An undergraduate advertising management class taught by Tina Lowrey, professor of marketing, won a local marketing competition sponsored by VIA. Students were charged with developing an advertising and marketing campaign that would increase the number of VIA riders on campus. As one of three finalists, the UTSA team received a $3,000 budget from VIA to execute their campaign.
A team of eight students formed Beep, Beep Advertising and created the slogan “Change is Good.” Initial research determined that only four percent of UTSA students used VIA. The team’s strategy was to increase the awareness and positive perception of VIA bus services on the UTSA campus. Elements of the campaign included handing out flyers, posting signs, running ads in the Paisano and promoting the benefits of bus ridership. The students conducted post-campaign research and presented their results to VIA in early December.
UTSA students received high marks from VIA judges on their creative concept and professional team presentation. Other competitors were the University of the Incarnate Word and San Antonio College.
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