Walking School Bus Campaign


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Walking School Bus Campaign

  1. 1. Stephanie  Ayers,  Melanie  Boots,  Kate  Dianora,   Amber  Harmon,  Pam  Lilley,  Dane  Ryals   1  
  2. 2. Table  of  Contents  Situa@on  Analysis……….3  Objec@ves…………………13  Budget………………………15  E-­‐Marke@ng  Strategy…22   2  
  3. 3. Situa@on  Analysis  Client  Overview    •  The  Walking  School  Bus  (hereaQer  referred  to  as  WSB)  ini@a@ve  is  a  program   where  trained  volunteers  walk  students  –  Kindergarten  through  fiQh  grade  –  to   school.    It  is  designed  to  help  get  children  more  physically  ac@ve.    This  program  has   many  academic,  environmental,  and  health  benefits.    Some  of  the  benefits  include   beWer  aWendance,  higher  test  scores,  longer  aWen@on  span,  healthier  children,   and  environmentally  friendly  transporta@on.      •   The  WSB  is  funded  by  federal  grants  and  administered  by  the  Childhood  Obesity   Ac@on  Group  (COAG),  a  subcommiWee  of  the  Healthy  Community  Collabora@ve  of   the  Community  Partnership  of  the  Ozarks.    Representa@ves  from  the  YMCA,   Springfield-­‐Greene  County  Health  Department,  and  the  Jordan  Valley  Community   Health  Center  are  all  part  of  COAG  and  very  excited  about  bringing  this  innova@ve   program  to  the  community.   3  
  4. 4. •  To  carry  out  the  WSB  ini@a@ve  coordinators  need  to  know:   –  The  volunteers  walking  the  routes  with  the  children   –  The  organiza@on  performing  background  checks  on  the  volunteers   –  The  parents  and  children  that  will  be  par@cipa@ng  in  the  program   –  The  city  and  school  officials  overseeing  the  progress  of  the  program  •  The  WSB  is  facing  some  e-­‐marke@ng  challenges.    The  Springfield  community  is  not   well  aware  of  this  program.    Therefore,  their  goal  is  to  maximize  the  par@cipa@on   of  Springfield  families  and  gain  public  interest  using  Internet  marke@ng  tools.     Another  challenge  is  to  make  it  entertaining  for  the  kids,  as  well  as  making  the   parents  feel  safe  about  the  program.    The  WSB  does  not  have  a  website.    This  will   be  a  major  area  of  focus  because  people  rely  on  the  Internet  for  a  majority  of  their   informa@on.    Other  tools  like  a  logo,  blog,  and  e-­‐blasts,  as  well  as  social  networking   sites  (such  as  TwiWer  and  Facebook)  will  be  used  to  create  interest  in  the  WSB   program  in  Springfield.    This  will  ensure  that  the  community  will  see  them  as  a   reliable  and  trustworthy  organiza@on.    With  this  e-­‐marke@ng  plan,  the  WSB  hopes   to  be  a  success  in  helping  children  par@cipate  in  a  fun,  physical  ac@ve  lifestyle,   which  will  lead  to  health,  environmental,  and  academic  benefits  for  their  future.   4  
  5. 5. Environmental  Assessment  •  There  is  significant  buzz  in  our  community  today  about  the  growing  problem  of   childhood  obesity.    Children  are  less  physically  ac@ve  than  they  were  in  the  past.     They  are  much  less  likely  to  walk  to  school  today  than  they  were  back  in  the  1950’s   and  60’s.    There  are  several  reasons  for  this.    Increased  distances  from  home  to   school  necessitate  either  riding  buses  or  rides  from  parents.    Increased  traffic   around  schools  prompts  safety  concerns.    Crimes  against  children  give  parents   cause  for  apprehension  in  lefng  their  children  walk  to  school.    Children’s   increased  fascina@on  with  computer  games  makes  them  less  likely  to  engage  in   physical  ac@vity,  including  walking  to  school.    Reduced  focus  on  physical  educa@on   at  schools  has  also  contributed  to  a  lower  awareness  of  the  importance  of  physical   fitness.    In  most  households  both  parents  work  and  in  single  parent  households  the   parent  is  doing  everything  they  can  to  stay  afloat  financially.  With  this  set  of   circumstances,  many  parents  have  turned  to  driving  their  kids  to  school,  even   when  they  live  within  walking  distance.    This  creates  traffic  conges@on,  more   carbon  emissions,  and  more  pollu@on  around  schools.    OQen,  the  sidewalks  and   infrastructure  surrounding  the  schools  require  improvements  for  safety.    There  are   no  designated  routes  which  are  organized  and  considered  safer  than  others.   5  
