Slide 1

OKLAHOMA CITY Oklahoma City Memorial Image credit: Jim Nix Oklahoma City Bricktown

Slide 2

Slide 3

Slide 4

Strategic thinkers see questions, before they see answers. Non-strategic thinkers see answers before questions. Graham Robertson, Beloved Brands

Slide 5

1 process noun \ pr- ses, pr-, -ss\ : a series of actions that produce something or that lead to a particular result

Slide 6

Slide 7

TESTING End-User tests analysis RESEARCH Market Competitor Brand Visual 2009 NAMING Competitor and word research name generation 2010 NAME SELECTION Narrowed the field to 4, for visual application 2011 IDENTITY Selected/ Refined LAUNCH Plan review by Board 2012 TRANSIT Service Analysis (TSA) Commissioned 2013 TSA Final Report 2014 LAUNCH Phase 1 TSA COMPLETED Recommendations and identity approved by board

Slide 8

of Oklahoma City could not name the transit agency 61% In 2009 QUANTITATIVE NON-RIDER RESEARCH of Oklahoma City could not name the transit agency 51% In 2011

Slide 9

Share of market could only be built on share of mind. Leo Burnett Image credit: Beloved Brands BRAND FUNNEL

Slide 10

In 2009, employees were indifferent about the image of the organization In 2012, only 36% believed viewed the agency positively EMPLOYEE RESEARCH

Slide 11

Slide 12