Ian McIntosh CEO RED Driving School
Ian joined the RED business as CEO in May 2012 with a mission from the owners, private equity firm Kelso Place Asset Management, to help drive the development of the School and build the brand. RED is amongst the largest franchised driving schools in the UK and is also the leading training organisation for driving instructors.
Reputation Management in a Franchised Business
A trusted reputation has to be earned, but social media and the modern marketing environment offers an opportunity to turbocharge your brand and business reputation. These new channels are needed to be understood and managed effectively and those that do it well can improve their rate of growth, make significant reductions in their marketing expenditure and improve the bottom line.
RED Driving School trains its own Instructors who then operate as franchisees-which makes for an interesting case study.