DPS Transportation Wins Marketing Award Te Denver Public Schools (DPS) Department of Transportation
received a Gold Peak Award at the Colorado American Marketing As- sociation’s (AMA) 24th Annual Peak Awards Gala for the launch of its Success Express bus shuttle system. All district students are eligible to use this system. DPS Transportation won top honors in the “New Product or Ser-
vice Launch” category, recognizing the fall 2011 debut of its innovative shuttle service in the district’s far northeast and near northeast school networks. “We are delighted that the efforts involved in implementing this
program, and communicating its purpose and operating procedures to parents, students and schools, is celebrated among Colorado’s top marketing professionals,” said Nicole Portee, executive director of trans- portation services. Te DPS Communications and Transportation Departments actively
engaged the community in the branding of the service by conducting focus groups with students, parents, community members and trans- portation employees, and using the results to help create a name, tagline,
logo and color palette for the service. Tey also provided
multiple communications tools designed specifically for families with language, socioeconomic and/or technology barriers.
video cameras, plus he is piloting Zonar’s ZPass stu- dent tracking system. “We’re going to move forward and expand the
ZPass pilot,” he continued. “Most parents like the idea of being able to call us, and we can tell them exactly where their child is. We offered ZPass Plus as well, so they get a text or e-mail telling them where their child got off the bus and the time.” In Denver, Portee has also been working with Zonar
and testing the ZPass, which she said would enhance the district’s Success Express shuttle service for stu- dents in the far-northeast and near-northeast areas. Te shuttle service was implemented last year primar- ily to bus choice students from one part of the district to another, and now other school districts have ex- pressed interest in adopting a similar system. “Our focus is about giving parents and schools ac-
cessibility to track students because we have so many (nearly 3,000) getting on and off buses,” Portee said. First Student is implementing shuttle service for
high school students in the Lorain City (Ohio) School District and for a school bus consortium serving two districts in Nebraska’s Panhandle. Like the Success Ex- press, this new shuttle service will ferry students to and from centralized bus stops. ■
has arrived .
www.stnonline.com 23
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