master-characterplus-campaign-plan

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					                                RACTER	PLU
                             CHAR        US




               W    s	Ca    n	Pl
               Wheels ampaign lan
                    ponsor
                   Sp           nd	Pre
                         rship	an          erence
                                     e‐Confe    e	
                                2/13/2011 
                               12

 

                                     
                                     
                                     
                                     
                                     




                                                      


 
                          Table of Contents	
Table	of	Contents		    	    	     	     	     	   	   	   Page	46	
Overview	 	        	   	    	     	     	     	   	   	   Page	47	
Situation	Analysis		   	    	     	     	     	   	   	   Page	48	
Research	 	        	   	    	     	     	     	   	   	   Page	49	
Sponsorship	Campaign	Plan	 	      	     	     	   	   	   Page	54	
    Goals	and	Objectives	 	      	     	     	   	   	   Page	54	
    Key	Target	Publics	    	     	     	     	   	   	   Page	55	
    Strategies	 	     	    	     	     	     	   	   	   Page	55	
    Key	Messages	     	    	     	     	     	   	   	   Page	56	
    Tactics	      	   	    	     	     	     	   	   	   Page	56	
    Execution	 	      	    	     	     	     	   	   	   Page	58	
    Evaluation	 	     	    	     	     	     	   	   	   Page	58	
    Sponsorship	for	Wheels	Goals	Table		     	   	   	   Page	59	
    Sample	Sponsorship	Cover	Letter	 	       	   	   	   Page	60	
    Insurance	Agency	Bus	Safety	Articles	    	   	   	   Page	61	
    Sample	Sponsorship	Breakdown	Sheet	      	   	   	   Page	63	
Pre‐conference	Campaign	Plan	     	     	     	   	   	   Page	64	
    Goals	and	Objectives	 	      	     	     	   	   	   Page	64	
    Key	Target	Publics	    	     	     	     	   	   	   Page	64	
    Strategies	 	     	    	     	     	     	   	   	   Page	64	
    Key	Messages	     	    	     	     	     	   	   	   Page	65	
    Tactics	      	   	    	     	     	     	   	   	   Page	65	
    Execution	 	      	    	     	     	     	   	   	   Page	66	
    Evaluation	 	     	    	     	     	     	   	   	   Page	66	
    Pre‐conference	for	Wheels	Goals	Table	   	   	   	   Page	66	
    Sample	Pre‐conference	Invites	     	     	   	   	   Page	67	
    Sample	Pre‐conference	Cover	Letter		     	   	   	   Page	68	
    Sample	Results	Data	Sheet	 	       	     	   	   	   Page	69	
Works	Cited	       	   	    	     	     	     	   	   	   Page	70	
	
 

                                                               Page  46  
 
Overview 
       Character PLUS focuses on building character in students while at school and teaching
anti-bullying techniques. Wheels is a program of Character PLUS that is designed to help build
character on the bus. Wheels trains bus drivers, bus companies’ administration, and school
administration techniques to help increase better character in the students on the bus and
promote anti-bullying. Character PLUS came to us looking for some help expanding their
mission beyond local boundaries. With further interviewing, we found that before they could
successfully expand their program with maximum profit, they would have to increase financial
resources. This was an opportunity for us to find resourceful ways to increase awareness of the
Wheels brand as well as help Character PLUS find sponsorships.

        Our first goal of the campaign is to find sponsorship for the Wheels program. Through
research, we found that Local and Regional Insurance Agencies, bus companies, and community
groups dedicated to education should be the target publics. Insurance have a vested interest in
the safety of buses that can be threatened by bullying and bad behavior on the bus. Bus
companies are in the business in taking kids to and from school safely with minimal difficulties
possible. Community groups dedicated to education are invested in the lives of the students to
ensure that they are taught to be responsible and caring members of society. That is why we
choose these three target publics. With these three publics, we use personal approaches to
obtaining sponsorship from them as well as an emotional and logical appeal. The logistical
benefits will be geared towards Local and Regional Insurance Agencies and bus companies. The
emotional appeal will be more geared for the community groups dedicated to education. With
our tactics and execution, we should successfully attain approximately 6 sponsorships for the
Wheels program in the next 1 to 2 years.

        Our second goal of the campaign is to help Character PLUS increase attendance to their
summer pre-conference for next year. The target publics for this goal are school districts who
have never heard of Character PLUS or Wheels and school districts who are Character PLUS
members but have not used the Wheels program. The way we will increase the attendance is
through well-designed and informative packages that can be sent to local and regional schools
and any schools that request further information about the Wheels program. Initially, this
would be an invitation to the pre-conference or for further information about Wheels. When
requests for more information are made, Character PLUS will have full promotional package
that can be mailed to the schools. This package would include a testimonial video, data sheets,
links to website, and a feature story about the effectiveness of the Wheels program.

       These goals will be evaluated primarily through feedback, follow-ups, surveys, and
tracking of requests. It is vital that Character PLUS keeps a record of this information.




