Social media for driving schools

Context

Two driving schools, CFC Sophia Setran and CFC Monique São Cristóvão, needing to feed social media consistently. Driving schools live on local acquisition: someone getting their first licence decides on proximity, price and trust, and today Instagram is where all three get judged.

Challenge

Volume is the enemy. A driving school has to post every week: new class, practical lesson, exam tip. A piece built from scratch every time is expensive and drifts away from the last one. Within a few months the feed becomes a patchwork, and an inconsistent feed communicates exactly the opposite of what a driving school needs to communicate, which is organisation.

Solution

Instead of delivering posts, I delivered a system of posts. I defined the grid, the typography, the use of colour and a set of blocks that recombine. Each recurring format got a fixed structure where only the information changes.

That changes the economics: the school produces on its own, quickly, and each new piece reinforces the last instead of competing with it. Running two schools in parallel also forced the system to wear different brands without becoming a generic template.