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American Public Transportation Association

 Program

Last updated: February 20, 2013

Sunday, February 24

12 – 6 p.m.

Brunson
Second Floor
 

Registration

1 – 4 p.m.

Watercourt
Second Floor

Marketing & Communications Committee Meeting

4:30 – 6 p.m.

Hershey
Second Floor


 

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; member, APTA Board of Directors; and assistant vice president of marketing, Fort Worth Transportation Authority, Fort Worth, TX

Presenters:

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

6 – 7 p.m.

Watercourt
Second Floor

Welcoming Reception

Mix and mingle with fellow public transit marketing and communications professionals in a relaxed atmosphere that sets the collegial tone for the 2013 workshop.

Monday, February 25

7 – 11 a.m.
and
2 – 5 p.m.

Brunson
Second Floor

Registration

7 – 8 a.m.

Bunker Hill Foyer
Second Floor

Continental Breakfast

8 – 10 a.m.

Watercourt  
Second Floor

Opening Session

We get down to business with the opening session  featuring updates on the state of the industry, host welcome, and keynote address focusing on rebranding.

Presiding:

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

Welcome:

  • Arthur T. Leahy, chair, APTA Bus Standards Policy & Planning Committee; member, APTA Board of Directors; and chief executive officer, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Michael D. Antonovich, supervisor, Los Angeles County,
    Fifth District, and chair, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA 

Remarks:

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

Keynote Address:

  • Don Skeoch, chief marketing officer, Los Angeles Tourism & Convention Board, Los Angeles, CA

10:15 – 11:30 a.m.

Watercourt
Second Floor

Social Media

 

Social media continues to be a hot topic in the world of public transportation marketing and communications. This session will delve into several areas of social media, including better understanding opportunities and challenges presented by social media, developing an easy-to-use social media plan, and shortcuts and strategies to save time. 

Moderator:

  • Leah Harnack, editor, MASS TRANSIT MAGAZINE, Fort Atkinson, WI

Panelists:

  • Karen M. Bakar, marketing administrator, AC Transit, Oakland, CA 
  • Don Kline, multimedia marketing specialist, Ann Arbor Transportation Authority, Ann Arbor, MI
  • Felicia Friesema, director of marketing and communications, Foothill Transit, West Covina, CA 
  • Martin Munguia, public information officer, Community Transit, Snohomish County, WA

10:15 – 11:30 a.m.

Hershey/Crocker
Second Floor

Internal Communications

This session will explore the importance of marketing to, and communicating with, internal audiences and how to adapt current internal communications methods to improve overall organization-wide communications. 

Moderator:

  • Kristina M. Brevard, marketing & communications manager, Denton County Transportation Authority, Lewisville, TX

Panelists: 

  • Michael Scroggins, manager, customer relations & public information, Central Oklahoma Transportation & Parking Authority, Oklahoma City, OK
  • Maurice Harris, director, internal communications, FirstGroup America (First Transit, Inc.), Cincinnati, OH

11:45 a.m. – 1 p.m.  

Watercourt
Second Floor

Customer Service 

What can you do to improve your customers’ experience? Hear from a panel of industry professionals who will share successful customer service initiatives. 

Moderator:

  • Liliane M. Finke, communications & marketing manager, Palm Tran,
    West Palm Beach, FL

Panelists:

  • Matt Raymond, president/CEO, Celtis Ventures, LLC, Hermosa Beach, CA
  • Stella Lin, manager, marketing and customer engagement, Orange County Transportation Authority, Orange, CA
  • Paula Edwards, director, customer care, Metrolinx (GO Transit), Toronto, ON

11:45 a.m. – 1:15 p.m.  

Hershey/Crocker
Second Floor

Crisis Communications 

Join us for this ever popular crisis communications session.  Real public transit crises will be shared by your media relations colleagues. This is always a thought-provoking session that provides valuable lessons learned and industry best practices that can apply to any crisis situation.

Moderator:

  • Cynthia M. Baker, director of marketing, Kansas City Area Transportation Authority, Kansas City, MO

Panelists:

  • Dave Sotero, communications manager, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Mary Shaffer, public relations, Greater Cleveland Regional Transit Authority, Cleveland, OH
  • Luna Salaver, communications officer, San Francisco Bay Area Rapid Transit District, and public information officer, Capitol Corridor Joint Powers Authority, Oakland, CA 
1 p.m.

Lunch (on your own)

2:30 – 4:30 p.m. 

Museum/Bunker Hill Second Floor

Marketing & Communications 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.

Moderator:

  • Amy Snyder, communications specialist, Champaign-Urbana Mass Transit District, Urbana, IL


TOPICS:
  

  • Veterans Outreach
  • What’s New with Transit Websites
  • Branding
  • Travel Training
  • Ridership Campaigns
  • Research
  • Marketing on a Shoestring
  • Human Trafficking Outreach Campaign
  • Safety Campaigns
  • Multicultural Marketing
  • Winning a Referendum
  • Route-specific Marketing
  • Social Media

3:30 – 5 p.m.

