Why Do We Send Our Children to School - Dissertation Example

Active Access Project Introduction Schools are the primary place where children learn. Schools, as educational s provide the basic foundations to make choices in life. Epstein in his article, “Why Do We Send Our Children to School averred that “the foundational three "Rs" should empower them to be Righteous, Responsible and Reverent, as well as competitive in the market place.” (Epstein 2008 par. 7) However, school curriculum should not be confined to teaching academic subjects that hone the students’ intellectual skills. The personality and behavior of an individual is developed through absorbing diverse issues that shape their needs, preferences and actions. Individuals do not exist in a nutshell; they interact, relate, and behave in specific manners which eventually affect their health. School administrators and local health practitioners are tasked with devising programs to complement the basic health and physical education courses to ensure effectiveness on behavioral attitudes towards the benefits of these issues. In fact, the University is participating in a European project entitled “Active Access” which aims to promote alternative methods of transportation within the city. Through the program, the promoters aim to encourage the use of bicycles and walking for close trips within the city. The benefits to be availed from the program are mentioned as promotion of health and well being, a reduction of levels of pollution, energy conservation and lower transportation costs. In this regard, this essay is written to achieve a two-fold objective, to wit: (1) to carry out a situational analysis through an examination of both macro and micro-environmental forces and presented through SWOT analysis; and (2) to come up with a promotional campaign for this initiative. Situational Analysis Business Dictionary defines macro environmental forces as “major external and uncontrollable factors that influence an organizations decision making, and affect its performance and strategies. These factors include the economic, demographics, legal, political, and social conditions, technological changes, and natural forces” (Business Dictionary, 2010). On the other hand, micro environmental forces are “the set of forces close to an organization that have direct impact on its ability to serve its customers, including channel member organizations, competitors, user markets, publics and the capabilities of the organization” (Koontz, 1998). 1. Macro environmental Forces The program “Active Access” promotes the use of bicycles and walking for various reasons. To examine the macro environmental forces affecting the use of alternative methods of transportation, one can first examine the factors that affect the supply and demand of bicycles in Europe; the statistics of people who engage in walking as a means of exercise or method of going to destinations; and other external forces affecting these two alternative methods of transportation. A report by Milmo (2006, 1) indicated that “in London, trips by bike have increased by 50 per cent in five years to 450,000 per day while figures obtained by The Independent show use of the National Cycle Network, covering 10,000 miles of urban and rural pathways, rose last year by 15 per cent to 232 million journeys”. Milmo averred that the reasons for the increase in bicycle use are as follows: (1) getting physically fit; (2) reducing the impact on the environment; (3) cheaper means of transportation; and it offered a (4) more convenient mode of transportation to avoid traffic, among others. However, there are also disadvantages to increased use of this alternative mode of transportation. One of the most obvious threat is increased injuries and accidents on the road. Milmo emphasized that “there were 328 cyclists killed or seriously injured on the capitals roads and more than 20,000 cyclists are injured every year in accidents across the country”. Likewise, the capacity for cycle paths is almost consumed at “560 miles of dedicated cycle paths across the capital, compared to 310 miles currently” (Milmo, 2006). The report indicated that the dedicated path has a budget of £30m by 2009 – 2010. Walking is another alternative mode of transportation which is more convenient, does not need any extra cost in terms of investing in some form of transportation, and have been found to be a healthy form of exercise. In a study conducted by Vaz de Almeida, et.al. (1999), the most common leisure time activity in Europe was found to be walking. Aside from considering it as a form of activity to promote physical fitness, walking was also classified as serving utilitarian purposes such as “shopping, commuting to work, and school trips” (Bassett, et.al., 2008). According to Pucher & Dijkstra (2003, 10), “the higher cost of auto ownership and use in Europe also helps explain the higher levels of walking and cycling there”. Further, some governments in Europe instituted policies to make walking and cycling safer. As indicated in the report written by Pucher & Dijkstra (2003, 13), the following techniques and programs helped make these alternative means of transportation safer, to wit: “(1) better facilities for walking and cycling; (2) traffic calming of residential neighborhoods; (3) urban design sensitive to the needs of non-motorists; (4) restrictions on motor-vehicle use in the cities; (5) rigorous traffic education of both motorists and non-motorists; and (6) strict enforcement of traffic regulations protecting pedestrians and bicyclists”. 2. Micro environmental Factors An interesting information provided by Pucher & Dijkstra (2003, 8) is that “walking increases with age in the Netherlands and Germany, while cycling falls off slightly”. The authors averred that walking and cycling provide a form of exercise and “assures them a level of mobility and independence that greatly enhance their quality of life”. Further, both alternative modes of transportation actually promoted the wellbeing of people through prevention of chronic illnesses such as obesity, diabetes and hypetension (European Commission, 2001). 