how to promote your transportation department 2016 casb… · what do others do to “rebrand”...

APRIL 13-16, 2016

How to Promote Your Transportation Department

THESE MATERIALS HAVE BEEN PREPARED BY Pam McDonaldTHEY HAVE NOT BEEN REVIEWED BY STATE CASBO FOR APPROVAL, SO THEREFORE ARE NOT AN OFFICIAL STATEMENT OF CASBO

2016 CASBO ANNUAL CONFERENCE & CALFORNIA SCHOOL BUSINESS EXPO 2

Speakers

• Carlos Chicas, Director of Transportation, Capistrano USD• Joy Wells-Crow, Assistant Director of Transportation, Garden Grove USD• Kim Large, Operations Supervisor, Newport Mesa USD• Pam McDonald, Director of Transportation, Orange USD• Jason Osborn, Director of Transportation, Temecula Valley USD


Description

• This panel discussion will cover ways to promote the transportation department inside and outside of your district. Hear from directors who have done an excellent job promoting their departments and get great ideas to try in your district. When you continually promote your department, everyone will remember what a great job transportation has done and will look at other departments when budget reductions are required.


Joy Wells-Crow, Assistant Director of Transportation, Garden Grove USD


PROMOTE TRAINING:

FREE TRAINING CLASSES*

GARDEN GROVE UNIFIED SCHOOL DISTRICT, TRANSPORTATION DEPT.

TRAINING: Class begins April 26th and will last approximately 10 days from 8 a.m. to 12 p.m. After completion of classroom instruction, successful trainees will be scheduled for testing with the CHP. Behind the wheel training will begin in May.

*Out of pocket licensing fees run approximately $250.00

Join our team of professional SCHOOL BUS

DRIVERS

Basic Requirements:

E

Excellent driving record

Pass all state testing

requirements

Enjoy working with students

FOR MORE INFORMATION: Call: 714-663-6286

Or visit our website at: www.ggusd.us

Applications are due: March 30, 2016 by 5 P.M.

Flyers for School, and Adult Ed sitesEDJOINNEOGOVCraig’s list FacebookBusiness cardsBanners

free training classes*

Garden Grove Unified School District, transportation Dept.

TRAINING:

Class begins April 26th and will last approximately 10 days from 8 a.m. to 12 p.m. After completion of classroom instruction, successful trainees will be scheduled for testing with the CHP. Behind the wheel training will begin in May.

*Out of pocket licensing fees run approximately $250.00

Join our team of professional School Bus Drivers

Basic Requirements:

E

Excellent driving record

Pass all state testing requirements

Enjoy working with students

For more information:

Call: 714-663-6286

Or visit our website at: www.ggusd.us

Applications are due: March 30, 2016 by 5 P.M.


Thinking

• Thinking outside the “box” may mean thinking outside the transportation industry.

• What do other industries do to generate “buzz.”• How do other industries reach their target audience.• What appeals to you? Why do you choose Subway over Togo's, or boxers

over briefs (oops, can I say that?)

• Think simple – first. • Getting from point A to B, can really be that simple. Sometimes we over

think.• Appeal to the senses, at least 4 of them – that is!


Thinking Continued

• When thinking about a warm-up game, perhaps consider one that is not only fun, but identifies personality types. If your discussion stalls, mixing the groups through a clever table shuffle may reignite conversation and creativity.

• One warm up game I love, is “Heads Up” because you can use words/terms, and a photo related to your subject. Your audience will automatically begin thinking about different ways in which to communicate that word to others.


What do others do to “rebrand” their product?

• Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

• Coca Cola after “new Coke”• Chipotle after the norovirus.• Chrysler after the K car


Carlos Chicas, Director of Transportation, Capistrano USD


External Promotion• Departmental Website• School Messaging System – Robo-Call/Targeted Email• Case Studies• Interviews from Industry Media• Participate in Local and National Conferences/Workshops• Social Media Exposure• Job Fairs/Community Events• Promote excellent Customer Service from ALL members of

Department


Internal Promotion• Employee Recognition Program (Districtwide Exposure)• Board Meetings/Members• Departmental Website – Functional/User Friendly• Utilize Existing District Mediums to Exploit Good News• Utilize Data Effectively• Make Yourself Visible – (Get a seat at the table)• Promote Department’s role as integral in supporting student

achievement• Be an active and valuable collaborator


Kim Large, Operations Supervisor, Newport Mesa USD


Implications

• Yes, the spotlight is on you.• Poor practices will be exposed.• Lazy habits will show.• Professionalism will show & pays off.• The great things you do for kids will too.


