years, and we're now ready to expand our offering with a Spanish-language version. This new product is DMV-approved for use statewide, and has been professionally translated from our outstanding English TVS classroom-based lesson plan. It's the same great content and the same high-quality presentation materials—in an all-new language, for Spanish-speaking drivers in California!

If you are interested, please contact Chris (via email or by calling 800 . 487 . 1699) or Tara (via email or by calling 800 . 863 . 2590) to get started with your DMV paperwork that will allow you to transition your school to TSC's Spanish classroom lesson plan.

New Bike-Passing Law

California's "Three Feet for Safety Act" (CVC §21760) takes effect September 16. This law essentially codifies what has long been a recommended safety practice: Drivers overtaking and passing a bicycle that is proceeding in the same direction on a highway must allow at least three feet between their vehicle and the overtaken bicycle or its operator. When a three-foot space cushion is not possible because of traffic or roadway conditions, drivers are to slow to a reasonable and prudent speed and pass only when doing so would not endanger the safety of the cyclist.

Hundreds of bicyclists are killed and many more are injured nationwide every year. Many of these incidents can be prevented if both drivers and cyclists practiced more caution, and the new law is intended to reduce vehicle-bicycle crashes by reminding passing drivers to give bicyclists plenty of room to ride safely. Remind students that they must always do their part to ensure the safety of all users of the roadway.

A violation is an infraction punishable by a fine of $35; the fine is $220 if a collision between the motor vehicle and the bicycle causes bodily injury to the cyclist.

"Proof of Submission" Pricing

Due to rising administrative costs, Traffic Safety Consultants, Inc., (TSC) will be adjusting the price of our "Proof of DMV Submission" service upgrade for California online traffic violator school (TVS) students. The new pricing will be effective on Monday, September 1, 2014; all payment functionality will be updated accordingly.

The 1-2-3s of Easy Marketing

Not every marketing push needs razzle dazzle. In many cases, the clearer, more concise, and engaging the marketing message is, the more effective its reach might be in driving sales.

Attract Customers with Magnetic Signs

Apply a magnetic sign to the outside of your vehicle to reach more people in your local area. Doing so will allow you to target customers who might not otherwise be aware of your business. In addition, the magnetic sign could serve as a reminder to customers who've taken your courses in the past that your business is still up and running.

Where to Purchase

High-quality car-door magnets and customizable bumper stickers are available with full-color printing through local and online printing companies. Personalize the magnets with your business name, contact information, and slogan, if applicable.

Word-of-Mouth

Word of mouth is another key factor in grassroots marketing. Encourage your customers to post to social media about their experience with your school and tell others how easy your course is to complete. You may want to offer a discount or partial refund for customers who bring in referrals.

Business Reviews

Business review sites like Yelp and CitySearch make it easy for customers to post online business reviews. Other popular sites include: InsiderPages, YahooLocal, and JudysBook.

Using simple, affordable grassroots marketing, you can affordably target customers in your area without a lot of bells and whistles. (Just don’t forget to reward those who have spread the word about your business along the way!)

Instructor Continuing Education

As part of the ongoing efforts by Traffic Safety Consultants, Inc., (TSC) to provide our affiliated partners with not only the highest-quality curriculum materials, but also unsurpassed ease of operation, we are pleased to announce the availability of our new online Traffic Violator Instructor Continuing Education Seminar!

What Is It?

The California Department of Motor Vehicles (DMV) allows traffic school instructors to substitute proof of participation in traffic safety seminars or courses, consisting of a minimum of 18 hours of instruction, in lieu of passing a DMV-administered written examination when renewing their license every three years (CCR §§345.23, 345.24). TSC's DMV-licensed 6-hour continuing professional education program, when completed annually, is intended to fulfill that requirement of traffic violator instructor (TVI) license renewal. We'll even send a yearly reminder email with a discount code to ensure that instructors keep up on their attendance.

The easy-to-read curriculum material is revised annually to incorporate legislative changes, so teachers can remain up-to-date on California traffic laws. And the course makes available useful supplemental materials that will help instructors to stay current with the latest teaching techniques and safe-driving information. Further, user accounts never lose access, so the program can be used as a valuable resource for traffic violator school (TVS) curriculum content and procedural information.