3. SWOT Analysis Strengths: Walking and cycling promotes health by preventing diseases. According to the US DHHS, “regular physical activity has been shown to reduce the morbidity and mortality from many chronic diseases” (US DHHS 2002 p.2). In addition, individuals who regularly engage in physical activity contribute to a decrease in health care costs, meaning, they buy lesser medications, make lesser medical consultations, and have fewer hospital stays. Through regular physical activity, those experiencing depression and anxiety will get the opportunity to refocus their thoughts on the benefits of physical fitness; thereby preventing mental disorders. Walking and cycling are cheaper, “help alleviate traffic congestion, save energy, reduce air and noise pollution, conserve land, and produce various other environmental benefits as well” (Pucher & Dijkstra, 2003, 20). Weaknesses: Has limited dedicated pathways for walking and cycling which requires a budget from the national government for development, maintenance and improvement. Opportunities: In addition to promotion of health and well being, walking and cycling have potentials for enhancing the quality of life through a sense of being independent and giving people, especially the older ones, more level of mobility. Threats: Increased injuries and accidents on the road, especially when no measures for safety have been implemented by the government. 4. Recommendations Based on a review of literatures and on the SWOT analysis, it can be deduced that walking and cycling accord more advantages which far outweigh any costs associated with their promotion. Both on the macro and micro environmental forces, walking and cycling proffer greater benefits to the individuals and to the society, as a whole. The environment would also benefit in terms of lesser pollution which would help prevent further global warming. It is only a matter of designing ways and means to make the streets safer for pedestrians and bicyclists like those instituted by the Netherlands and Germany. More importantly, health care practitioners in the community can participate by providing first hand experiences through seminars and workshops. State authorities have greater responsibilities in promoting the significance of these alternative modes of transportation as part of the health and physical education courses in schools by providing funds and resources (for physical and health facilities) which can be utilized by students and teachers, alike, in their quest to better improve health education. When national policies are instituted, with the collaboration of public health officials, the community and individuals would be made more aware of the benefits that these two alternative modes of transportation would accord in the long run. Promotional Campaign Kotler (1980) averred that “the narrow view says the marketing communications mix consists of the subset of marketing tools that are primarily “communicational” in nature… They are called promotools, and include various forms of advertising, packaging, sales presentations and demonstrations, point-of-purchase displays, sales aids (catalogs, literature, films), incentive tools (contests, trading stamps, premiums, free samples, coupons), and publicity programs” (Kotler, 1980, 467). Since the product being promoted is not a consumer product but an alternative method of transportation, the communicator’s task is to design the appropriate communications mix that would solicit the appropriate response from the target market. In this regard, the promotional campaign would first clearly state the objective, identify the target market, establish the sought response, select an effective media and form of delivery, and finally, monitor the response from the target market through feedback. Objective of the Promotional Campaign: The University is participating in a European project entitled “Active Access” which aims to promote alternative methods of transportation within the city. Through the program, the promoters aim to encourage the use of bicycles and walking for close trips within the city. The benefits to be availed from the program are promotion of health and well being, a reduction of levels of pollution, energy conservation and lower transportation costs. Target Market: The promoters are targeting everyone from school age to old age who could benefit from walking and cycling. Basically, the target is the general public. Sought Response: The promoters would seek the following response pattern from the general public: awareness, interest, desire and action (Kotler, 1980, 475). The promoters would initially build awareness of the campaign through appropriate promotional media. They would communicate the benefits of walking and cycling as alternative means of transportation within the city. The aim is to get the public’s attention and enhance their awareness of the advantages of these two alternative means of transportation. With correct timing and advertisements, the public would eventually be interested and develop a desire to try walking and using the bicycle to reach the destinations they usually go through on a daily basis. Budget: All promotional efforts need a budget prior to implementation. For purposes of simplicity, it is assumed that the promoters do not have any limitations on the budget for promoting the “Active Access” program. Message Development: The message must be clear, concise, yet interestingly appealing. Since the title of the program is “Active Access”, the message to be relayed must be closely related to the title: “A healthy alternative to reach your destination.” Another other options are “Walking and Cycling to a Better You”, or “Easy Access to Any Destination through Walking and Cycling”. These message structures relay the benefits of using the alternative transportation methods of walking and cycling. They are short and easy to comprehend. At the same time, they are catchy and are able to get the attention of the public. With the appropriate style and color when used in print media, these messages would successfully achieve the desired response. Accordingly, when broadcasted in radio or television, the message should be delivered in a lively but authoritative manner to convince the viewers of the relevance of trying these modes of transportation. Further, since the alternative modes of transportation campaign is being promoted for the first time, promotional efforts are critical in this introductory stage to enhance awareness. Promotional Activities: Since the target for this campaign is the general public, the promotional media should cater to mass media through newspapers, radio, television, and billboards. Publicity programs could also be hosted in community health organizations and various health care institutions. In print media, newspapers and magazines, the campaign should contain the message slogan and printed in bold colors (green or blue to relate it to good health and good environment). The message should contain the strengths of these alternative transportation methods as indicated in