Guerilla Marketing Techniques for 2016

It's rare for smaller businesses to have a large marketing budget. Marketing remains a critical part of an overall business strategy, however. Without making people aware of your business, you won't make sales. It's that simple!

Put gorilla guerilla marketing techniques
to good use and boost your business!

To successfully tackle marketing on a small scale, creativity is the key. This means guerilla marketing tactics that are often unconventional and outside-of-the-box. The term guerilla marketing was first coined by Jay Conrad Levinson who wrote a book by the same name. His book instructed businesses to capture the attention and imagination of their audiences using unusual tactics such as street promotions, giveaways, games, and contests.

Interestingly, taking a guerilla marketing approach actually has some distinct advantages. Not only is it typically very cost-effective, it also means using strategies and tactics that are often impossible for larger businesses to pull off. Smaller often translates into being more nimble when it comes to marketing, and this can be a distinct advantage.

Check out the guerilla marketing tips below to get your business swingin':

• Social Media: Social media connect billions of people around the world through a series of status updates, tweets, and other rich media. And in the business world, it's a powerful tool for attracting prospects and upping your customer service game. If you haven't jumped on this bandwagon, it's definitely time to do so.
• First, get on Facebook. Invite your friends and family to like the page and then use those numbers as leverage to gain some credibility with outsiders.
• Then, join Twitter and follow, follow, follow. Use the search feature to find people within your niche and tweet at them, making pleasant but relevant conversation.
• Once you have these outlets, push as much rich media out as you can, whether it's photos of where you work, videos of a typical day on the job, or witty tweets and status updates. On a related note…
• Produce a Viral Video: Social media success can be taken to a whole new level with the addition of video. A video on YouTube can go viral in a matter of days if it's compelling enough. This is an incredibly powerful form of marketing that can literally create a valuable minute of fame for your business. With something moving, funny, undeniably interesting, a video shared on YouTube can travel to Twitter and Facebook like wildfire. This form of guerilla marketing for small businesses isn't for everyone, but if you have a great idea, it's worth giving it a shot.
• Start a Friendly Fight: A friendly fight is when you and another company battle it out through the use of social networking and/or other media by having the public vote on who has the better product(s) or service(s). This won't harm your business; however, it would help people to cast their vote judiciously.
• Create "Billboard" Opportunities: Why not slap your logo on a shirt or hat for your friends, family, and employees to wear? Of course, you should be wearing your garb, too. Shirts and caps are inexpensive and can generate buzz in the grocery store, on the street, or at an industry function or trade show. Take this concept a step further, and consider magnetic signs or bumper stickers for your vehicle or even a total promotional wrap. The more people who see your information, the better!
• Postering Still Works: Postering has been around for a while now, but it's picked up steam again, thanks to a lot of clever posters. A good way to implement this strategy is to have a question on your poster that just about everyone in your target audience will understand. Then, you either need to make them laugh or want to take the time to get the "help" they need by calling the number or going to the web address that is printed on the poster.

Want some more ideas? Check out these real-world examples of great guerilla marketing!

With a little luck, these guerilla marketing techniques just might deliver results to pound your chest over!

New Michigan Law for 2015

Michigan's Driver Responsibility Fee Program will officially end in October 2019 under a new law that gradually steps down Driver Responsibility Fees over the next few years.

Only the Driver Responsibility Fees for points or citations issued on or after October 1, 2015, will be reduced, and the amount of the rate reduction will depend upon the year in which the qualifying ticket was issued or points were accumulated.

For complete information, visit the Department of State (DoS) web page for Driver Responsibility, and especially this publication (PDF) from the DoS.

Winter Driving Tips

Driving in severe weather can be physically and emotionally trying as well as dangerous. If the conditions are too treacherous, it's far better to postpone the trip, if possible. Motor vehicles can easily handle less severe wintry conditions, however, as long as drivers slow down and proceed with caution.

Remind your students of these tips for handling winter weather driving:

General Tips for Winter Driving

The following tips are good general advice for handling winter driving conditions. In fact, some of them are good advice year-round!

