Introducing an established brand - bringing Yellow Bus to Britain
A First Group case study

Page 1: Introduction

Most people in the UK will have seen yellow school buses in American films. The Yellow Bus brand represents more than simply a bus journey for young people. It is one of the classic icons of American culture, representing a child-centred world in which children's safety and well-being lie at the heart of community values. Now Yellow Buses are becoming part of the British scene too; First is...
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Page 2: First

First is the UK's largest bus operator and a key rail operator, running nearly 20% of the UK's passenger rail services. In the USA, First Student, the company's USA school bus operation, transports over 1 million students to and from school each day in 36 states. As its name suggests, the company aims to be 'First' in the transport market by providing the best and most comprehensive service to...
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Page 3: Why bring the Yellow Bus to the UK

First decided to introduce the Yellow Bus service here because: The adverse environmental impact of the school run, in terms of congestion and pollution had been identified by the government leading to a clear need for a high quality home to school transport service in the UK First was able to combine its US experience of running successful Yellow Bus services with a nationwide network of...
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Page 4: The service

First's UK Yellow Bus service is based on existing patterns in the US and Canada. There is a great emphasis on safety. Every year in the USA, over 600 school-aged children are killed in school-hour accidents involving private vehicles. On average there are 9 fatalities involving school bus occupants. Every year in the UK, 45of accidents involving children are road accidents - 200 children die...
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Page 5: Piloting the scheme in the UK

A period of trialling is a key part of the launch of any new product or service. In introducing Yellow Bus to the UK, First had to consider the implications of operating in a country with a different regulatory environment. The UK needs buses specially built for 'driving on the left' and the European Union operates within a different regulatory framework for safety and emission standards. Adapting...
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Page 6: Conclusion

The UK Yellow Bus service is proving successful because it has a history of success elsewhere, it is a superior product to anything else on offer, and because its operation can be adapted to meet local requirements. The service offers a 'package' that is attractive to education and transport authorities as well as to schools, parents and children. Launching the service in the UK has been made...
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