1 / 19

Mary Shaffer Greater Cleveland RTA Public Relations & Liaison

Discover how Greater Cleveland RTA created revenue, planned services, and engaged employees for the Senior Games event. From communication strategies to media opportunities and employee participation, see how the RTA became a true partner in executing a successful event.

lstromberg
Download Presentation

Mary Shaffer Greater Cleveland RTA Public Relations & Liaison

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mary Shaffer Greater Cleveland RTA Public Relations & Liaison

  2. Agenda • General Overview • Creating revenue & planning service • Communication & Outreach • Employee participation • Marketing materials • Media opportunities

  3. What are the Senior Games? • Senior Olympics: 11,000 athletes aged 50 & up • National organization • 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

  4. It all started with a plan • Identified funding • Bulk sales of passes ($65,000) • ODOT funding ($250,000) • Identified existing routes to venues and hotels; identified underserved areas • Collaboration with SG • Compiled communication needs • Scheduled a table-top exercise

  5. 25,000 Guests to ClevelandJuly 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!”

  6. Softball team from IL rides • Add a picture or two

  7. 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

  8. Brochures – The ‘Map’

  9. Inside the Map

  10. 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

  11. Communication Plan • Offered story ideas to SG • 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

  12. Getting employees excited • 8 days help needed: Staffing at Convention Center, Public Square/Tower City and CLE • Communications • Cartoon panel – Floyd & Friends • Letter from CEO • Drive them to SG website and special page with venues & events listed

  13. RTA staff at airport station

  14. Working with the Media • Part of strategic outreach in plan • 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

  15. 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

  16. Lessons Learned • Start early; structure a plan • Collaborate extensively and often • Take the Lead • Without our Map, 25,000 visitors would have nothing to hold in their hands going around downtown Gay Games in Cleveland this year!

  17. More Information RTA Public Relations Mary Shaffer - 216.566.5211 mshaffer@gcrta.org

  18. Captain RTA thanks you!!

More Related