Unsuck DC Metro: Metro's New PR Campaign

Friday, June 17, 2011

Metro's New PR Campaign

Big signs.

Guy who appears to be holding up a wide screen TV

Post-It notes

Metro launched a new PR campaign yesterday in an effort to re-brand itself with a friendlier, more Post-itier image and explain its "6-year action plan that is designed to make your life better by making your commuting experience more reliable, more comfortable and more enjoyable."

It certainly got attention, since all the media, including this blog, are covering it.

Above are a few samples of the elements in the new campaign. You can click over to metroforward.com (or metroopensdoors.com or wmata.com ) to see it all.

The launch was not without a few hiccups. Metro relaunched its long-hibernating Facebook page only to be bombarded by Officer Ludwig fans. Metro immediately deleted all the wall comments, completely shut down the wall and blocked/defriended users. Here's a screengrab provided by the Ludwig family. There were dozens of posts and comments deleted. The wall now has content, but users appear unable to post.

And on the Twitter front, things are awfully confusing. First off, many, if not most people still think @wmata is the official Metro feed. It's not. That honor belongs to @metroopensdoors and now, thanks to the campaign, @metroforward.

According to the Examiner, Metro hired an outside consultant to come up with the campaign. A dollar amount was not yet available.

On Twitter, the reaction ranged from great job to fix the trains and escalators and let the service speak for itself.

What's your verdict? Good move? Nice design? Convincing? Befuddlement?

Comments (61)

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0 Vote up Vote down

@dstessel · 719 weeks ago

Just wanted to mention that we'll gradually migrate over to @metroforward as our primary Twitter home as more people follow it. Realize that having two active Twitter handles is one too many in the long run.

2 replies · active less than 1 minute ago

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Mark K. · 719 weeks ago

Good to see you jump in here, but I think you should be using an official account. Your bio on twitter says this is a personal account, but I see lots of official business in your stream. Not sure about the professionalism of that.

Guess I'll add @dstessel to my growing list of wmata twitters.

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Guest · 719 weeks ago

Looks pretty good, I read all the opinions so far. There is the usual handfull of comments from the same people , always the same complaints.

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· 719 weeks ago

I get it! @metrolikesbigsigns

In all seriousness, I'm in PR, and the last gasp of a bad organization is a new communications strategy/program. When you're up to your eyeballs in dysfunction, spin appears to be the only way out.

5 replies · active less than 1 minute ago

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@dstessel · 719 weeks ago

Good thing the $5 billion rebuilding program was in place first -- before we began engaging our customers about it.

+16 Vote up Vote down

HurricaneDC 76p · 719 weeks ago

Hey how about having trains run a little more often than every bloody 20 minutes on weekends? How about having buses appear on time? How about settling the dispute with the family of the late MTPD officer Paul Ludwig III?

No number of pretty propaganda is gonna change my (and several others') opinions about WMATA. Actual results (for instance, having trains stop in the center of the platform instead of pulling all the way to the front, causing a mass stampede every darn time at Metro Center and Chinatown) will.

That said, I respect that you're taking the time to respond to people on here Mr. Dstessel.

+1 Vote up Vote down

VeggieTart · 718 weeks ago

To be fair, Metro can't do much about the awful traffic in this region that delays buses. At least when it takes an eon to get from16th and U streets to my stop at Euclid, there's a damn good reason--all the other cars on the road.

+16 Vote up Vote down

Anon · 719 weeks ago

The above poster is right. The best thing Metro can do now is restore performance to what it once was, and let the results -- not some colorful ad campaign -- speak for themselves. Metro's loudest voice is not some attention-deflecting PR campaign, but actually delivering quality service. When you can run a railroad that doesn't take 40 minutes to go five stops on the Red Line -- yesterday afternoon -- then you can think about a fancypants flackfest.

+7 Vote up Vote down

RedLineROFL · 719 weeks ago

I also respect and appreciate your efforts to engage this website.

I believe, however, that a massive PR campaign is not going to change much. I think most riders are at the point where we won't believe it until we see it. So this PR campaign only does one thing, and that is to focus our attention more closely on the problems to see if they're going to be fixed or not. It doesn't convince us it will be done.

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ANON · 719 weeks ago

Postits are OH SO VERY METRO! There's not plan, they forget everything. What says slap[dash like a bunch of Postits??

+14 Vote up Vote down

Guest · 719 weeks ago

Do right by Officer Ludwig's family. Surely some of that $5billion can be used to right things between you and one of your own!

1 reply · active less than 1 minute ago

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HurricaneDC 76p · 719 weeks ago

Completely agree. Of all of WMATA's failings, that debacle is by far the ugliest. If I had another transportation option, I would have dropped Metro a long time ago just for that.

