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American Public Transportation Association

 Program

Last updated: February 22, 2012

Sunday, February 26

12 – 6 p.m.

Bayview Boardroom
Foyer, Second Level

Registration

Transit Passes Sponsored by Cubic Transportation Systems, Inc.

1 – 4 p.m.

Bayview Boardroom
Second Level

Marketing & Communications Committee Meeting

4:30 – 6 p.m.

San Marco Island
Third Level

Introduction to Transit Marketing & Communications

New to the transit industry or APTA? This kick-off event is intended to acquaint you with the resources and people who can help make your entry into the transit industry easier.

Presiding:

  • Richard Maxwell, chair, APTA Marketing & Communications Committee, and assistant vice president of marketing, Fort Worth Transportation Authority, Fort Worth, TX

Presenters:

  • Thomas J. Costello, assistant managing director, Champaign-Urbana Mass Transit District, Urbana, IL
  • Rosemary Sheridan, vice president – communications and marketing, APTA

6 – 7 p.m.

Bayview Ballroom
Second Level

Welcoming Reception

Mix and mingle with fellow public transit marketing and communications professionals in a relaxed atmosphere that sets the collegial tone for the 2012 workshop.

Monday, February 27

7 – 11 a.m.
and
2 – 5 p.m.

Bayview Boardroom
Foyer, Second Level

Registration

7 – 8 a.m.

Salon F Foyer
Third Level

Continental Breakfast

8 – 10 a.m.

Salons F-K
Third Level

Opening Session
Wired: How Your Customers Have Changed and What to Do About It

We get down to business with the opening session of APTA’s Twelfth Annual Marketing & Communications Workshop. The session includes a welcome from our local host, an update on the state of the industry from APTA’s chair, and a keynote address focusing on how the Internet and technology have changed how transit riders interact with and view your organization.

Presiding:

  • Richard Maxwell, chair, APTA Marketing & Communications Committee, and assistant vice president of marketing,
    Fort Worth Transportation Authority, Fort Worth, TX

Welcome:

  • Joseph J. Giulietti, executive director, South Florida Regional Transportation Authority Pompano Beach, FL
  • Ysela Llort, director, Miami-Dade Transit, Miami, FL

Remarks:

  • Gary C. Thomas, chair, APTA, and president/executive director, Dallas Area Rapid Transit, Dallas, TX

Keynote Address:

  • John R. Patterson, president, Progressive Insights, Inc., Atlanta, GA

10:15 – 11:30 a.m.

Salons F-K
Third Level

Social Media

So your organization is on social media, but are you really getting results? Are you engaging and providing something useful, or just existing on social media because everyone else is on it? Learn how to become a social media pro by more effectively serving multiple audiences and promoting multiple messages.

Moderator:

  • Leah Harnack, editor, Mass Transit Magazine, Fort Atkinson, WI

Panelists:

  • Don Kline, multimedia marketing specialist, Ann Arbor Transportation Authority, Ann Arbor, MI
  • Deanna J. DeSedas, marketing director, San Francisco Municipal Transportation Agency, San Francisco, CA
  • Amy Snyder, communications specialist, Champaign-Urbana Mass Transit District, Urbana, IL

10:15 – 11:30 a.m.

Bayview Ballroom
Second Level

Campaigns

Hear from public transportation agencies as they showcase their smart, creative, cost-effective campaigns. Learn practical tips for developing great campaigns.

Moderator:

  • Jacqueline K. Sheader, marketing manager, Centre Area Transportation Authority, State College, PA

Panelists:

  • Kevin Elwood, strategic information specialist, Greensboro Transit Authority, Greensboro, NC
  • Molly K. Becker, director of communications and marketing, METRO Regional Transit Authority, Akron, OH
  • Dawn Chase, marketing, communications & design manager, Roaring Fork Transportation Authority, Aspen, CO
  • Tim E. Healy, marketing & creative services manager, Sound Transit, Seattle, WA

11:45 a.m. – 1 p.m.