Bradbury/Rose
Second Floor

Advertising Revenue Information Exchange

Join the discussion on advertising contracts, new ad revenue generating ideas, First Amendment issues, and other relevant topics. This session will also feature an update on an audience measurement system developed specifically for public transit.


Facilitator:

  • Barbara D. Moulton, assistant general manager, customer communications & marketing, Massachusetts Bay Transportation Authority, Boston, MA

Presenter:

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

4 – 5:30 p.m.

Watercourt A
Second Floor

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 fourth annual PIO Shop Talk and build your network of transit peers.

Moderator:

  • Augusta Meyers, communications manager, Mid-Region Council of Governments, Albuquerque, NM

6 – 7 p.m.  

Noé Terrace
Third Floor

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 26

7:30 a.m. – 2:30 p.m.

Brunson
Second Floor

Registration

7:30 – 8:30 a.m.

Bunker Hill Foyer
Second Floor

Continental Breakfast

8:30 – 10 a.m.

Watercourt/Bunker Hill
Second Floor

2013 Call Center Challenge Finals 

Don’t miss the finals of the 2013 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, member, APTA Board of Directors, and assistant managing director, Champaign Urbana Mass Transit District, Urbana, IL

Contestants:

  • James Anderson, MetroLinx (GO Transit), Toronto, ON
  • Patrick Duffy, Nashville Metropolitan Transit Authority, Nashville, TN
  • Jessica Lanier, Charlotte Area Transit System, Charlotte, NC
  • Sierra Muhammad, Massachusetts Bay Transportation Authority, Boston, MA
  • Mark Perales, Fort Worth Transportation Authority, Fort Worth, TX
  • Stacey Pringle, MTA Metro-North Railroad, New York, NY
  • Lauren Whetsel, Metrolink -Southern California Regional Rail Authority, Los Angeles, CA

10:15 – 11:45 a.m.

Museum A
Second Floor

Communicating Passenger Information 

Find out what other transit agencies are doing to improve their methods of communicating to passengers. Discussion topics will include maps, apps, wayfinding, and more. 

Moderator:

  • Diane Palmer, deputy executive director of communications and customer service, Regional Transportation Authority, Chicago, IL

Panelists:

  • Deanna J. DeSedas, marketing director, San Francisco Municipal Transportation Agency, San Francisco, CA
  • Hugh Thomas, CEO, Sky Highways Corporation, Chapel Hill, NC
  • Nevin Grinnell, vice president/chief marketing officer, Dallas Area Rapid Transit, Dallas, TX
  • Cynthia Jones Parks, president, Jones Worley Communications Atlanta, GA

10:15 a.m. – 12 p.m.

Museum B
Second Floor

The Challenges of Extreme Weather 

In this session you will have a chance to hear how different systems have dealt with extreme weather. Planning, communicating, and dealing with the aftermath will be addressed. Come hear how your colleagues and their systems successfully worked through Hurricane Sandy, a blizzard, and extreme heat. 

Moderator:

  • Bonnie Arnold, immediate past chair, APTA Marketing & Communications Committee, and public information officer, South Florida Regional Transportation Authority, Pompano Beach, FL

Panelists:

  • Aaron Donovan, media liaison, Metropolitan Transportation Authority, New York, NY 
  • Bruce Howard, director of customer services and marketing, Metro Transit, Minneapolis, MN 
  • Marie Chapple Camacho, public information officer, City of Phoenix Public Transit Department, Phoenix, AZ

12 – 2:00 p.m.

Watercourt/Bunker Hill
Second Floor

Lunch & Learn: Developing Messaging to Build Support for Public Transportation in Your Community

Join us for a boxed lunch and participate in the first phase of messaging research to support local and nationwide outreach. In this phase, the researchers at Heart + Mind Strategies will look to understand the messaging needs of APTA members in their local markets. We will use an Advanced Strategy Online (ASO) session, which will guide attendees through exercises to uncover their business, communications, and messaging needs. 

Introduction:

  • Rosemary Sheridan, vice president - communications and marketing, APTA

Presenters:

  • Dee Allsop, Ph.D., CEO, Heart + Minds Strategies, Reston, VA
  • Douglas S. Griffen, director of strategy and facilitation, Advanced Strategy Center, Scottsdale, AZ

2:15 – 3:30 p.m.

Museum A
Second Floor

Special Events

What are the nuts and bolts of putting on an outstanding special event? Learn from your colleagues how they and their team were able to put on successful special events. 

