Big Goals, Crazy Ideas and Great Results June Broughton Marketing

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Big Goals, Crazy Ideas and Great ResultsJune
Broughton Marketing Communications Manager 
Texas AM Transportation Services Travis
RollinsMarketing Consultant  Clear Channel
RadioWilliam Welch Director of
Marketing  Independence Harley Davidson/Buell
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About Bryan/College Station

• Twin central Texas cities also known as B/CS
• Combined population of over 200,000
• 16th largest metropolitan area in Texas
• Home to Texas AM University  Blinn College

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About Texas AM University

• Texas first public institution of higher
  learning
• Land-Grant, Sea-Grant and Space-Grant University
• Sixth-largest university in enrollment
• 12,000 faculty/staff, 46,000 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
• 72 buses operating approximately 125,000 hours
  each year and 1.4 million service miles
• Ridership over 4.5 million/yr

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Parking, Traffic and Transportation Services
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Identifying the Need for Change

• External factors How customers perceive the
  department
• Internal factors How employees perceive the
  department

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New Name/Logo
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Communicating With Gen Y

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

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Technology - Gen Y

• 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

• 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

• Radio
• 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

• 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 Day
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Get to the Grid
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Get to the Grid Survey
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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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Results
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TS RIDE SHARING PROGRAM LAUNCHED The Battalion,
Published Wednesday, June 11, 2008 Transportati
on Services announced the launch of a ride share
program June 1. AlterNet Rides is available for
students, staff and faculty and is a way to save
money, make friends and be kind to the
environment, according to Transportation
Services. To participate in the free program,
students, faculty or staff must create a login ID
with a valid e-mail account. Users list the
departure and arrival destination, whether
offering or in need of a ride, frequency and
travel times. Users may specify smoking and radio
preferences and the amount of money expected to
cost for each trip. Patrick Unger, a sophomore
electrical engineering major, said the time is
right for the ride-share program. "I could see
with the fuel costs going up that it would be
helpful," Unger said. Sixty rides were listed as
of 720 p.m. Tuesday. Users are seeking and
offering rides from Bryan-College Station and
across Texas. Rose Bernardy, a Somerville,
Texas, resident who works for Dining Services,
said she was pleased to hear that rides are
offered for areas outside Bryan and College
Station. "There's some people that live in
Caldwell that can't even afford the gas to come
to work," Bernardy said. According to the
AlterNet website, safety is not guaranteed and
the following tips are provided Get the rider's
full name and address, verify where they work,
make sure their driver's license and insurance
are valid, ask for referrals and meet in person
before commuting.
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Contact Us

• June Broughton, june_at_tamu.edu
• Travis Rollins, TRollins_at_clearchannel.com
• William Welch, marketing_at_independencehd.com