  6. 6. •  From  the  health  standpoint,  children  are  ea@ng  more  fast  food  and  have  a  less   nutri@ous  diet  than  in  the  past.    Lack  of  @me  to  prepare  healthy  foods  as  well  as   the  high  cost  of  healthier  food  alterna@ves  make  it  difficult  for  most  parents.     Adver@sing  for  fast  food  restaurants  can  be  blamed  to  a  certain  extent  for   increasing  obesity  in  children.    Consequently,  our  society  as  a  whole  is  more  obese   and  seemingly  more  accep@ng  of  obesity.    This  aftude  transfers  to  children.  •  There  are  several  ini@a@ves  now  to  begin  to  reverse  this  trend.    Changing  school   lunch  menus  and  promo@ng  healthier  ea@ng  is  becoming  a  trend  in  schools.     Promo@ng  physical  fitness  through  various  programs  is  being  focused  on  as  well.     The  simple  act  of  walking  to  school  has  been  shown  to  drive  more  oxygen  to  the   brain,  in  addi@on  to  burning  calories.    In  organized  groups,  walking  to  school  can   provide  more  community  interac@on  and  involvement,  as  well  as  an  opportunity  to   learn  valuable  pedestrian  safety  skills.    Walking  is  free  and  requires  only  pre-­‐ screened  volunteers  and  a  well-­‐coordinated  program  to  provide  this  opportunity   for  all  demographics.    Organized  programs  provide  chances  for  communi@es,   businesses,  schools,  media,  and  civic  organiza@ons  to  work  together  towards  a   common,  worthwhile  goal  to  benefit  society.   6  
  7. 7. Compe33ve  Analysis    •  When  choosing  the  WSB    program,  there  are  a  number  of  both  direct  and  indirect   compe@tors.    In  a  program  like  this,  the  goal  is  not  to  take  children  away  from   other  programs,  but  to  let  them  have  various  op@ons  for  par@cipa@on.    Direct   compe@tors  may  include  before/aQer  school  programs,  such  as  Boys  and  Girls   Town.    These  programs  seem  to  mostly  be  aQer  school,  which  may  not  have  too   much  effect  on  the  WSB  program.    If  the  WSB  program  were  to  run  aQer  school  it   would  have  more  direct  compe@@on.    Another  direct  compe@tor  would  be   daycares  that  provide  transporta@on  to  school.    If  this  were  a  common  problem,   arrangements  could  be  worked  out  so  the  daycare  could  allow  the  children  to   par@cipate.    Lastly,  parents  who  are  more  comfortable  driving  their  children  to   school  would  be  another  large  compe@tor  for  this  program.      •  Indirect  compe@tors  may  not  be  as  much  of  a  threat  unless  the  @ming  of  these   events  overlap.    Any  type  of  ac@vity  for  children  would  be  indirect  compe@tors.     These  include  Boy/Girl  Scouts,  children’s  sports,  aQer  school  groups,  church   groups,  and  other  similar  ac@vi@es.    Also,  gefng  to  the  bus  pickup  loca@on  on   @me  could  pose  a  problem  for  a  successful  program.     7  
  8. 8. Target  Market    •  The  WSB  program  is  completely  new  to  Springfield’s  residents.    For  this  reason,  our   primary  target  market  is  parents  with  children  aWending  kindergarten  through  fiQh   grade.    Parents  are  very  protec@ve  of  their  children;  therefore,  educa@ng  them  of   the  many  important  benefits  of  WSB  is  vital  for  par@cipa@on.   8  
  9. 9. Primary  Market  •  Our  primary  market  consists  of  adults  who  have  children  in  the  Springfield  school  district,   kindergarten  through  fiQh  grade.    They  are  predominantly  Caucasian  with  a  small  percentage   having  African  American,  American  Indian,  Hispanic,  or  Asian  descent.    They  have  aWained  a   high  school  diploma  and  typically  work  in  educa@on,  healthcare,  government,  or  retail.    They   have  an  average  household  income  of  $34,022.    Many  of  them  rent  or  are  currently  paying   off  their  home,  which  has  an  average  sales  price  of  $131,654.      Secondary  Market  •  Our  secondary  market  is  made  up  of  children  in  the  Springfield  school  district   whose  ages  range  from  five  to  eleven  years  old.    As  with  the  primary  market,  they,   too,  are  predominantly  Caucasian  with  a  small  percentage  being  of  African   American,  American  Indian,  Hispanic,  or  Asian  descent.       9  
