VIDEO: BEYOND TOLLING AND ENFORCEMENT Rachel Bell, Director of Marketing & Communications Kansas Turnpike Authority I am going to talk a little bit about video today. We’re at a tolling conference, so let’s get this out of the way: I say video and you say….what? Video....(Tolling) Can anyone say YouTube?

Who? What? When? Where? Why? How? These are the eternal questions of communication professionals everywhere. This is where we’re going to start today.

Who: A Wide Variety of Audience Segments Cash Customers Business Partners Professional Drivers Employees Stakeholders Electronic Account Holders Customers License Drivers (or not) In-State Resident Leisure Travelers Communities Out-of-State Visitors Employees, Customers, Stakeholders, Business Partners, Communities, Cash Customers, Electronic Account Holders, License Drivers (or not), Leisure Travelers, Professional Drivers, In-State Resident, Out-of-State Visitors I am sure I’m missing a few

What: When: Where: We have to communicate everything to our customers, employees or stakeholders want to know. And we do it as strategically as possible…or as-needed. And, sometimes, at 3 am. Everywhere: We have to be where our customers are. And that means everything from face-to-face meetings to the latest social media platoform where customers are debating the fairness of our latest toll increase, new toll road, or what have you. Our communication and marketing efforts are constantly yoga flexible due to events, incidents and ever-changing customers demands.

Why: to engage and inform our customers, employees and stakeholders in a way that helps them understand (and accept) KTA’s values, mission, projects and decision-making process. But our strategy remains the same throughout. More than 3 years ago, we took a hard look at what was working for us, really absorbed some of the feedback we were receiving and asked ourselves: what do we want? Not as communicators, but as consumers of the information. The bottom line is that everyone’s attention span is getting shorter. I’ve been up here for approximately 7.5 minutes. Admit it—some of you have checked your email. Some of you have looked at your watch. I’m just happy no one has left. People have to be entertained today. We see that in our schools—make learning fun and students absorb the information better. The same is true for the way we educate our customers and employees about our organization and our projects.

How: selecting the right tools So the question we are left with not is “How?” We have all these messages, all these audiences and a plethora of tools to choose from. How do we select what’s right for us?

Teach.com: All students are created equally (and differently) Multimedia tools like video engage different senses at the same time, allowing us to reach a wider audience and hold attention longer.

We use video in several ways Contests – these are externally produced materials that we vet and redistribute External Communications – material that we produce for external audiences Internal Communications – material we produce for employees

Fiscal Year 2016 Stats: 85,344 Video Views 427,183 E-News Impressions 1 Million Web Sessions 2.8 Million Media Impressions And, of course, we know it’s not enough to make pretty pictures and fun videos. What’s the ROI? What are the stats behind this strategy?

Find KTA’s external videos here: youtube.com/kansasturnpike