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. • 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. 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. • 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. 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. 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. 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. 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. • 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. • 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.
Objec'ves
• 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.
Posi'oning
• 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. 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. 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. 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. Total
Events
and
Extra
Promo'ons
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. 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
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. E-‐Marke'ng
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. • 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. 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. • 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. 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. • 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. 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. • 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. 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. 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. 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. • 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
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. WSB Radio Ad
Music: 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 6C5
hugbug@intergate.ca
www.charlottediamond.com
*Permission must be sought. 36
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 Springfield's Walking School Bus program for Fun, Fitness,
and Community. www.springfieldmowalkingschoolbusorg.
41
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. 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
48. Number
of
days
(per
week)
parents
would
allow
children
to
par'cipate
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. 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. Academic
Search Premier. Web. 18 Sept. 2010.
Mendoza, Jason A., David D. Levinger, and Brian D. Johnston. "Pilot Evaluation of a
Walking 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, and
Attitude 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. 30
Aug. 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>.