Am I Eligible?

All TVSs—even those that offer only Internet or home study programs—are required to have a licensed instructor available to answer students' course-specific questions (CVC §11202; CCR §345.36(c), (d)). This program, therefore, is beneficial for each and every traffic school in California!

If your TVI license is up for renewal soon, you'll need to head to an Occupational Licensing office to take a DMV-administered exam. Because you'll need a total of three continuing education completion certificates, one earned each year over of the term of your TVI license, you won't have enough time to accumulate certificates before your renewal is due.

If you've recently renewed your license, however, you can start accumulating certificates now. You should complete a continuing professional education seminar once every calendar year. You'll need a total of three certificates, one earned annually, to turn in with your instructor license renewal paperwork, in lieu of passing the DMV-administered exam.

How Do I Take Advantage?

To complete the online Traffic School Instructor Continuing Education Seminar, simply browse to TrafficSchoolInstructorCourse.com, register, and get started! We'll send your official certificate via regular mail upon your successful completion of the course. Be sure to file your completion certificate in a safe place where you'll be able to find it again when you need it, as you'll need a total of three certificates (accumulating one each year for three years) in order to take advantage of the continuing education option when renewing your TVI license. (In case of a natural disaster or general forgetfulness, you can always order duplicate certificates by contacting our customer service department.)

As a special service to our affiliates, TSC is making this online program available for just $9.95 (regularly $49.95). To get the course at this special, affiliate-only pricing, simply enter the coupon code (please see your e-mailed notification about this course) on the payment page and click the "Apply" button; your payment total will be updated with the new amount.

If you have any questions about this excellent new benefit from TSC, please contact Chris (via email or by calling 800 . 487 . 1699) or Tara (via email or by calling 800 . 863 . 2590).

SEO and Title Tags

A well-directed search engine optimization (SEO) strategy could be your best—and most economical—shot for reaching the greatest number of customers for your business. Both online and on your website, you can start information flowing to the people who need it most. The key to success, after all, does rest with the customer.

What is SEO?

SEO works by increasing the visibility of your Website in the search results of Bing, Google, and other live search engines. Think of it as providing an actionable and verifiable link to customers. By writing content with keywords most often used by people searching for traffic school—such as defensive driving or traffic violator school—you can increase your site's position and make it more visible to users.

SEO isn't simply crafting content with words and phrases relevant to a topic, such as online traffic school. It's also demonstrating how important your website is compared to others. If your traffic school promotes safe driving skills through hilarious online learning, then your website should explain why your comedy curriculum is the best on the Web.

Don't forget to include links to authority sites, which can bolster your site's credibility and drive SEO. Public safety announcements from the National Highway Transportation Safety Administration are a great example, and are easy to obtain.

The Benefits of SEO

Increase your Website's position on search results pages through concise, eye-popping page titles. Title tags are designed to help users searching for information on a specific topic to better determine whether to clicking through to your site will help them or not.

To create an effective title tag, include the name of your website, along with a succinct designation that effectively describes the page's content. For instance, "Online Traffic School – Try Our Hilarious Course Today" could work for an online school that offers a comedic safe-driving course. The title tag is highly specific and concisely explains what readers can expect should they follow the link. In addition, a driver hoping to mask a citation on his driving record might use the keywords traffic school during a search query.

Effective Communication is a Key to Success

It seems hardly possible to manage staff members, develop a strong brand message for the market, or build a lasting relationship with customers without strong communication. Whether that interaction takes the form of reviews and feedback, requests for new services and products (e.g., supplemental completion reporting), or word-of-mouth, the road to success is usually paved through clear, concise, compelling communication.

Here are a few tips for improving your communication skills:

1. It's not the words that make up a sentence that matter, so much as the "picture" or "feeling" that those words create.
2. Do more than just mention your online curriculum. Distinguish it from the rest. Explain to students why your traffic school is the best!
3. Keep Web content fresh and exciting through smart, well-organized blocks of information. Breaking up content into bulleted lists or numbered lists could be an effective solution in presenting large amounts of information in a limited space.
4. Anticipate your customers' needs and encourage users to reach out to your support staff for additional questions or concerns.
5. Explain information that may not otherwise be easily understood. For instance, you might want to explain how electronic completion reporting works and how it and your completion tracking service benefit your customers.

