UNT Transportation Services
Ask: Provide a timeless message a clear, consistent way to educate every new wave of students about UNT parking and transportation policies.
Problem: UNT Transportation Services faced community mistrust and confusion caused by a lack of communication and a reputation for being enforcement-driven.
Insight: Frustrated commuters stick to what they know because they don't see a smarter option.
Execution: We developed an IMC plan that raised awareness of UNT’s remote parking options to relieve congestion on internal parking lots.
My official role: Researcher
PRimary Research
I created a conditional survey on Qualtrics splitting respondents into two groups.
Permit holders
Non-permit holders
Asked everyone a set of general questions to:
- Understand overall perception of UNT Transportation Services.
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Identify common misconceptions about campus parking and transportation.
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Used follow-up questions specific to each group to gather more relevant, detailed insights based on their experiences
SURVEY INSIGHTS
People do not love parking at UNT.
The one thing people would change about UNT parking
This question was asked to people who had an Eagle Pass. Below are the parking lots located inside campus along with Lot 20, the furthest but largest parking lot available to Eagle Pass holders.
Eagle Pass can't park in remote lots so the respondents most likely do not know where they are parking. This could lead to confusion and frustration.
Media
signage
We wanted the UNT community to feel more confident in their parking choices. One way to support that was by increasing the visibility of signage in Lot 20.
In Lot 20 the signs are small and difficult to read, especially from a distance. This causes confusion and frustration for drivers trying to figure out where they are allowed to park.
By improving signage clarity and placement, we aimed to reduce uncertainty and make the parking experience feel easier and more intuitive.
Mailed Brochure: a Timeless Message
Since each semester brings in a fresh class unfamiliar with these systems, I proposed reaching students at their first official point of contact: the admissions folder every newly admitted student receives upon acceptance to UNT.
I recommended designing a brochure to be included in this folder, ensuring critical transportation information is communicated early and effectively. I outlined the brochure’s content strategy to prioritize clarity, confidence, and consistency, addressing common misconceptions and highlighting helpful tools and tips to make navigating campus easier from day one.
Brochure outline
Final Brochure