  10. 10. Primary  Research  •  Although  there  was  quite  a  bit  of  informa@on  available  for  WSB  programs  across   the  na@on,  as  well  as  other  ci@es  in  Missouri,  our  group  felt  that  primary  research   was  needed  on  the  Springfield  community  before  beginning  the  program.    By   surveying  parents  first  hand  we  felt  we  could  gain  a  beWer  perspec@ve  of  the   poten@al  target  market  and  illuminate  par@cular  characteris@cs  about  the   Springfield  community.      Since  the  coordinators  of  the  Springfield  WSB  program   have  iden@fied  five  schools  for  par@cipa@on,  we  surveyed  parents  of  two  of  these   schools  –  Delaware  and  Jeffries.    Jon  Mooney  of  Jordan  Valley  Community  Health   Center  helped  us  coordinate  with  the  PTA  groups  at  these  two  schools  to  conduct   the  survey  which  is  listed  in  the  appendix.    We  obtained  a  total  of  23  responses  to   the  survey  between  the  two  schools.    The  survey  was  not  limited  just  to  parents   living  within  one  mile  of  the  school.         10  
  11. 11. •  The  survey  showed  very  interes@ng  results.        For  the  most  part,  the  parent  PTA   members  had  one  child  and  did  not  use  childcare  facili@es  before  or  aQer  school.     About  48%  of  the  children  were  driven  to  school  by  their  parents,  39%  rode  the   bus,  9%  walked,  and  4%  carpooled.    When  asked  if  they  would  let  their  children   par@cipate  in  the  WSB  program,  48%  said  maybe,  26%  said  yes,  and  26%  said  no.     When  asked  how  oQen  they  would  let  their  children  par@cipate  in  such  a  program,   the  majority  said  twice  a  week  with  a  strong  second  at  every  day.    By  far  the  single   most  important  factor  for  parents  concerning  lefng  their  children  par@cipate  is   the  safety  of  the  route  (74%)  and  the  qualifica@on  of  the  volunteers  is  also  a  high   priority.    For  communica@on,  parents  would  prefer  email  to  learn  more  about  the   program,  versus  other  methods.    For  incen@ves  for  their  children,  parents  felt  that   T-­‐shirts  and  a  reward  program  (like  coupons  for  pizza  or  other  treats)  would  be   beWer  than  safety  vests,  buWons,  or  s@cker  recogni@on.    Finally,  when  asked  what   topics  would  make  the  parents  comfortable  with  the  program,  background  checks   for  the  volunteers  came  out  as  the  most  important.    Training  of  the  volunteers  was   second  in  importance,  followed  by  the  amount  of  traffic  and  distance  from  school.       11  
  12. 12. •  Other  comments  noted  during  administra@on  of  the  survey  were  the  sidewalks   and  the  City’s  “safe”  routes  to  school.    Several  parents  did  not  agree  with  the  City’s   assessment  of  “safe”  and  ques@oned  the  Walkability  of  many  of  the  routes.     Perhaps  the  WSB  program  will  be  a  good  way  to  iden@fy  sidewalks  and  areas  of  the   city  that  need  aWen@on.  The  parent  PTA  members  are  overall  very  suppor@ve  of   the  program  and  feel  that  it  can  be  a  good  addi@on  to  the  community.    Their  main   concern  is  about  safety  in  congested  areas  and  sidewalk  condi@on.    They  seem   willing  to  help  get  the  program  off  the  ground.    It  is  recommended  to  solicit  their   help  for  successful  coordina@on  and  implementa@on.  *Primary  Research  Survey  Located  in  Appendix   12  
  13. 13.            Objecves  •  To  generate  awareness  of  the  WSB  program  in  75%  of  the  popula@on  of   Springfield  by  May  of  2011  by  using  a  combina@on  of  offline  and  online   media  choices.  •  Obtain  a  90%  favorable  opinion  of  the  WSB  program  through  promo@ng  a   sense  of  community  and  encouraging  physical  ac@vity.  This  will  be   measured  with  a  survey.    •  To  get  kids  excited  about  the  program  by  showing  improved  par@cipa@on   levels  of  20%  over  the  course  of  one  year.      •  To  build  parents’  trust  in  the  program  as  measured  by  a  survey  at  the   beginning  and  the  end  of  one  year.       13  
  14. 14.              Posioning    •  When  WSB  comes  to  mind,  we  want  our  target  market  to  think  of  a   program  for  children  where  they  can  have  fun,  stay  fit,  and  be  involved  in   their  community.  Through  this,  we  have  created  a  tagline  for  our   campaign,  “Fun.  Fitness.  Community”.  This  program  will  be  fun  for  all   students  involved.  The  journey  to  their  school  will  be  an  adventure  they   can  share  with  other  children  around  their  age.  The  students  on  this   journey  will  increase  their  amount  of  physical  ac@vity,  without  viewing  it   as  exercise.  Children  will  have  the  opportunity  to  interact  with  others   around  their  age,  not  just  those  in  their  class.  This  creates  a  sense  of   community  where  they  can  connect  and  grow  together.    •  Our  client  is  very  unique  in  the  fact  that  they  are  the  only  program  of  this   kind  in  the  Springfield,  MO  area.  The  WSB  encourages  children  to  become   more  independent,  learn  safety  and  how  to  communicate  with  others.  This   program  combines  all  of  these  quali@es  in  a  way  where  other  programs   are  lacking.       14  