Communicating effectively with staff and students can smooth over a lot of difficult situations—or even help to avoid them altogether.

Winning Through SEO

Effective search engine optimization (SEO) is about designing and executing a strong marketing plan. While you may not be an expert in SEO strategy, your website can benefit from a few simple tips. Check out these suggestions to see where you might be able to improve your online marketing strategies:

1. Create a click-friendly URL scheme using keywords that relate to each designated Web page. The URL http://www.onlinetrafficschool.com/registration is a perfect example. Here, users understand that by following the link, they are going to the registration page of Online Traffic School.
2. Create a navigation structure that makes it easy for users to move through your website. Offering a site map, for instance, could help users more quickly and more efficiently find key Web pages, such as FAQs and registration.
3. Stick to well-polished, well-researched content that is of benefit to your customers. You don't want to give your customers any reason to "opt-out" of future engagement and correspondence.
4. Link your website—or select Web pages—back to your social media pages.
5. Print the name of your website on the back of business cards, and other printed material. Or better yet, consider making the name of your business a URL, as we've previously discussed on this blog.
6. As with any SEO plan, you want to make your website as user-friendly as possible. Whether you anchor text (making it clickable for users to see as a result of a link) or optimize your content through colorful illustrations and eye-popping videos (which, by the way, drives up SEO!) your goal for your content should be the same: to present quality material that keeps customers interested and coming back for more!
7. Consider using Google Analytics or another service for site statistics. Track how much "natural" traffic you're now attracting through search queries and which keywords are driving this traffic. Then, reuse successful strategies in the future.

California Booklet Orders

Due to heavy sales volume and stocking considerations, Traffic Safety Consultants, Inc., (TSC) is implementing new procedures regarding orders for the California Home Study Traffic School Booklet (the traffic violator school home study booklet program licensed by TSC). Effective immediately, all affiliates who wish to pick up copies of the booklet directly from TSC's offices must place their order and pay via the California Course Provider administration system BEFORE picking up the requested inventory.

• To begin the ordering process, you must now pick your delivery method. Choose the "Shipped" option to have the books shipped to you; select the the "Pick-Up" option to pick up your order directly from TSC's offices. You will then enter the quantity of books you wish to order, as you always have. (Note: You are, of course, not billed for shipping charges if you select the pick-up option.)
• There is now an additional payment option that will allow you to pay for your order via a checking account. (You will still be able to pay with a credit card, as before, if you prefer.) Simply select your method of payment from the drop-down menu and then enter your appropriate information on the payment page. If you choose the "E-Check" option from the drop-down and enter the information for your checking account, payment will be debited directly from that account.

If you need assistance or have questions about this change, please contact Chris Kalili (email or 800 . 487 . 1699) or Tara Williams (email or 800 . 863 . 2590).

SEO and Meta Tags

Search Engine Optimization (SEO) is the process by which you drive traffic to your Website using keywords and other content enhancement techniques. This is not to be confused with Pay per Click (PPC), which drives clicks (i.e., readership) through paid placements, such as ads and banners. The purpose in either case is to drive visitors—and potential customers—to your site.

SEO Priorities

Meta tags are text that is invisible to readers of the site but which is accessbile by search engines. Meta tags are included in a Web page's meta data (information about the page itself; not the information that is presented to visitors to the page) directly below the page's title tag, and they offer a straightforward technique for effectively driving SEO priorities. These short, descriptive tags accurately summarize the content that the page is presenting for consumption and, if done right, could drive clicks.

Here are a few tips for writing eye-popping meta tags:

• Don't just inform users about a page's content. Entice them to follow the link.
• Draw users into your site with wit and humor. Veer away from dry descriptions that do little more than provide information. Instead, create a picture of what users can expect inside the website.
• Create a unique meta tag—meaning it has its own description—for each page on your Website.

Using a well-directed SEO plan, you can ensure that your Website appears high in search engine results and gets presented to consumers who might be looking for your services. Meta tags are a critical part of your SEO campaign, but they're just a part. Keep checking back here periodically for more helpful tips on improving your search engine marketing campaign!