+6 Vote up Vote down

Guest · 719 weeks ago

I'd much rather see a "look how far we've come" campaign than promises of a better future I'm not sure Metro can really deliver.

+2 Vote up Vote down

XXXXX · 719 weeks ago

After thinking long and hard about the campaign, I'm convinced. I love Metro now. Well done. Unassailable.

1 reply · active less than 1 minute ago

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SoylentGreenLine · 719 weeks ago

I got it! What would really make this campaign hard-hitting would be if they hired people to twirl these signs around outside of every Metro station to remind us of how much the system is improving! It would be so refreshing to be reminded of those improvements after walking up broken escalators!

+20 Vote up Vote down

SoylentGreenLine · 719 weeks ago

Everyone, let's not scare Stessel off. He's deserves some recognition for venturing into these troll-infested waters. I’m sure he’s well-aware that we bare little love for WMATA, especially given its lackluster history of actually delivering on promises.

However, I would just ask Mr. Stessel to remember that WMATA has and continues to let us (you know, the riding public?) down on a regular basis and that despite the smoke and mirrors, WMATA is now a sub-par transit system because of a confluence of many factors including mismanagement, a self-serving union that cares nothing for the system itself and our own personal horror stories of riding it on a day-by-day basis. Not many of us hold out hope to see real improvement, but in this case I’d rather be pleasantly surprised than let down yet again by a once-iconic system.

2 replies · active less than 1 minute ago

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horseydeucey · 719 weeks ago

Yes everyone, let's not actually let someone who has made himself available to the unwashed masses know how we feel about his organization. When such a rare opportunity presents itself hold back and show some restraint, people-- else we may just frighten anonymous Suity McShill back into a world of doublespeak, thinly-veiled lies, and outright disdain for his customers. Which is kinda, almost, exactly what we have right now.

Stessel wants us to hit him with everything we got. How else is he going to parlay his current position (and pleasant little experiment) into a professorship at Orwell U's esteemed Department of Subhumanity?

+1 Vote up Vote down

SoylentGreenLine · 719 weeks ago

I think anyone that even reads the title of this blog probably has a general idea of our opinion of Metro.

+12 Vote up Vote down

guest · 719 weeks ago

Most metro riders are not interested in expenditures that are/might make it better in 2/5/10 years. We just want the trains to run safely and on time in the present. We want to know that someone is held accountable for the filthy, broken down, dark, and dangerous conditions we endure every day. We want to believe that Metro employees want to provide good service. Help us, Metro!

+9 Vote up Vote down

@dcchickie · 719 weeks ago

Remember when Comcast started calling its product Xfinity? And Verizon made fun of it saying it was the same product, but with a new name and some glitter?

Yea. . .

But for the last two days, the West entrance/exit at Glenmont has had its only escalator running in the up direction. Kudos.

Now if only they could somehow have the one working escalator connecting orange/blue to red going in the up direction.

Yea. . .

+15 Vote up Vote down

One take · 719 weeks ago

While these new signs are big and flashy and most likely cost a pretty penny; I’d be happy with a simple notification/sign written in bold black print on a white background that says something(s) to the effect of:

1.“Our Escalators, Trains, Train Doors and Elevators Will Work At Rush Hour and/or Any Other Time.”

2.“We Believe in the Protection Law Abiding People Before Political Correctness. We Know Exactly Who Commits Violent Crime on Metro – We Are Watching Them, We Will Arrest Them and We Will Incarcerate Them. ”

3.“We Will Not Hike Up Fares Unless These Actions Are Carried Out With Success Every Day”

With the money that Metro would otherwise put towards flashy ads, they should fire all their incompetent staff, replace them with people who actually want to work, and hire more transit police and arm them accordingly so as to crack down on the criminal element.

1 reply · active less than 1 minute ago

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Guest · 719 weeks ago

The incompetent staff is often the new hire ! Old staff, the ones who know the system, and vise versa.There is a lot of prejudice and infighting going on between the old and new. It is difficult to see which old and which new is competent with all the fighting going on. Same is true of union persons. Some well educated, good workers, some not so good, rude .... you know the rest.

+6 Vote up Vote down

WashingTina · 719 weeks ago

If Metro were actually delivering, this marketing blitz wouldn't be necessary . Word of mouth is magical...the same way for good news as it is for bad. Metro has loyal (albeit captive) riders/customers who are just waiting to see something good so we can shout it...

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Brookland Andrew · 719 weeks ago

Andrew when it is complete I safely predict that even fewer escalators will be operationational.

+6 Vote up Vote down

MadAsHeck · 719 weeks ago

I would like to know how much the consultant who came up with the MetroForward branding idea cost, and how much the ongoing campaign will cost.

That money could have been used for additional security or repairs.