  15. 15. Budget  •  The  alloWed  budget  for  the  WSB  was  $21,000.  We  have  broken  it  down   into  online  media,  offline  media,  promo@onal  events,  and  extra   promo@ons.  The  total  budget  is  $20,539.15.  That  is  more  on  the  high  end   of  things  though.  The  actual  budget  can  be  anywhere  from  $15,189.15  to   $20,539.15,  depending  on  website  development  costs.   15  
  16. 16. Total  Online  Media     Website  (Development   Cost)   $300.00;  3%   Social  Media  (Facebook  ,   Youtube,  and  TwiWer)   E-­‐Blasts   Banner  Adver@sements   $10,000.00;  97%   (Ozarks  First,  KY3,  KSPR,   10,000  impressions  in   March  and  August  at   $150  each)   16  
  17. 17. Total  Offline  Media   Momslikeme  Magazine   Quarter  Page   Adver@sement  (2  at  $339)   Take  Home  Post  Card   $678.00;  21%   Crea@ng  Awareness  (Q=   2000,  Size=  5.5x8.5)   Awareness  Flyer   Encouraging  Parents  Sign   up  on  web  (Q=2000)   $331.95;  10%  $1,840.00;  58%   Flyers  Back  to  School  (Q=   2000)   $159.60;  5%   $159.60;   5%   Posters  for  Schools  (Q=10-­‐   $20.00;  1%   2  Per  School)  $2  Per  Poster   17  
  18. 18. Total  Events  and  Extra  Promoons   Kickoff  Event  (March)   $500.00;  4%   Hammons  Field  Day  Prizes   $1,300.00;  10%   Back  to  School  Event   (August)   Safety  Reflector  BuWons   (Q=1000)  Es@mate  Price  $6,550.00;  48%   T-­‐Shirts  for  Hammons  Field   $4,500.00;  33%   Day  (750  T-­‐shirts,  $6.00  per   shirt)   T-­‐Shirts  for  Volunteers  (125   T-­‐shirts,  $6.00  per  shirt)   Total  Extra  Promo@ons   $750.00;  5%   18  
  19. 19. Total  Budget   Total  Online  Media   $6,550.00;  32%   Total  Offline  Media   $10,300.00;  50%   Total  Promo@on  Events  $500.00;  2%   $3,189.15;  16%   Total  Extra  Promo@ons   19  
  20. 20. 20  
  21. 21. Evalua@on  Metrics  •  The  success  of  our  objec@ves  will  be  determined  by  a   conduc@ng  a  post  campaign  survey  in  order  to  measure  the   awareness  of  WSB.  To  measure  the  20%  increase  in   par@cipa@on  levels,  we  will  calculate  the  difference  in  the   number  of  students  from  the  beginning  of  the  program  to  the   end.    To  measure  the  success  of  the  website  we  will  look  at   their  page  views.  In  order  to  determine  the  success  of  our   banner  ads  we  will  look  at  the  s@ckiness,  intensity,  click-­‐ through-­‐rate,  interac@on  rate,  and  the  view-­‐through-­‐rate.     21  
  22. 22. E-­‐Markeng  Strategy  Website  •  A  website  for  Springfield  WSB  currently  does  not  exist.    A  website  is  a  major  e-­‐ marke@ng  tool  and  is  the  most  important  form  of  communica@on  to  consumers.   We  decided  to  create  an  eye-­‐catching  website  to  create  awareness  around  the  city   of  Springfield.    The  statement  of  purpose  is  incorporated  on  the  homepage  to   allow  visitors  insight  on  what  the  organiza@on  has  to  offer.    Contact  informa@on  is   provided  on  the  homepage,  as  well  as  a  link  to  allow  easy  access  to  get  in  touch   with  the  Springfield  WSB.    Our  other  tabs  include  school  routes,  current  news  and   events,  and  links  that  direct  you  to  important  websites,  such  as  the  par@cipa@ng     schools’  websites.    The  “Get  on  Board”  link  shows  the  parent  the  process  of  gefng   their  child  involved,  such  as  filling  out  the  permission  form  online.    The   “Volunteers”  tab  has  a  profile  of  each  volunteer  par@cipa@ng  so  the  parents  can   gain  knowledge  about  who  is  in  charge.    There  is  also  informa@on  for  people  who   want  to  become  volunteers  for  the  program.      The  date,  along  with  the   temperature  for  that  day  will  always  be  posted  on  the  home  page.    A  status  of   whether  the  WSB  will  be  walking  or  not  that    day  is  a  widget  that  will  always  be  on   the  site.       22  
  23. 23. •  Facebook,  TwiWer,  YouTube,  and  the  Weather  Channel  links  are  located  on   the  home  page  for  easy  access  to  those  sites.    The  last  feature  is  the  blog   which  is  posted  on  the  side  of  the  home  page  for  parents  and  students  to   ask  ques@ons  or  comment  about  the  WSB.    We  expect  our  site  to  gain   popularity  with  the  general  public  and  maximize  user  friendliness,  as  well   as  credibility.  This  website  will  be  updated  daily  to  ensure  that  people  are   aware  of  the  most  accurate  informa@on,  such  as  the  program’s  walking   status,  events,  and  pictures.     23  
