RTD Ambassador Program 3C Best Marketing and Communications Educational Effort Special Event October 2015-August 2016 • “We are all RTD Ambassadors” Campaign • Ambassador Apparel • Ambassador Training • Flatiron Flyer Ambassadors • University of Colorado A Line Ambassadors • B Line Ambassadors We are all Ambassadors We are December 2015 all Ambassadors Your fi rst opportunity to be an RTD Ambassador is here! Volunteer at the Flatiron Flyer opening, and help educate the public on fare and service changes. Get trained to be an Ambassador and sign up at www.rtd-denver.com/volunteer. Your Flatiron Flyer Ambassador commitment earns you the full lineup of RTD apparel shown above. Don’t miss your chance to be outfi tted in premium winter RTD apparel! Coming soon! Ambassador trainings for A, B, G & R line openings. New RTD apparel for each opening! PLUS, volunteer for ALL Ambassador Programs to be eligible for extra incentives. For more information, please contact: [email protected] 303.299.2700 Your fi rst opportunity to be an RTD Ambassador is here! An internal-marketing campaign Volunteer at the Flatiron Flyer opening, and help educate the public was developed to help promote the on fare and service changes. Get trained to be an Ambassador 2016 ambassador program. The and sign up at www.rtd-denver.com/volunteer. campaign utilized employees from the Leadership Academy as models. The Coming soon! Ambassador trainings for A, B, G & R line openings. tag line embraced “We are all RTD New RTD apparel for each opening! PLUS, volunteer for Ambassadors” Posters, flyers, and email ALL Ambassador Programs to be eligible for extra incentives. headers were created for communication with RTD employees. For more information, please contact: [email protected] 303.299.2700 Ambassadors signed up for, and managed their shift and training schedules through our online scheduling portal. Employees received email notifications when schedules went live. For each opening, 70% of shifts were filled within 48 hours of being posted. 2016 Ambassador Apparel BRT Flatiron Flyer (Winter) Openings were scheduled during various times of the year. The Bus Rapid Transit/Flatiron Flyer opened January 3, 2016. The winter apparel package consisted of a 3-in-1 jacket with reflective striping, a gingham shirt, a knit beanie, and a cinch backpack. In addition to apparel, Ambassadors were equipped with bundles brochures and schedules for distribution. 2016 Ambassador Apparel University of Colorado A Line (Spring) The University of Colorado A Line opened April 22, 2016. The spring apparel package included a red vest, a contrasting black polo, a custom trucker cap, and a messenger bag. 2016 Ambassador Apparel B Line (Summer) The B Line to Westminster opened July 25, 2016. The summer apparel package included a slate grey polo, a white dry-fit cap, and a hydration back pack. As part the the incentive program, Ambassadors were able to keep their apparel, if they completed all of their shifts. Events staff checked in with ambassadors and every shift/location. 2016 Ambassador Training Ambassador 101 was the prerequisite course for all Ambassadors and was offered before the Flatiron Flyer and University of Colorado A Line openings. The mandatory class included a PowerPoint presentation on new fares, smart card, safety/ security, Flatiron Flyer/Bus Rapid Transit, and all 2016 rail openings. Trainees received Ambassador Handbooks highlighting key elements of the presentation. An interactive element was included in training via bus-in-boxes, where trainees could print day passes and one-way tickets from RTD’s new bus printers. Click on the bottom two images to watch videos. Ambassadors 201A focused on the opening of the University of Colorado A Line. The April 2016 service change was the largest in over ten years, affecting nine stations and 21 routes along the University of Colorado A Line. In addition to an updated Ambassador Handbook, four geographically-specific handbooks were created to highlight service changes by region along the line. Click on the bottom image to watch video. Ambassadors 201A was the first time commuter rail was introduced to the public. Due to timing, previews of the trains were impossible. The events team created a video to bring the trains to life for Ambassadors. In addition, the Events Team, in conjunction with security, created a video to address heightened security concerns. Click on images to watch videos. The main objective of training was to provide Ambassadors the information necessary to answer a wide variety of rider questions. Ambassadors were encouraged load the RTD website and transit aps on their phones as additional resources. Ambassador 301B training was an interactive walking tour designed to get Ambassadors familiar with all aspects of commuter rail. The tour covered the ins and outs of Union Station and included a ride on the university of Colorado A Line. Ambassadors tested ticket validators, ticket vending machines, and card readers. 2016 Ambassador Outreach The Flatiron Flyer/Bus Rapid Transit opening in January 2016 consisted of 15 stations and enthusiastic Ambassadors in chilly weather. Ambassadors were asked to complete a minimum of three, three-hour shifts per opening. In order to reach as many patrons as possible, shifts were scheduled during morning and evening peak hours. The much-anticipated opening of the University of Colorado A Line had the greatest need for Ambassador Outreach and support of the year. Ambassador spirit and enthusiasm was high throughout the three days of opening events. During the July 2016 opening of the B Line, Ambassadors were treated to great weather and excited crowds. Those lucky enough to work a late-night shift at Westminster Station watched a fireworks show that ended the week of events with a bang. Not only did Ambassadors answer countless service questions, but they also had the joy of handing out giveaways. .