Historically, the marketing efforts have been focused on distribution of flyers.  In correlation with the increased advertising efforts, the Spoke N’ Rider feels it necessary to increase their direct marketing efforts to provide higher quality brochures and collateral pieces to better capture their market.  The current spending for direct marketing will be doubled in the next year. The Spoke N’ Rider will execute two mailing campaigns, one in the fall, welcoming students back and introducing the freshman discount program, as well as the new slogan “For the Ride of Your Life.”  The second campaign will take place in the spring, celebrating the end of winter and introducing the spring product line.  This campaign will also announce the second freshman discount program.  The table below (Direct marketing) represents the direct marketing efforts from the past and projections for next year.