public relations
government relations
community outreach
media relations
visual communication

experienceclientscase studiesportfolio

San Diego State University
Marston+Marston was hired by San Diego State University (SDSU) to develop and implement a comprehensive communications plan to inform students, faculty and the surrounding community about the 5.9-mile Mission Valley East trolley extension that will pass through the SDSU campus.

Objectives:
· Communicate with a diverse audience of more than 35,000 people on overall project developments, milestones, construction impacts, re-routing and parking issues
· Keep campus community informed of changes in the construction schedule or plan to minimize "surprises"
· Manage construction impact concerns by "selling" trolley benefits
· Elevate SDSU's mission to provide an exceptional learning environment

Actions:
· Conducted research to evaluate pre-construction attitudes and awareness
· Created a campaign called, ìEducation on Trackî to gain support for the project. Branded and produced all materials for the campaign
· Created a strategy to use SDSUís Web site as a primary communication tool, including the establishment of an interactive Web cam
· Developed information video with computer animation
· Developed informational kiosks
· Created banners and outdoor advertising
· Createed 30-second advertisement for use at Qualcomm Stadium and Cox Arena
· Conducted personal and group outreach, including creating and sending e-newsletters and creating a telephone hotline
· Conducted media outreach

Results:
· President Stephen L. Weber has called the program a resounding success and the president of the faculty senate described the effort as a "model communication program."
· Follow-up research with students indicated that awareness of trolley benefits have increased substantially and that fully 96 percent of students recall at least one "Education on Track" campaign tactic.