walking school bus campaign

Stephanie Ayers, Melanie Boots, Kate Dianora, Amber Harmon, Pam Lilley, Dane Ryals

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Table of Contents

Situa@on Analysis……….3 Objec@ves…………………13

Budget………………………15

E-‐Marke@ng Strategy…22

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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.

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•  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.

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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.

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•  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.

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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.

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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.

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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.

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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.

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•  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.

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•  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

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•  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.

Objec'ves

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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.

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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.

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$10,000.00; 97%

$300.00; 3%

Total Online Media Website (Development Cost)

Social Media (Facebook , Youtube, and TwiWer)

E-‐Blasts

Banner Adver@sements (Ozarks First, KY3, KSPR, 10,000 impressions in March and August at $150 each)

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$678.00; 21%

$331.95; 10%

$159.60; 5%

$159.60; 5%

$20.00; 1%

$1,840.00; 58%

Total Offline Media

Momslikeme Magazine Quarter Page Adver@sement (2 at $339)

Take Home Post Card Crea@ng Awareness (Q= 2000, Size= 5.5x8.5)

Awareness Flyer Encouraging Parents Sign up on web (Q=2000)

Flyers Back to School (Q= 2000)

Posters for Schools (Q=10-‐ 2 Per School) $2 Per Poster

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$500.00; 4%

$1,300.00; 10%

$4,500.00; 33%

$750.00; 5%

$6,550.00; 48%

Total Events and Extra Promo'ons Kickoff Event (March)

Hammons Field Day Prizes

Back to School Event (August)

Safety Reflector BuWons (Q=1000) Es@mate Price

T-‐Shirts for Hammons Field Day (750 T-‐shirts, $6.00 per shirt) T-‐Shirts for Volunteers (125 T-‐shirts, $6.00 per shirt)

Total Extra Promo@ons

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$10,300.00; 50%

$3,189.15; 16%

$500.00; 2%

$6,550.00; 32%

Total Budget

Total Online Media

Total Offline Media

Total Promo@on Events

Total Extra Promo@ons

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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.

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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.

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•  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.

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Traffic Strategy Offline 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.

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•  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.

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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

•  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.

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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.

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•  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.

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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.

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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.

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•  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.

Customer Rela3onship Management

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•  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.

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Appendix

•  Crea@ve Exhibits •  Primary Research

•  References

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Kic

koff

Eve

nt P

oste

r

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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 @ 2PMWhere: Starting at your house, we will be walking the route of the WSB.

Kicko! the new school year with your best foot forward!

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

[email protected] www.charlottediamond.com

*Permission must be sought. 36

Postcard Front Back

37

Web

site

38

A supervised journey to school.

FIND OUT MORE AT:

www.springfieldmowalkingschoolbus.org

Banner Ad

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40

!"#$%&'(%)"*(*%+,---

!"#$%&'%"$%()*%+,-.%)-%+/0%)-%1)00"$'%2#345%-"%.34/%634378)-3%)%'&663''9&4%'-)8-%-"%-.3%/8":8)0;%<"&8%6.#45%=#44%73%836":$#>35%9"8%-.3#8%/)8-#6#/)-#"$%7*%?@)4A#$:%-.3%B)'3'CD%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:-%

Public Service Announcement

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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.

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?

!

A Supervised

Journey

To School!

!


!

Parent Take-‐Hom

e Flyer

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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?

!


!

!

A Supervised Journey

To School with Boomer

and the MSU Cheerleaders!

!

Parent Take-‐Hom

e Flyer

Refle

ctor

44

T-‐Shirt Front Back

!

!

46

Mom

s Like M

e Ad

27%

5%

42%

5%

21%

Number of days (per week) parents would allow children to par'cipate in the Walking School Bus Program

Every Day Once a Week Twice a Week Twice a Month Other

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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>.

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