ASUCD Unitrans

Unitrans is the public transit system of Davis, serving over four million annual customers on 48 buses along 18 bus routes. As a Marketing Designer, I designed digital and print marketing collateral to drive brand engagement, user retention, and user acquisition.

Winter Fee Referendum

Problem: As a result of Unitrans facing a budget deficit, my team and I were tasked with increasing student votership from 7% to at least 20% regarding a Unitrans fee referendum on the university's winter election ballot. To pass the referendum, at least 20% of the UC Davis student body had to vote (approximately 7,600 voters out of 38,000 students), with at least 60% of those votes being “Yes.”

Solution: Team members Morgan Tieu, Samantha Woo, Celina Leong, and I created a campaign involving flyers, stickers, buttons, social media material, and a functioning website to encourage voter turnout. We built a style incorporating bright colors and bold call-to-actions that would grab attention and communicate most directly with our audience.

Result: The Unitrans Referendum passed with an increase in votership from 7% to 35%, quintupling voter turnout from the previous election and producing the highest turnout in campus history. Of those who voted, 91% voted "Yes." Below is the marketing graphic standard that my team developed, along with several of the digital and print materials produced during the campaign.