Mary Shaffer

Report
Mary Shaffer
Greater Cleveland RTA
Public Relations & Liaison
Agenda
 General Overview
 Creating revenue & planning
service
 Communication & Outreach
 Employee participation
 Marketing materials
 Media opportunities
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
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
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

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
Letter from CEO
 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

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

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
[email protected]
Captain RTA thanks you!!

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