Working with stakeholders to find common ground Getting to Yes Working with stakeholders to find common ground Lauren B. Parker Marketing Manager Triangle Transit, DATA, and GoTriangle

Getting to Yes Understanding value of branding and marketing Objectives and Opportunities Finding the right players Gaining Consensus and buy in History of Collaboration There are 4 tenants to “getting to yes” When working with various stakeholders across different departments - operations, public affairs, marketing, planning, not everyone is on the same page but Defining objectives, challenges, opportunities § Gaining consensus and buy in § Establishing your project plan and road map

Getting to Yes Garnering Public Support On the Road to Yes Road map and project plan There are 4 tenants to “getting to yes” When working with various stakeholders across different departments - operations, public affairs, marketing, planning, not everyone is on the same page but Defining objectives, challenges, opportunities § Gaining consensus and buy in § Establishing your project plan and road map

Value of Marketing & Branding It’s more than just lipstick on a pig. It’s More than just lipstick on a pig!

Getting to Yes: Understanding the Value of Rebranding Objectives for rebranding Reduce rider confusion Improving reputation Improving customer experience Build public support Give antidote on reputation on the beezer buses and the R-Line Our goal – To create a new brand that demonstrates connection between the services but allows for local flavor and identity A new design and name should convey modern, progress, innovation, connection, and consistency

Getting to Yes: Understanding the Value of Rebranding What does a new brand bring to the agency? How to convey to… Operations Senior Management Board Members Give antidote on Baldwin

Getting to Yes: Finding the Right Players Gaining Consensus and buy in Who is already interested in moving forward? Are there places where joint opportunities strengthen the overall network? Contracted services? Mayor Tom Bonfield - Durham partnership

Getting to Yes: History of Collaboration GoLive, Regional call center,regional website, regional fare structure and passes, regional employer outreach, contracted services, and coordinated adverse weather efforts,

Getting to Yes: Garnering Public Support How will the public be affected? Do riders already think highly of your brand? Ask! Phase 1 for our process included an onboard and phone survey

Getting to Yes: Road Map Decide what is feasible and achievable Find vendors that will do the work and understand the politics of the area Find partnerships for funding There are 4 tenants to “getting to yes” When working with various stakeholders across different departments - operations, public affairs, marketing, planning, not everyone is on the same page but Defining objectives, challenges, opportunities § Gaining consensus and buy in § Establishing your project plan and road map

Getting to Yes: Road Map Decide what is feasible and achievable Find vendors that will do the work and understand the politics of the area Find partnerships for funding There are 4 tenants to “getting to yes” When working with various stakeholders across different departments - operations, public affairs, marketing, planning, not everyone is on the same page but Defining objectives, challenges, opportunities § Gaining consensus and buy in § Establishing your project plan and road map