San Diego State University, Trolley extension project
Project Description
San Diego State University (SDSU) and the Metropolitan Transit System (MTS) tasked M+M with developing a comprehensive, five-year public outreach initiative surrounding the $750 million, six-mile Mission Valley East trolley extension, underground tunnel, and trolley station in the heart of SDSU’s 300 acre campus.
Program Objectives
Uphold the SDSU reputation as a world-class educational facility during the transformation of its campus - Create and secure public trust regarding a historically significant taxpayer infrastructure project
- Create and maintain an environment of multi-level communication systems reaching the following key audiences:
- State and local government officials
- Regional appointed officials
- Community groups and leaders
- University faculty, staff, and students
- Regional media leaders, broadcasters, and beat reporters
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 showed that 96% of students recalled at least one “Education on Track” campaign tactic. Sally Roush, SDSU Vice President of Business and Financial Affairs stated, “I measure success by the lack of complaints we get. We have quite a few people who like to complain on campus. Thanks to the ‘Education on Track’ campaign, I have received hardly any negative comments. More importantly, neither has President Stephen L. Weber. The communication effort has been excellent.” The Metropolitan Transit System retained Marston+Marston to coordinate the Grand Opening of the Mission Valley East trolley extension, commonly known to commuters as the Green Line.