Exact match domain and social networking promotion

[Jasonsc]

Hello Forum,

Apologies if this is in the wrong forum.

Firstly I want to apologise for how long this post is, I like to explain things fully before I ask a questions. However if you are not like me and just want to get down to it, please see the bottom of the post for a more brief description.

My father is a driving instructor, his pupils come partially through a franchise deal (pupils contact the company and are refered to the instructors) and partially from word of mouth from past pupils.

This was all well and good, but there has been a recent drop in the amount of referals coming through. This is not going well as there is a fixed referal fee as well as a fee for every student refered. With the drop in referals, the franchise fees are becoming not worth it anymore.

So, my father is planning to not renew the franchise contract and begin advertising independantly. I said I would help him with this as I'll be working on other projects once my exams are done in about a month anyway.

I think the best way to go about this would be through a website and facebook page. We would build reviews on the website and facebook page and also offer a "coupon" deal where anyone who likes and links the FB page or website on their FB wall will recieve a 10% discount on X hours of lessons.

As this would be a company promoted mainly through social networking, I wonder if an exact match domain is essential? While there is broad searches through google for the county, there is not many searches for our specific area in the county. We don't want to call the company something a bit generic like "Area School of Motoring" but rather something a bit more personal like "FirstName SecondName School of Motoring". While it is important to have both the FB page and website domain matching, "FirstName SecondName School of Motoring" doesn't really lend itself to exact match SEO.

So I'm thinking we just go with the FirstName SecondName idea, promoting through social networking. While also optimising content on the site for SEO for the broader county.


More of a brief description:
The main question is, do we actually need an exact match domain for a form of promoting the company which is secondary to social networking promotion?
All that being said, in time if expansion goes as planned, we would like to advertise to the county as a whole. Competition for this is very high and there are some big sites already.
How should we go about this overall? Two domains would fix the problem? "FirstName SecondName School of Motoring" and in time "Area School of Motoring" which both go to the same site?
Word of mouth is big in this industry and I think we can see a lot of expansion through social networking promoting coupled with coupon offers.


Any ideas would be GREATLY appreciated. Any questions to help with answers, just ask.

Thanks,
Jason

[Jasonsc]

Ill only bump this once or twice. And there's the first one.

[Jasonsc]

Last bump then I'll let it die.

[HKSEO Rotzee]

I sent you a PM