to:APTA Sustainability Commmittee
from:Kyle Bell, Program Manager-Environment & Infrastructure
subject:Sustainability Outreach plan
date:JuLy 26, 2013
GOAL:
To communicate the value of the three pillars of sustainability to transit agency and business members and to support members in communicating the message to their stakeholders.
OUTCOME:
The actions proposed (below) will allow agencies to realize the importance of a sustainability program or initiative by:
-highlighting the value of sustainability if made as one of the organization’s priorities;
-exchange of best practices within and with other local and national entities to highlight the many benefits of having a sustainability program;
The APTA Sustainability program will ultimately be strengthened through:
-increasing the number of signatories to the APTA Sustainability Commitment through heightened awareness of the program;
-encouragement of organizations to achieve an initial Sustainability Commitment Recognition level (i.e., at least at the Bronze Level) and move on to achieve higher levels of recognition through continual improvement;
-increasing participation in the APTA Sustainability and Public Transportation Workshop and other APTA Sustainability events, including sustainability-focused sessions at other conferences;
-encouraging further participation in APTA’s Sustainability Committee though volunteer and leadership opportunities (e.g., Program or Recommended Practice Ambassadors).
ACTIONS:
1) Evaluate and continually redesign the APTA Sustainability and Public Transportation Workshop to help members initiate or develop a robust and cost-effective sustainability program.
A survey was carried out to gauge satisfaction with the Sustainability Workshop and to gather information for continual improvement. Responses were tallied upon completion and will be used as input to improve next year’s event.
Suggestions have included:
-Holding next year’s workshop in a unique venue that reinforces the value of sustainability;
-Changing concurrent sessions and tours so that members don’t have to pick-and-choose;
-Including fewer large, general panels without visuals; and more specifics;
-More sessions on specific projects and 0n how to talk about sustainability as a concept to employees, executives, and the public;
-More opportunities for interaction in sessions, more networking time.
2) Redesign the APTA Sustainability website to better highlight ongoing efforts and attract new participants.
We have worked with the Sustainability Committee for input and content and with APTA’s Web Manager to redesign the site and make it more dynamic, timely, and informative. The redesign aims to reorganize available resources hierarchically, beginning with the general and expanding to the specifics. It focuses on simple, straightforward “sound bites”, photos and diagrams, supported by case studies and further elaboration on the next click. This approach makes more rational use of scarce screen space and does not overwhelm visitors with information.
Proposed changes include:
-Addition of a scrolling marquee with photos to highlight members’ efforts – akin to the feature on the main APTA page – tied via link to recent PT articles;
-Explanation of the core principles of the APTA Sustainability Commitment, with expanding case studies of agencies and businesses that have achieved each – an opportunity to both inform and highlight high-flying members;
-New banner images for the Sustainability site that feature iconic green projects from our signatories;
-Using the APTA Sustainability Commitment logo, a link through from the main APTA page to the specialized Sustainability site;
-Development of a flickr account for members to submit photographs of good and bad urban design features;
-A repository for completed Commitment reporting forms, accessible by all signatories, for reference, comparison, and transparency in multi-year reporting;
-Highlighting of the APTA Standards documents by including titles, a screenshot of the first page, and a one- to two-sentence abstract of each, to better highlight the amount of work and high quality of information provided in all documents.
3) Continue to publish stories on environmental sustainability issues.
We have continued to author articles on our members’ sustainability efforts, both from APTA and organization staff. We’ve placed special focus on highlighting the sustainability efforts of our conference host agencies. For the Sustainability Workshop in August, we highlighted SEPTA’s wayside energy storage project, and for the Annual Conference, we will be highlighting King County Metro.
As more members sign on or reach a higher recognition level, we commit to highlighting their efforts in Passenger Transport, preferably through individual articles or as a group or short note on their achievement.
4) Expand media outreach on transit’s environmental friendliness and sustainability qualities.
A plan is in place to work with APTA Communications Department to publicize APTA Sustainability Commitment recognition recipients at APTA conferences and in national media. Local coverage will be handled by the member’s press officer in consultation with the APTA Communications Department.
Communication plan for APTA Sustainability Commitment recognition applications
Round One:
Quarter / Item / DateQ1 / round one final vote / March 21 (3 weeks after submittal)
APTA Sustainability contacts recognition recipient and asks organization’s press officers to contact APTA Communications to plan best time for local news rollout.
(APTA will officially recognize recognition recipients at the APTA Sustainability Workshop and Annual Meeting) / March 21 (concurrently)
Q3 / official recognition on stage / late July/early August
(APTA Sustainability and Public Transportation Workshop)
certificate presented formally to recognition recipients at APTA Sustainability Workshop
further recognition at APTA Annual Meeting
Round Two:
Quarter / Item / DateQ3 / round two final vote / August 21 (3 weeks after submittal)
APTA Sustainability contacts recognition recipient and asks organization’s press officers to contact APTA Communications to plan best time for local news rollout.
(APTA will officially recognize recognition recipients at the APTA Sustainability Workshop and Annual Meeting) / August 21 (concurrently)
Q4 / recognition at awards banquet
(all recipients from rounds one and two) / late September/early October (APTA Annual Meeting)
certificate presented formally to recognition recipients at APTA Sustainability Workshop
further recognition at APTA Annual Meeting
5) Develop a Sustainability Commitment Master Class to tie in with state association meetings where we have a large contingent of signatories or state regulations that require environmental compliance (e.g., CA, WA).
APTA has been asked to speak about the Sustainability Commitment to the California Transit Association. Of the 50 APTA-member transit agencies in California, 12 have signed the commitment (24%). Among these members are Foothill Transit (Silver-level signatory), SamTrans (Bronze-level signatory), Long Beach Transit, and L.A. Metro. The California Fall conference is in November, while their Spring Legislative Conference is in May.
The master class could serve as an effective recruitment tool to further support our efforts in California. Commitment signatories, including the aforementioned agencies, among others, will be recruited to “tell the story” of the APTA Commitment, including improved resource efficiency, cost savings, improved effectiveness, and enhanced community relations.
Special focus will be placed on how this sharpened strategic focus can help agencies achieve compliance with California clean air, water, and energy policies.
Staff from Metrolinx / GO Transit in Toronto, Ontario have suggested that a Toronto-area Master Class. Of our 13 Canadian member agencies, 6 are in Ontario or Montreal, including AMT Montreal, Société de transport de Montréal, and Metrolinx (GO Transit), three of our four Canadian signatories. This class would be provided in conjunction with CUTA and its sustainability program.
6) Continue to conduct a transit-oriented energy efficiency and conservation product and services segment at the APTA EXPO.
7) Bring the issue of sustainability into smaller APTA workshops (e.g., marketing, legal affairs, university transport).
APTA Public Transportation and Universities Conference
Over 100 attendees participated in this year’s conference, held in Fargo, ND (co-hosted by the MATBUS system serving the cities of Fargo, ND and Moorhead, MN, and North Dakota State University, June 16 – 19, 2012. As in past years, there was a “Sustainability” session on the program:
What does it really mean to have an effective sustainability program? How does your university measure up on the “Green Scale?” While so many America are going “green” – what can you do to improve and protect the environment? This session explored such topics as land use and development, alternative fuels, environmentally-friendly practices, and alternative transportation modes.
APTA’s business card regarding the Sustainability Commitment programs was distributed during the conference.
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