The Incredible, Expanding Customer Pool and How to Navigate it!

Don't get lost on the Web.
Make use of it in your marketing!

The pool of customers you enjoy today may not be the pool of customers you enjoy tomorrow; however, through effective grassroots marketing you can more effectively navigate the waters. As you "reel in" more customers, you'll need to widen your "net," and tighten your grip, making sure existing customers don't slip away unnoticed and new customers don't "jump ship" once on-board.

Navigating the Web

Social media and email campaigns offer an immediate and measurable line of communication to customers. In just a few mouse-clicks, a single Tweet, Facebook post, or email blast could reach thousands, if not millions, of customers. Best of all, you don't need an expensive marketing director to help you achieve success. By simply developing an engaging, exciting, unique online presence through social networking sites, blogs, email, and Web content, you can maintain quality, frequent contact with your customers.

Social Media

Posting content to social media websites, such as Facebook, Twitter, Instagram, and Pinterest, is totally free. Facebook, for instance, allows you to post unlimited updates and "tag" content, such as photos and videos. Post a humorous digital image or provide useful updates on a new driving law, and you could see an immediate increase in traffic—along with a few extra thousand electronic thumbs-ups to boot!

All That Glitters Glows

Social media and email campaigns offer an easy (and inexpensive) way to let customers know about money-saving coupons, glossy specials, driving-related games, and exciting online competitions. But don't simply focus on providing incentives and rousing brand awareness. Find new and exciting ways to drive customer support and strengthen communication. Here are a few tips for doing so:

• Develop a pattern of consistency. Produce engaging, high quality content every time and your customers will be more likely to "opt-in" to future mailings, respond to calls for action (e.g., "Enroll in a refresher course today!"), and share the great experiences they've had with your traffic school.
• Your content should be fun, friendly, and filled with the useful information customers need to know about traffic safety.
• In cyberspace, a "friend" is only as cool as his or her last tweet, status update, or email blast—so keep consistent and be creative!
• Strengthen your relationship with your customers one update at a time. As important state driving laws change, send out helpful updates and follow-up materials, or post Web links to useful save-driving news. Drivers can stay informed and kept up-to-date on pertinent state driving laws, and you can remain the trusted, dependable "friend" that you are!
• Uphold the laws of merchant etiquette. Don't overload your customers with too much information. Simply being aware of, and controlling, the breadth of material you regularly send to customers could minimize the number of complaints you receive later on. Whatever information you do provide, though, should be accurate, concise, and up-to-date.

Old Enough to Know Better?

Everyone knows by now that it's dangerous to drink and drive. But what if the substance you're intoxicated by is a medication that you need to stay healthy? (For the record, the law doesn't care why drivers are chemically impaired, or how they got that way, only that they are unable to safely operate a motor vehicle.)

Older Americans are driving more, and driving later in life, than in previous generations. In some cases, this is because they are remaining in the work force longer and need to commute to their jobs. In other cases, they're just seeking to maintain mobility and independence as they age. But a new report from the AAA Foundation for Traffic Safety notes that 90% of older drivers also use prescription medication; and two-thirds of those senior drivers take multiple medications, making them at risk for a synergistic reaction.

A Mature Driver Safety Course from Traffic Safety Consultants, Inc., (TSC) could be just what an older driver needs. Our programs offer all sorts of effective tips to help older drivers stay safe behind the wheel, including a discussion about the effects and interactions of medication. And it's all wrapped in an entertaining and informative package, with colorful charts and illustrations, video clips, and driving-related humor that will have students laughing while they learn. Plus, it's a great way to get an automobile insurance discount (mandated in some states for older drivers who complete a mature driver course)!

TSC's online Mature Driver Safety Courses are available in Florida and now New Jersey, with other states coming soon. To add this beneficial safety program to your product offerings, contact Donna (via email or at 800 . 252 . 9951) regarding the Florida program, or Gloria (via email or at 800 . 252 . 9488) regarding the New Jersey program.

For more great information, also check out: 4 Great Car Features for Older Drivers

The ABCs of the Right Name

What's in a name? Having the right name can immediately boost your exposure—and your bottom line. Your school's name is the natural thing to lead with when introducing yourself to new prospects and in maintaining presence of mind with existing students. It provides immediately information to customers and potential customers about whether you provide the services they require and whether they're likely to have a positive experience.