  24. 24. Offline  Strategy   Traffic  Strategy  Public  Rela3ons    •  Our  offline  strategy  for  WSB  will  based  on  a  combina@on  of  public  rela@on  events,   print  adver@sing,  radio  ads  and  public  service  announcements.    These  more   tradi@onal  forms  of  adver@sing  will  be  readily  accessible  to  a  large  audience  to   promote  awareness  of  the  program.    They  will  also  prominently  feature  the   website  address  and  help  to  drive  traffic  there.  •  We  recommend  three  major  events  for  the  WSB  program.    The  first  is  a  Kickoff   event  scheduled  for  Saturday,  March  7,  2011.    At  this  event,  volunteer  “drivers”,   children,  parents,  interested  teachers,  and  community  members  would  walk  the   routes  to  the  schools.    The  organized  event  would  include  short  speeches  at  the   schools  by  the  principal  and  program  coordinators.    Local  volunteer  “drivers”   would  be  introduced.    The  incen@ves  for  par@cipa@on  would  be  explained.    A   healthy  snack  would  be  provided  (donated  by  local  business).    It  is  suggested  to  ask   Jump  Mania  to  help  sponsor  the  event  and  donate  the  use  of  their  equipment  for   kids  to  enjoy.    This  Kickoff  event  would  be  promoted  online  at  the  website,  through   flyers  at  the  schools,  through  paid  radio  ads,  public  service  announcements  on   radio  and  television,  and  other  online  methods  discussed  separately.    Media   coverage  would  be  sought  and  the  website  address  would  be  highly  publicized.         24  
  25. 25. •  The  second  event  is  recommended  for  mid  May  near  the  end  of  the  school  year.     This  event  would  be  held  at  Hammons  Field  to  recognize  par@cipants.    We  propose   that  Hammons  Field  would  discount  @ckets  for  the  event  par@cipants,  their   parents,  and  program  coordinators.    A  target  number  of  days’  par@cipa@on  would   be  decided  by  the  coordinators  of  the  program  for  recogni@on  by  “Walking  the   Bases”.    A  drawing  for  prizes  would  be  held  with  an  IPod  and  $20  giQ  card  as  first   prize.    Both  second  and  third  prizes  would  be  $25  giQ  cards.    T-­‐shirts  signifying  the   event  would  be  provided  to  all  par@cipants.    This  event  would  be  promoted  online   at  the  website,  through  public  service  announcements  on  radio  and  television,  and   through  flyers  at  school.    Media  coverage  would  be  sought  and  the  website   address  would  be  highly  publicized.      •   The  final  event  of  2011  would  be  on  Saturday,  August  6,  2011  with  a  Back  to   School  Kickoff.    Children,  their  parents,  volunteer  “drivers”,  and  program   coordinators  would  once  again  walk  the  route  to  school.    They  would  be  joined  by   the  Missouri  State  University  mascots  -­‐  Growl,  and  Boomer,  and  a  few  MSU   football  players  and  cheerleaders.    The  format  of  the  spring  kickoff  event  could  be   reused  if  desired.    This  event  would  be  promoted  online  at  the  website,  through   flyers  at  the  schools,  through  paid  radio  ads,  public  service  announcements  on   radio  and  television,  and  other  online  methods  discussed  separately.    Media   coverage  would  be  sought  and  the  website  address  would  be  highly  publicized.         25  
  26. 26. Print  Adver3sing  •  A  significant  amount  of  print  adver@sing  would  be  made  available  for  the  WSB   program.    This  would  be  needed  to  insure  that  all  possible  members  of  the  target   audience  are  reached  since  all  may  not  have  Internet  access.    Furthermore,  it  will   create  more  awareness  of  the  program  and  its  benefits  to  families  and   communi@es.      •  First,  a  postcard  will  be  sent  home  with  children  in  their  “take-­‐home  folders”  giving   them  the  website  address  and  asking  them  to  find  out  more  about  the  program   either  online  or  at  school.    This  will  be  done  early  in  2011  to  lay  the  founda@on  for   the  program.  •  Posters  will  be  used  in  the  school  lobbies  to  aWract  aWen@on  of  parents  and   teachers  about  the  program.    The  posters  can  help  to  explain  the  program  itself  as   well  as  announce  the  public  rela@ons  events.    The  posters  will  also  promote  the   website  address  and  drive  traffic.    •  Flyers  will  also  be  made  available  to  send  home  with  school  children  announcing   the  public  rela@ons  events.    Flyers  will  also  be  put  in  informa@on  bins  in  the  school   lobbies.    Of  course,  the  website  address  would  be  a  primary  focus  of  the  flyer  to   drive  traffic.       26  
