Rumbling slowly down Hillsborough Street with rear, yellow flashing lights, stopping frequently to pick up students and pedestrians, Wolfline buses are transporters of something besides the obvious — sports advertising.
According to Brian Asbill, general manager of Wolfpack Sports Marketing, eight of the 23 Wolfline buses now have different varsity sports teams with affiliated businesses displayed on the sides of them.
According to Asbill, since having two buses with varsity sports teams advertised in the fall with volleyball and soccer, NCSU Transportation collaborated with the Athletics Department, interested businesses and Wolfpack Sports Marketing for an additional six buses this semester.
“It was a collaborative effort. The transportation department was looking for new channels for revenue, but didn’t want to crash the identity of the Wolfline program — athletics was interested in increasing the visibility of their sports,” Asbill said.
“We all kind of came together and found a way to put a program in place that will market the sports, result in incremental revenue back to Transportation, but yet not do anything that would destroy the look of the Wolfline buses.”
Asbill said the system has not cost Transportation anything.
“For each bus that a sponsor purchases, N.C. State transportation office receives $1,000 back for the value of the bus, per semester — there are no costs associated with this for Transportation,” Asbill said. “We and the sponsor handle all of the costs that are required to wrap the buses and execute the program.”
Athletics isn’t the only group that is sponsored on the buses. According to Asbill, sponsors such as Jimmy John’s were looking to advertise to produce revenue through “walk-ins,” students or pedestrians who see the advertisements and then go to the business.
“That’s their goal. They want to raise awareness and visibility to drive traffic to their place of business, [but] that’s not always the case with all the sponsors,” Asbill said.
The “wraps” are the photos of players displayed on each side of the bus for both men’s and women’s sports, which are based upon the player’s photogeniality as well as seniority on the team, according to Chris Alston, associate director of marketing for varsity sports teams.
“It was a mix of trying to find athletes that were upperclassmen, as well as trying to find photos of those athletes that fit within the space restrictions of the bus, and that look good,” Alston said.
Of those players, senior softball pitcher Shaina Ervin said the advertising idea is great for the less marketable sports, such as softball, gymnastics and golf.
“It’s a really good thing to promote some of the smaller sports that don’t get as much attention as football or basketball, the big moneymakers,” Ervin said. “It attaches a face to the sport. It’s something you don’t see on every college campus — advertising to a different level.”
According to senior Jemissa Hess, who represents women’s track and field on the buses, the idea of smaller sports getting attention is important as well.
“It’s great for all of the sports, especially for sports like tennis and golf that don’t get very much attention and aren’t the big names — it puts the smaller sports out there.”
Leigha Hancock, a junior who represents gymnastics on the buses, said she was shocked to see a giant image of herself riding around campus.
“It was pretty shocking — I sort of kept it to myself. I saw it and said, ‘Whoa, that’s really me driving by.'”
According to Asbill, the marketing idea has proved to be unique and provides visibility to the community for all Wolfpack varsity sports.
“They want to raise visibility for all of their sports teams, and this is a great way to do that. This brings a higher profile, awareness and visibility for all of the varsity sports that N.C. State sponsors,” Asbill said. “I think it can continue indefinitely.”
