2012 Gold Quill Work Sample

U-Pass BC
How to Get Students Out Early
University of British Columbia,
Campus and Community Planning
Entrant: Tracy Bains
Gold Quill 2012 | Work Sample

UBC U-Pass | Tracy Bains
Contents
 Website
 Video
 Newspaper Ads
 Poster
 Web Banner Ads
 Digital Signage
 Broadcast Email
 Editorial Content
 Direct Mail
 Social Media
 Email to Stakeholders
 Tent Card
 Business Card
 Sample Response from Stakeholders
 Sample Screenshot from Stakeholders
 Photos

 Website
upass.ubc.ca | The central hub of all U-Pass BC information

 Video
“5 Big Changes to Your U-Pass” YouTube video | Featuring: AMS President - Jeremy McElroy;
AMS VP - Katherine Tyson; Manager, Transportation Planning - Michael Peterson
To view the video, please go to http://youtu.be/9qgh_N7bc98

 Newspaper Ads
Ads published from August through September | Full-page ads summarizing the five
big changes to the program
The Ubyssey, Student paper - August 25
The U-Pass BC program has been expanded to all
public, post-secondary educational institutions in
Metro Vancouver. While the new U-Pass BC
program will continue to provide lower transit fares
across all zones for eligible members of UBC’s
Alma Mater Society, there are five important
changes for UBC students. Starting immediately:
1 Each month, you will need a new pass.
2 You will not be mailed a pass.
3 Every month, you must pick up your pass
at UBC Bookstore.
4 Your pass will not include your name
or photo so you will always need to carry
your UBCcard with you.
5 Your pass costs $30 per month as
approved by student referendum.
5 Big Changes
to Your U-Pass
For full details on U-Pass BC,
go to upass.ubc.ca.

 Newspaper Ads
Connections, annual publication for student residents - September 3
The U-Pass BC program has been expanded to all public, post-secondary
educational institutions in Metro Vancouver. While the new U-Pass BC
program will continue to provide lower transit fares across all zones for eligible
members of UBC’s Alma Mater Society, there are five important changes for
UBC students. Starting immediately:
5 Big Changes
to Your U-Pass
3 Every month, you must pick up your pass
at UBC Central (formerly UBC Bookstore).
4 Your pass will not include your photo so
carry your UBCcard with you.
approved by student referendum
See page xx for full details on
U-Pass BC or go to upass.ubc.ca
Ads published from August through September | Full-page ads summarizing the five
big changes to the program

 Newspaper Ads
Ads published from August through September | Quarter-page ads urging students
to pick up passes early before the start of term
The Campus Resident, local community paper - August 12
The Ubyssey, August 16
Come earlyfor
your U-Pass
Starting August 25, you can get your
U-Pass at UBC Bookstore.
Get it by August 31 to be entered into a draw for
a $100 gift card to the Bookstore.
You will not be mailed a U-Pass so you must pick up your
pass in person at UBC Bookstore.
Visit upass.ubc.ca for details.

 Newspaper Ads
Ads published from August through September | Quarter-page ads reminding students
to pick up passes at the start of term
The Ubyssey - September 6, September 8, September 12, September 15
Get your
U-Pass now
Your September pass is available now
at UBC Bookstore.
Swipe your UBCcard at a vending machine which will
check your eligibility and then issue you a pass.
Every month, you must pick up your U-Pass at
UBC Bookstore. And remember — print your name
on the back of your pass.

 Newspaper Ads
Ads published from August through September | Quarter-page ads informing students
when the next set of monthly passes became available
The Ubyssey - September 19, September 22, September 26, September 29
Pick up your
October U-Pass
Starting September 16, pick up your
October U-Pass at UBC Bookstore.
Make sure that you have your October U-Pass
and UBCcard with you when boarding public transit
at the turn of the month.
New passes will be available for pick up starting on the
16th of every month. And remember — print your name
on the back of your pass.

