Discounts might induce driving further to a particular range over choosing one closer.
Further Discounts could be offered for anyone who used "their instructor"
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In the 1980s, I, as a Real Estate Broker managing a Property Management firm, offered "Rent discounts" to almost a thousand tenants who rented houses from my clients. They'd get a discount on rent if they 1) mailed in the payment 2) early/before it was due
I provided 12 stamped envelopes to each tenant
EVERYWHERE ELSE charged "late fee penalties" ... I never had to charge a late fee, people were all induced to pay early by mail to get their discount ... saving me time driving and expense of collecting rents "on time" and charging/collecting "late fees"
(Every lease included an "option to buy or first right of refusal should owner decide to sell" too ... Renters took better care of the properties since they "might" own it some day)
"My properties" ended up being full of longer term tenants who took care of the houses, where other management companies had lots of vacancies/evictions and repairs to do.... My mom taught me to work smarter, not harder.
Discounts/Coupons obviously work to increase business, as evidenced by junk mail ... penalties ... not so much.
"Behavior modification m3ethods" in business used to "train" customers can help or hurt.... sounds like they don't want increased revenue through more customers ... I'd accommodate their wishes for me to take x number of students money elsewhere, and advise them of such, so they know it's working.