Is
there market research that indicates that students influence
the parents buying power in the United States?
ANSWER: Yes, The Media industry as a whole is constantly
probing for alternative ways of penetrating their potential customers.
It seeks out change and embraces the fortitude to survive. New
forms of Media are popping up everywhere, most of which are reaching
the 18-54 year old consumer. The 18-54 demographic is the most
sought after, primarily due to their economic influence and their
shear numbers as it pertains to population.
The real reason for such a draw to the 18-54 demographic is because most Media mediums can only reach this group, or some segment of it. In fact the lowest age demographic available in the industry is 12 years of age.
The segment of the industry that "School Bus Media" would fall under (Out-of-Home Media- Media that is viewed by the potential consumer outside of the home viewing area) only goes as low as 18 years of age. This segment does not currently have a vehicle that reaches anyone under the age of 18, thus they do not even count them. All of the demographic numbers that are quoted by the national auditing firm of the Out-of-Home industry (The Traffic Audit Bureau) start at 18 years of age.
Advertisers have targeted younger
consumers in recent years, hoping to form early brand loyalties.
A 2000 study by the Center for Research & Evaluation at the
University of Maine estimated the spending power of school-age
children at between $24 billion and $72 billion a year. The study
indicates that school-age children also influence their parents
purchasing habits for goods and services for the family.
"If you expose kids to
brands, the chances are these goods will be purchased because
kids are gaining direct experience with products, so they believe
in brand names," said James McNeal, a retired Texas A&M
professor who has studied Media to children.
This opportunity presented
to the School Districts in the United States is revolutionary
to the Media industry. The ability to reach a demographic between
the ages of 6 to 18 with a single purchase will be precedent
setting. To the knowledge of this firm there is no Media vehicle
in the United State that reaches the complete segment of elementary,
middle and high school aged children with a single purchase.
Due to the multiple routes that a bus has in a given school day,
school bus Media accomplishes this task.
The other added benefit to
advertisers of "school bus Media", is that there is
no waste. Targeted reach of a potential consumer is the number
one element sought out by all advertisers. Frequency, meaning
the number of times a consumer is exposed to a message in a designated
time span, runs a very close second. The combination of both
is nearly impossible to find. "School bus Media" accomplishes
both, and for that reason this firm and the Media industry believes
in the success of this program.
What
creative control or guidelines for the type of Media being used
has School Bus Media advocated?
ANSWER: The Creative Control of the Bus-Cal™ commercial message will be under the guidance of the School Districts. "SBM" suggests that a set of guidelines be compiled by each individual school district. In this way, as the sponsors are being contacted, there will be appropriate instructions for them to create their advertisements to the guidelines of the district.
All School districts will have creative control. School Bus Media suggests that a panel of three to five be set up to monitor on going designs submitted by sponsors.
School Bus Media suggests that a set of guidelines be compiled. Such as the Children's Media Review Unit (CARU) In this way, as the sponsors are being contacted, there will be appropriate instructions for them to create their advertisements. However, most important, the panel will have final approval of the type of advertisement that will be in the school busses.
This layer of protection will provide the comfort zone that inappropriate commercial messages will not be allow on the school buses for students to view.
What
are some of the features of the agreement between the district
and School Bus Media?
ANSWER: The standard agreement is written for initial
term of five (5) years; beginning on the date the Agreement is
fully executed by both parties with option periods. In addition:
- First and Second Additional
Three (3) Year option periods are offered
- The District receives up the
25% of the gross revenue received by SBM (25 cents of every dollar
received)
- SBM shall pay the District
on a quarterly basis in accordance with the district's fiscal
year.
- Within (30) thirty days after
the end of each quarter SBM shall provide the District with a
report detailing gross revenues and collections for the preceding
quarter.
- SBM shall indemnify and hold
harmless the District and all of its officer and employees from
all suits, actions, and claims of any character, name or description,
brought for or on account of any injuries or damage received
or sustained by any persons or property by or from SBM.
What
will the program provide as number of sponsor advertisements
and public service messages for the individual school district?
ANSWER: On each bus there will be six (6) commercial
paid messages and two (2) public service announcements, which
will be paid for by SBM. One quarter (25%) of the displays will
be dedicated to public service sponsored announcements. SBM and
the School District will establish a bank of "public service
announcements" that will benefit the district and the students
it serves.
How
much annual revenue is the program estimated to earn for the
District?
ANSWER: Distribution and complete market penetration are critical elements in the methodology of marketing this product to potential advertisers. This, being able to offer the entire public school transportation system is essential. The reason being, these ads will not be sold on an individual basis, but in gross rating point showings. This means reaching a segment of the entire population on a daily basis. Thus a 25 GRP showing would reach 25% of the public school bus transportation system.
What
role is SBM playing in the fight against obesity for students
within the local school districts?
ANSWER: SBM has established a program using their Bus-Cal™ as the vehicle to promote healthy nutrition and physical activity. The positive messages located inside
the bus furnish student awareness of the epidemic and prevention
strategies and promoting products and services by the paid sponsors.
Obesity is the second leading
cause of preventable, premature death -- second only to tobacco
use. In fact, a recent study published in The New England Journal
of Medicine indicates that one out four children who are
overweight have early signs of type 2 diabetes -- until recently
a type seen only in adults.
The SBM program provides a format to inform the students the lack of physical activities and healthy nutrition in their life. Through the schools, communities, parents and others all working together the Bus-Cal™ program will promote life style changes within the school policy environmental to encourage healthy living through healthy nutrition and physical activity.