• Never warm up a vehicle in an enclosed area, such as a garage, where carbon monoxide and other dangerous exhaust gasses can accumulate. (In fact…modern engine control computers allow vehicles to run amazingly well even when cold, and idling a vehicle for 20 minutes accomplishes very little beyond converting fuel into pollution. A short warm-up of 30 seconds or so may be a good idea; perhaps even a minute or two if it's really cold.)
• Never mix radial tires with other tire types.
• Make certain your tires are properly inflated.
• Keep your gas tank at least half full to avoid gas line freeze-up.
• Do not use cruise control when driving on any slippery surface (wet roads, snow, ice, sand).
• Use your seat belt every time you get into your vehicle!
• Avoid driving while you're tired. Stay generally well rested before operating a motor vehicle and, if fatigue sets in while you're on the road, pull over in a safe place and take a break (even a nap) before resuming travel.

Tips for Winter Road Trips

Remind students who are planning long-distance trips in winter weather:

• Check weather reports prior to a long-distance trip or before driving in isolated areas. Delay trips when especially bad weather is expected. If you must leave, let others know your route, destination, and estimated time of arrival.
• Make sure your vehicle is in peak operating condition by having it inspected at a reliable repair facility.
• Pack a smartphone, blankets, gloves, hats, food, water, and any needed medication in your vehicle.
• Keep at least half a tank of fuel in your vehicle at all times.
• If you become snowbound, stay with your vehicle! It provides temporary shelter and makes it easier for rescuers to locate you. Don't try to walk in a severe storm. It's easy to lose sight of your vehicle in blowing snow and become lost.
• Don't overexert yourself if you try to push or dig your vehicle out of the snow.
• Run the engine and heater just long enough to remove the chill and to conserve gasoline.
• Make sure the exhaust pipe remains clear of snow, ice, and mud. A blocked exhaust system could cause deadly carbon monoxide to leak into the passenger compartment when the engine is running.

Tips for Driving in the Snow

If a vehicle must be operated on snowy or icy roads:

• Drive slowly. Give yourself time to maneuver on slippery surfaces.
• Accelerate and decelerate smoothly and gently. Don't accelerate aggressively, and take time to slow down/stop for traffic controls and road hazards.
• Increase your following distance, beyond the normal three-second spacing, to up to eight or even ten seconds. This increased margin of safety will provide the longer distance needed if you have to stop.
• Know your brakes.
• Always apply firm, steady pressure when stopping a vehicle equipped with anti-lock brakes.
• If you're vehicle lacks anti-lock brakes, the best way to stop is threshold braking: Keep your heel on the floor and use the ball of your foot to apply pressure on the brake pedal just shy of the point where the wheels lock up.
• Don't try to power up hills. Applying extra gas on snow-covered roads just starts your wheels spinning. Try to get a little inertia going before you reach the hill and let that inertia carry you to the top. As you reach the crest of the hill, reduce your speed and proceed downhill as slowly as possible.
• Don't stop going up a hill. Traction limitations could make it very difficult—if not impossible—to get the vehicle rolling (uphill) again.
• Stay home. If you don't really have to go out…don't. Even if you can drive well in the snow, not everyone else can!

Build Brand Loyalty Through Social Media

With the rise of the Internet and social media marketing, younger generations are exposed to brands at even earlier ages. This makes it important to reach potential customers as early as possible—especially in the case of businesses that provide goods or services to younger consumers (like driving schools!). The good news is that these younger prospects tend to be heavy Internet users, and social media marketing can be free or relatively low-cost. In this space, creativity and simply taking action can often win the day.

It can be hard for newcomers to social media to know where to start, however. Check out this excellent article for easy suggestions: 5 Ways to Build Brand Loyalty Through Social Media!

New Florida Office Location

Preparations are underway.
We'll be in the new office soon!

Traffic Safety Consultants, Inc., (TSC) is moving its Florida office location!

We're not asking for help packing or setting up, but we did want to make sure that you know where you could find us. While phone, fax, email, and all other means of communication will remain unchanged, we will be changing our physical/mailing address. Effective October 15, 2015, our new address will be:

3260 North Highway 17-92
Unit 112
Longwood, Florida 32750

Practice Makes Perfect—and Profits!

The California online driver education curriculum from Traffic Safety Consultants, Inc., (TSC) includes a valuable Practice Permit Test component that can help young drivers to pass the written exam portion of the permitting process. Students are offered one complimentary test of fifteen questions and have the opportunity to purchase four more unique practice tests, so they can study up for their written exam.

