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Consider \'adopting\' a school for next month\'s Chicago Auto Show

November 10, 2010
 Dealerships can plant a benevolent seed with students by sponsoring a school group’s visit to the 2010 Chicago Auto Show. The measure can be a community relations plum and establish customer loyalty with young consumers.

Under the Adopt-A-School Program, a dealership can purchase tickets at $5 each for students in a group. There is no minimum or maximum potential group size.

High schoolers at or near driving age are logical students for a dealership to pair itself with. There are hundreds and hundreds of high schools in the Chicago area, probably more than one within each dealer’s relevant market area.

In the program, dealers contact a school’s principal or assistant principal to arrange the weekday field trip. Wheeling dealer Bill Stasek has participated in the program for several years.

"The schools look forward to the auto show so much, and they wouldn’t be able to go without this program," Stasek said. "They really appreciate it, so it creates a lot of goodwill with the schools."

In the program, dealers contact a school’s principal or assistant principal to arrange the weekday field trip. Stasek met groups at McCormick Place and even popped for lunches for everyone.

Dealers interested in "adopting" a school should contact the Chicago Automobile Trade Association’s Donna Young for more details, at (630) 424-6045.

 

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