Communications Department Update RTD Board Study Session September 25, 2012

Communications Department Customer Information Division Government Relations Public Relations Division Marketing Division FasTracks Public Information Division

Communications Overview Communications, Marketing, Advertising, FasTracks Public Information and Customer Information continue to be one of the Board’s top priorities Identified as a Board priority for three consecutive years as part of the annual Board and SLT Advance and goals development process Department has continued to develop and evolve, utilizing the most cost-effective tools, information delivery and outreach processes

Strategic Communications Planning Process Evaluate and utilize feedback from surveys, focus groups and telephone town halls Utilize information from Communications Feedback Sessions with Board Members and General Manager Continuing to hold internal strategic communications planning sessions Developing the comprehensive, integrated Strategic Communications Plan for 2013 outlining the Communications Department’s vision and goals, and those of each Division

Customer Information Division Customer Sales Customer Services Correspondent Training and Customer Services Senior Volunteer Program Telephone Information Center (TIC)

Customer Sales Administers 858 Bike lockers. Takes Eco Pass pictures at DIA. Average 50 per week Sales Volume 2007$5,836,366 (Pass vending machines installed.) 2008$5,589, $6,116, $5,934, $6,168, $4,304,124 Through August or an estimated annual total of $6,456,186

Customer Services Correspondent and Customer Information Correspondent The Customer Correspondent Handles Correspondence (9,475 s in 2011) Snail mail which includes incoming and outgoing letters. Is cross trained to fill in for the Customer Information Correspondent at Blake Street and to fill in for the TIC Shift Supervisor

Customer Information Correspondent Administers the Special Discount Card Program If each of these card holders purchase a Local Discounted pass ($39.50) each month RTD is furnishing $8,233,380 in fare discounts annually. Assists walk in customers Is bilingual (Spanish) Cards issued Cards issued Cards issued Cards issued Cards issued through August. Annual estimate 5478

Training and Customer Service Is responsible for all department training. Division Representatives at Platte, East Metro, Boulder and Light Rail Divisions work with the Division Managers handling the flow of Customer comments that are received at the Division. The Boulder Division Representative also supervises the Boulder Terminal Sales Staff. Administers the Senior Volunteer Program

Telephone Information Center (TIC) Call Volume 20052,576,796Average Delay 34 seconds 20062,839,160Average Delay 41 seconds 20073,281,159Average Delay 62 seconds 20083,349,673 Average Delay 92 seconds. This delay was adversely impacted by major system failures. The Web trip planner was down for the first quarter of 2008, in July (326,192 calls) and August (361,377 calls) the Democratic National Convention resulted in record call volume 20092,852,527Average Delay 72 seconds MyStop calls 20102,953,148Average Delay 63 seconds 1,809,460 MyStop calls 20112,973,991 Average Delay 75 seconds 2,044,029 MyStop calls.  Our first 5,000,000 call year ,813,422 YTDAverage Delay 71 seconds (2,720, projected) 1,491,849 MyStop call YTD. (2,237, projected)

Info Rides Customer Contacts Year to Date , , , , , , ,105 YTD 2012 projected 34, total

Implemented Group 2 positions in Customer Information starting in the TIC with plans to expand this program to all areas in the Department. Projects with IT Trip Planner Lost and Found system upgrade/replacement Trapeze COM Upgrades Developing Crystal reports for Trapeze COM

Customer Information Next Steps Expanding the sources used to find applicants for positions within Customer Information so that we can further expand the diversity of the department. Develop a survey capability that will allow customers calling the TIC to opt to answer a survey at the end of their call to track customer service feedback.

Customer Information Next Steps (cont.) We are in the RFP process to offer a texting version of MyStop. Conducting a study to identify why customers call the TIC, will help us create new on-hold recordings to better inform customers on the many ways they can get information other than the TIC.

Government Relations Federal Lobbying efforts through Patton Boggs State Liaison efforts through Brandeberry McKenna Local Government Liaison efforts through CRL - New contract for 2012, removed from old PI contract Board established new Government Relations Committee

Public Relations Division External Communications Traditional Media Relations Social Media Relations Website Content Internal Communications

Public Relations Division Events - Broadway/Euclid Completion - 30 th Anniversary 16 th St. Mall - Presidential Debate - Opening of West Rail Line - Smartcard Rollout

Public Relations Division - Next Steps Focusing on better localizing our communications efforts Budgeting for Public Relations Specialist, Community Outreach - As a result of RTD annual surveys, Board and GM Feedback Sessions local media outlets are a trusted source for information.

Marketing Division Benefits of Transit Campaign West Rail Line Promotional Campaign Website Maintenance

FasTracks Public Information Division Board Feedback on Communications Priorities –Promote progress; showcase the positive –Be proactive –Build trust –Develop relationships –Focus on regional cooperation Public Feedback on Benefits of FasTracks –Reduce traffic congestion –Provide more choice/options –Provide convenience

FasTracks Public Information Division Strategic Priorities –Promote progress –Foster regional collaboration –Feature community benefits –Personalize FasTracks

FasTracks Public Information Division Public Education Campaign Goals –To educate residents within the District about the progress of FasTracks –To reiterate RTD’s commitment to complete the whole FasTracks program –To emphasize the importance of regional collaboration Tools –Billboards –Bus/light rail ads and transfluxes –Banners at major stations –Project signage –Social media –Annual informational video

FasTracks Public Information Division (show campaign ads)

FasTracks Public Information Division Looking Ahead Public education campaign – November/December FasTracks progress fact sheet – Quarterly Public opinion survey – January 2013 Telephone Town Halls – Spring 2013

Questions?