Get perfect attendance and get entered to win a Dodge Dart. That's the rallying cry in Victorville, Calif., where Victorville Motors and local high schools have partnered in a competition that has rewarded the car dealership with sales and
Ideal work encouraged in school
Since the inception of the It's a Gasoline to Go to Class plan, participating schools have seen a four-fold increase in perfect attendance, a higher proportion of state revenue for work and improved student academic performance. Victorville Motors has reportedly sold over five dozen vehicles in 18 months, because of the competition.
"I had no idea how successful it would be," said 47-year-old Victorville Motors dealer principal Tim Watts.
A business that prides itself for its community involvement, Victorville Motors has elevated funds and sponsored events for numerous local organizations. When a local parent asked if the dealership had considered giving away a car, a light bulb went off in Watts' mind.
"It wasn't just about us. We wanted to do it as a multi-layered approach and an outreach that includes other local businesses," said Watts.
Dodge Dart and on-target results
In 2012, Victorville Motors saw an enormous increase in car sales to 850 brand new vehicles and 756 used automobiles. This success is in part because of the Dodge Dart marketing. There has also been a huge increase in school attendance. Six school districts and 12 high schools are participating in the plan. There used to only be 15 to 20 children with perfect work, but that number has increased to hundreds of students since the plan started.
To be able to spur students toward their perfect attendance goal, supplemental prizes like gift cards are used for motivation. By the end of the school year, those pupils who have maintained an ideal work record are given a special golden ticket through which they can participate in the Dodge Dart charity raffle. As minors cannot win vehicles under California law, if the winner is under 18, the car is awarded to the parent.
Car rewards
Ideal work encouraged in school
Since the inception of the It's a Gasoline to Go to Class plan, participating schools have seen a four-fold increase in perfect attendance, a higher proportion of state revenue for work and improved student academic performance. Victorville Motors has reportedly sold over five dozen vehicles in 18 months, because of the competition.
"I had no idea how successful it would be," said 47-year-old Victorville Motors dealer principal Tim Watts.
A business that prides itself for its community involvement, Victorville Motors has elevated funds and sponsored events for numerous local organizations. When a local parent asked if the dealership had considered giving away a car, a light bulb went off in Watts' mind.
"It wasn't just about us. We wanted to do it as a multi-layered approach and an outreach that includes other local businesses," said Watts.
Dodge Dart and on-target results
In 2012, Victorville Motors saw an enormous increase in car sales to 850 brand new vehicles and 756 used automobiles. This success is in part because of the Dodge Dart marketing. There has also been a huge increase in school attendance. Six school districts and 12 high schools are participating in the plan. There used to only be 15 to 20 children with perfect work, but that number has increased to hundreds of students since the plan started.
To be able to spur students toward their perfect attendance goal, supplemental prizes like gift cards are used for motivation. By the end of the school year, those pupils who have maintained an ideal work record are given a special golden ticket through which they can participate in the Dodge Dart charity raffle. As minors cannot win vehicles under California law, if the winner is under 18, the car is awarded to the parent.
Car rewards
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