First, pick a name that conveys something about your school. If you want students to enjoy taking a traffic safety course from you, think about incorporating words such as "fun," "great," "easy," or "pleasant," etc., into your name. Or, if you're playing up the bargain aspect of your school, you might use terms like "cheap," "economical," or "low-price," etc.

Further, not also state regulatory agencies include schools' URLs in their listings of approved providers. In those cases (e.g., California) you omight consider including "www" and/or "com" and/or the term "Online" in your school name, in order to help prospective students to understand that you have an Internet-based program. There's no need to completely abandon your existing name; you could simply modify the name to include one of the above-mentioned extensions. For instance, "Example Traffic School" might become "www Example Traffic School Online com."

(Remember that official name changes may require regulatory filings. California affiliates who need help with this paperwork should contact Chris, via email or by calling 800 . 487 . 1699.)

The Art of Maintaining Good Office Practices

Maintaining a strong, consistent, professional relationship with your customers is critical in today's expanding marketplace. Driving higher standards for customer service, you can "beat out" the competition and "win over" customers now and in the future. To achieve the best results, you'll need to implement good office practices and follow an actionable plan for meeting your customers' needs.

Open the Lines of Communication Today!
Be a Leader in Customer Support Tomorrow!

Regulatory requirements dictate that your traffic school must have a dedicated phone line where customers can reach a member of your knowledgeable support team during normal business hours. Regulations aside, however, the best and easiest way to capture a sale is to answer your phone and make your sales pitch to potential students. If you provide a dedicated email address on your website for general inquiries—and you should!—that email address should include your existing business name. Having a "Contact Us Page" on your school's website simply is not enough. Open the lines of communication so that you may widen your pathway to new customers.

Customer Expectation

The fastest way to drive down sales is through poor customer support and a failure to meet customer expectations for service. But more than dollars and cents, not answering your phone or waiting long periods of time to respond to a customer's inquiry—whether be it by phone or by email—could have lasting damaging effects on your business. Benjamin Franklin put it best when he said, "It takes many good deeds to build a good reputation, and only one bad one to lose it."

A Simplified Guide to SEO

It doesn't have to be this complicated!

We've published to this blog many useful posts about Web marketing, including information about social media and search engine optimization (SEO) campaigns. This is because—particularly as more and more students attend online traffic safety education courses—Internet marketing is a primary means of driving business to your school. If you've already incorporated some of those tips into your marketing efforts, good for you and keep up the great work; we hope you've seen a bump in your business!

But if you haven't yet taken steps to boost your Web traffic, why haven't you? It's probably because some of the concepts can be hard to understand, or because you think the changes will be too difficult to implement on your site.

That's why we wanted to share this simplified guide to SEO. In addition to an easy-to-understand, step-by-step infographic, the article also contains links to a few other helpful pieces to get you started on the road to an optimized website.

So, what are you waiting for? Just a few simple tweaks could start sending more traffic—and more traffic safety students—your way!

What Drivers Need to Know About Points on Their Records

What happens when a driver gets a citation? There are the obvious, immediate effects—having to pay the fine, for example. But there are other effects down the line that can lead to an insurance premium increase or even a loss of license. What's the real story behind points, and what can drivers do to minimize the damage?

Points on the Driving Record

Most states, but not all, use points to keep track of the quality of motorists' driving. In states that track such things, most moving violations (e.g., speeding, failing to make a complete stop, reckless driving) and at-fault collisions will add points to a driver's record. The point scales vary widely from state to state, but it's generally the case that more serious violations are assigned higher point values.

Points remain on the record for one to ten years. Again, this varies widely, but it's generally the case that points assigned for more serious violations will remain on the record for longer periods of time. And all those points can add up! Drivers who accumulate "too many" points (this determination, again, varies widely by jurisdiction) can face a "licensing action"—suspension or revocation—from the licensing authority in their state.

Insurance Premium Increases

Auto insurers monitor their policy holders' driving records and modify premiums accordingly—drivers with more points will pay more for insurance. But, while licensing authorities and insurers both use point systems, it's not necessarily the same system. Some insurers merely monitor insured drivers' records and assign points for various infractions based on their own point structures.