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John · 719 weeks ago

Kind of Off Topic, but the Union Leaders will be holding a Town Hall meeting on June 22, per the Washington Post. Here are the details: http://www.washingtonpost.com/blogs/dr-gridlock/p...

3 replies · active less than 1 minute ago

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jkuchen · 719 weeks ago

Actually, the article says that the meeting is on the 20th. The 22nd is the 2nd anniversary of the Red Line accident.

+1 Vote up Vote down

John · 719 weeks ago

Right, my bad.

I hope this is called to attention, would be great to get some words in at Jackie "you believe in slavery" Jeter!

+1 Vote up Vote down

Sam · 719 weeks ago

So, are you going?

+13 Vote up Vote down

Guest · 719 weeks ago

Who knew?

Metro Fact #1 - Our employees are rude, nasty and incompetent and their actions can get you killed! But they can't be fired because of their union. For more information, see unsuckdcmetro.blogspot.com.

+10 Vote up Vote down

RedLineRider · 719 weeks ago

“Being powerful is like being a lady. If you have to tell people you are, you aren't.” -Margaret Thatcher

I think the same sentiment holds true here: show us, don't tell us. If you HAVE to tell us to make us believe it, then it just isn't true.

1 reply · active less than 1 minute ago

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GDopplerXT · 719 weeks ago

Well I'm a big fan of Margaret Thatcher but I don't really think that quote is relevant here. It's an information campaign, nothing wrong with telling us what they're doing. That's what we're constantly demanding, isn't it?

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sdafasdf · 719 weeks ago

schlock

+5 Vote up Vote down

Corresponding Toads · 719 weeks ago

DID YOU KNOW... Metro is trying to doll itself up? Everyone loves a makeover!

P.S. @DanStessel, I like your sassiness in the comments here and your general distrust of Mr. Unsuck. I wouldn't trust him either, given your position. If you can go tit for tat w/ Unsuck's obnoxious posts, you guys will make the perfect team.

Unsuck = Batman
D. Stessel = Commissioner Gordon?

1 reply · active less than 1 minute ago

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Anonner · 719 weeks ago

From the replies to the earlier questions by Unsuck, it's more like
D. Stessle = Mr. Freeze

:D

+10 Vote up Vote down

katya · 719 weeks ago

Metro Fact #1: On my commute today, only 1 out of 4 escalators worked.
Metro Fact #2: This campaign is meaningless without real change.

1 reply · active less than 1 minute ago

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GDopplerXT · 719 weeks ago

All fair enough, but remember that real change won't mean that 4 out of 4 escalators will be working tomorrow. Or even next week or next month. Real change is going to be slow, while immediate change is most likely to be "fake" change. We need to decide which one we want and judge accordingly.

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Corresponding Toads · 719 weeks ago

I forgot to mention, the picture of the dude holding up Metro Fact #5 is a PHOTOSHOP DISASTER. I can't imagine what it looks like behind that sign, but I'm sure it's horrifying.

2 replies · active less than 1 minute ago

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GDopplerXT · 719 weeks ago

lol.

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MadAsHeck · 719 weeks ago

Maybe that's why station managers won't leave their kiosks to help customers - they're hiding their ridiculously short torsos...

+4 Vote up Vote down

beema · 719 weeks ago

I fixed them: http://i.imgur.com/Qq02H.jpg
ahh, much better

anyone feel free to use that wherever

2 replies · active less than 1 minute ago

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dcn8v · 719 weeks ago

LOL. Thanks for that.

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SoylentGreenLine · 719 weeks ago

Yeah, hence my handle.

+5 Vote up Vote down

Ever and Anon · 719 weeks ago

I will believe it when I see it. The only thing I see is it appears Mr. S has decided the Unsuck blog is not as bad as he "may have" thought (since he is posting here isn't he?). Or is it the Unsuck blog is not bad when he wants to send a message out but is bad when he is asked a direct, and politely stated, question? (Now there's PR for ya.)

Instead of paying for a new campaign how about: sinking that cash into fixing train doors, a/c, escalators, overhauling HR so riders are not treated with vulgarity & lack of literacy, add First Aid training & require it be applied instead of "not my problem." Train ALL for emergency preparedness since last week's "bomb/no bomb incident" showed a complete lack of communications/emergency preparedness. Fix the issue with manual operators so that doors are not opened on the wrong side or in tunnels, & we do not have to worry about our train going up the wazoo of another train, not to mention arriving on time.

This PR money being used for campaigning could be used for the above practical items. The results would speak for themselves.

+4 Vote up Vote down

Oink oink, baby! · 719 weeks ago

The only thing putting perfume on a pig does is make the bacon taste funny a couple of weeks later.

1 reply · active less than 1 minute ago

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anon · 719 weeks ago

That's why you should use lip gloss, preferably something flavored. Maybe strawberry. Mmmm strawberry bacon!

