1. 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

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. 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,

9. 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

10. 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

11. 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