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 Mac.
I'm friendly, reliable, fast, intuitive, easy-to-use, inspiring and looking for fun."
"Hi, I'm a PC.
I'm boring, formal, cold, old, and slow."
Perceptions of the Ideal Bus Company are about the "experience," and customers - not about RTS.
More convenient, Innovative, Comfortable, Speed
More enjoyable bus experiences
Cushy seats
Power outlets
Payment options
Cleaner buses
Art on the bus

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. Wherever you’re going in the day – or in life – RTS will help you
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,
Conversion of Company Materials
Business Cards, Letterhead, Intranet, Signature, Poster Templates
Branding Guidelines
Research subjects responded positively to ideas that focused on the benefits that riding the bus afforded them
Tie back to the idea that “RTS makes it easy to enjoy the journey”

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