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 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!”

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
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

14. RTA staff at airport station

15. 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

16. 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

17. 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!

18. More Information RTA Public Relations Mary Shaffer - 216.566.5211

19. Captain RTA thanks you!!