South West Transit Association
Marketing Agenda
Marketing
Tuesday July 29th
Meaningful Community Input
2:00 - 3:00 PM
Presenter: Kelder Summers, Chief External Affairs Officer - New Orleans Regional Transit Authority
Crisis Communications: It Takes a Team
3:15 - 4:30 PM
Presenter: Morgan Lyons, Owner - Lyons Strategic
Simply having an agency spokesperson address issues like a shooting on a bus, executive misconduct, or complaints about the latest service change isn’t enough. A transit agency crisis impacts the entire organization. Effective agencies unite various departments to deliver a single cohesive message that protects their reputation and strengthens their brand. This session will explain why crisis teams achieve better results and how to implement this strategy in your organization. Participants will review case studies and discuss their own crisis experiences.
Morgan Lyons is an experienced and respected leader in transit communication and crisis management. He established the public affairs firm Lyons Strategic in 2019. He has spent more than two decades on the front lines of transit agency communications, principally as chief spokesperson and Vice President, External Relations, for Dallas Area Rapid Transit (Dallas, TX). He is a past board member of APTA and chair of the Marketing and Communications Committee. He also developed and teaches the National Transit Institute course Crisis Communication for Transit Managers.
Wednesday July 30th
Visibility through Video
9:00 - 10:00 AM
Presenter: Mac Alsfeld, Senior Brand Strategist Deep Fried
Mac is a New Orleans-based comedy writer, producer, director, and brand strategist. Prior to Deep Fried, he worked as Melissa McCarthy’s comedy writer. He’s also written punch-up for Will Ferrell and Gary Sanchez Productions. On the television side, Mac recently wrote & produced Paris Hilton’s Netflix cooking show, “Cooking with Paris,” and he was the sole writer and producer for David Dobrik’s “Views” podcast turned talk show. Mac has written for some of the biggest brands in the world such as Apple, Amazon, Chipotle, and the Discovery Channel. He is the former Head of Content at the comedy start-up, JokeTown, and has longstanding, deep relationships with some of the biggest stars on the internet. He enjoys long walks on the internet and deep conversations with his two-year-old son.
Spotlight Award Highlights
10:15 - 11:45 AM
Transit Advertising in a Multi-Channel World
1:15 - 2:30 PM
Transit systems don’t just move people—they move messages. In this dynamic panel, hear from experts across the transit advertising spectrum as we explore how physical spaces, digital tools, and strategic placements work together to create impactful campaigns.
Michelle Gobert, Transmedia NOLA, brings insight into the creative and print side of transit advertising, from eye-catching vehicle wraps to the storytelling potential of shelters and benches.
Maria Starnes, Lamar Transit Advertising, will dive into out-of-home media strategy, discussing inventory, impressions, and how transit fits within a larger advertising ecosystem.
Roger Baxter, Message Point Media will spotlight digital signage and content management systems, showing how onboard screens and station signage can be used to deliver dynamic, real-time messaging.
Erika Finnestead, Ozark Regional Transit, will share how in-house digital advertising—including social media, search engine marketing, and streaming—can be optimized through data to reach audiences on and off the bus.
Improving Employee Communications
2:45 - 3:45
Presenter: Gabriela Reynaga-Iniguez, Marketing and Communications Specialist - Sun Tran
Authentically You
4:00 - 5:00 PM
Presenter: Erika Finnestead, Marketing Director - Ozark Regional Transit
Today’s audiences crave connection, not perfection. In this dynamic session, we’ll explore how authenticity can be your most powerful marketing tool. From brand storytelling to social media presence, learn how to show up as your true self — and why that matters.