 Poster
3 Every month, you must pick up your
pass at UBC Bookstore.
For September, pick up your pass
starting August 25.
4 Your pass will not include your name
or photo so you will always need to
carry your UBCcard with you.
approved by student referendum.
5 Big Changes
to Your U-Pass
upass.ubc.ca
11 x 17 inch posters | Five hundred copies were distributed across campus, including student residences

 Web Banner Ads
650 x 80 pixel banner ads | 1 Announcing big changes to the program; 2 Reminding students
to pick up their pass early; and 3 Encouraging students to pick up their pass at the start of the term
www.ubyssey.ca - All three banner ads were displayed on the Front Page and News Page
1 August 15 - 24
2 August 25 - 31
3 September 5, 7, 9

 Digital Signage
Slides appeared at key locations inside campus buildings and outside, generating 5,760 impressions

 Broadcast Email

Connections: annual publication for student residents - September

Campus and Community Planning monthly e-newsletter - August
This article was clicked 211 times (13.72%), the most opens of any article we have ever published
See the original email here: http://p0.vresp.com/tsyoqA

If you can’t come before classes start, then follow UBC Bookstore on Twitter or Facebook when term starts
for real-time updates on the length of the line and other key information. In addition, Transportation Planning
will have representatives present on-site to answer any questions you have about the new program.
Since cards must be picked up monthly, here is a schedule of when you can pick-up your U-Pass each month:
Valid for Available for Pick Up Starting Pick up at
Term 1
September August 25, 2011 UBC Bookstore
October September 16, 2011 UBC Bookstore
November October 16, 2011 UBC Bookstore
December November 16, 2011 UBC Bookstore
Term 2
January December 16, 2011 UBC Bookstore
February January 16, 2012 UBC Bookstore
March February 16, 2012 UBC Bookstore
April March 16, 2012 UBC Bookstore
Eligible students will be charged for U-Pass regardless of whether or not they collect their pass so be sure
to pick up your pass each month and take full advantage of this program.
U-Pass BC is an important transportation program that has reshaped the way students choose to travel to
and from UBC and across the region. The program is a cornerstone of our commitment to providing
sustainable commuting options for students, and we appreciate your continued support.
If you have any questions about the new U-Pass BC program including eligibility requirements
and exemption or subsidy information, please visit upass.ubc.ca where a comprehensive list
of Frequently Asked Questions has been posted.
Sincerely,
Carole Jolly, Director, Transportation Planning Jeremy McElroy, President, AMS
(Scan with your phone)
P.S. Pick up your new pass by August 31, 2011, to be automatically
entered into a draw for a chance to win one of three $100 gift cards
to UBC Bookstore.
 Direct Mail
Letter | Personally addressed to each recipient
Dear [First Name + Last Name]:
We are writing to notify you of five important changes to your U-Pass, which take effect in September 2011. These
changes allow the U-Pass program to be accessible to students at all public, post-secondary institutions in Metro
Vancouver. Please read our letter in full as it contains important information about how these changes effect you.
Most importantly, [First Name], get your U-Pass early starting Thursday, August 25, 2011 at the
UBC Bookstore. See #3 below for details.
For UBC students, the expansion of U-Pass means that the original program will expire and be replaced with
a new U-Pass BC program that launches this fall. This new program includes changes which are necessary
due to TransLink’s requirements to limit the possibility of fraud and to bring the U-Pass into alignment with
its other fare cards.
First Name, here are the five big changes that you need to know:
1. Each month, you will need a new pass.
Passes will no longer be valid for one term, but rather from the first to the last day of each month.
2. You will not be mailed a pass.
New program conditions require the passes to be distributed on-site rather than by mail.
3. Every month, you must pick up your pass at the UBC Bookstore.
Pick up your pass at the Carding Office located inside the store. Twenty, high-speed vending machines have
been installed to read your UBCcard and then issue a monthly U-Pass.
For September, you can pick up your pass starting on Thursday, August 25, 2011. Thereafter, you can
pick up new passes starting on the 16th of every month.
4. Your pass will not include your name or photo so you will always need to carry your UBCcard with you.
The new cards are similar to the standard monthly passes issued by TransLink. The passes are not transferable;
when asked by TransLink representatives, you must be able to produce your UBCcard and U-Pass when riding
public transit. Without both your UBCcard and U-Pass, you will be required to pay the full fare and may be
subject to fines.
5. Your pass costs $30 per month as approved by student referendum.
The cost of U-Pass BC has increased to $30/month to allow for the expansion of the program, which continues
to provide eligible members of UBC’s Alma Mater Society with lower transit fares across all zones. Ninety-five
per cent of students who voted in the 2011 AMS Referendum overwhelmingly elected to participate in the new
program at the cost of $30/per month.
Please turn over . . .
Carole Jolly
Director,
Transportation Planning
Jeremy McElroy
President, AMS
First Name Last Name
Adress Line
Address Line
Postal Code

• High-speed vending machines located at UBC Bookstore will issue
passes each month.
• Swipe your UBCcard at the machine which will verify your eligibility
and then issue you a pass.
Pick up your new pass by August 31, 2011, to be automatically
entered into a draw for a chance to win one of three $100 gift cards
to UBC Bookstore.
For a complete run-down of U-Pass BC and the five big
changes you can expect this fall, visit upass.ubc.ca.
How
do I get my U-Pass?
 Direct Mail
Postcard
SAMPLE
You will not
be mailed a U-Pass.
Get your pass
at UBC
Bookstore
starting August 25.

