Marketing and Communications Subcommittee
Charter

Overall Mission

Working under the Connect Card Executive Committee, the Communications and Marketing Subcommittee is charged with strategically coordinating the marketing and communications required to implement the Connect Card as the preferred way to pay for transit riders in the Sacramento region.

This Charter will be a working document that will be amended as needed.

Scope

The subcommittee will:

  • Update Subcommittee Charter as needed
  • Recruit participants for Soft Launch
  • Provide regular communications to soft launch participants
  • Plan and coordinate media communications, releases and events
  • Ensure consistent internal and external communications
  • Survey and monitor customer experience & satisfaction
  • Coordinate the website and FAQs
  • Assist with recruiting and developing retailers for the retail network later in the process after the Connect Card is established (when there is a benefit to the retailer ex: traffic)
  • Assist with recruiting and training corporate account participants
  • Market the Connect Card for the full launch proposed to begin in early 2017 including setting measurable market penetration goals
  • Plan, organize and host community events to educate the public on the benefits of Connect Card
  • Maintain and enforce the Connect Card brand Style Guide
  • Deliver monthly status report to the Executive Committee
  • Produce collateral or printed items
  • Research, analytics and reporting
  • Coordinate communications with TMAs/TMOs (Transportation Management Associations and Organizations)

Deliverables

Some of the deliverables expected of the subcommittee include:

  • Finalized subcommittee charter
  • Soft Launch recruitment and communications plan including:
  • Media talking points
  • Newsletter/website content
  • Engagement emails and experience surveys
  • Bus operator/fare inspector Quick Guide & gift
  • Full launch marketing plan:
  • Update existing marketing materials
  • Identify any new marketing materials needed
  • Press releases
  • Retailer recruitment
  • Corporate account recruitment and training materials – February 2017
  • Public event with elected and agency officials – May/June 2017
  • Develop an accompanying budget
  • Website – updated content
  • Customer satisfaction surveys
  • Grow Connect Card market penetration:
  • Set annual market penetration goals
  • Develop ongoing marketing plan and associated materials
  • Recruit new corporate accounts

Coordination & Scheduling

  • As the RSC Operator, RT’s VP of Communications will be responsible for coordinating the subcommittee including:
  • Schedulingthe subcommittee meetings
  • Compiling information and then providing it to the team including tracking action items
  • Routine meetings will be scheduled monthly after the scheduled Consortium meetings but will only be held as needed
  • Meeting organizers will attempt to only call “in person” meetings when absolutely necessary to accomplish the goals stated
  • Other teleconferences may be scheduled as needed

Members

Transit Agency / Name / Email / Phone / Other
RT / Devra Selenis / / (916) 556-0121
RT / Jo Noble / / (916) 556-0118
YCTD / Mike Luken / / (530) 402-2830
Placer / Will Garner / / (530) 745-7582
El Dorado Transit / Brian James / / (530) 642-5383 / x201
Yuba-Sutter / Matt Muak / / (530) 634-6880
City of Roseville / Helen Dyda / / (916) 774-5443
Folsom / Marie McKeeth / / (916) 351-3353

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12/9/2016