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

2. 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

3. 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

4. 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 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)

5. 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 / $ Total Publicity Value
Booth Activities
1,225 On-on-One Interactions
300+ Comprehensive Operational Analysis Surveys Completed (online and paper)
72 Raffle Entries

6. 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

7. 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

8. 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

9. 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

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

11. 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

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