Graduate students map out business plan, advertising for Jonesboro’s transit system
Posted on Monday, May 12, 2008
URL: http://www.nwanews.com/adg/News/225545/
JONESBORO — Graduate students from Arkansas State University are getting a handson experience in business and advertising by handling marketing for backers of a ballot item on continued funding for Jonesboro’s public transit system.
Two groups of students developed a strategic business plan and an advertising campaign for the fall election, which will include a vote on whether the city should continue paying $ 130, 000 for the Jonesboro Economical Transportation System.
The city uses the money to match federal dollars that enable the system to meet its $ 1. 2 million annual budget. The system began three years ago and voters have to approve whether to support the system after 2010.
The students are being guided by C. William Roe, associate dean of the College of Business and director of graduate business programs.
The students conducted surveys and found most Jonesboro residents still didn’t realize that transit services were available. Few residents know anyone who has used the system, the students said.
Roe’s marketing class developed the advertising campaign, that would utilize newspaper, radio, television and direct mail media. No public funds can be used in the campaign. So, the plan is for public transit supporters to form a campaign committee and raise funds to pay for the campaign.
Students in the master of business administration program recommended ways to attract more riders.
The MBA students presented their plan Wednesday to members of the transit system’s Community Transportation Advisory Board.
Roe said that since 2000, students in his classes have prepared strategic plans for 75 different organizations. Among those assignments was studying the feasibility of starting a transit system in Jonesboro.
Transit Coordinator Joel Gardner said he is working with City Attorney Phillip Crego on wording for the ballot question on continued support of the system by the city.
Alderman Chris Moore, an opponent of the transit system, said last week that the wording should be submitted to the City Council for review before it is submitted to the Craighead County Election Commission for approval.
Gardner said ridership in April totaled 7, 297 on the service’s four fixed routes and the separate paratransit service. That’s compared with 6, 485 in March and 7, 079 in February. Jonesboro has about 57, 000 residents and Craighead County has about 88, 000.
The four fixed routes averaged 258. 6 rides per day in April compared with 262. 9 in February.