  27. 27. •  Informa@on  about  the  WSB  program  will  also  be  made  available  to  Springfield   Public  Schools  for  inclusion  in  their  Parent’s  Guide  newspaper  issues.    This  Guide  is   made  available  in  school  lobbies  free  to  parents  so  it  has  a  large  reach.    The   website  address  would  be  highlighted  to  further  drive  traffic.          •  Informa@on  about  the  WSB  program  should  also  be  submiWed  to  The  Springfield   Parks  and  Recrea@on  Board  for  inclusion  in  their  “ The  Park  Bench”  publica@on.     This  full  color  booklet  shows  parents  and  children  all  the  different  fun  and  fitness   op@ons  available  to  them  in  the  Springfield  area.    The  website  address  would  be   featured  to  drive  traffic.      •  A  full  color  paid  ad  in  Ozarks  Moms  Like  Me  magazine  is  also  recommended  for  the   WSB  program  since  this  is  a  good  fit  with  the  target  audience.    The  March  and   August  issues  would  be  best  u@lized  to  create  awareness  of  the  program  as  well  as   the  feature  events.    The  website  address  would  be  prominent  in  this  magazine   adver@sement.  Radio  Ads  •  Paid  adver@sing  on  KTTS,  the  sta@on  with  the  highest  audience  ra@ngs  in  the   Springfield  area,  is  recommended.    A  sample  of  a  radio  ad  is  contained  in  this  plan.     Public  service  announcements  for  general  awareness  should  also  be  submiWed  to   all  the  local  radio  sta@ons.   27  
  28. 28. Online  Strategy  Website  •  A  website  is  going  to  be  an  essen@al  tool  for  the  Springfield  WSB  program  to  be   successful.  Not  only  will  it  be  a  general  informa@on  site,  but  it  will  also  be  a  helpful   resource  for  parents,  volunteers  and  others  taking  part  in  the  program.  We  suggest   that  the  site  should  be  easy  to  use,  with  tabs  down  the  leQ  side  to  help  direct  users   to  their  des@na@on.  The  home  screen  will  feature  a  ‘welcome’,  the  WSB  logo,  links   to  the  Facebook,  TwiWer,  and  YouTube  page,  the  weather  for  the  day  and  other   helpful  informa@on  for  parents.    •  The  page  will  also  feature  links  to  the  partners  of  WSB,  such  as:  Springfield  Public   Schools,  individual  par@cipa@ng  schools,  Jordan  Valley  Community  Health,   Springfield-­‐Greene  County  Health  Department,  Community  Partnership  of  the   Ozarks,  YMCA,  and  others.  Not  only  will  the  WSB  site  have  links  to  these  pages,  but   these  pages  will  also  have  links  to  the  WSB  website  to  help  increase  traffic  and   awareness.  The  page  will  feature  a  tes@monial  sec@on,  where  parents  and   students  can  give  input  about  the  program  for  others  to  read.   28  
  29. 29. •  To  encourage  kids  to  par@cipate  in  the  program,  there  will  be  an  incen@ve  program   for  the  WSB.  The  number  of  days  a  child  walks  will  be  taken  (much  like  roll  in  the   classroom)  and  recorded  on  the  site.  The  parents  and  children  can  then  use  their   login  to  review  where  they  stand  with  the  number  of  days  walked.  This  will  help  to   get  parents  to  con@nue  to  view  the  website.  Banner  Ads  •  To  get  more  awareness  from  other  websites,  we  will  use  banner  ads  on  local   websites  such  as  Ozarks  First,  KY3,  and  KSPR.  These  sites  are  geared  towards  more   general  audiences  and  will  help  get  the  WSB  name  out  to  the  public.  The  banner   ad  will  include  the  website  address  which  will  also  increase  traffic  to  the  site.   29  
