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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