A Great Upsell Opportunity!

An examination of the applicant's understanding of driving laws and traffic signs and signals is a required part of the driver licensing process. Because the stakes are high and the regulations many, applicants are naturally nervous about this milestone in their lives. But research shows that the opportunity for examinees to take a practice or mock version of an exam before they take the real thing has huge benefits in terms of performance! The Practice Permit Test service not only reinforces students' traffic safety knowledge and enhances their overall experience with their driver education, but it can boost their satisfaction with your program—increasing the likelihood that they'll refer their friends to your school.

Further, offering the Practice Permit Test program to your students is a quick and effortless way to earn a few extra dollars. The program is offered and administrated entirely online, and requires no work on your part. So, make sure you're mentioning this great opportunity to your students when they register for your driver ed course—for your benefit and for theirs!

Form OL 767 Translated to Spanish

Form OL 767 is now available in a
translated Spanish version.

Traffic violator schools (TVSs) are required to have students complete a Traffic Violator Course Evaluation (Department of Motor Vehicles (DMV) form OL 767)—with at least their name and the school information—as a condition for successful completion of the program. The DMV released their official form upon taking over regulation of the industry in September 2011, but the form was available only in the English language. Since that time, there has been considerable discussion about how to handle the evaluation requirement for courses presented in a non-English language. Traffic Safety Consultants, Inc., (TSC) offered to translate the form into Spanish and the DMV has finally consented and approved our translation.

An electronic version of the Spanish evaluation has been implemented for Internet-based TVS students, similar to what has always been presented with the English course delivery. This functionality has gone live for Internet students and no further action is required on your part for this modality.

A paper-based version of the form has been uploaded to the CA Course Provider Administration website and is available for download (PDF format). Licensees of TSC's Spanish classroom- and booklet-based TVS curricula should begin using this document immediately, as regulators will be looking for the translated form during monitoring/audits. Be sure, also, to communicate to any classroom instructors in your employ that they must now distribute the translated Spanish version of form OL 767, and ensure that they have a supply sufficient to furnish a blank form to each student.

As a reminder: Students who complete a TVS course in the classroom and booklet modalities must return these forms to the school, and an evaluation from each student must be submitted with your quarterly reports to the DMV. Internet-based students' evaluations are stored electronically and must be printed (or burned to disc) for inclusion with your quarterly reports.

If you have any questions about this policy update, please contact your TSC representatives.

Change in CA Classroom Instruction Procedures

At the request of regulatory authorities, Traffic Safety Consultants, Inc., (TSC) is issuing the following update to its California classroom traffic violator school (TVS) curriculum in the English language:

Schools that have licensed TSC's English classroom TVS curriculum prior to this point were issued a DVD that included a Warm-Up Video at the start, which was to be shown prior to the start of class (while students were entering the classroom and getting comfortable). Effective immediately, the Warm-Up Video is no longer an official part of the approved curriculum and is not to be shown prior to TVS classes delivered by your school. You will not be issued a new DVD at this time, as all other material on the disc that you have remains unchanged. Simply skip the Warm-Up Video presentation prior to class and then conduct class as you normally would.

Please inform all of the instructors working for your school of this change to the curriculum. Instructors and schools are responsible for this curriculum change effective immediately.

If you have any questions about this curriculum change, please feel free to contact your TSC representatives.

TVS Audits/Inspections

We recently blogged about some helpful tips for passing a TVS audit/inspection, and we hope that you've found that advice helpful.

This is a reminder that regulatory agencies are conducting unannounced inspections of traffic violator school (TVS) office locations. Inspectors are looking for violations of Department of Motor Vehicles (DMV) regulations regarding school operations; in particular, they are looking to ensure that a school's office is open during the required/posted hours of operation and that the office is staffed by a knowledgeable representative. Inspectors have the authority to look for any breaches of protocol, however, and are taking aggressive enforcement actions.

Penalties for failure to adhere to all DMV policies and regulations have already led to the initiation of the suspension/revocation process for the occupational licenses of multiple TVSs! Make sure you're in compliance!

If you have any questions regarding the operation of your school, please refer to our previous post about this topic, your TVS operator training course (at DMVOperatorCourse.com), or the appropriate sections of the California Vehicle Code and California Code of Regulations. And, of course, you may always contact your TSC representatives for assistance during an audit/inspection.