Dear [First Name + Last Name]:
We are writing to notify you of five important changes to your U-Pass, which take effect in September 2011. These
changes allow the U-Pass program to be accessible to students at all public, post-secondary institutions in Metro
Vancouver. Please read our letter in full as it contains important information about how these changes effect you.
Most importantly, [First Name], get your U-Pass early starting Thursday, August 25, 2011 at the
UBC Bookstore. See #3 below for details.
For UBC students, the expansion of U-Pass means that the original program will expire and be replaced with
a new U-Pass BC program that launches this fall. This new program includes changes which are necessary
due to TransLink’s requirements to limit the possibility of fraud and to bring the U-Pass into alignment with
its other fare cards.
First Name, here are the five big changes that you need to know:
1. Each month, you will need a new pass.
Passes will no longer be valid for one term, but rather from the first to the last day of each month.
2. You will not be mailed a pass.
New program conditions require the passes to be distributed on-site rather than by mail.
3. Every month, you must pick up your pass at the UBC Bookstore.
Pick up your pass at the Carding Office located inside the store. Twenty, high-speed vending machines have
been installed to read your UBCcard and then issue a monthly U-Pass.
For September, you can pick up your pass starting on Thursday, August 25, 2011. Thereafter, you can
pick up new passes starting on the 16th of every month.
4. Your pass will not include your name or photo so you will always need to carry your UBCcard with you.
The new cards are similar to the standard monthly passes issued by TransLink. The passes are not transferable;
when asked by TransLink representatives, you must be able to produce your UBCcard and U-Pass when riding
public transit. Without both your UBCcard and U-Pass, you will be required to pay the full fare and may be
subject to fines.
5. Your pass costs $30 per month as approved by student referendum.
The cost of U-Pass BC has increased to $30/month to allow for the expansion of the program, which continues
to provide eligible members of UBC’s Alma Mater Society with lower transit fares across all zones. Ninety-five
per cent of students who voted in the 2011 AMS Referendum overwhelmingly elected to participate in the new
program at the cost of $30/per month.
Please turn over . . .
Carole Jolly
Director,
Jeremy McElroy
President, AMS
First Name Last Name
Adress Line
Address Line
Postal Code
 Direct Mail
Envelope | The envelope included U-Pass messaging showed each recipient’s
name/address through the window
The University of British Columbia
General Services Administration Building
#110 - 2075 Wesbrook Mall
Vancouver BC, Canada V6T 1Z1
You will not be mailed a U-Pass. Find out about the 5 big changes…
IMPORTANT
MESSAGE INSIDE

 Social Media
Twitter | Sample “tweets” by Campus and Community Planning

 Social Media
Twitter | Sample “tweets” by stakeholders

 Social Media
Twitter | Sample “tweets” by students

 Email to Stakeholders

When can I get my U-Pass?
upass.ubc.ca
September
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30
October
S M T W T F S
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17* 18 19 20 21 22
23 24 25 26 27 28 29
30 31
November
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
December
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
March
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
April
S M T W T F S
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
January
S M T W T F S
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
February
S M T W T F S
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29
Pick up your pass starting on the 16th*
of every month at UBC Bookstore.
* Your pass will be ready from the 16th of every month to the 15th of the following month, unless the 16th falls on a
Sunday or a holiday (as in October 2011), in which case your pass will be available the following business day.
 Tent Card
Starting on the 16th
of every month you can
pick up your pass
at UBC Bookstore
upass.ubc.ca
Remember to print your
name on your pass

 Business Card
Transit Service
Coast Mountain
Bus Company
604-953-3040
Regional Issues
TransLink
604-953-3333
U-Pass BC at UBC: Transportation Planning
Rules: Michael Peterson
Exemptions: 604-827-5252
Subsidies: michael.peterson@ubc.ca
Who do I speak to
about U-Pass BC?
upass.ubc.ca

 Sample Response from Stakeholders

 Sample Screenshot from Stakeholders

 Photos

2012 Gold Quill Work Sample

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