                                                                                        Page  47  
 
Situation Analysis 
          WHEELS is a new program offered by CHARACTERplus designed to improve student 
behavior on school busses and develop better character relationships.  Some of the WHEELS 
program benefits include creating a better environment on the bus, decreasing bus referrals 
and increasing overall student performance.   Marketing this program is experiencing 
difficulties as a result of financial and personnel resources, and travel constraints.  Major 
obstacles include training and conveying the program’s details to school districts outside of the 
Missouri and Illinois area.  Better program execution is needed to overcome cost hurdles and 
readily available results are not available.  Leverage between cost factor and outstanding 
results need to be outlined so that the program will sell and pay for itself. 

        CHARACTERplus needs to design an effective selling order and an operational rollout 
plan to help ensure school districts receive the most cost effective and seamless 
implementation for the WHEEELS program.  Additional financial resources will allow 
CHARACTERplus to enjoy a sustainable revenue stream to use for operating and promotional 
expenses.  

                                 Core Problems/Opportunity 

Opportunity 1:  Implement a strategic sponsorship and fundraising program to establish a 
reliable income stream for operations and promotion.   

Opportunity 2:  Influence school districts statewide, regionally, and nationwide to purchase 
CHARACTERplus’ WHEELS program by outlining the advantages and illustrating how beneficial 
this program is to school districts and communities. 

 

 

 

 

 

 

 

 

 

 


                                                                                                     Page  48  
 
Research 
       Schools that collaborate with Character PLUS show significant academic improvement:
        54% in math and 47% in communication arts as measured by the Missouri Assessment
        Program (MAP). Research results summarized (40 schools). (client handout and
        www.characterplus.org)
       Character PLUS is currently in 130 school districts, representing about 360,000 students.
        (client handout and www.characterplus.org)
       A Character PLIS school shows discipline referrals decreased 41% with an overall
        difference between treatment and control schools of 63%. Research results summarized
        (64 schools). (client handout and www.characterplus.org)
       Statistically significant increases in staff-parent relations, school leadership, staff
        collaboration, classroom strategies and students' demonstration of good character and
        democratic values. (www.characterplus.org)
       Wheels is one 3-hour interactive training session and the nominal cost is $600 for non-
        members or $300 for members. (client handout and www.characterplus.org)
       Students who persisted in college were not necessarily the one who excelled
        academically but the one with exceptional character strengths. (Tough, P. (2011,
        September 14). What is the Secret to Success is Failure? The New York Times.)
       Wheels is designed to….
            o Keep students safe
            o Reduce discipline referrals
            o Let drivers concentrate on driving
            o Empower students as Bus Ambassadors
            o Reinforce positive character trait
            o Build positive connections with bus, school and home
            o Create a community of caring on the bus

(www.characterplus.org)

       Envisioning buses as "classrooms on wheels," this approach recognizes drivers as the first
        educator that students meet in the morning and the last they see at the end of the school
        day. They are partners with school personnel and parents in reinforcing the core values
        of the school community. (www.characterplus.org)

                                                      

                                                      

                                                      

                                                      


                                                                                          Page  49  
 
                                    SWOT Analysis 
                                              


                   Internal – factors within the organization
                   Strengths                                   Weaknesses
    Program goal designed to help prevent         Lack of information about WHEELS 
    bullying                                      program for clients and new 
                                                  prospects (Internet and social 
                                                  media) and limited follow‐up on 
                                                  inquiries. 
    Recognizing bus drivers as the first          CHACRACTERplus is working with 
    educator to make contact with students        limited staff (only eight employees) 
    Statistics document academic 
    performance, reduced bus referrals and        Undefined program cost and lack of 
    reinforces school's core values.              WHEELS events 
                                                  Bus driver turnover (training factor 
    WHEELS certification enhances schools         and bus rider relationships with 
    appeal to parents.                            student) 
    Conference participation and training 
    that support educators.  Engaging 
    participants, especially with face‐to‐face    Training challenges/obstacles for 
    training programs.                            nationwide school districts 
    Raving reviews from school members 
    including bus drivers, students and           Lack of unique promotional tools 
    administrators.  Promotes                     (example ‐ flyer) 
    communications between school staff            
    and bus drivers.                               

     
     
     
     
     
     
     
     
     
     


                                                                              Page  50  
 
     
     
     


                 External – factors outside the organization
                Opportunities                                 Threats
                                               Budget cuts for educational 
    Nationwide program inquiries               programs or consolidation of 
                                               schools 
                                               New bills considered and laws being
    Media coverage of teen/adolescent          passed concerning schools’ legal 
    violence at school and on the bus          responsibility for student safety 
    Education and empowerment for the          Potential competitor programs 
    bus drivers and passengers                 could be used to fill demand 
                                               Loss of program champions 
    Sponsorship, donor relationships, and      (superintendent/school board 
    fundraising opportunities                  turnover) 
                                                
                                               Underutilization of program, 
                                               because of school 
    Increased public awareness against         districts/communities unawareness 
    bullying and violence                       
    Mainstream WHEELS program 
    nationwide by decreasing insurance cost 
    of bus companies 
 

 

 

 

 

 

 

 

 


