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First Student and Madison Metropolitan School District Join Forces

In a significant leap toward enhancing student safety and well-being, First Student, a leader in school transportation, has joined hands with Madison Metropolitan School District (MMSD) to incorporate the Positive Behavioral Interventions and Supports (PBIS) framework into its transportation services. Announced on September 4, 2025, this strategic partnership aims to not only improve the safety of students on the bus but also foster a more positive and supportive environment that follows them from the bus stop to the classroom.

The PBIS framework is designed to promote positive behavior by establishing clear expectations that students can understand and follow. Through this initiative, First Student aims to create a seamless connection between the expectations set within schools and those on school buses. By reinforcing behaviors that contribute to a safe and kind atmosphere, both companies intend to equip students with the tools they need to succeed during their educational journeys.

John Kenning, CEO of First Student, emphasized, "Safety is more than a priority for us; it is a core value. By partnering with MMSD and implementing the PBIS framework, we are taking proactive steps to enhance student well-being and reinforce consistent expectations throughout their entire day. This collaboration highlights our commitment to providing the best transportation experience for every student, ensuring they arrive ready to learn and thrive."

The PBIS initiative includes three student-friendly expectations that have been defined clearly: Safe Body, Kind Heart, and Own Your Actions. These guidelines will help students recognize their role in maintaining a safe and supportive environment on school buses and beyond. Additionally, the program will leverage First Serves, First Student's proprietary behavioral training and support initiative, which helps in building robust relationships with students, families, and educators.

Will McDermott, the Head of Student Services at First Student, pointed out the importance of consistency in managing student behavior. He stated, "Consistency is fundamental when it comes to supporting student behavior, and this begins with shared expectations across every aspect of a student’s day. Integrating the PBIS framework into our transportation services ensures that students feel supported from the moment they step onto the bus, as drivers and attendants align their expectations with teachers in the classroom."

The collaboration also allows school administrators at MMSD to implement a structured approach to behavior management specifically for transportation. Vanessa Cruz, Assistant Director of Transportation and Logistics, expressed enthusiasm for the partnership: "This initiative strengthens how we promote positive expectations for students throughout the district. The resources we gain will foster collaboration and create a safer travel environment."

As part of the preparations for the upcoming school year, First Student has ensured that all drivers and attendants have received specialized training. This focus on training provides staff with practical strategies to encourage positive behavior from the very first day of school, establishing a supportive atmosphere for students. Furthermore, materials have been provided to align school behavior training with the new transportation framework, ensuring comprehensive consistency.

Emily Powers, Principal of Franklin Elementary School, added, "Our goal has always been to create clear, consistent, and positive expectations for students regarding bus rides. We are hopeful that First Student staff will effectively partner with schools to guarantee that students get to and from school safely every day."

First Serves has previously demonstrated its effectiveness; districts implementing the program have reported an average reduction of 27 percent in behavioral incidents on school buses. This successful approach empowers staff to tackle a variety of student needs, including those who may face emotional, intellectual, or physical challenges.

Recognized for its impact, First Serves has been invited to speak at notable conferences, including the Council of Administrators of Special Education (CASE) and the Michigan Association of Administrators of Special Education (MAASE).

About First Student: First Student reimagines the school bus experience for approximately 5.5 million students in North America. As the leading provider in K-12 transportation, the company aims to complete 1 billion student rides in the 2025-26 school year, ensuring safety, reliability, and peace of mind for families and school districts alike. With a highly trained workforce and a fleet of around 46,000 vehicles—including electric buses—First Student is dedicated to supporting educational experiences.

In conclusion, this partnership between First Student and the Madison Metropolitan School District represents a forward-thinking approach to school transportation, with a strong emphasis on enhancing safety, fostering positive behavior, and ultimately improving the overall student experience.