  30. 30. E-­‐Blast  •  Once  the  parents  sign  their  child  up  for  the  program,  we  will  use  their  email   address  from  their  informa@on  to  start  an  e-­‐mail  list  for  weekly  (or  monthly)  E-­‐ Blasts.  We  will  also  have  a  place  on  the  website  where  not  only  parents,  but  also   community  members  and  supporters  can  sign  up  for  these.  The  E-­‐Blast  will  give   updates  and  news  of  what  is  going  on  with  the  WSB  program  in  Springfield.  This   will  be  a  good  way  for  the  overall  program  coordinators  to  communicate  with  ALL   of  the  parents  from  the  Springfield  schools  par@cipa@ng.  This  will  be  an  easy  and   free  way  to  adver@se  upcoming  events  as  well.  Facebook  •  As  Facebook  gains  more  and  more  users  daily,  it  is  essen@al  that  the  WSB  use  this   free  website  to  their  advantage.  It  will  be  another  tool  to  draw  people  to  the   website,  but  also  a  way  to  communicate  upcoming  events,  cancella@ons,  and   updates.  Facebook  will  also  serve  as  a  place  where  parents  can  upload  pictures.  TwiFer  •  TwiWer  will  be  another  tool  for  WSB  to  communicate  with  parents.  Updates  (which   can  be  sent  to  the  parent’s  cell  phones)  will  keep  them  up-­‐to-­‐date  on  events  and   cancella@ons  with  the  program.   30  
  31. 31. YouTube  •  We  suggest  that  the  WSB  create  a  YouTube  channel  where  they  can  upload  videos   for  parents,  volunteers,  school  faculty,  and  the  community  to  see.  This  channel   would  be  updated  with  videos  promo@ng  upcoming  events  or  even  have  safety   videos,  including  footage  from  Springfield’s  par@cipa@ng  schools.  These  videos  can   also  be  used  on  the  website  and  any  other  sites  that  will  agree  to  use  the  WSB   videos.  Springfield  Public  Schools  Website  •  Another  way  the  WSB  program  will  stay  connected  with  parents,  volunteers,  and   the  community,  is  through  the  Springfield  Public  Schools  website.  The  WSB  events   will  be  on  their  webpage  along  with    major  news  releases  for  upcoming  events.  We   also  suggest  that  the  WSB  have  podcasts  on  the  Springfield  Public  Schools  website   featuring  interviews  with  the  program  coordinator  or  with  parents  and  kids   par@cipa@ng.  The  Springfield  Public  School  website  could  possibly  feature  any   videos  that  the  WSB  has  for  the  promo@on  of  events.     31  
  32. 32. Customer  Rela3onship  Management   •  The  success  of  the  WSB  program  depends  on  how  well  organizers  build   rela@onships  with  key  supporters.    Building  and  maintaining  those  rela@onships   through  efficient  and  effec@ve  communica@on  is  the  key  component  in  the   longevity  and  success  of  the  program.    The  best  tools  for  this  task  are  the   telephone,  email,  direct  mail,  and  the  Internet.   •  To  build  and  maintain  rela@onships,  it  is  always  best  to  be  up  front  and  honest  in   all  areas  of  business.    For  the  people  who  need  informa@on  on  a  day-­‐to-­‐day  basis   (like  parents  and  volunteers),  it  is  best  to  use  email  and  the  WSB  website.    Those   tools  allow  for  one  message  to  reach  many  people  in  a  @mely  manner  and  are  not   intrusive  for  people  who  have  other  maWers  to  tend  to  first.    For  people  who  have   individual  situa@ons  or  ques@ons,  contact  phone  numbers  could  be  provided  to   allow  for  more  immediate  maWers  to  be  solved.   32  
  33. 33. •  There  are  many  other  groups  that  do  not  interact  with  the  WSB  program  daily  but   s@ll  need  to  be  informed  of  its  progress.    Some  of  these  groups  are  MODOT,  the   YMCA,  city  and  school  officials,  law  enforcement,  Jordan  Valley  Community  Health   Center,  Springfield  Green  County  Health  Department,  and  the  Childhood  Obesity   Ac@on  Group.    For  these  groups,  a  progress  report  or  newsleWer  detailing  the   par@cipa@on  rates,  how  far  WSB  has  come  on  their  objec@ves,  and  what  the  future   holds  for  the  program  would  be  good  to  send  out  monthly  by  email  or  direct  mail.     Either  way,  there  would  be  contact  informa@on  for  interested  par@es  to  reply  with   ques@ons,  concerns,  or  sugges@ons.  •  Social  networks,  such  as  Facebook  and  TwiWer,  are  another  way  for  organizers  of   the  WSB  program  to  stay  connected  with  parents  and  other  supporters  of  the   program.    Thanks  to  technology,  many  people  now  carry  smart  phones  and  use   them  on  a  regular  basis  to  check  and  update  their  status  on  Facebook  and  TwiWer.   All  one  would  have  to  do  is  place  a  Facebook  or  TwiWer  widget  on  their  phone’s   homepage  and  the  message  is  easy  to  get  to.    With  the  ever-­‐growing  popularity   and  convenience  of  what  all  smart  phones  can  do  these  days,  this  is  a  great  tool  to   keep  in  contact  and  maintain  rela@onships  with  all  involved.   33  
  34. 34. Appendix   •  Crea@ve  Exhibits  •  Primary  Research   •  References     34  