Bayview Ballroom
Second Level

Crisis Communications

Join us for this interactive session as a panel of transit communicators engage the audience in a discussion on how to respond to the media and public in a crisis situation. Real transit crises will be shared and dissected so you can take away lessons-learned, industry best-practices, and the ability to apply the principles to any crisis situation.

Moderator:

  • Marcia Mejia, public information officer, Hillsborough Area Regional Transit, Tampa, FL

Presenters:

  • Gerald Carpenter, media relations specialist, Utah Transit Authority, Salt Lake City, UT
  • Terry Owens, director of media relations, Maryland Transit Administration, Baltimore, MD

Critiquers:

  • Luna Salaver, public information officer, Capitol Corridor Joint Powers Authority, Oakland, CA
  • Matthew P. Friedman, manager of media relations LYNX - Central Florida Regional Transportation Authority, Orlando, FL

11:45 a.m. – 1 p.m.

Salons F-K
Third Level

Reaching New Audiences

Discover ways to reach new riders and increase ridership. This session will focus on communications and outreach efforts to reach America’s military service members, veterans, and their families.

Moderator:

  • Michael Scroggins, manager, customer relations & public information, Central Oklahoma Transportation & Parking Authority, Oklahoma City, OK

Panelists:

  • Kathy Shaw Clary, director of communications, LYNX – Central Florida Regional Transportation Authority, Orlando, FL
  • Erik Weber, program analyst, United We Ride, Federal Transit Administration, Washington, DC
  • Stephen J. Bitto, director of marketing, Greater Cleveland Regional Transit Authority, Cleveland, OH
  • Heidi Gracie, marketing coordinator, Valley Metro RPTA, Phoenix, AZ
  • Mario Diaz, senior manager of marketing, Valley Metro RPTA, Phoenix, AZ
1 p.m.

Lunch (on your own)

2:30 – 4:30 p.m.

Salons A-E
Third Level

Marketing Exchange and Round Tables

Meet with your peers at topic-specific, moderated round tables. Discuss the latest issues and gain new perspectives on transit marketing and communications topics affecting your organization.

Table Topics:

  • Non-Farebox Revenue
  • Employee/Internal Communications
  • Special Events
  • Transit Call Centers
  • Branding
  • Communicating About High Gas Prices
  • Marketing to Seniors
  • Working with Schools
  • Communicating a Fare Increase
  • Preparing Your CEO for Interviews

Break sponsored by R&R Partners.

3:30 – 5 p.m.

Bayview Ballroom
Second Level

Advertising Revenue Information Exchange

Join the discussion on advertising contracts, new ad revenue generating ideas, and First Amendment issues.

This session will also feature a presentation on a soon-to-be released audience measurement system for all forms of transit media.

Facilitator:

  • Aaron Weinstein, department manager, marketing and research, San Francisco Bay Area Rapid Transit District, Oakland, CA

Presentation by:

  • Joseph C. Philport, president & chief executive officer, Traffic Audit Bureau, New York, NY

5 – 6 p.m.

Watson Island
Second Level

PIO Shop Talk

This is a chance to meet your transit peers and share your thoughts and best practices in an informal session. We urge you to come to the third annual PIO Shop Talk and build your network of transit peers.

6 – 7 p.m.

Hibiscus Island
Third Level

Networking Reception (cash bar)

Join old friends and make new ones at this special reception. Talk shop or just shoot the breeze. This reception will help you expand your network of transit industry peers.

Tuesday, February 28

7:30 a.m. – 2:30 p.m.

Bayview Boardroom
Foyer, Second Level

Registration

7:30 – 8:30 a.m.

Salon F Foyer
Third Level

Continental Breakfast

8:30 – 10 a.m.

Salons F-K
Third Level

2012 Call Center Challenge Finals

Don’t miss the finals of the 2012 Call Center Challenge. Watch call center personnel, representing transit systems from across the country, face off in a competition to test their customer service skills at this lively and entertaining event. Come see who walks away with this year’s title of transit’s best call center employee.

