UNT Parking & Transportation
Project Type: Integrated Marketing Campaign
Role: Copywriter
Term: Spring 2025
Overview: SWOOP, the student-managed advertising agency at the University of North Texas, specializes in the YMAC segment: Young, Multicultural, and Always-Connected. For the semester, SWOOP worked with an in-house client, UNT Parking & Transportation. During the client meeting, Parking & Transportation expressed a desire to improve its brand reputation.
Problem: The Parking & Transportation Department sought to improve its relationship with the campus community, as it felt it had a poor brand image. The department aimed to enhance the campus's understanding of its efforts and to humanize the organization, rather than perpetuating a negative public perception.
Solution: Our team developed multiple tactics to approach the client based on the research we gathered. The campaign focused on increasing awareness, improving the community's image, rebuilding trust, and refining messaging through the creation of a detailed, integrated marketing communications plan.
Assigned: Executive Summary, Driven to Serve, Survey Promotional Flyer, Event Descriptions, and Planbook Layout and Design.
Promotional Research Survey Flyer
An integrated marketing campaign was developed for the University of North Texas Transportation Services. As the team’s copywriter, I took on multiple responsibilities, including creative concept development and recruiting participants for consumer research.
The campaign began with a bold, eye-catching flyer I designed to encourage students, faculty, staff, and visitors to share honest feedback about their experiences with UNT’s parking and transportation system. I selected Shrek as the focal point of the promotional flyer as he is a very popular character amongst the GenZ segment. The flyer was posted all across campus and on social media.
The insights we gathered during this research phase played a crucial role in shaping our strategy and informing a thoughtful, targeted approach to addressing our client’s concerns.
