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Successful Online Permit Registration Campaign at Texas A&M University

The "Hunt Is Over" online permit registration initiative, led by Peter W. Lange from Texas A&M University Transportation Services, utilized diverse communication tools to achieve impressive results. With a marketing budget of $11,000, strategies included radio and TV ads, print signage, and direct mail postcards, resulting in 33,250 parking permits registered—an increase from the prior system's 20,000 auto-renewals. Faculty and staff registration reached 90%, surpassing expectations despite a delayed start. The campaign effectively engaged over 22,200 new student registrations during the rollout.

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Successful Online Permit Registration Campaign at Texas A&M University

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  1. “The Hunt Is Over” Online Permit Registration Peter W. Lange, Associate Director Texas A&M University Transportation Services

  2. Communications tools • Battalion interview and ads; Aggie Hotline • Bus banner ads • Residence Hall Flyers • Radio- interviews and ads • Television ads • Customer Assistance Promotion • NEO messages • Parking lot signs; signs near Student Center • Computer lab screen savers • Direct mail postcard to faculty/staff home

  3. Radio and TV spots

  4. Marketing budget • Radio - $4500 for the 4 month run- 300 spots – production cost $0 • TV - $2100 includes $300 production – 80 spots 2 months run • Customer Assistance Promo - $400 • Print ads, signage, and bus banners - $3200 • Postcard production and mailing $800 • Total Cost: $11,000

  5. Results: • 33,250 Registered for parking – previous system auto renewed 20,000 permit holders • 22,200 students – expected 21,000 registration start date was delayed 15 days • 90% of faculty/staff registered – expected 75% - registration start date was delayed 50 days – missed 9 month employees

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