Host:

  • Thomas J. Costello, assistant managing director, Champaign-Urbana Mass Transit District, Urbana, IL

Contestants:

  • Yili Affonso, Palm Tran, West Palm Beach, FL
  • Jennifer Cobb, Dallas Area Rapid Transit, Dallas, TX
  • Renolda Grant, Sound Transit, Seattle, WA
  • Jessica Lanier, Charlotte Area Transit System, Charlotte, NC
  • Roxanne Nunez, Metrolink, Los Angeles, CA
  • Pablo Rivera, Orange County Transportation Authority, Orange, CA
  • Gabrielle Rodriguez, MTA Long Island Rail Road, Jamaica, NY

10:30 – 11:45 a.m.

Salons F-K
Third Level

Customer Experience Jam Session

Join us for this highly interactive session and learn what your organization can do to improve the perceptions and experiences of your riders. Get ready to gather new ideas, discover new approaches, share experiences, and have a great time.

Facilitator:

  • Jordan Buning, senior account executive, ddm marketing & communications, Grand Rapids, MI

10:30 – 11:45 a.m.

Bayview Ballroom
Second Level

Telling the Good News of Transit

Bus and train wrecks are just what the news doctor ordered in today's non-stop news environment. But transit professionals know that's not the whole story. This panel discussion features case studies of successful good news placements and how to create interesting and positive stories.

Moderator:

  • Diane Palmer, director of communications, Regional Transportation Authority, Chicago, IL

Panelists:

  • Claire A. Celsi, director of marketing and community partnerships, Des Moines Area Regional Transit Authority, Des Moines, IA
  • Don Kline, multimedia marketing specialist, Ann Arbor Transportation Authority, Ann Arbor, MI
  • Doug Sullivan, department manager, marketing & communications, Pace Suburban Bus, Arlington Heights, IL

12 – 1:45 p.m.

Salons F-K
Third Level

Lunch & Learn: Advocacy & Outreach

Find out what is going on in the United States Congress and how it impacts your organization. Then during a round table break out session, share and learn with your transit industry peers practical tactics for effective marketing and communication support for advocacy outreach.

Moderator:

  • Morgan Lyons, director, media relations, Dallas Area Rapid Transit, Dallas, TX

Presenters:

  • Brian D. Farber, associate administrator for communications & congressional affairs, Federal Transit Administration, Washington, DC
  • Michael P. Melaniphy, president & CEO, APTA

2 – 3:15 p.m.

Salons F-K
Third Level

Research Forum

Whether it is measuring customer satisfaction, demographic data collection, Web-based research, statistical analysis and modeling, or any other public transportation research topic, it will probably be discussed at this lively and interactive session that will share information and best practices. Come with your questions and concerns and get the answers you’ve been looking for.

Moderator:

  • Carol G. Smith, director, research & analysis, Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA

Panelists:

  • Aaron Weinstein, department manager, marketing and research, San Francisco Bay Area Rapid Transit District, Oakland, CA
  • Janice Pepper, director, research, New Jersey Transit Corporation, Newark, NJ
  • Carol G. Smith

2 – 3:15 p.m.

Bayview Ballroom
Second Level

Limited English Proficiency

Recently, the federal government’s focus on Title VI and environmental justice has become more intensified. As a result, public transportation marketing and communications professionals have gained increased responsibilities in developing and implementing Limited English Proficiency (LEP) programs. Join a discussion on LEP and hear from transit agencies that have instituted exemplary LEP programs.

Moderator:

  • Valerie J. Michael, corporate communications and marketing, Veolia Transportation, North Las Vegas, NV

Panelists:

  • Marie Jarman, administrative compliance officer, South Florida Regional Transportation Authority, Pompano Beach, FL
  • Stella Lin, department manager, marketing & external affairs, Orange County Transportation Authority, Orange, CA
  • Robin O'Hara, communications marketing manager, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA

2 – 6 p.m.

Salons A-D
Third Level

Transit Security Communications Drill

What would we all do if a terrorist attack on public transportation occurred? This year, instead of a media training session, we will have a public transit security communications drill with multiple scenarios. Representatives from the Department of Homeland Security and the Transportation Security Administration are scheduled to attend and work alongside us.