                                                                          Page  51  
 
                                  PEST Analysis 
                                           
        Political context/environment               Economic context/environment
Student petition committees to school boards 
are not being heard or ignored (Future           Lack of return on investment knowledge 
Scholars‐Rutgers)                                regarding CHARACTERplus programs 
                                                 Character education may not be a 
Different government levels control budget       prominent issue for school districts’ 
and allowances                                   money since they are already 
                                                 experiencing educational budget cuts 
                                                 As people’s economic status continues 
School Board Members are elected (could          to be unsettled, kids’ home‐life may be 
impact decision to purchase/participate in       threatened with the potential to take 
programs)                                        their unhappiness out on other kids 
Liability of schools due to bullying and         Combining and eliminating bus routes 
prevention.  (Revised Missouri Statues,          due to recession and budget cuts could 
Liability)                                       eliminate bus driver employees 
Schools have reduced student punishment due  Potential lawsuits contributing to 
to parent complaints (Office of Indiana          student suicide and other injuries 
Attorney General)                                (Kickham Accident Lawyer Blog) 
Possibility that each state will enact new laws 
that require school districts to participate in  School's insurance could be used to pay 
character educational programs to ensure the  for WHEELS program 
safety of students                                




                                                                            Page  52  
  
     Socio-Cultural context/environment             Technological context/environment
                                                  Technology and social media have 
                                                  changed the way organizations 
Racial and ethnic stereotyping could increase     communicate with clients and 
violence among school children.  Additionally,    prospective clients.  There is a larger 
violence has a stronger capacity as children      internet population that has a broader 
age.                                              audience. 
Social media brings INSTANT attention to 
controversy in progress and a broader 
audience.  Also eliminates social skills with   Bullying extends outside of schools and 
face‐to‐face communication.  (New York          buses with the accessibility of cell 
Times)                                          phone, Facebook, Twitter, blogs, email 
                                                and instant messaging.  (USA Today) 
                                                Camera phones have allowed onlookers 
                                                to record and post people involved with 
                                                fighting and bullying.   This makes 
Diverse social and ethnic groups in schools     information easy to send all over the 
often produce resentment.                       world instantly.   (MSNBC Crime 
                                                Reports) 
                                                The anonymity and disconnected aspect 
Parents expect children to behave               of the online communication makes it 
appropriately and are surprised when to find    easier to bully and since kids are hiding 
out differently.  (60 Minutes)                  behind electronic devices.  (USA Today) 
                                                Programs such as WHEELS now include 
                                                teaching tools such as web‐based 
                                                training, videos, and “train the trainer” 
Media influences people and there is a rise in  that could add to/enhance personalized 
violent television shows and video games.       training. 
                                                Changes in the WHEELS program could 
                                                create effective selling order and an 
Growing trend of passive parenting techniques  operational rollout plan to help ensure 
in America today.  (Psychology Today)           school districts receive the most cost 
                                                effective and seamless implementation. 
        


                                            

                                                                              Page  53  
  
                      Sponsorship Campaign Plan 
                                                
Goals and Objectives: 
       Local and Regional Insurance Agencies
        o Goal: Raise money for Wheels with sponsorships from Insurance companies within 1
           year to expand Wheels program
        o Objective: Obtain 2-3 insurance companies sign-up for 1-2 years in sponsorship with
           one of the three sponsorship plans



       Bus Companies:
           o Goal: Raise money for Wheels with sponsorship from local area bus companies
              within in a year to help with expanding the Wheels program
           o Objective: Have local area bus companies and school district buses sign-up for
              one of the three sponsorship plans where they can sponsor bus drivers and
              administration for Wheels training



       Community groups dedicated to education
          o Goal: Raise money for Wheels with sponsorship from community groups
             dedicated to education within a year to help expand Wheels program
          o Objective: Obtain 3-4 group sponsorships from these organizations for one of the
             three sponsorship plans
 
 
 
 
 
 
 
 
 
 
 

                                                                                      Page  54  
 
Key Target Publics 
       Local and Regional Insurance Agencies:
           o Allstate
           o State Farm
           o American Family Insurance
           o Progressive
           o Geico
                See in Appendix articles from these companies about bus safety. These
                   organizations have placed articles on their websites about bus safety. That is
                   reason why we believe they are prime targets for sponsorships of Wheels.
       Bus companies:
           o Local school bus companies like Laidlaw, Bluebird, etc.
           o School districts who provide own bus services
           o Travel bus companies like Greyhound, First Transit, Husky Bus, etc.
       Community groups dedicated to education:
           o PTAs and PTOs in local area schools and districts
           o Local school alumni groups
           o Booster Clubs
           o Boy Scouts and Girl Scouts area troops
           o District School Boards
 
Strategies 
       Local and Regional Insurance Agencies:
           o One-on-one personal meetings with the agencies; Obtain paid sponsorships;
               Insurance company will pay for bus training; sign for 1 or 2 years
       Bus Companies:
           o Use logical reasoning and describe how bus safety and character education can
               save them money and resources from fewer incidents on buses as well as more
               satisfied bus drivers
       Community groups dedicated to education:
           o Go directly to groups and appeal the emotional and societal importance of bus
               safety and bully prevention; show how by sponsoring Wheels will benefit the
               community and make school a welcoming and friendly place to learn for students


 
 
 

