Mass Transit magazine features agency profiles, industry trends, management tips and new product information.
Issue link: https://masstransit.epubxp.com/i/457936
STANDING HEAD FEBRUARY 2015 | MassTransitmag.com | Mass Transit | 21 Urban areas are growing and changing, systems need continual upgrades and it's a struggle to keep up with repairs. That 100-year storm seems to happen every three years, and funding is hard to come by—sound familiar? Future Proof ng is about identifying risks specif c to delivering transit; developing a vision of where we want to be in the long term; creating a prioritization scheme and plans; getting partners and delivering promises—sustainably and without being overly dependent on Federal funding. Find out how Atkins can help you drive increased resiliency, sustainability and eff ciency to your transit systems so you can deliver on your promises. GET ON THE RIGHT TRACK Plan Design Enable www.atkinsglobal.com/northamerica 800.477.7275 For more information, visit www.MassTransitmag.com/10735344 One way to get them excited for the change was making an internal video with employees dancing and singing a song "It's Easy," sung to the tune of the Run-DMC hit "It's Tricky." "I think it's really important to market the brand internally before it's marketed externally, because it's really important to get employees behind the new brand and the brand promise 'RTS makes it easy to enjoy your journey,'" she said. Carpenter said the rebranding al- lowed the authority to create a new set of standards for employee behavior. It re- minds them they're all part of customer service and the brand pushes the stan- dard of customer service and providing the best product possible. "Again, it gets back to that a promise was made, so we need to live up to that promise and be conscious of the prom- ise," she said. "Tat takes the conversa- tion to another level. Everybody has been through the brand promise and is com- mitted to do it, so the debate isn't 'well, that's not my job.' It's 'I need to think about what I'm delivering to customers.'" Jasinski said RTS will assess the impact of the rebranding the next several years to see any shif in perception and increased awareness of the brand. Tey also plan to build of the change by using it to tackle other rider barriers, such as how to ride, how to read a bus schedule or how to use a mobile app to use the system. "I'm really excited to have a set of stan- dards to work of of," she said. "We have that now, and we didn't before." Although the rebranding went live in August, there are still plenty of buses with old logos, Carpenter said. Te agency de- cided to take a longer-term approach to re- placement of old logos. A small percentage of buses will be painted and the authority purchased 25,000 vinyl's to put a fresh look on many of the buses. "We're going through the feet to kind of refresh some of them, but as we order new buses they will come in with a com- pletely brand new look," He said. "And it looks very sharp." Carpenter said success of the rebrand- ing for him is customer satisfaction. "It's that level of customer satisfaction of what we're doing that the growth will come from," he said. "It's about satisfed customers telling others more ofen."