Moderator:

  • Michael J. Moreno, public information officer, Regional Transportation Commission of Washoe County, Reno, NV 

Panelists:

  • Kevin Elwood, strategic information specialist, Greensboro Transit Authority, Greensboro, NC
  • Laura Cruz-Acosta, marketing and public affairs coordinator, El Paso Mass Transit Department, El Paso, TX
  • Mary C. Currie, public affairs director, Golden Gate Bridge, Highway & Transportation District, San Francisco, CA

2:15 – 3:30 p.m.

Museum B
Second Floor

Market Research

Discover how to use research to better define and target an audience, to persuade and influence, and to win the battle to gain the attention of your customers by understanding the "triggers" that influence their opinions and behaviors.  

Moderator:

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

Panelists:

  • Tim E. Healy, marketing & creative services director, Sound Transit, Seattle, WA
  • Kathryn Coffel, principal, Kathryn Coffel Consulting, LLC, Portland, OR
  • Barbara D. Moulton, assistant general manager, customer communications & marketing, Massachusetts Bay Transportation Authority, Boston, MA
  • Cynthia M. Baker, director, marketing, Kansas City Area Transportation Authority, Kansas City, MO

3:45 – 5 p.m.

Meet in Omni Lobby

Technical Tour: LA County Metropolitan Transportation Authority Marketing & Design Studio

Join us as our host, the Los Angeles County Metropolitan Transportation Authority, provides a behind-the-scenes tour of its in-house marketing and design studio. Metro creates award-winning core communications elements for the nation’s third-largest transit agency, including advertising, environmental graphics, timetables, maps, customer information, bus and rail fleet design, web and mobile presence, and merchandising. For the past ten years, Metro’s communications work has been a critical component in successfully winning new riders and new funding.

 

This tour has a 40 person limit. Please sign up in the APTA registration area. First-come, first-served.

7 p.m.

Meet in Omni Lobby

PIO Dinner (Dutch treat)

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

Sign up for the dinner in the APTA registration area before 12 p.m. on Tuesday, February 27

Wednesday, February 27

7:30 – 8:30 a.m.

Bunker HIll Foyer
Second Floor

Continental Breakfast

8:30 – 9:45 a.m.

Museum A
Second Floor

How To Promote Good News

It often seems like public transit is plagued with bad news stories and a negative stigma. So, how do we get the attention of the media and other important stakeholders to focus on the positive news? Learn how these transit PIOs succeeded in successfully communicating their good news and what benefits resulted from doing so. 

Moderator:

  • Ted Nguyen, manager of public communications & media relations, Orange County Transportation Authority, Orange, CA

Panelists:

  • Meg Kester, marketing & communications manager, Intercity Transit, Olympia, WA
  • Bryan Luellen, marketing and communications manager, Indianapolis Public Transportation Corporation (IndyGo), Indianapolis, IN
  • Mary Fetsch, chief media relations officer, Tri-County Metropolitan Transportation District of Oregon, Portland, OR

8:30 – 9:45 a.m.

Watercourt
Second Floor

Parade of AdWheel Award Winners

Hear from some of APTA’s 2012 AdWheel Award winners as they share their winning campaigns, special events, and other winning entries. Get ideas from these award winners that you can implement at your organization. 

Moderator:

  • Dawn Chase, marketing, communications & design manager, Roaring Fork Transportation Authority, Aspen, CO

Panelists:

  • Juno Carlson, marketing specialist, Omnitrans,
    San Bernardino, CA
  • Robin O'Hara, communications marketing manager, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Melissa Rosen, art director, Metro Design Studio, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Richard Maxwell, chair, APTA Marketing & Communications Committee; member, APTA Board of Directors; and assistant vice president of marketing, Fort Worth Transportation Authority, Fort Worth, TX
  • Lorna Adkins, marketing and communications coordinator, Salem-Keizer Transit, Salem, OR

10 – 11:15 a.m.

Watercourt
Second Floor

Communinity Outreach

From construction mitigation to school outreach to getting a referendum passed, community outreach plays a critical role in the public transportation industry. Join us as a panel of industry community outreach experts discuss programs designed to improve the quality of life for customers and the communities that they serve. 

Moderator:

  • Bill Kirk, public outreach coordinator, Interurban Transit Partnership,
    Grand Rapids, MI

Panelists:

  • Ned J. Racine, new media officer, Stantec Consulting Services, Inc.,
    Woodland Hills, CA
  • Kyle Curtis, strategic development manager, R&R Partners, Inc.,
    Salt Lake City, UT
  • Shannon Langrand, founder and chief creative officer, Langrand and Company, Houston, TX
  • Sina Raouf, public information coordinator, Parsons Corporation, Washington, DC

11:15 – 11:45 a.m.

Watercourt
Second Floor

Closing Session
That’s a Wrap!

This is your chance to voice your opinions about APTA’s 2013 Marketing & Communications Workshop and make suggestions for next year’s workshop.

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