Situation

Sound Transit is a regional transit agency approved by voters in 1996 that serves the urban areas of King, Pierce and Snohomish counties. The agency is implementing a transit plan that includes light rail, commuter rail, express buses and other transportation improvements. Cocker Fennessy was hired to: provide strategic communications counsel; conduct public, constituency and stakeholder outreach; assist with media relations; advise on government relations; and assist with board communications.

Cocker Fennessy's Work

• Counseled Sound Transit leadership regarding outreach efforts.
• Directed research, including defining research needs, selecting a research firm, managing its work, designing focus group discussions and analyzing results.
• Conducted opinion leader interviews about light rail alternatives.
• Used research to develop strategy, shape messages and help define audiences and tactics.
• Worked with Sound Transit leadership to develop and produce communications pieces incorporating compelling messages and images to effectively reach target audiences.
• Managed media relations, including maintaining strong contacts with news reporters, editors and broadcast producers across the region.
• Wrote and published opinion and editorial pieces on behalf of Sound Transit officials.

Outcome

Sound Transit has successfully launched, and is continuing to develop, commuter rail, express bus and light rail services. The agency weathered a period when it experienced cost overruns and controversy around some projects, emerging with a strong public image. Sound Transit is involving the public and regional leaders as it develops a proposal for additional regional transit services.

 
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Updated 12-21-07