What Can Drivers Do?

Drivers who get a ticket or otherwise accumulate points on their driving record do have some recourse. Many states allow drivers to complete a defensive driving course to dismiss or mask violations from their official driving records, with the exception of major offenses like DUI. And drivers are wise to take advantage of such programs: An analysis published by Insurance.com found that just a single violation led to an average auto policy premium increase of 18%! But, again, the rules vary, so drivers are encouraged to get the details from the licensing authority and/or state insurance commission in the state where they reside.


For more fun facts about points, check out "10 Things You Need to Know About Driver's License Points" from Insurance.com.

How to Teach Anything to Anyone

Your success in the traffic school industry is dependent upon your ability to effectively educate drivers who take your course. In fact, some regulatory agencies even require on-going evidence of the value of your program (e.g., an effectiveness study) in order for your school to remain in operation. How, then, do you ensure that your customers are really learning what you're teaching?

Have a Clear Curriculum

Often, teachers fail before they begin because they don't have a clear plan. Successful teaching requires structured content with clear objectives and milestones. Fortunately for you, you've got this part under control. You've licensed your curricula from Traffic Safety Consultants, Inc. (TSC), a proven leader in curriculum development for the traffic safety education industry!

Make the Material Matter

The only thing worse than trying to learn with no learning materials is dealing with learning materials that are incomplete, vague, or nonsensical. The best way to foster learning is to use detailed documents, images, and videos that clearly demonstrate the concepts being taught. Again, TSC has you covered. Our professionally designed programs deliver easy-to-read text, helpful illustrations, and colorful multimedia presentations that thoroughly explain the material to students. And we provide the tools to help you to use humor to reinforce the lessons.

Present with Purpose and Passion

The whole idea behind teaching is to engage and excite learners so they proactively explore the issues on their own. To do this you need to be enthusiastic about the subject. If you don't care about the material, why should they? Don't just casually throw information out there; demonstrate your passion with energy and focus. Use humor, visuals, and storytelling to engage the learners and make the course entertaining. Remember: The information you're sharing with your students might just save a life!

Let the Learners Lead the Learning

You have to follow the prescribed lesson plan, of course—the regulatory authorities insist upon it. But remember that lecture is statistically the least effective method for content delivery. People lose interest or get distracted and ultimately retain less information. Make use of the interactive tools and exercises designed into the curriculum, and incorporate your own activities where appropriate. Anything you can do to actively involve your students will heighten their awareness while they learn and help them to proactively fill in their own gaps in retention.

Reinforce with Repetition and Response

Just because the material is presented and the discussion is done doesn't mean that your job as a teacher is finished. Guide learners through the process and give them the tools to self-evaluate and make adjustments in the future. In this way, they'll continue to practice what they've learned and enhance everyone's safety on the roadway.


Teaching is a skill that can be learned, practiced, and enhanced. By following the strategies above, you can make your instruction more engaging, more effective—and hopefully more fun for everyone involved!

(An expanded version of this article originally appeared on Inc.com.)

How to Handle Bad Online Reviews

So…you've got an Internet-based business, you've been putting yourself out there on social media, and you've been working the localized marketing sites like Yelp or Google Places. You've embraced the Internet! Then, you find the unthinkable has happened: One of your customers gives you a negative review!

A good reputation is vital to the success of any business. How should you respond if your status comes under fire? The tips below will help you perform damage control the right way, and maybe even turn a negative experience into a positive one.


What Not to Do

• Don't deny the problem exists or argue with the reviewer. It's only natural to feel hurt or angry when someone posts negative criticism about your business. But when a customer has a complaint, insisting that they're wrong in a public forum is a big mistake. Even if you're convinced that the problem was on their end, you should acknowledge the issue.
• Don't try to game the system. Some business owners, faced with multiple negative reviews, have solicited friends or paid people to write positive reviews and counter the impact. This is not only a bad idea, but also comes with the very likely possibility that you'll get caught. Some consumer review sites have systems in place to warn readers of suspected paid reviews.
• Don't do nothing! While it's impossible to fend off all negative comments (especially over time), ignoring bad reviews is a poor strategy. It sends the message that your business doesn't care when people have negative experiences.

