None other than the Point Park University Bison will be donning a ghoulish costume, racing through campus and scaring students into the event to help promote the upcoming Halloween dance,            The Wood Street skywalk will be turned into a fashion runway for models to strut their stuff in promotion of the upcoming Point Park fashion show.These are just some of the creative and unique ideas for the first guerrilla marketing campaign by Campus Activities.Guerrilla marketing was a concept developed by author Jay Conrad Levinson in his book, “Guerrilla Marketing.”The philosophy behind guerilla marketing is that personal interaction and the element of surprise are more important  than resources and funds in promoting.”Everyone around us is more attuned to things that are creative. They are going to look out for things that are more interesting and not just run of the mill,” said Zoë Sadler, marketing coordinator for CAB.CAB hopes this new marketing ploy will appeal to the creativity of students throughout the Point Park campus.”Instead of having it on paper, people are actually doing it and watching them, it’s a lot more intriguing,” said sophomore  undecided major Janee Stokes after told of the new plan.Several students, like Stokes, walk to the Point Cafe on a daily basis, but say they hardly notice the plethora of flyers advertising events ranging from talent shows, dance performance, to sporting events.            “They just don’t grasp my attention enough like they should, it’s just boring and bland,” Stokes said, looking at the board for possibly the first time this semester.This is not, however, the first attempt at guerrilla marketing at Point Park.Public relations professor Bob O’Gara has led a few marketing campaigns with Point Park public relations and marketing students.”A group of our students painted their faces bright pink and went out with brochures, asking Downtown office workers to go back to their human resource department to ask if they could dress down in jeans on a Friday for a five dollar donation to the Susan G. Komen foundation,” O’Gara said.            O’Gara supervised a group of about 20 students to lead this successful campaign throughout Downtown Pittsburgh.            Students may know of the guerrilla marketing event that takes place almost weekly here in the Pittsburgh area. Red Bull energy drinks have been using the ploy since 1987 (where they gave it out free to bars, surfers and snowboarders), driving around their uniquely-designed mini coopers handing out products to college kids on the streets.            CAB hopes to achieve similar success with their campaign, using the power of a street team.            “We want something so big and so bold that everyone is talking about it,”            “If we can make an impact on 20 or so people, and make a big enough impact that they tell their friends and it starts a spiral effect,” Sadler said,.”We want something so big and so bold that everyone is talking about it.”            The idea for a new approach to promotion and marketing came when JW Tabacchi challenged the members of CAB to find “unique ways that we can advertize events around campus.”O’Gara said he feels optimistic CAB’s campaign will be a huge success on campus.            “The more you can make a personal impression on someone you are trying to get a message to or influence… the more personal you make it, the better your chances of success,” O’Gara said.            CAB hopes that the message sent through its newly styled marketing campaign will show the creative, fun, and interesting side of the group.            “It’s just a wonderful fun way to get beyond traditional media and breakthrough the clutter,” O’Gara said.