Forwarded message: Delivered-To: [EMAIL PROTECTED] Date: Thu, 28 Jan 1999 11:05:58 -0800 To: [EMAIL PROTECTED] From: Sid Shniad <[EMAIL PROTECTED]> Subject: DISTRICT 11'S COKE PROBLEM X-UID: 6381 Harper's Magazine February 1999 [Memo] DISTRICT 11'S COKE PROBLEM >From a September 23, 1998, letter sent to the principals of School District 11 in Colorado Springs, Colorado, by John Bushey, the district's executive director of "school leadership." In September 1997, the district signed an $8 million exclusive vending contract with Coca-Cola. Dear Principal: Here we are in year two of the great Coke, contract. I hope your first weeks were successful and that pretty much everything is in place (except staffing, technology, planning time, and telephones). First, the good news: This year's installment from Coke is "in the house," and checks will be cut for you to pick up in my office this week. Your share will be the same as last year. Elementary school $3,000 Middle School $15,000 High School $25,000 Now the not-so-good news: we must sell 70,000 cases of product (including juices, sodas, waters, etc.) at least once during the first three years of the contract. If we reach this goal, your school allotments will be guaranteed for the next seven years. The math on how to achieve this is really quite simple. Last year we had 32,439 students, 3,000 employees, and 176 days in the school year. If 35,439 staff and students buy one Coke product every other day for a school year, we will double the required quota. Here is how we can do it: 1. Allow students to purchase and consume vended products throughout the day. If sodas are not allowed in classes, consider allowing juices, teas, and waters. 2. Locate machines where they are accessible to the students all day. Research shows that vender purchases are closely linked to availability. Location, location, location is the key. You may have as many machines as you can handle. Pueblo Central High tripled its volume of sales by placing vending machines on all three levels of the school. The Coke people surveyed the middle and high schools this summer and have suggestions on where to place additional machines. 3. A list of Coke products is enclosed to allow you to select from the entire menu of beverages. Let me know which products you want, and we will get them in. Please let me know if you need electrical outlets. 4. A calendar of promotional events is enclosed to help you advertise Coke products. I know this is "just one more thing from downtown," but the long-term benefits are worth it. Thanks for all your help, John Bushey The Coke Dude -- Michael Perelman Economics Department California State University Chico, CA 95929 Tel. 530-898-5321 E-Mail [EMAIL PROTECTED]