Content Marketing Ideas for Fall 2015

Content marketing is the process of creating and publishing material in order to attract, engage, and retain customers. Often its aim is to be useful to customers, honestly helping them learn, do, or experience something. It's the perfect marketing strategy for a traffic/driving school—whose existence is naturally dedicated to helping motorists to become better drivers and saving lives!

If you're having trouble getting started with your content marketing efforts, check out the following ideas for this fall season:

• Community Events: Try to engage with a local event and blog or post about that experience online. It would be reasonable for the owner of an online business to attend, take lots of pictures, and share the experience. Local events are taking place all the time, of course, but this is an especially good season for this sort of marketing effort, as school heads back into session. And what better way to get to know prospective driving school students than to participate in an event at a local high school?
• Publish a "Lookbook": A lookbook (spelled as one word or two) is a promotional tool of the fashion industry; it's a series of photographs meant to highlight a model, photographer, style, or line of clothing. The term has more recently been expanded a bit to include almost any sort of picture-driven promotional piece. If you have anything that looks good in photos—like a sporty (or otherwise interesting) vehicle or some driving-related accessories—this is a natural way to draw in prospects.
• Safety Campaigns: The NHTSA is in the midst of a child car safety seat campaign on social media, but their website is full of great driving safety information that could be promoted as appropriate (e.g., bus safety for back-to-school). The California DMV even celebrated National Cheeseburger Day with a distracted-driving safety message.
• Holiday Shopping Guides/Promotions: It's hard to believe, with the dog days of summer so soon behind us, that the holiday season is just around the corner. But now is the time to think about helping your customers/prospects with their holiday plans. You might run a holiday promotion for your services. Or, compile a list of gift suggestions related to your industry to keep your name in the public's mind. PBS provides an excellent example of a list of (cooking themed) gift guides for a variety of recipients. You might even consider creating a series of short holiday gift idea videos. These could be distributed on YouTube or social media, both as content and commercials.

Creating content marketing pieces can be easy and fun—and the information is memorable and useful for your readers. Get started today and reap the rewards of spreading your name around!

Surviving 10 Driving Emergencies

"Normal," everyday driving can be challenging enough. But when it comes right down to it, obtaining a license to drive is often all too easy. Motorists are not usually well-trained—and not commonly required by licensing authorities to demonstrate—how to handle road emergencies and other extreme driving situations. The first time that many drivers are asked to employ accident-avoidance skills, lives may be on the line. And without the proper knowledge and practice, the odds of successfully executing an extreme maneuver are not in their favor.

Edmunds.com presents a extremely helpful article that describes how to handle and survive ten common driving emergencies. While these tips are covered in the driving safety courses that you present, here's another look at some situations many motorists are likely to face over the course of their driving careers. Take a look to make sure you're providing your students with the correct information. And share with your customers via social media if you're marketing to them that way (and you should be!!!).

As importantly, encourage your students to get some advanced driving training and/or to practice these maneuvers in a safe environment so they'll know how to respond—and do so reflexively—should the need arise. Their lives and the lives of their passengers may depend on it!

Traffic Fatalities Up in 2015

CNN reports that new data point to an estimated 14% jump in U.S. traffic fatalities this year, putting 2015 on pace to be the deadliest for motorists since 2007. There were more than 18,600 motor vehicle deaths from January through June this year, compared to 16,400 deaths in the same period of 2014.

The estimated cost of the deaths, injuries, and property damage related to those crashes rings in at $152 billion—up 24% from the same period of 2014. Those costs account for wage and productivity losses, medical expenses, administrative expenses, employer costs, and property damage.

The report attributes the uptick primarily to:

• Americans are driving more because of…
• lower fuel prices.
• increased employment levels.
• Drivers are more distracted behind the wheel thanks to their phones, despite the fact that most states ban texting while driving.

Traffic Safety Classes Help Save Lives

Whatever the cause, the loss of life and property are tragic. Sadder still is that many crashes are avoidable with good, defensive driving. Be proud of being a traffic safety education provider, as you're literally saving lives with the work that you do!