the situational analysis, to wit: “Walking and cycling are cheaper, help alleviate traffic congestion, save energy, reduce air and noise pollution, conserve land, and produce various environmental benefits as well”. It is also helpful to indicate updated and relevant statistics on the subject such as: walking has been found to directly prevent chronic illnesses such as diabetes, obesity and cardiovascular problems. Finally, there is a need to highlight the government’s commitment to make walking and cycling safe for the public through similar efforts that were instituted by the Netherlands and Germany. In broadcast media such as radio and television, the commentator who is tasked to relay the message could be a well-known celebrity or sports enthusiast who would endorse the campaign. Likewise, the message slogan is highlighted and delivered in a lively but authoritative manner. Promoting through publicity programs is relevant in community health organizations and health care institutions in the city. A printed poster containing the message slogan and benefits of both walking and cycling must be available for the public to see. These organizations can even promote the campaign through walkathons or cycling marathons with awards or trophies to spur attention and general awareness. Banners containing the slogan should be hanged in strategic places for increased awareness and to induce interest and trial of the program. Billboards would help attract the public with the huge message strategically located in the busiest part of the city. It should be colorful with a picture of the endorser in the television ad. This form of promotional campaign would assist in enhancing recall of the message to commuters and pedestrians, alike. Feedback: After the initial message development and promotion through various media, the promoters must take some time to solicit feedback through interviewing a small sample of the public to ask them if they have seen or heard the message slogan, the frequency with which they encountered these promotional campaign, what have they recalled from the message, what do they feel about it, and what are their inputs for improvement, if any. These feedbacks should be compiled, reviewed and evaluated in terms of addressing any changes that need to be edited from any of the elements of the promotional mix. The promoters must also identify any barriers to their campaign. These barriers could come in any of the following forms: as (1) financial budget, (2) level of demand of the alternative transportation means being promoted in the market, (3) managerial and human resource skills doing the promotions, and (4) increasing competition, if any. These barriers should be immediately addressed through identification of resources and enhancing the strengths of the promoters. As customers begin to try the alternative transportation modes, promoters must keep track of the feedback on customer satisfaction or any negative comments to enable them to make the necessary improvements. The promotional mix should also be adjusted, as needed. More local advertisements must be disseminated on the introductory stage to increase awareness and to market the campaign’s competitive advantage. The success of any endeavor lies in the ability of the promoters to monitor and address deviations from the actual plan. Financial considerations, including budget, must be audited in terms of the need to adjust according to requirements of the market. The customers’ reaction to the new campaign must be assessed and appropriate action must be applied. Any technical problems regarding updating statistics on macro and micro environmental factors affecting walking and cycling should be immediately addressed. Any influencing factor affecting the marketing mix should be identified, evaluated, and acted upon, as needed. Conclusion The needs of the target market primarily determine the nature of the marketing communication mix components and strategies to be applied. As appropriately emphasized by McCarthy, “the problem, in brief, is to satisfy our target customers with the right product, available in the right place, promoted in the right way, and available at the right price” (McCarthy, 1975, 86). In case of “Active Access”, the promoters are not requiring the public to purchase the “product or service” they are promoting. However, the message relayed enjoins the public to try giving up their usual mode of transportation and try the alternative means, such as walking and cycling, for more pronounced benefits – not only for themselves in terms of improved health and well being, but more so for the society and the environment, in terms of lesser air and noise pollution, preventing the ill-effects of global warming, conservation of land and energy, and enjoying a more serene and productive quality of life. Reference List Bassett, Jr., D.R., Pucher, J., Buehler, R., Thompson, D.L., & Crouter, S.E. 2008. “Walking, cycling and obesity rates in Europe, North America and Australia.” Journal of Physical Activity and Health, 5, 795 – 814. Business Dictionary. 2010. Definition of Macro environmental. Available at: http://www.businessdictionary.com/definition/macro-environment.html. [Accessed 15 July 2010]. European Commission. 2001. Eurostat: Key Data on Health 2000. Luxembourg: Office des publications officielles des Communautes europeennes. Koontz, C. 1998. Glossary of Marketing Definitions. Available at: http://archive.ifla.org/VII/s34/pubs/glossary.htm. [Accessed 15 July 2010]. Kotler, P. 1980. Marketing Management: Analysis, Planning, and Control. Prentice Hall, Inc. McCarthy, E. J. (1975). Basic Marketing: A managerial approach. Richard D. Irwin, Inc., Homewood, Illinois. Milmo, C. 2006. Revolution! Britain embraces the bicycle. Available at: http://www.independent.co.uk/news/uk/home-news/revolution-britain-embraces-the-bicycle-481347.html. [Accessed 15 July 2010]. Pucher, J. & Dijkstra, L. 2003. “Promoting Walking and Cycling to Improve Public Health: Lessons from the Netherlands and Germany.” American Journal of Public Health. Vol. 93, No. 9. U.S. Department of Health and Human Services (2002). Physical Activity Fundamental to Preventing Disease. Office of the Assistant Secretary for Planning and Evaluation. Available at: http://aspe.hhs.gov/health/reports/physicalactivity/physicalactivity.pdf. [Accessed 15 July 2010]. Vaz de Almeida, M.D., Graca, P., Alfonso, C., Amleto, D.A., Lappalainen, R., Damkjaer, S. 1999. “Physical activity levels and body weight in a nationally representative sample in the European Union.” Public Health Nutr. 2 : 105 – 113. Read More