Mary Shaffer Greater Cleveland RTA Public Relations & Liaison
Agenda § General Overview l Creating revenue & planning service § Communication & Outreach l Employee participation l Marketing materials l Media opportunities
What are the Senior Games? § Senior Olympics: 11, 000 athletes aged 50 & up § National organization l Executive Director named in Cleveland, temporary staff hired as part of Sports Commission § RTA started conversations 1. 5 years in advance, a true partner in planning, execution and communication
It all started with a plan § Identified funding Bulk sales of passes ($65, 000) l ODOT funding ($250, 000) l § Identified existing routes to venues and hotels; identified underserved areas § Collaboration with SG § Compiled communication needs § Scheduled a table-top exercise
25, 000 Guests to Cleveland July 2013 (11, 000 athletes) “Service on RTA was GREAT! “Everyone was so friendly. ” “I’ve been in many U. S. cities, Cleveland out shines them all!”
Softball team from IL rides § Add a picture or two
The RTA Brochure & Map § Created map showing all transit, along with hotels & tourist attractions § Help visitors understand how to get from hotel to sports venues and around Cleveland easily on RTA § Became the only comprehensive MAP & most used marketing material of the Senior Games
Brochures – The ‘Map’
Inside the Map
Other RTA items to share § Airport Red Line has direct service to downtown; increased frequency § Extensive service to new Cleveland Convention Center (inaugural event) § Trolleys are always free; SG stop § RTA is everywhere – here to help! § All included on special webpage and map/brochure
Communication Plan § Offered story ideas to SG l Driver profile, photos, videos, rides § Create map of RTA service, integrated with other communications § Drive traffic to our special website http: //www. riderta. com/seniorgames § Offer help via customer service phone § Keep all employees in loop
Getting employees excited § 8 days help needed: Staffing at Convention Center, Public Square/Tower City and CLE § Communications Cartoon panel – Floyd & Friends l Letter from CEO l § Drive them to SG website and special page with venues & events listed
RTA staff at airport station
Working with the Media § Part of strategic outreach in plan l Piggybacked & added RTA specific items § Involved in press conferences, preview events: linked to social media § Crisis communication plan created; coordinated with general crisis plan § Assigned spokesperson and back-up
Practice Crisis Response § Hosted 100 person an I-STEP (Intermodal Security Training Exercise Program) tabletop exercise: invited venues, universities, hospitals, FTA, TSA and state officials § Practiced transit related scenarios § Brainstormed other possible scenarios & appropriate response
Lessons Learned § Start early; structure a plan § Collaborate extensively and often § Take the Lead l Without our Map, 25, 000 visitors would have nothing to hold in their hands going around downtown Gay Games in Cleveland this year!
More Information RTA Public Relations Mary Shaffer - 216. 566. 5211 mshaffer@gcrta. org
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