And make sure that the public knows you're out there and can help. Most traffic school students complete a course to remove a citation from their driving record or to get a discount on their automobile insurance premiums. Instead, they could avoid citations and premium increases—and substantially increase their odds of staying safe and sound!—by keeping up with traffic laws and safe-driving techniques. Many motorists never receive further instruction in safe motor vehicle operation after they finish driver education/training, but occasional, continued coaching could help them to be far better drivers!

Tips for Passing a TVS Audit/Inspection

Could you pass a regulatory inspection? Even a "surprise" inspection?

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) is always working to help you to better manage your California traffic violator school (TVS). Therefore, we are writing to remind you of the following important information.

If you've been in the business for a while, you're undoubtedly aware that the the Department of Motor Vehicles (DMV)—or the California Traffic Safety Institute (CTSI), on their behalf—conducts regular, scheduled audits of TVSs. However, these agencies can also show up unannounced at any time during normal business hours to inspect your office. This is addressed in DMV regulations and is legal.

It is extremely important that you pass all such inspections, because the DMV is allowed to shut down a school that fails to pass an audit or inspection, or for having an "abandoned office" that is not open and properly staffed during the hours that the office is required to be accessible to the public. Thus, we wanted to share the tips below to help you to prepare for these inspections:

• The DMV or its representatives may conduct onsite business reviews, as scheduled by the DMV, during normal business hours. The school must make available all business records requested by the DMV, and the school's operator must be present for scheduled business reviews (CCR 345.73(a)).
• The DMV or its representatives may conduct random business reviews and inspections without prior notice (CCR 345.73(b))—a "surprise inspection."
• A school's office(s) must be open to the public during its posted hours (CCR 345.50).
• At a minimum, each office must maintain the same office hours as the day courts in the county (usually 8:30am – 4:30pm), except as necessary for lunch hour, illness, scheduled vacation, or emergency.
• The person in charge of the office during the posted hours must be knowledgeable concerning the operation of the school, be authorized to provide information to the public concerning classes and fees charged by the school, and be able to provide detailed information to any DMV/court representative concerning the school's operation and business records.
• If the office will be closed during business hours, the school must post a notice at the office listing the duration of the closure; or if using an answering service during business hours, require the service to notify callers of the duration of the closure.
• If you have a scheduled—or even a surprise—inspection, you may call TSC for assistance if you have problems accessing your school or student information via your Course Provider account.

Audits and inspections—especially a surprise inspection—can be unnerving, but don't worry. These reviews are only done to protect your customers. And if you're running your school correctly and in good faith, you've nothing to fear. Also remember that TSC is always here to help!

Welcome, Driver Education Affiliates!

Traffic Safety Consultants, Inc., (TSC) is pleased to announce the launch of our newest California driving schools into the TSC affiliate program. We're recently brought a handful of schools online and expect more in the coming months. We welcome you to the TSC family and wish you all the best!

When you see a "new post" alert on the home page of your Course Provider management account, be sure to click through and check out the TSC Affiliate News blog. 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 driving/traffic school, and to inform you of industry related information that could affect you and your operations.

Order Your Spanish TVS Books Today!

As you know, Traffic Safety Consultants, Inc., (TSC) introduced earlier this year our traffic violator school (TVS) home study booklet in Spanish. This is just a quick reminder that, when requesting book stock, you must select the language for the books you are ordering. Make your selection via the "Book Language" drop down menu on the "Request Book Stock" page, between where you input the number of books you are ordering and indicate the payment method. (See the screen capture to the right.)

Note that the default language is "English," and your books will be shipped in that language unless otherwise specified.

Thank you for your business, and we wish you continued success with your traffic safety school!

Driving Fitness: Posture

An automobile crash isn't the only way motorists can come to harm while driving. Simply being in the vehicle can cause physical problems. Our bodies weren't meant to sit for extended periods of time, and reaching for vehicle controls can put stress and strain on anatomical structures. Suggest the tips below to students who are concerned about staying healthy behind the wheel:

The basic principle for your driving posture is to avoid as much strain as possible on the muscles, ligaments, and joints of the spine, while making yourself as comfortable as possible.