Facilitator:

  • Richard Foerch, senior instructor, National Transit Institute, New Brunswick, NJ

Presenters:

  • Chad Wood, risk communications specialist, office of public affairs, U.S. Department of Homeland Security, Washington, DC
  • Lisa Farbstein, public affairs specialist and spokesperson Office of Strategic Communications & Public Affairs, Transportation Security Administration, Washington, DC
  • Brian D. Farber, associate administrator for communications & congressional affairs, Federal Transit Administration, Washington, DC
  • Cara Hodgson, manager of communications, Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA
  • Luna Salaver, public information officer, Capitol Corridor Joint Powers Authority, Oakland, CA
  • Bonnie L. Arnold, public information officer, South Florida Regional Transportation Authority, Pompano Beach, FL

3:30 – 4:30 p.m.

Meet in Marriott Lobby

TOUR: Miami Dade Transit Central

Control Center

Take a ride aboard Metromover to MDT’s Central Control. This is where all the action happens. Get a behind-the-scenes look at how the trains are managed and remotely controlled. This excursion will be hosted by the very knowledgeable Daniel Mondesir from MDT’s Engineering, Planning, and Development section.

7 p.m.

PIO Dinner (Dutch treat)

Come to dinner and enjoy the company of your fellow media relations colleagues.

Sign up for dinner in the APTA registration area before 12 p.m. on Tuesday, February 28.

Wednesday, February 29

7:30 – 8:30 a.m.

Bayview Ballroom
Foyer, Second Level

Continental Breakfast

8:30 – 9:45 a.m.

Bayview Ballroom
Second Level

Creating Successful Partnerships

In a down economy, creating partnerships helps stretch your marketing dollars and can help drive up ridership, expand your reach, and create a positive public image for your organization. Hear how transit systems have successfully leveraged partnerships for their own benefit.

Moderator:

  • Doris Veronica Williams, marketing & communications administrator, Broward County Transportation Department, Pompano Beach, FL

Panelists:

  • Susan B. Richards, president, SR Concepts, Charleston, SC
  • Priya Bhasin-Singh, strategic marketing associate Edmonton Transit System, Edmonton, AB
  • Kristina M. Brevard, marketing manager, Denton County Transportation Authority, Lewisville, TX
  • Jennifer Jinadu-Wright, director of marketing & communications, Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA

8:30 – 9:45 a.m.

Watson Island
Second Level

Managing Video Requests

Across the country, reporters and others are asking for records at a “record rate.” With video being common on buses, trains and at stations, video also can become a huge challenge when requested. We'll share the good and the bad to help all of us improve going forward. (Session may have video content that some attendees may find disturbing.)

Moderator:

  • Patty Poist, communications and marketing manager, Tompkins Consolidated Area Transit, Ithaca, NY

Presenters:

  • Bonnie L. Arnold, public information officer, South Florida Regional Transportation Authority, Pompano Beach, FL
  • Mary McCahon, media relations manager, Greater Cleveland Regional Transit Authority, Cleveland, OH

10 – 11:15 a.m.

Bayview Ballroom
Second Level

Making Public Transportation Relevant for Today’s Communities

Hear how organizations have successfully positioned transit in a positive light in their communities with riders and stakeholders alike. Panelists will share innovative and strategic approaches used to increase the visibility and viability of transit.

Moderator:

  • Jennifer Kalczuk, vice chair, APTA Marketing & Communications Committee, and external relations manager, The Rapid, Grand Rapids, MI

Panelists:

  • Meg Kester, marketing & communications manager, Intercity Transit, Olympia, WA
  • Brian Rasmussen, director of development, R&R Partners, Inc., Salt Lake City, UT
  • Jawauna M. Greene, director, Office of Communications and Marketing, Maryland Transit Administration, Baltimore, MD

11:15 – 11:45 a.m.

Bayview Ballroom
Second Level

Closing Session
That’s a Wrap!

This is your chance to voice your opinions about APTA’s 2012 Marketing & Communications Workshop and make suggestions for next year’s workshop.

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