                                                                                          Page  55  
 
Key Messages 
     Campaign Overall Message
      We
      Help
      Each other
      Enjoy
      Life at
      School
     Local and Regional Insurance Agencies:
          o “Become a sponsor of character on the bus and make the bus a place where we all
              help each other enjoy life on the bus”
          o “Bullying on the bus has resulted in some terrible consequences. Your
              sponsorship of character on the bus could put an end to bus violence and the
              sometimes tragic accidents they cause”
     Bus Companies:
          o “Become a sponsor of character on the bus and make the bus a place where we all
              help each other enjoy life on the bus”
          o “Make the bus a place enjoyable not only for students but for bus drivers too”
     Community groups dedicated to education:
          o “Become a sponsor of character on the bus and make the bus a place where we all
              help each other enjoy life on the bus”
          o “Build character in your community and make the next generation a generation of
              kindness and respect”




Tactics 
Levels of Sponsorships:
           o Wheels Sponsorship
                   Name is placed on Wheels materials as sponsor including events
                   Listed on website as sponsor of “character on the bus”
                   Banner ad on website and listed on website as sponsor
                         1 year - $2000
                         2 year - $1500/year = $3000




                                                                                     Page  56  
 
           o Frame Sponsorship
                    Name is placed on Wheels materials as sponsor including events
                    Listed on website as sponsor of “character on the bus”
                    Banner ad on website and listed on website as sponsor
                    Included as sponsor on any feature stories or news articles
                            1 year – $2500
                            2 year - $2000/year = $4000
           o Engine Sponsorship
                    Name is placed on Wheels materials as sponsor including events
                    Banner ad on website and listed on website as sponsor
                    Website article about their sponsorship or sponsor bus safety article
                    List of prospects for new insurance clients (if insurance agency)
                    At pre-conference and any Character PLUS events, receive top billing and
                       any media coverage of Wheels program will be listed at sponsor
                            1 year - $3000
                            2 year - $2500/year = $5000
Local and Regional Insurance Agencies:
    Send sponsorship proposal and marketing pieces to insurance companies (include their
       articles they have submitted on bus safety in the community)
    Offer luncheon informational meetings that show the success of Wheels and how
       sponsoring Wheels could benefit them
    Offer school bus wine tour of local area wineries and solicit them to sign-up for a
       sponsorship with Wheels
    Follow up through email, telephone and in person (establish relationships)
Bus Companies:
    Send sponsorship proposal and marketing pieces to bus companies (include their articles
       they have submitted on bus safety in the community)
    Offer a school bus wine tour of local area wineries and solicit them to sign-up for a
       sponsorship with Wheels
    Follow up through email, telephone and in person
Community groups dedicated to education:
    Send sponsorship proposal and marketing pieces to organizations (include their articles
       they have submitted on bus safety in the community)
    Follow up through email, telephone and in person with the organizations
    Send out a feature story with strong emotional appeal




                                                                                     Page  57  
 
Execution 
       Local and Regional Insurance Agencies:
           o Message to Give: “Become a sponsor of character on the bus and make the bus a
               place we all help each other enjoy life on the bus”
           o Have 2-3 insurance companies signed for 1-2 years of sponsorship or pay for bus
               training within the next year
       Bus Companies:
           o Message to Give: “Become a sponsor of character on the bus and make the bus a
               place we all help each other enjoy life on the bus”
           o Timeline: Have 3-4 companies signed for 1-2 years of sponsorships for one of the
               three packages within the next year
       Community school-relate organization:
           o Message to Give: “Become a sponsor of character on the bus and make the bus a
               place we all help each other enjoy life on the bus”
           o Timeline: Have 3-4 companies sign for 1-2 years of sponsorships for one of the
               three packages within the next year

Evaluation 
       Obtain 2-3 Insurance sponsorships in 1-2 years:
           o Track number of insurance companies signed up for sponsorship and money
               being raised
           o Evaluate responses and opinions about the sponsorship through email, phone
               calls, interviews, and surveys.
           o Keep these responses in 1 document that shows past and current attitudes
               about Wheels and Character PLUS
       Obtain 3-4 Bus Companies sponsorships in 1-2 years:
           o Track number of Bus companies signed up for sponsorship and money being
               raised from these groups
           o Evaluate responses and opinions about the sponsorship through email, phone
               calls, interviews, and surveys
           o Keep these response in a 1 document that shows past and current attitudes about
               Wheels and Character PLUS
       Obtain 3-4 community groups dedicated to education sponsorships in 1-2 year
           o Track number of community groups dedicated to education signed up for
               sponsorship and money being raised from these groups
           o Evaluate responses and opinions about the sponsorship through email, phone
               calls, interviews, and surveys
           o Keep these response in a 1 document that shows past and current attitudes about
               Wheels and Character PLUS

                                                                                       Page  58  
 
                 Sponsorship for Wheels Goals:
     Target        Local and Regional             Bus Companies             Community groups
    Audiences      Insurance Agencies                                      dedicated to education
    Strategies   One-on-one                   Use money and benefits  Appeal directly to
                 informational meetings       as a reason to promote  groups with testimonial
                 with the agencies            bus safety              and emotional appeal
     Details     2-3 agency sponsors          3-4 bus company         3-4 community school-
                 within 1-2 years             sponsors with 1-2 years related organization
                 Increase revenue from        Increase revenue from   sponsors within 1-2
                 sponsorships                 sponsorships            years
                                                                      Increase revenue from
                                                                      sponsorships
     Tactics     Levels of Sponsorships       Levels of Sponsorships  Levels of sponsorship
                 Bus Wine Tours               Bus Wine Tours          Feature story with
                 Informational Luncheon       Informational Luncheon strong emotion appeal
                 Send out packet with         Send out packet with    Send out packet with
                 information about            information about Wheel information about
                 Wheels program               program                 Wheels program

