How to be an exceptional small fish in a really big pond APTA M&C Workshop Feb. 2016

Overview Focusing on branding efforts that require minimal budget and result in big impact Three key areas for discussion: Community Partnerships Leveraging partner assets and communication channels Putting a face with the name through community events Social Media Building a comprehensive social media editorial calendar Using internal resources for an external win Media Relations Making relationships that matter Developing a solid pitching plan

Community partnerships: Leveraging Partner Assets & Communication Channels Be Engaged Routine Communications Media Release Distribution Collateral Distribution Leverage Joint Assets Newsletters Utility Inserts City Website City TV City Mailing Lists Billboards

Community partnerships: Putting a Face with the name through community events Lewisville Western Days Event Attendance – 27K Booth Attendance – 1,800 (one-on-one interactions) Collected 175 Lewisville and Highland Village COA votes Collected 463 raffle entries (to build email marketing database) Communications: Facebook – 200 total people reached / 4 total engagements Twitter – 1,671 total impressions / 24 total engagements Rider Alerts – 1,432 recipients DCTA Website – 194 total pageviews in a 6-day period of time (151 unique)

Community partnerships: Putting a Face with the name through community events Highland Village Balloon Festival Assisted with the marketing of the event and shuttle services Facebook – 1,375 Impressions / 15 Post Likes / 11 Post Shares Twitter – 3,515 Impressions / 21 Total Engagements Media Relations – 5 Placements / 297,016 Impressions / $468.29 Total Publicity Value Booth Activities 1,225 On-on-One Interactions 300+ Comprehensive Operational Analysis Surveys Completed (online and paper) 72 Raffle Entries

Social Media: Building a comprehensive social media editorial calendar Steps to Success Understand your audience Identify routine happenings Consider community events, partnerships, etc. Slate future initiatives of interest Remain flexible to accommodate other newsworthy activities Determine How Often to Post What does your audience wants to read? How often will you have to respond? Develop Supporting Creative Support your message with a compelling visual Be consistent Link Your Platforms Together Develop varied content based on the platform

Social Media: Using Internal Resources for an External Win Why I Ride Campaign/Promotion In-house customer advocacy campaign and contest Highlight existing riders by telling their story Encourage passengers to act as a brand ambassador Create rider-driven content Increase overall rider morale Results: More than 10 entries per month Development of personal passenger content for the DCTA website, blog and newsletter Building brand ambassadors through organic efforts Addition of positive reviews to DCTA site – which can encourage an increase in new ridership

Social Media: Using Internal Resources for an External Win DCTA Hop on Board Blog Develop a comprehensive editorial calendar for the year, with enough flexibility to increase posts as identified by real-time events and activities Create a core group of writers who can contribute to the site using their distinct voices to increase an array of readers Post and respond regularly Install in depth analytics to monitor user behavior and adjust tactics accordingly

Social Media: Using Internal Resources for an External Win DCTA Hop on Board Blog (Con’t) Results: Metrics (January 11 – January 20) Views: 997 Sessions 688 Users 1,658 Page Views Subscribers: 23 New Subscribers Up 76.9% in comparison to old blog (in only 10 days) Facebook: 63,895 Reached 1,807 Engagements Twitter: 83,312 Impressions 496 Engagements

Media Relations: Making Relationships that matter Identify Your Outreach Core Media Outlets/Reporters Specialty Reporters “Next Step” Reporters Develop a Relationship Email Phone In-Person Visits Initiate a Plan How to Pitch Intriguing Topics Routine Communications Non-Traditional Pitching Opportunities

Media Relations: Developing a Solid Pitching Plan Develop a Proactive Media Relations Editorial Calendar Identify routine happenings Slate future initiatives of interest Remain flexible to accommodate other newsworthy activities Stay Engaged Find ways to be in-the-know Always craft your messaging early on Ask questions Create Your Voice Develop a voice that is consistent across all messaging Keep your communications short and your details big

Questions? NICOLE RECKER | VP, MARKETING & COMMUNICATIONS | DCTA NRECKER@DCTA.NET | RIDEDCTA.NET | HOPONBOARDBLOG.COM