If You Build It Will They Come Marketing EServices

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If You Build ItWill They Come?Marketing
E-Services

• Rod Weis, Executive Director
• Texas AM University Transportation Services
• Chicago
• November 2, 2008
• National Association of College Auxiliary
  Services

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About AM
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About AM

• Texas first public institution of higher
  learning
• Land-Grant, Sea-Grant and Space-Grant university
• Seventh-largest university in enrollment
• 12,000 faculty/staff, 48,000 students
• One of largest campuses 5200 acres
• Home to George Bush Presidential Library and
  Museum

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About Transportation Services

• 36,310 parking spaces
• 80 buses and 5 paratransit vans operating
  approximately 117,000 hours each year and 1.4
  million service miles
• Ridership over 4.5 million/yr

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Results
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Results

• TS Predecessor, PTTS, was not renowned for
  communicating policies to students and faculty.
• People should give TS the benefit of the doubt
  that it is trying to improve the parking
  situation at AM.
• David Shoemaker,
• The Battalion
• May 4, 2004

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Communicating With Gen Y

• Cell Phones
• Laptop Computers
• High-Speed Internet Access
• Instant Messaging
• MP3 Players (iPod)
• Personal DVD players
• Digital Cameras

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Communicating With Gen Y
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Generation Y - Technology

• Internet is the media of choice.
• First generation to grow up with computers in the
  home
• 75 - 90 of the of the teenagers have a computer
  at home
• 50 have access to the Internet from home
• Using computers since nursery school

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Generation Y - Technology

• Spend 1/3 life on the Internet
• Average student has 2 email addresses email is
  preferred method of communication
• Very tech savvy
• Video games, cell phones, PDAs, music downloads,
  MP3 players, instant messaging

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Generation Y

• Graphics oriented, see text as supporting visual
  methods
• A picture is worth a thousand words
• Thrive on change
• Variety a few things that change frequently
• Demand quick, if not instant, gratification
• Self-Reliant Used to doing it (and many other
  things) themselves, multi-taskers

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Generation Y

• Its predicted that by 2010, the Gen Y
  populations will be 32 of the total population
• Grew up in media saturated, brand conscious world
  raised as consumers
• What do you think students look for in an
  advertisement? It might surprise you that from
  our research it is unvarnished truth, irony and
  humor
• University Publications
  California State University, Chico

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Permit Distribution 03
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Permit Registration 04

• The Hunt Is Over!
• Newspaper Ads
• Screensavers
• Bus Banners
• Campus-wide email
• TV Commercials
• Radio Ads

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Permit Registration 05

• Postcards
• Newspaper Ads
• A-frames around campus
• Screensavers in computer labs
• Bus Banners
• Dorm Posters
• Campus-wide Email
• Video

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Permit Registration 06-08

• Postcards
• Newspaper Ads
• A-frames around campus
• Screensavers in computer labs
• Bus Banners
• Dorm Posters
• Student Center Display
• Website
• Campus-wide Email
• Radio Ads (15sec) (30sec)

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Permit Registration AwarenessCompleted
Registrations First Week
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Citations

• Website on back of ticket
• Online payments
• Online appeals

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My Parking Account

• Newspaper Ads
• Screensavers in computer labs
• Campus-Wide Email
• Bus Banners
• Video

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My Account Logins
Online Transactions
204,191 logins March 12 September 30, 2008
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Links from Other Websites
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Google Analytics
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transport.tamu.edu
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RSS Feeds
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New Students

• New Student Conferences
• Transfer Student Conferences
• Fish Camp (freshman)

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Contact Us

• Rod Weis rweis_at_tamu.edu
• http//transport.tamu.edu
• 979-845-9700
• Presentation available at http//transport.tamu.ed
  u/presentations