How to Take Action

It's important to monitor your social media pages and respond to concerns there. But you should also check out major consumer review sites to see what people are saying about your business. The simplest way to do this is to set up a Google Alert for your business name.

If you find any less-than-stellar reviews…

• Take an objective look. If the review or comment is obviously not serious, or if the poster is using anger and abusive language, your best option is probably to ignore it. If possible, have it removed. Most consumer review sites offer a way to flag or report reviews that violate their terms of service.
• Respond with tact. When addressing a negative review, always remain professional. You can choose to respond privately (useful when you disagree with a reviewer's take on a situation) or publicly, which helps to demonstrate to other readers that you're addressing the problem.
• Apologize and ask for input. Most often, the best response to an upset customer is to say you're sorry without qualifying the apology to redirect the blame toward the reviewer's feelings. If a mistake was made, ask what you can do to resolve the situation. And, of course, make sure you follow up appropriately.

With a consistent response policy, you can turn a bad online review into a positive outlook for your business.

New California Laws for 2014

A new year brings new traffic laws to California. Several new laws will take effect in 2014. As a provider of traffic violator school (TVS) instruction, you should familiarize yourself with these changes so you can provide proper education and assistance to your students.

Internet Curriculum Update

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) has already updated the Internet-based curriculum, and your students are using it now. You need to do nothing further.

Booklet Curriculum Update

Those of you who are offering the home study booklet must ensure that you are providing students with updated curriculum materials. Download from the CA Course Provider Administration website the latest final exam forms and answer keys, available now, and begin using those immediately.

The copyright notice is at the
bottom of the Table of Contents page.

The next order of books that you receive from TSC will be the latest edition. You may continue to use "old" booklets from your inventory. However, if the bottom of the Table of Contents page of a book that you are sending to a student does not have a 2014 copyright (see example picture), you must include a "new laws insert" (available for download from the CA Course Provider Administration website) in the packet.

Make sure that you ship the latest versions of the home study booklet (or include an insert) and testing materials, as you will be responsible for teaching/testing students on this new material!

Does New Car Tech Boost Safety?

Beyond anti-lock braking systems (ABS) and electronic stability control (ESC)—both of which are now standard on all new cars—automobile manufacturers have recently introduced a handful of sophisticated crash avoidance technologies. Do these systems really help to improve roadway safety, or do they simply cost money that car buyers are better off saving or spending on other options?

What Are They?

New, high-tech safety systems are usually available only as expensive options on luxury vehicles, but they eventually work their way down-market and become commonplace. They include:

• Forward collision-avoidance systems detect objects in front of the car and alert the driver to hit the brakes—or even apply the brakes themselves—if an impact appears imminent.
• Adaptive cruise control automatically slows or accelerates a vehicle in order to maintain the set speed and a safe following distance from the vehicle ahead.
• Lane-departure warning systems alert drivers when their vehicle strays from its lane. Some systems apply the brakes or make steering adjustments to keep the vehicle on-course.
• Blind-spot detection systems alert drivers to nearby vehicles in adjacent lanes. Some systems automatically brake or steer to keep the vehicle in its lane if the driver signals a turn and there's an object in the blind spot.
• Back-over prevention systems alert drivers to objects directly behind the vehicle. Some systems automatically apply the brakes. Those with cross-traffic detection identify objects approaching from the side as well.
• Adaptive headlights pivot, as the steering wheel is turned, to better light the driver's intended path.

Do They Help?

The critical question is: Do these systems really help drivers to avoid collisions? The short answer is that the effectiveness of these systems varies from manufacturer to manufacturer, based on the specific system's components and programming and on the type and number of sensors employed.

The Highway Loss Data Institute (HLDI) recently released a report suggesting that forward-collision warning systems can help drivers to avoid rear-end collisions. The HLDI has also found adaptive headlights to be effective in reducing crashes. They warn, however, that lane-departure warnings systems are not that beneficial, speculating that drivers may suffer from "warning overload" and tune out the alarms.

In the end, it appears that some high-tech crash avoidance systems are effective at…well, avoiding crashes. Still, the best way to promote highway safety is for an alert driver to carefully operate the vehicle.