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John · 719 weeks ago

Spending a ton of Metro riders fare money to tell them that things are getting better is like ordering a blooming onion at Outback and then having the wait staff go to Kinkos to design and purchase a sign to post next to your table telling you that your onion will be delicious and will be out in 30 minutes. The sign adds 20% to your bill but at least you know, if you didn't already assume, that your onion would indeed be delicious and would be out of the kitchen and in your mouth in a jiff. Am I the only one that thinks Metro advertising this and that all the time is infuriating??

+1 Vote up Vote down

dcn8v · 719 weeks ago

Well, I’m still on the fence on whether @dstessel is trying to help or just loves the attention, but at least he showed back up to engage the readers of this blog.

It's nice to know that all these future projects are in the pipeline somewhere over the next six years, but maybe the next enormous signs tell us about real, measurable results that have already been accomplished.

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Bean · 719 weeks ago

This is an absolute crock. The only way Metro can better improve its public image is to actually listen to the public. Keep prices fair and trains reliable - why is this so much to ask? As a young professional living and working in the city, I thankfully don't have to rely on Metrorail as much as I used to do when I commuted from DC to Maryland daily.

But still stop this peak of the peak, reduced, and other nonsense. Stick with ONE FARE AND GET IT RIGHT.

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Bean · 719 weeks ago

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Sam · 719 weeks ago

On Wednesday night, three people were "working" on the street escalator at Franconia-Springfield. Of those three people, one was working and two were sitting behind the construction walls reading the Express. If only I got paid well enough to buy a smartphone.

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inside · 719 weeks ago

This plan was well in the works before Stessel came to Metro. While the media likes to portray him as "in charge" of Metro PR, he's actually about 4th down on the ladder. Yes, and he's making good money. Think what those above him pull in.

+4 Vote up Vote down

Corresponding Toads · 719 weeks ago

CORRESPONDING TOADS MEET AND GREET:

I will be at The 51st State (seven minute walk from Foggy Bottom) TONIGHT, from ~5:30pm til at least 9:00pm. Mr. Unsuck, Dan Stessel, and any other Unsuckers are invited to join me for beer and food stuff. I will be sitting at the bar most-likely, with rolled up jeans and a pair of bright white/blue Nike's on.

2512 L Street Northwest
Washington D.C.

WARNING: This is not a sponsored event. Toads just trying to get drunk.

1 reply · active less than 1 minute ago

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drunk toads · 719 weeks ago

okay I didn't see any unsuckers at 51st staet. but I did get drunk. mission accomplished. mETRO got me to EFC safely adn that's all I can ask for. big ups to dan stessel for makin sure public relations are all together now

+5 Vote up Vote down

beema · 719 weeks ago

here it is embedded

+3 Vote up Vote down

wow · 719 weeks ago

A mass transit agency petty enough to defriend someone on FB has some serious issues! How about fixing the escalators instead?!

+7 Vote up Vote down

No more consultants · 719 weeks ago

The escalators are literally the "front doors" of the Metro system. A reliable escalator program would be worth 100 PR campaigns.

+9 Vote up Vote down

Renee · 718 weeks ago

I'd like to say to Metro AND Pepco the same thing: "stop spending the hard-earned money I give you on ad campaigns touting how you're finally DOING YOUR DAMN JOB!" If you don't want to spend that $$ actually fixing the damn problem, then give me a rebate! Lower your charges! But every time I see one of these I'm NOT going to think "oh, hay, Metro iz okay!" but just "AAAARRRRRRGHH! [Expletive] [Expletive] [Expletive]" and start feeling very stabby. Oh, and don't start crying poverty in a few months to justify fare hikes after wasting a shit ton of $$ on spin. Seriously.

1 reply · active less than 1 minute ago

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@sarahcottontail · 718 weeks ago

I wish I could give you two thumbs up for this. They elicit the exact same reaction from me, though now that I'm used to them, with much more eye-rolling

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hrh king friday 13 · 718 weeks ago

Our taxpayer dollars turned consultant fees at work!

0 Vote up Vote down

Wouldratherdrive · 717 weeks ago

I hated riding the green line. Always sat right behind the operator in case the foul mouthed, aggressive, eating/drinking teenagers got more out of hand than usual. I mean it doesn't take rocket science to know what would be immediate and visible fixes that really don't cost much extra money. Clean the trains, put some transit police on them during known times/places of trouble and have a zero tolerance policy for bs from both employees and riders. If the trains are running late, don't you dare charge me rush hour fares. In fact , a simple weekday/ weekend fare would be much easier, with the DC school kids having to pay their way just like the rest of us. Maybe they would actually treat it better if they had to pay for it or is that just wishful thinking?