1. Pause once you sit down in the vehicle and adjust yourself so you're sitting evenly in the seat. If the seat is correctly designed and adjusted, it should support your entire back, but in particular the lower lumbar region.
2. Experts recommend that you sit inclined at an angle of 110°.
3. Your feet should reach the pedals easily.
4. You should be able to see in the rearview mirror by glancing with your eyes; your head should stay facing straight ahead and you should avoid stretching or craning your neck to see.
5. You should be able to reach the wheel comfortably, without any strain in your wrists, forearms, or shoulders. If you feel yourself getting tense, be sure to adjust your seat accordingly.

Drivers who are sitting properly will feel better and will be better positioned to detect hazards and to make evasive maneuvers as needed. Stay safe out there!

Driving Sales for Driving and Traffic Schools

In a previous post, we discussed the art of maintaining good office practices—some of which are even required by regulation (depending on your industry). Providing exceptional customer service can help you to win and retain satisfied customers. And happy customers will be refer still more business your way.

So…what's the #1 thing you can do around the office to boost your sales?

Answer Your Phone!

The best and easiest way to capture a sale is to answer your phone and make your sales pitch directly to potential students. By talking up your program, you can explain its merits and the value proposition; and by providing the opportunity for prospects to talk to a "real human being," you can easily demonstrate to them the kind of customer service that they'll get as valued customers. Make sure that you also offer to register them for the program right then and there—it not only provides them with outstanding customer service, but it negates the opportunity for them to shop around and sign up with another provider. Moreover, it's the single most effective thing you can do to make sure you get the sale!

Meeting customer expectations is critically important for success in business. Failing to answer your phone—or waiting long periods of time to respond to a customer's inquiry, whether they contacted you by phone or some other method—could have a lasting negative impact on your bottom line.

Remember to pick up the phone and to provide your customers the same level of customer service you'd like to receive. These simple tips can drive customers your way and ensure your that school thrives!

Will Your Headlights Keep You Safe?

One of the primary tenets of defensive driving is to see and be seen, and a vehicle's lighting systems go a long way toward making that happen. It's important to make sure that your lights are activated as required by law, of course, but what happens when "doing your best" still isn't good enough?

The headlights of most vehicles do a poor job of lighting up especially dark roads, according to tests performed by the Automobile Club of Southern California's Automotive Research Center (ARC). "By failing to properly light roadways at moderate speeds, a pedestrian or animal may not become visible to a driver until it's too late to stop," explained Megan McKernan, manager of the research center.

ARC's study found that halogen headlights—which the auto club says are on 80% of the vehicles on the road today—"fail to light the full distance necessary for a driver to detect an object or obstacle in the roadway, react, and come to a complete stop" on unlit roadways at speeds as low as 40 mph. While such roads are typically rural, they account for 40% of all vehicle miles traveled annually.

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Halogen headlights have a tungsten filament that glows when electricity passes through it. Enclosing the filament in an air-tight chamber filled with a halogen gas improves longevity and output.

High-intensity discharge (HID) headlights, sometimes called xenons generate light by producing an arc between two electrodes suspended in an inert gas. HIDs last longer and burn brighter than halogens, but the bulbs are more expensive.

LED headlights are comprised of light-emitting diodes, semiconductor chips that produce light via electroluminescence when electricity is passed through them. They have no filament, no moving parts, and can be combined into almost any arrangement. They are much more efficient and durable than halogens or HIDs.

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High-beam settings on halogen headlights improved sight distances by 28% at the testing facility, but in real-world conditions only provide enough light to safely stop at speeds of up to 48 mph—well below what people travel on many rural roads. HID and LED headlights illuminated dark roadways 25% further than halogens, but still failed to do an adequate job at highway speeds.

"While it's encouraging to see the safety benefit that newer headlight technology offers to drivers, there's still room for improvement," said John Nielsen, AAA's managing director of automotive engineering and repair. He noted that better technology is available in European vehicles, but U.S. regulations limit the light output for vehicles sold in the United States.

Drivers can enhance their vision and visibility with these tips:

• Make sure headlights and windows are clean and in good condition. Dirty headlights and windows can scatter light. And plastic headlight covers may get cloudy with age, which can limit effectiveness. Keep these elements clean and clear, and replace cracked lenses and burned-out bulbs.
• Keep headlights properly adjusted. Headlights that are properly aimed will illuminate the road better and will be less likely to blind other road users. Have the headlights checked the next time the vehicle is serviced.
• Be considerate about using your high beams. Dim the headlights when approaching other users of the roadway so as not to blind them.
• Don't use fog lights if the weather is clear. Fog lamps—used in conjunction with low beams—can be a great help in foggy conditions. Avoid using fog lights under clear conditions, as this can create glare; and never use them alone.