    Evaluation   Keep track of number of      Keep track of number of      Keep track of number of
                 sponsors and money           sponsors and money           sponsors and money
                 received from each           received from each           received from each
                 sponsor                      sponsor                      sponsor
                 Follow-up quarterly and      Follow-up quarterly and      Follow-up quarterly
                 see how they are satisfied   see how they are satisfied   and see how they are
                 with sponsorship             with sponsorship             satisfied with
                 At end of sponsorship,       At end of sponsorship,       sponsorship
                 ask for any suggestions      ask for any suggestions      At end of sponsorship,
                                                                           ask for any suggestions




                                                                                      Page  59  
 
                    Sample Sponsorship Cover Letter 
December 5, 2011

Mr. /Ms. XXXXX XXXXXXXX
XXXXXXX Insurance
200 Main Street
Saint Louis, MO 63000

Greetings:

We are so excited to present you with an amazing opportunity to not only get involved in your
community by helping our most important residents, children, but also provide excellent advertising for
your company.

Led by the efforts of Sanford N. McDonnell, CHARACTERplus® was founded in 1988 as a project of
Cooperating School Districts. It was known then as the Personal Responsibility Education Process
(PREP). In its first phase there were seven local school districts who agreed to be charter members and
four corporate sponsors willing to help fund the initiative. A year later, in 1989, fourteen school districts
had embraced the goal to enhance the ethical and academic responsibility of youth. Linda McKay was
hired as PREP’s first director and worked tirelessly to develop and formalize its process.

Currently, after 20 years, 46 school districts and three individual schools in the St. Louis area are
CHARACTERplus® members. These member school districts pay an annual fee to access the services
and resources CHARACTERplus® offers. Half of the costs are covered by donations and sponsorships
from the community. These services include a combination of advanced trainings, resources, collegial
meetings, scholarships to conferences and workshops, and many community collaborators. These
services include workshops that focus on character and moral development, ethics, literacy, service
learning, bully & sexual harassment prevention & intervention, and many more issues related to
character education.

WHEELS builds a community of character on the bus based on the school's core values. The workshops
are interactive, reflective and conversational. Envisioning buses as "classrooms on wheels," this approach
recognizes drivers as the first educator’s students meet in the morning and the last they see at the end of
the school day. They are partners with school personnel and parents in reinforcing the core values of the
school community.

Becoming a sponsor would mean the money you give would help these school districts and even more
receive the training necessary to help ensure the safety of children in our school districts, especially when
it comes to the bus.

Enclosed is statistics that show the success of the CHARACTERplus® WHEELS program in local school
districts, promotional video, a nationally published article on WHEELS, an invitation to join us at a
WHEELS workshop to let us demonstrate to you what exactly we do and available sponsorship levels.

Sincerely,

Liz Gibbons
Director, CHARACTERplus®




                                                                                                     Page  60  
 
                              Insurance Agency Bus Articles 
                                             
Allstate RSS Feeds 
School Bus Company encourages safe driving
habits among teens
As a new school year approaches, a new crop
of teen drivers will be hopping Into their cars
to get there on time. Given the relatively high
accident rate among drivers in this age group,
though, a school bus company has urged
teens to be particularly careful when hitting
the road.
According to the First Student company,
school bus riders might also be vulnerable to
an accident caused by an inexperienced teen
driver.. First Student cites statistics saying
that "dozens" of children are injured every
year while getting off the school bus.
The president of First Student, Linda
Burtwistle, said ''the safety and security of the
students we carry is our core value. Our
nation's school children are put at risk each
-----.. time a motorist on the road decides to save a
few seconds and illegally pass a stopped school bus," and added "it is unconscionable that tens of
thousands of motorists illegally pass school buses every day."



Geico: National School Bus Safety Week
Children are back in school, and now
more than ever, we need to be cautious
while on the road. National School
Bus Safety Week is October 17 - 21,
and it provides a great opportunity to
remind everyone to stop, watch, and
drive slowly around schools and buses.
Keeping children safe is everyone's
responsibility.
This year's theme is "Be Aware - Know
the Danger Zone". What's the Danger Zone? It's the loading and unloading area, and
it includes all sides of the bus where children are in the most danger of not being seen
by the bus driver (ten feet in front of the bus where the bus driver may be too high to
see a child, ten feet on either side of the bus where a child may be in the bus driver's
blind spot, and the area behind the bus). The Danger Zone is where most accidents
occur.
With this in mind, we'd like to go over some important tips that will help keep children
safe during the school year.
Safety Reminders For School Children
Do you ride a school bus? If so, here are some safety tips for you:
• Arrive at the bus stop early. If you're running late, you're more likely to rush across
the street to catch the bus. It is better to take YOLirtime so you are aware of your
surroundings.
• When crossing the street, always use a crosswalk if one is available.
• Remember what you learned in first grade: Look both ways before you cross the
street.
• While waiting for the bus, stand back at least ten feet from the road.
• Always listen to the bus driver. Wait until the bus stops, the door opens, and the



