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File #: 2017-0040   
Type: Informational Report Status: Filed
File created: 1/19/2017 In control: Executive Management Committee
On agenda: 2/16/2017 Final action: 2/16/2017
Title: RECEIVE AND FILE the Chief Communications Officer's Quarterly Report.
Sponsors: Board of Directors - Regular Board Meeting
Indexes: Construction, Crenshaw/LAX Transit Corridor Project, Informational Report, Metro Blue Line, Metro Exposition Line, Metro Rail C Line, Project
Attachments: 1. CCO Quarterly Report Feb 2017
Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
FEBRUARY 16, 2017

Subject/Action
SUBJECT: CHIEF COMMUNICATIONS OFFICER QUARTERLY REPORT
ACTION: RECEIVE AND FILE

Heading
RECOMMENDATION

Title
RECEIVE AND FILE the Chief Communications Officer's Quarterly Report.

Issue
ISSUE
The LA Metro Chief Communications Officer provides a quarterly update to the Board of Directors on the efforts of the Communications Department. The last CCO Quarterly Report was provided in October 2016. This report is a FY17 mid-year report, covering the first and second quarters of FY2017, as well as a look-ahead to the coming quarter.

Discussion
DISCUSSION
Metro's Communications Program is implemented through the six departments within the Communications Department: Community Relations, Customer Relations, Customer Programs and Services, Government Relations, Marketing and Public Relations. The department's overarching goals are:

* Lead the development and coordination of internal and external communications
* Enhance the customer experience
* Optimize Metro's brand
* Grow constituencies for Metro's programs, projects and services
* Set the agenda and advocate for local, state and federal funding and policy opportunities

Measure M Public Education Program
The biggest effort of the Communications Department in the first half of FY2017 was developing and implementing the Measure M public education program. The program was implemented through four main sectors: Elected Officials Engagement, Key Stakeholder Engagement, Public Engagement, and Media Engagement.

The team deployed a multi-faceted program through a variety of tactics including bus, rail and shelter ads; billboards; print advertising; news blogs and articles; press events showcasing project progress; web updates; social media campaigns; telephone town hall meetings; employee information sessions; and educational videos.

Some of the measurable outcomes of the program:

* Social media campaign generated 18.5 million i...

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