Remind students to always take care not to "outdrive" their headlights. Even the best lighting technology has limitations, and you never know what's beyond the illuminated area!

Driver Permit Test Online Retest Fees

As your curriculum provider, Traffic Safety Consultants, Inc., (TSC) is writing with an update regarding the Class E online driver license knowledge examination ("Driver Permit Test Online") service.

At the end of January of this year, TSC was required to begin using the Florida Department of Highway Safety and Motor Vehicles' (DHSMV) approved vendor, Solutions Thru Software (STS), as a provisioner of test items for this service. Despite using an outside vendor, DHSMV has inexplicably continued to impose a $10 retesting fee per student per attempt. TSC is forced to pass this cost along to your students, and we are writing to notify you that, effective April 30, 2015, prices charged to students for Driver Permit Test Online retests will reflect this additional cost.

While we regret that this change is necessary, it is in direct response to a DHSMV policy that impacts all providers of the Class E online driver license knowledge examination and is unavoidable.

We thank you for your lasting partnership with TSC, and wish you all the best!

Rearview Camera Systems Soon to Be Mandatory

The National Highway Traffic Safety Administration (NHTSA) will soon require all new vehicles to come equipped with back-up camera systems, or rearview monitors, that meet certain specifications. (According to the rule, 10% of automakers' new vehicles must have the equipment by May 1, 2016; 40% by May 1, 2017; and all models by May 1, 2018.) The NHTSA estimates that such rear visibility technology will significantly reduce an estimated 210 fatalities and 15,000 injuries—roughly a third of which involved children under the age of five—that result from back-over impacts each year

Research has demonstrated that factory-installed and aftermarket camera systems, across a variety of vehicles and manufacturers, increases driver visibility into the rear blind zone. However, cameras do not necessarily show a vehicle's entire surroundings. Remind your students that, even when a vehicle is equipped with such systems, they should employ the following safety tips:

• Walk around the vehicle before getting in. Nothing beats a quick, direct visual inspection of the area surrounding your vehicle when it comes to detecting obstacles you might want to avoid.
• Use camera systems in addition to mirrors and direct observation when backing. Camera systems are a helpful supplement to mirrors and, of course, to directly observing the backing path by turning and looking over the shoulder. Don't rely on them exclusively.
• Clean the camera lens for better visibility. Rain, snow, slush, dust, and other contaminants can cloud the camera lens and blur or distort images. By regularly cleaning the lens, you ensure the best possible picture from your rearview monitor.

Back-up camera systems are likely to enhance safety, but they are not a cure-all for backing hazards. Remind students of these safety tips to keep them (and their loved ones and possessions) safe.

Build Customer Relationships in Five Easy Steps

Most small businesses associate marketing with advertising. But today, it's defined in much broader terms. By engaging customers one-on-one and sharing your expertise, you don't simply provide great service to that customer. You make a lasting impression on that customer—and any other customers who witness (and might benefit second-hand from) that encounter—and demonstrate that you have their best interests at heart. That sort of outstanding service, and the word of mouth it generates, can help you to land and retain customers. And while using email and social media to attract and retain customers may sound like a lot of work, this simple, five-step process shows how easy it can be:

1. Ask for permission. Before you add a name to your contact list, ask for the customer's permission to do so. No one wants to be bombarded with "junk mail." But if you explain the benefits of subscribing (e.g., "insider" deals and free expert advice), they're more likely to register—and to look forward to hearing from you.
2. Be where your customers are. Identify the two social media channels where your customers are most active and focus your actions there. By understanding what's important to them, you can tailor your efforts to match. And you'll smartly target your limited time and energy where it will do the most good.
3. Provide valuable content. Enthusiasm is contagious, and your expertise is valuable to your customers. Apply this to your online marketing efforts to show why prospects should choose you over the competition and to reach a wider audience with your message.
4. Engage your customers. Engage your customers in genuine dialog. Offer helpful information rather than constantly making an overt sales pitch. A good rule of thumb is to present 80% informational content and 20% promotional content. And when sharing tips, don't forget to repost appropriate content from others—giving credit where necessary—to encourage participation in the conversation.
5. Track your progress. Are subscribers reading your emails? Which articles/posts were most read and shared? Did customers redeem your latest promotional offer? Keep track and keep doing those things that prove effective. The more you understand your audience, the stronger your marketing results will be!

