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Mass Transit | MassTransitmag.com | FEBRUARY 2015
HEN MARYALICE
Keller joined the Roch-
ester Genesee Regional
Transportation Author-
ity (RGRTA) as chief
people and brand ofcer
in September 2012, she
walked into a job at an
organization with a fairly new
CEO and ambitious goals.
Keller said the agency wanted to
improve service and ridership as it
transformed and moved forward. It
was also opening a new transit cen-
ter in 2014, which meant there was
a need to put the agency's best foot
forward seeing as it was a project
decades in the making.
"We really knew we had an op-
portunity," Keller said. "We were
going to be in the spotlight and we
wanted to be our best, if you will."
Soon afer Keller came on the
job, she and the leadership at the
Building Brand Name
Transit in Rochester
W
by Joe Petrie
Transit leaders in Rochester, New York, are building a better system to
serve the community, so they rolled out a new brand in 2014 to build
growth and identity.