                                                                                                     Page  61  
 
Progressive: BUS STOP/SCHOOL ZONE 
DRIVING SAFETY TIPS 
At a glance: Twice a day during the school year, sidewalks fill with kids who walk or bicycle to school, or ride the bus.
Follow these tips to keep them safe - especially between 3 and 4 pm, when the most severe school-age pedestrian
Injuries happen.
Look both ways before you back out of or pull Into your garage and driveway. Yield to kids who are
walking or bicycling.
Drive slowly and be alert, especially near bus stops and school zones. Children rushing to meet the bus or get to
school might dart Into the street. Kids might also walk In the street, especially If there are no sidewalks.
Review your state's school bus laws, which require you to:
• Stop for any school bus that has its flashing red lights on and stop signal arm extended. Walt until the driver
turns everything off before you pass. (You're always required to stop when you're traveling In the same
direction as the bus; however, only some states require you to stop If you're going the opposite way.)
• Never pass on the right side of the bus, where children enter and exit.
Teach your kids to be good pedestrians: Safe habits Include walking with a group; walking on the sidewalk-or
if there isn't one, walking facing traffic;


State Farm: School Bus Safety
Aug 31, 2010
By Staff writer State Farms Employee
As summer comes to a close and the leaves begin to turn, children across the country are packing up
their backpacks and returning to school. And with the beginning of the fall semester, you may start to
see that old familiar vehicle - the school bus - cruising the roads and highways again.
Here are some tips for drivers who share the roads with school buses, as well as some easy lessons
to teach your kids about bus stop safety.
Driving Near Buses
Follow these tips to help protect the children when you drive.
• Keep an especially close eye on students as they're getting on and off the bus -
stragglers might run. The most dangerous part of the trip, for kids, Is getting on and off
the bus.
• Be alert and SLOW DOWN if you're near a bus. There's never a good enough reason to
speed, and it's downright careless when there are children nearby.
• Do not pass a school bus that is stopped to load or unload students. All states have laws
that tell you under what circumstances you can and cannot pass a stopped school bus.
Most buses actually have stop signs that display when children are getting on and off the
bus. In general, it does not begin to move after until the bus' red flashing lights are turned
off, the stop arm is withdrawn, and the bus begins to move.
• Know and understand traffic laws and speed limits near a school bus and schools.
Oftentimes, the laws change during school hours.




                                                                                                                            Page  62  
 
         e     s     p      S
    Sample Sponsorship Data Sheet




                                      g
                                    Page  63  
 
                   Pre‐Conference Campaign Plan 
                                                
Goals and Objectives
       Goal: Raise awareness of Wheels Program as a feature of Character Plus for those who
        know nothing about Wheels Character Plus
       Objective: School Administrators not already involved with Character Plus should know
        the benefits of implementing the Wheels program, coming to the pre-conference for
        training, and belonging to Character Plus by May 2011 through July, 1 month before
        conference.
       Objective: Increase attendance of the pre-conference by 10% (what would be a
        reasonable number?)



Key Target Publics 
       School districts who have never heard of Character PLUS or Wheels
       School districts who are Character PLUS members but have not used Wheels

 
Strategies 
       School districts who have never heard about Character PLUS or Wheels:
           o Invitations to join the pre-conference and request more information about
               Wheels training
           o Personalized Cover letter talking about pre-conference
       School districts who are Character PLUS members but have not used Wheels:
           o Personalized Cover letter talking about pre-conference
           o Additional member benefits for the pre-conference

 
 
 
 
 
 
 

                                                                                     Page  64  
 
Key Messages 
     Campaign Overall Message
      We
      Help
      Each other
      Enjoy
      Life at
      School
     School districts who have never heard about Character PLUS or Wheels:
          o "Learn how the WHEELS program can help raise your student’s tests scores
              while lowering office referrals."
     School districts who are Character PLUS members but have not used Wheels:
          o "Taking advantage of the WHEELS program can benefit your district by lowering
              referrals, raising test scores, and helping your bus drivers reach their required
              training hours each year."



Tactics 
-The invites need to be sent out two to a month and a half before the conference takes place.
-Sending more information to those who request it right away is very important.
-One month before the pre-conference, follow ups on those who have not yet asked for more
information or said they were attending the conference needs to go out.
     School districts who have never heard of Character PLUS or Wheels:
           o Send invitations out
           o Have a testimonial video about the Wheels and how “We Help Each other Enjoy
               Life on the Bus”
           o Include in packet a data sheet about the success of Wheels and how it could
               benefit their school
           o Include a feature story of human interest to appeal to emotions
     School districts who are Character PLUS members but have not used Wheels:
           o Send out the cover letter with the invitation
           o Informational sheet and data sheet specifically about Wheels

 
 
 
 