  35. 35. Kicko the new school year with your best foot forward!Kickoff Event Poster Join the WSB and MSU athletes on August 6, 2011 to walk with you to your school for the WSB kicko . Games & activities for the kids. A brief informational session for the parents. Refreshments provided by Subway. When: Saturday, August 6, 2011 @ 2PM Where: Starting at your house, we will be walking the route of the WSB. 35  
  36. 36. WSB Radio AdMusic: Vroom, Vroom…Beep, Beep, Beep! Riding the Walking School Bus. Riding the Walking School Bus.Child: Hey Mom, can I walk to school with the Walking School Bus? All my friends are going!Mom: What’s a Walking School Bus?Child: Mom, it’s a group of kids and adults that pick you up in front of your house and walk to school together.Mom: You say there are adults?Child: Of course Walking School Buses have adults to walk with us Mom. There’s going to be a Kickoff this Saturday and I want to go! Can I Mom?Mom: Kickoff?Child: Yeah, if you let me go, then my Walking School Bus volunteer will pick me up on Saturday and we’ll practice the first time. And you get to go too Mom! I brought the flyer home in my backpack about it.Mom: Here is it! Oh, I see they have a website too – www.springfieldmowalkingschoolbus.org. I’ll look it up. [pause] Sure, we can go! Sounds like a great day of fun, fitness, and community!Time: This is a 60 second advertisement.Music: “The Walking School Bus” by Charlotte Diamond* Hug Bug Music Box 58067 Vancouver, B.C. Canada V6P 6C5hugbug@intergate.cawww.charlottediamond.com*Permission must be sought. 36  
  37. 37. Front Back Postcard 37  
  38. 38. Website38  
  39. 39. Banner  Ad   A supervised journey to school. FIND OUT MORE AT: www.springfieldmowalkingschoolbus.org 39  
  40. 40. !"#$%&(%)"*(*%+,--- !"#$%&%"$%()*%+,-.%)-%+/0%)-%1)00"$% 2#345%-"%.34/%634378)-3%)%&6639&4%-)8-%-"% -.3%/8":8)0;%<"&8%6.#45%=#44%73%836":$#>35%9"8% -.3#8%/)8-#6#/)-#"$%7*%?@)4A#$:%-.3%B)3CD% 8363#E3%)%9833%-F.#8-C%)$5%73%3$-3835%#$%)% 8)9943%-"%=#$%"03%6""4%/8#>3%4#A3%)%@##G ./0%1/0(%234/01",2/35%62*2,%,(%7(8*2,(%",% 777-*9023:42(#;1/7"#$23:*<//#8=*-/0:-% 40  
  41. 41. Public  Service  Announcement     MUSIC—Vroom, Vroom…Beep, Beep, Beep! Riding the Walking School Bus. Riding the Walking School Bus. CHILD’S VOICE— Walking School Bus. A program for kids like me that is fun and keeps kids active. Find out how you and your kid can participate at www.springfieldmowalkingschoolbus.org!! TwiWer  Example   Join Springfields Walking School Bus program for Fun, Fitness, and Community. www.springfieldmowalkingschoolbusorg. 41  
  42. 42. Parent  Take-­‐Home  Flyer   ! ! Do Your Children… Live Within A Mile of School? Like to Have Fun? Need More Outside Activity? Want to Be with Their Friends in the Community? ! www.springfieldmowalkingschoolbus.org A Supervised Journey To School!
  43. 43. Parent  Take-­‐Home  Flyer   ! Do Your Children… Live Within A Mile of School? ! Like to Have Fun? ! Need More Outside Activity? Want to Be with Their Friends in the Community? www.springfieldmowalkingschoolbus.org ! A Supervised Journey To School with Boomer and the MSU Cheerleaders! 43  
  44. 44. Reflector  44  
  45. 45. T-­‐Shirt  Front Back! !
  46. 46. Moms  Like  Me  Ad  46  
  47. 47. 47  
  48. 48. Number  of  days  (per  week)  parents  would  allow  children  to  parcipate  in   the  Walking  School  Bus  Program   21%   27%   5%   5%   42%   Every  Day   Once  a  Week   Twice  a  Week   Twice  a  Month   Other   48  
  49. 49. References    Czar Graphics. Phone interview. 5 Nov. 2010.InkHead Promotional Products. Web. 28 Oct. 2010. <http://www.inkhead.com/cart.html>.McDevitt, Caitlin. "Waving Goodbye to the Bus." Newsweek 15 Sept. 2008. AcademicSearch Premier. Web. 18 Sept. 2010.Mendoza, Jason A., David D. Levinger, and Brian D. Johnston. "Pilot Evaluation of aWalking School Bus Program in a low-income urban community." BMC Public Health.N.p., 4 May 2009. Biomed Central. Web. 16 Oct. 2010. <http://www.biomedcentral.com /1471-2458/9/122>.Mooney, Jon. "Walking School Bus." Class. Glass 230, Springfield. 02 Sep 2010. Lecture.Rodriguez, Ariel, and Christine A. Vogt. "Demographic, Environmental, Access, andAttitude Factors That Influence Walking to School by Elementary School-Aged Children."Journal of School Health 79.6 (2009): 255-61. Print."Strategies to Promote Walking." Walkinginfo.org. U.S. Dept. of Transportation. Web. 30Aug. 2010. <http://www.walkinginfo.org/promote/strategies.cfm>."Walk to School Day - Plan an Event." nrgbalance - The Movement to Make Healthy Easy.Center for Nutrition and Activity Promotion, n.d. Web. 12 Oct. 2010. <http://www.srtsacademy.org/kits/walking-school-bus/establish.cfm>.