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First Student Receives American Marketing Association Pinnacle Award
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First Student Receives American Marketing Association Pinnacle Award

June 15, 2016

Corona-NorcoThe Cincinnati Chapter of the American Marketing Association (AMA) recently held the Pinnacle Awards, its annual celebration shining a spotlight on exceptional work in marketing. At the ceremony, First Student’s Safety Dog Bus Tour won the Pinnacle Award for best use of integrated marketing. The Tour was selected for its success in leveraging events, branding, traditional media and social media to highlight school-bus safety with students, parents and school districts.

“First Student is an advocate for safety — we constantly work to keep safety front of mind in the communities we serve,” said First Student President Dennis R. Maple. “It’s important that we all work together to ensure the safety of our children. At each Safety Dog Bus Tour stop, we delivered important safety messages in a fun and memorable way.”

The 2015 Safety Dog Bus Tour included stops in Schaumburg, Ill., Cincinnati, Wichita, Kan., Lewisville, Texas, Corona-Norco, Calif., New Castle, Pa. and Jericho, N.Y.

At each stop, students learned simple but effective safety tips as they got a chance to sign a safety pledge and “Walk the Yellow Carpet.” They also met and had photos taken with Safety Dog, First Student’s safety mascot, and parents saw firsthand how First Student buses are designed for safety inside and out.

In total, almost 5,000 guests participated in the Tour, and more than 2,500 students signed safety pledges. Planning is underway for the 2016 Safety Dog Bus Tour. Tour stops will be announced later this summer.

The American Marketing Association is the nation’s largest marketing organization with more than 30,000 members.

About First Student, Inc. As the leading school transportation solutions provider in North America, First Student strives to provide the best start and finish to every school day. First Student completes six million student journeys each day, moving more passengers than all U.S. airlines combined. With a team of highly-trained drivers and the industry’s strongest safety record, First Student delivers reliable, quality services including full-service transportation and management, special-needs transportation, route optimization and scheduling, and charter services for 1,300 school district contracts. For more information, please visit