Getting the Word Out Across the County

Student Idea for Bus Advertising Receives Initiative Funding

October 8, 2007

By Pam McLaren

To graduate student Dolores Estrada, it seemed like an obvious thing. Cal State Fullerton was celebrating its 50th anniversary and what better way to get the word out than to promote it on a moving billboard — a bus.

“Buses are so visual and I always see them around campus,” said the counseling major, who admits that she’s “into” public transportation. “Buses are good because they are always moving.”

So when she heard about the university’s “Golden Ideas” Initiatives, Estrada sat down and wrote a proposal to place an ad on an OCTA vehicle.

“I heard about the initiatives in my Human Services class where we were learning to write proposals. I thought, what a good experience to actually try to get funding,” she said.

Estrada’s idea of advertising the milestone event on the side of a bus clicked with the committee that reviewed and selected the initiatives to be funded. Of the 24 winning proposals, hers was the only student proposal funded.

“I was very surprised, very happy,” she said. “Then I thought — Oh my gosh? What am I going to do now?”

Shortly afterwards, Estrada got a call from the office of University Communications and Marketing, that had hoped to include bus wraps as part of the 50th marketing campaign.

With marketing funding, the funding that Estrada received and the creativity of graphic designer Marcia Escobosa, six OCTA buses carry the message of CSUF’s yearlong celebration.

The actual bus wraps were produced and scheduled by Titan Worldwide, an outside advertising company headquartered in New York and with offices across the country, the United Kingdom and Ireland.

“ It worked out really well and was nice for me because I am an alumnus,” said Tom Carr (B.A. communications – radio/TV/film ’87), an account executive with the company’s Buena Park Office. “I was really excited to see Cal State Fullerton promoted in this way.”

Seeing the buses promoting the university is especially pleasing for Estrada who remembers when Cal State Fullerton first opened. “It was really big news because it was the only university around,” Estrada said.

Estrada first came to Fullerton after two years at Cerritos College but quit shortly after getting married. She spent 25 years in insurance claims management and saw her children complete college before she decided that is was her time to earn a degree. Last spring, Estrada finished her bachelor’s degree in human services and she is now working on a master’s in counseling.

“It’s so cool,” said Estrada. “I love the school.”