1. Bringing a New Brand to Life February 23, 2015

2. What was our brand?

3. Our Brand Personality was more like that of a PC than a Mac. "Hi, I'm a PC. I'm boring, formal, cold, old, and slow." "Hi, I'm a Mac. I'm friendly, reliable, fast, intuitive, easy-to- use, inspiring and looking for fun."

4. The Result? A clear consistent identity…

5. Building Blocks for a Brand Strategy Brand Promise Brand Essence Brand Personality Brand Voice Customer Service Standards

6. Brand New Tag Line Wherever you’re going in the day – or in life – RTS will help you

7. Bringing the brand to life Integrated communications effort – starting internally and building to an external launch through a soft internal launch It's EZ External efforts included radio, TV, outdoor, print, bus shelters, social media and more Enjoy the Ride – College Age Conversion of current customer facing materials Buses, Uniforms, Schedules, System Maps, Passes, Website, Email Conversion of Company Materials Business Cards, Letterhead, Intranet, Email Signature, Poster Templates Branding Guidelines

8. Press Event

9. Old Website – rgrta.com

10. Website Overhaul – myRTS.com

11. Customer Information Materials

12. Key Takeaways Conduct creative focus groups to vet out logo and creative concepts. Be very detailed and learn to prioritize initiatives. Ensure internal employees provide feedback and are excited about the new brand promise.

13. What’s Next? Continuing to bring the brand to life through customer education and promotional campaigns Assess Brand Awareness and Perception

14. Questions? Megan Jasinski mjasinski@myRTS.com 585-654-0728