                                                                                       Page  65  
 
Execution   
         Schools districts who have never heard of Character PLUS or Wheels:
             o Message to Give: "Learn how the WHEELS program can help raise your student’s
                 tests scores while lowering office referrals."
             o Timeline: A couple of months prior to the conference with follow ups one month
                 before.
         School districts who are Character PLUS members but haven’t used Wheels:
             o Message to Give: "Taking advantage of the WHEELS program can benefit your
                 district by lowering referrals, raising test scores, and helping your bus drivers
                 reach their required training hours each year."
             o Timeline: A couple of months prior to the conference with follow ups one month
                 before.
Evaluation 
         Increase attendance to pre-conference by 10% for next year
              o Count inquiries made for more information about Wheels and pre-conference
              o Keep track of the number of schools signed-up compared to how many
                 invitations were sent
              o Keep track of the number of new members of Character PLUS before and after
                 the pre-conference
              o Keep track of the how many members choose to take advantage of the pre-
                 conference and membership benefits

Graphs and Tables: 
                             Pre-conference Wheels Sign-up and Goals:

Target Audiences                  Never Heard of Character            Character Plus Members/No
                                  Plus/Wheels                         Wheels

Strategies                        Invitations – Personalized Letter   Personalized Letters, Additional
                                                                      Member Benefit
Details                           Increase Attendance By 10%          *GET THESE NUMBERS
                                  *TALK TO JACUELINE ABOUT
                                  REASONABLE NUMBER
Tactics                           Invitations Out, Video, Data        Letter/Invitation
                                  Sheet, Feature Story
Evaluation                        Count inquiries, signed up, and     How many people inquire, attend
                                  who became a new member             the conference and take advantage
                                                                      of their membership.

                                                     

                                                                                               Page  66  
 
     a     I      f
    Sample Invite for Pre‐conference: 




                                           ge  67  
                                         Pag
 
                Sample Pre‐Conference Cover Letter 
December 5, 2011

Mr. /Ms. XXXXX XXXXXXXX
XXXXXXX School District
200 Main Street
Saint Louis, MO 63000

Greetings:

We are so excited to present you with an amazing opportunity to teach the teachers, administrators, bus
drivers, and most importantly, the students in your schools how to respect each other, stay safe, and have
fun on the bus.

Led by the efforts of Sanford N. McDonnell, CHARACTERplus® was founded in 1988 as a project of
Cooperating School Districts. It was known then as the Personal Responsibility Education Process
(PREP). In its first phase there were seven local school districts who agreed to be charter members and
four corporate sponsors willing to help fund the initiative. A year later, in 1989, fourteen school districts
had embraced the goal to enhance the ethical and academic responsibility of youth. Linda McKay was
hired as PREP’s first director and worked tirelessly to develop and formalize its process.

Currently, after 20 years, 46 school districts and three individual schools in the St. Louis area are
CHARACTERplus® members. These member school districts pay an annual fee to access the services
and resources CHARACTERplus® offers. Half of the costs are covered by donations and sponsorships
from the community. These services include a combination of advanced trainings, resources, collegial
meetings, scholarships to conferences and workshops, and many community collaborators. These
services include workshops that focus on character and moral development, ethics, literacy, service
learning, bully & sexual harassment prevention & intervention, and many more issues related to
character education.

WHEELS builds a community of character on the bus based on the school's core values. The workshops
are interactive, reflective and conversational. Envisioning buses as "classrooms on wheels," this approach
recognizes drivers as the first educators’ students meet in the morning and the last they see at the end of
the school day. They are partners with school personnel and parents in reinforcing the core values of the
school community.

Going through WHEELS training would mean building safer and comforting environments on your
school busses for children. It would lead to less office referrals, higher test scores, happier students, and
more reassured parents.

Enclosed is statistics that show the success of the CHARACTERplus® WHEELS program in local school
districts, promotional video, a nationally published article on WHEELS, and an invitation to join us at
our pre-conference WHEELS workshop before the CHARACTERplus® conference.

Sincerely,


Liz Gibbons
Director, CHARACTERplus®

                                                                                                      Page  68  
 
         e         P
    Sample Results Page 




                                    

                             g
                           Page  69  
 
                                      Works Cited 
60 Minutes

Character PLUS data handout

Future Scholars-Rutgers

Kickham Accident Lawyer Blog

MNSBC Crime Reports

New York Times

Psychology Today

Revised Missouri Statues, Liability

Tough, P. (2011, September 14). What is the Secret to Success is Failure? The New York Times

USA Today

www.characterplus.org




                                                                                       Page  70  
 
                           mpaign Planning Team 
                         Cam
                                                  
                     elle         p
Danielle Arter- Danie Arter is proud to be a senior at M              niversity stu
                                                           Maryville Un                        egic
                                                                                   udying Strate
Commun                            er           es          d          or           dies
        nication. She received he Associate in Applied Sciences fo Legal Stud from St.
Louis Coommunity Co              e                          ted                    ar          rt
                     ollege in the fall of 2010. She is excit to be in her final yea and to star an
exciting career in pub relation She loves to write and read in her free time as well as spe
                     blic        ns.           s            d          r                       end
time with her husban Kyle and puppy Bebe
         h           nd                        e.




        G
Allison Gagnon- Alli            n            a                        who       ying
                     ison Gagnon is a senior at Maryville University w is study Strategi     ic
Commun                           s           e
        nication. Although she is not yet she where her c             ake                    o
                                                         career will ta her, she is excited to be
        g            r           s                        ry          er        she
finishing up this year and doing something she loves ever day. In he free time s enjoys
         b           f           t           t
reading, being with friends, and trying new things.




