High school budgets are tight and booster clubs are constantly searching for new ways to fundraise to support school activities. That’s where Ford stepped in. Program Headquarters was developed to work with dealerships and high schools to assist in the planning, promotion and hosting of their events. Additionally, an event kit was provided to each dealer prior to their event day. These kits contained branded promotional items at no cost to the dealer. Dealers also received comprehensive pre- and post-event support through dedicated email and phone communication, as well as an informational website providing best practices and downloadable creative materials.

From March to November 2010, a total of 463 events were held, raising over $2.7 million to support high school activities.And the objectives?1. 100,000 incremental wouldn’t-happen-any-other-way test-drives: 153,474 test-drives by 144,810 participants.2. Improve perceptions about Ford vehicles (10 point lift): Overall opinion jumped 18 percentage points post test-drive.3. Elevating interest in and lead to sales of Ford vehicles: 82% of participants requested more information, including specific vehicle brochures or other information about Ford. With 2,069 sales, Drive One 4 UR School has a buy rate of 1.47%, the highest of any Ford test-drive program.