This case study details the communication plan and marketing strategies designed to educate the community and parents about the revised school pick-up and drop-off procedures to enhance school safety. These initiatives were included in a larger update to the parking ordinance led by the Berkley Public Safety Department.
When the necessity to revise parking and school safety regulations, a joint initiative between the City of Berkley and the Berkley School District came to light. The opportunity to streamline communication and ensure clarity on the new procedures was paramount to ensure the safety of students and facilitate public safety access to school buildings.
Given the community was a walking district, the strategy was multifaceted and tailored to reach various target audiences including Berkley residents, students and parents, school staff, and city staff (public safety and community development). We leveraged visual communication by creating engaging graphics and poster designs to illustrate the changes. Social media campaigns were crafted to disseminate information widely, while a series of informative videos were produced to provide visual guidance. We worked closely with each school to equip principals and teachers with talking points, ensuring consistent messaging. Additionally, collaboration with the school district’s communications team facilitated the distribution of infographics, FAQs, maps, and other content through their communication channels, further enhancing outreach efforts with parents.
Through our concerted efforts, School Safety Zones were successfully implemented around each school in the City of Berkley. These zones focused on ensuring student safety while also simplifying regulations that clarified designated drop-off and pick-up spots, provided convenient street parking for nearby residents, and facilitated improved emergency access for the public safety department.
By encouraging parents to adhere to the designated procedures, including dropping off students across the street, exiting on the curbside, and utilizing crossing guards, it fostered a safer environment for all. Residents near schools also benefit from clarified parking regulations, allowing them to park in front of their residences, excluding designated off hours. The community’s cooperation with the School Safety Zone rules ensures access to school buildings and safeguards our children’s well-being. We additionally extended gratitude to all stakeholders for their commitment to safety, reminding residents and travelers to exercise caution and vigilance on residential streets to uphold a culture of safety and responsibility in the community.