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                                                                                           Pag
 
         G                      am                       n
Melissa Graham - Melissa Graha is a senior majoring in Strategic C   Communicat  tion. She is
         ng           nd         ve                      ads
graduatin in May an would lov to find a job writing a or comm                   e
                                                                    mercials. She hopes to onne
                      ist       C             c          She         ly
day become a publici for The Cardinals or celebrities. S currentl works as a marketing
represent             .         gazine. She is interning i the spring with the C
         tative for St. Louis Mag            i           in          g         Corporate
         ng           ent        nd
Marketin Departme at BJC an really loo                  rd                     me
                                            oking forwar to it. In her spare tim she enjoys  s
         w            t,         ut
writing, working out hanging ou with frien her boyf
                                            nds,                     of         r            She
                                                         friend, and o course her dog Bella. S
         o            ive
worked on the creati side of th                         ence package with the bu invitation
                                hings for the pre-confere            e           us          n
         w            ing        er
ideas as well as putti the powe point toge   ether. She al helped at the very en by organiz
                                                         lso          t         nd            zing
and putting everything together. .




Dana Jan              J          n
        nssen- Dana Janssen is in her last sem                          ion
                                              mester as a communicati major. A                   ng
                                                                                    After spendin her
                      lege at Mizz in nursin she decid to make a huge chan and switc to
first two years of coll          zou          ng,          ded                      nge           ch
strategic communica  ations at Mar             j           d           hip
                                  ryville. She just finished an internsh at a mark               called
                                                                                     keting firm c
         M           G           an’t
AVALA Marketing Group and ca wait to start a caree in the adve
                                               s           er                        d!           e-
                                                                        ertising field She is a die
hard Car             B           t
        rdinals and Blues fan but loves all sports and any                           s!
                                                           ything to do with sports When she
         f
actually finds time be           f
                      etween her full-time class load, interrnship and t             me
                                                                        two part-tim jobs she
        ooking, wine volunteerin feeding her shopping addiction, going to as m
enjoys co            e,           ng,          h            g                         many Blues
        s
games as possible, annything outddoors and of course spen  nding time w friends, family and h
                                                                       with                      her
        E
puppy, Ellie.




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                                                                                              Pag
 
        ha        y
Samanth Keller- My name is Sam             ler
                              mantha Kell and I am a senior at M  Maryville Un               am
                                                                                niversity. I a a
                  ations major. I have playe four years of college g
strategic communica                        ed         s                         ntly
                                                                   golf. I curren work in then
marketin departmen for Lion's Choice; wh i do ever
        ng         nt        s            here                    m
                                                      rything from planning ev  vents to mak king
        ots.
radio spo




         e                        vers
Christine Seevers- Christine Seev is a full-             nt         ille
                                              -time studen at Maryvi University working t   to
         B           A
obtain a Bachelor of Arts in Commmunications. My antici  ipated comp             is
                                                                    pletion date i December r
         y
2012. My major conc              s
                    centration is in Strategic Communic
                                             c                      goal         tain
                                                         cation. My g is to obt a career inr
                    c            I            s          nty         rs
advertising or public relations. In addition, she has twen plus year work exp   perience and her
         w          g            Q
last job when leaving Solae was QA Documentation Spec    cialist.




        W            ten                     C
Kristen Wann- Krist Wann is a Strategic Communica                    graduating t Decembe
                                                         ation major g          this     er.
                     E           ice         t
She is currently the Executive Vi President for the Mar              pus         es      d
                                                          ryville Camp Activitie Board and has
         i           w                                    n          uation
a strong interest in working for a non-profit organization after gradu




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                                                                                          Pag
 
       ne
Katherin Zych- Kat              h            a                       studying str
                    therine Zych is a senior at Maryville University s           rategic
commun              d           ate                       in
       nications and will gradua in May 2012. Her mai area of int    terest is healthcare advoocacy
        es          p           m            ns          care        cy.
and hope to find a position in media relation or healthc advocac After gra       aduating she
plans on entering Ma            aster’s progra while wo
                    aryville’s ma            am                      was           er
                                                         orking. She w a transfe student fr    rom
        r                                    c
Webster University where she also studied communicat                 working full
                                                         tions while w                        has
                                                                                  l-time. She h
        i           g            or                       her        me          s
worked in marketing and sales fo the past ten years. In h spare tim she loves to read and     d
spend qu            w
        uality time with her famiily.




                     D
Dr. Barb DeSanto - Dr. Barb DeSa              F          A,          c          practitioner-
                                   anto, APR, Fellow PRSA is a public relations-p
                      e           le’s
turned-educator. She is Maryvill Commun                  dergraduate a graduat program
                                              nication und            and       te
                                 ate                     e                      er
director. She earned her doctora from Oklahoma State University in 1995. He newest bo       ook,
Public Reelations Man            w
                      nagement, with co-auth Dr. Dann Moss of th University of Chester
                                             hor         ny          he          y          r,
         vailable in Ja
will be av            anuary 2011. The most en           rt          eer        ng
                                              njoyable par of her care is teachin young
commun  nication profe                       em           n
                      essionals and seeing the succeed in their careeers.




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