Set up a good marketing routine, and your efforts will become easier and your results magnified. Plus, it's rewarding to build upon the goodwill that you've established with customers. Your efforts don't have to be expensive or complicated, so get started today!

New California Products: Mature Driver and Driver Education Courses

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 the upcoming availability of two outstanding new products for California drivers:

Mature Driver Improvement Course

TSC's online Mature Driver Improvement Course allows California drivers age 55 and older to save money on their auto insurance premiums. State law requires that insurers reduce rates for three years for a driver who completes a DMV-approved accident prevention course, and older motorists can take a "renewal" course every three years to maintain the discount.

Like all of TSC's Internet-based courses, this simple online program is usable even by students who don't have a great deal of experience with computers. The easy-to-read instructional content is supplemented with colorful cartoons, charts, and video presentations that thoroughly explain the material, and students can finish the course at their own pace by signing in and out of the program as they need to.

Because of the challenges related to officially licensing a school to present Mature Driver Improvement Courses, TSC is offering this product on a referral basis only.

Driver Education Course

California law requires young prospective drivers to complete 30 hours of driver education, and TSC's fun and easy-to-complete online Driver Education Course will help them to fulfill that requirement. The lessons are designed to prepare new motorists for the process of obtaining a driver license: to familiarize students with the California Vehicle Code and to teach them the basics of motor vehicle operation, in preparation for their behind-the-wheel training.

The course is simple to navigate, but has enough interactive and multimedia content ("bells and whistles") to keep today's Internet-savvy youth engaged and learning. The text and illustrations are thorough and informative, and the program is accessible on a smartphone, tablet, or any other Internet-connected device—even one of those old-fashioned desktop computers!


These programs will be rolling out shortly, and a member of TSC's Affiliate Program will contact very soon with the details.

New California Laws for 2015

A new year brings new traffic laws to California. Several new laws will take effect in 2015. As a provider of traffic violator school (TVS) instruction, you should familiarize yourself with these changes so you can provide the 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.

Classroom Curriculum Update

Those of you who are delivering classroom instruction must ensure that you are teaching students the updated curriculum. Download the electronic files from the CA Course Provider Administration website for the latest Lesson Plan updates (modified pages only), Safe Driving Journal (student and instructor versions), and final exam forms/answer keys. The files are available now, and you should begin using the updated materials immediately.

Make sure that you and/or any instructors you employ are explaining the new laws to students and distributing the latest versions of the classroom materials, as you will be responsible for teaching/testing students on this new material!

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 2015 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 version of the home study booklet (or include an insert) and student materials, as you will be responsible for teaching/testing students on this new material!


*** Booklet Curriculum Procedure Update ***

This year's update brings a slight change to the booklet course administration. By regulatory requirement, "Participation Questions" ("quizzes") are now presented as part of the student materials. Therefore, the student materials/procedures for booklet students have been revised as follows:

• Instruction Sheet: The instructions given to students have been expanded and, as a result, the personal identity validation box has been moved to the final page and combined with the copyright acknowledgement. Note that you will still need to personalize this form with your school's contact information.
• Participation Questions: This form is now included as pages 2 – 3 of the student materials.
• Students are to complete this form as they proceed through the course—i.e., answer the appropriate questions as they complete each chapter.
• Students must complete the participation questions and return that paperwork to the school. These questions are to be graded—answer keys are included with your new final exam answer keys, and incorrect answers should be marked as such—but the student's score on the participation questions does not impact their completion status in any way.
• The Participation Questions form is to be saved by the school, along with the other student materials that are required to be retained in students' profiles.
• Final Exam: (Exactly as before, but placed later in the student materials packet.)
• Personal Identity Validation: This information has been moved from the front page to the final page and combined with the copyright acknowledgement. As before, this must be signed by the student for them to receive credit for completing the course.

Chris or Tara will be contacting you shortly to go over the new procedures and to make sure you have the necessary files.