P.R.

• Do something for students• Know (and sell) your key metrics• Know (and sell) your recent accomplishments• CSEA Shadow program


V.I.P. Program


Celebrate: e.g.Halloween


School News

• Intra-district Newsletter• Every Principal has a half page• We asked, and we do too• Then so do the other support depts.• Pete has to write 180 words every 2 months.


Site Visits

• To meet your drivers• To answer questions• To hear problems/issues• Most importantly, to be visible• Doesn’t need to be the director only


Recognition

• Awards For Staff• EOY, Classified EOY, Perf. Attend., Longevity

• Awards For Other Departments• Startup Event• Driver Appreciation Day• Friend of Transportation


Department Image

• Send out clean correspondence• Uniforms• Free field trips (e.g. pass it forward)• One wheelchair on a field trip• Clean the customer waiting area• Change the name (not “Bus Barn”)• Invite new principals for private tour/in-service.• Pre-school / Kgn bus familiarization


A Word of Caution

• It’s not about you.• You’ll get credit if the dept. looks good.• On driver appreciation day, celebrate drivers, not the director.• But be careful how you correct a board member.


Jason Osborn, Director of Transportation, Temecula Valley USD


Promoting Your Department

• Know your story• Tell it every chance you get• School Board, community groups, internal and external departments.

• Positive stories needed to be crafted and told.• Negative stories will always be told.


Thing’s we have done

• School Board Presentations• Presentations to community events• Back to School Nights• “Stuff the bus” drives• Parade entries• Community events• News stories


Pam McDonald, Director of Transportation, Orange USD


Publications

http://www.ocregister.com/http://www.ocregister.com/


Advertising


New Equipment/Technology


Grant AnnouncementsSCAQMD GRANTS AWARDED TO ORANGE USD TRANSPORTATION DEPTARTMENT

Grant Year Grant Number Description Amount Grant Award AmountPA 2002-04 G03068 Particulate Traps (PM) 31 Up to $201,500PA 2002-04 G03068

XG030681Purchase of Ultra Low Sulfur DieselPM cleaning trapInsulation Blankets

131

Up to $15,500Up to $8,000Up to $7,750

PA 2005-01 Part B

G05184 Diesel Oxidation Catalysts (DOCs)Bus # 35, 36, 37

3 Up to $7,500

PA 2005-01 G05085 CNG School busInfrastructure

1 Up to $129,159Up to $13, 315

PA 2006-02 G06066 Diesel Oxidation Catalysts (DOCs)Bus # 70, 71 & 76

3 Up to $7,500

PA 2007-13 G08083 CNG School BusesInfrastructure

3 Up to $400,178Up to $40,018

PA 2009-01 G11573 CNG School BusesInfrastructure

4 Up to $606,096Up to $56,000

PA 2012-15 G13222 CNG School BusesAnd Infrastructure

3 Up to $526,500

PA 2015-06 G16122 CNG School BusesAnd Infrastructure

1 Up to $166,500Up to 14,000

TOTAL 81 $2,199,516


Roadeo Events


Roadeo Events Continued


School Bus Driver’s Day


School Bus Driver’s Day Continued


Other


Questions


Thank you

EmailCarlos Chicas [email protected] Wells-Crow [email protected] Large [email protected] McDonald [email protected] Osborn [email protected]

mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

How to Promote Your Transportation DepartmentSpeakersDescription Joy Wells-Crow, Assistant Director of Transportation, Garden Grove USD�promote training:ThinkingThinking ContinuedWhat do others do to “rebrand” their product?�Carlos Chicas, Director of Transportation, Capistrano USD�External PromotionInternal PromotionKim Large, Operations Supervisor, Newport Mesa USD�ImplicationsP.R.Slide Number 15V.I.P. ProgramSlide Number 17Celebrate: e.g.HalloweenSchool NewsSite VisitsRecognitionDepartment ImageA Word of CautionJason Osborn, Director of Transportation, Temecula Valley USD�Promoting Your DepartmentThing’s we have doneSlide Number 27PublicationsAdvertisingNew Equipment/TechnologyGrant AnnouncementsRoadeo EventsRoadeo Events ContinuedSchool Bus Driver’s DaySchool Bus Driver’s Day ContinuedOtherQuestionsThank you

how to promote your transportation department 2016 casb… · what do others do to “rebrand”...

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