Lysa Hale

Manage marketing communications for the Clipper and FasTrak programs and customer service for the Clipper program. Develop and implement comprehensive strategies for educating customers and the public about both programs. Provide exceptional Clipper customer service in the current system, addressing inquiries and resolving issues promptly. Stand up new Customer Service Center. Collaborate with strategic partners within MTC, such as Legislation & Public Affairs and Regional Network Management. Establish strategic partnerships with external organizations, expanding program reach and impact. Provide briefings to executives and make presentations to Commission committees. Manage four staff members. Manage multimillion dollar contracts. Developed, launched and managed the Clipper START means-based transit fare discount program.

Ran my own strategic planning and marketing consulting firm, Synapse Strategies. Below are some examples of my work.

• Metropolitan Transportation Commission: Supported various facets of the Clipper program. Managed marketing and outreach, including website. Conducted research. Partnered with transit agencies on initiatives such as the policy for personalization of youth cards.
• Bay Area Air Quality Management District: Supported the Spare the Air Employer Program, including the Carpool Now program. Developed the concept and content for two websites (bayareacommutetips.org and employerssparetheair.org). Provided strategy for the public education program, including research-based targeting for advertising. (2012-2018)
• Stanford Research Park: Researched current employee transportation behavior, analyzed survey results, interviewed transportation management agency board members, and developed communications plan with targeting, messaging and tactics. (2017-2018)
• Transportation Agency for Monterey County/Santa Cruz Regional Transportation Commission: Managed and analyzed key stakeholder interviews for potential 511 traveler information system needs assessment. (2010-2011)
• Solano Transportation Authority: Led public outreach – including focus groups, small group discussions, and interviews with seniors, youth organizations, CalWORKs participants and homeless individuals – for two
• community-based transportation plans. (2007-2008)
• First Five Contra Costa: Developed Preschool for All plan. Facilitated steering committee and community meetings. Planned and hosted focused discussions with key stakeholders. Wrote final plan. (2005-2006)
• MTC: Managed $4 million-plus branding and marketing project. Conducted research. Facilitated strategic planning with many public agency partners. Oversaw media buys and creative development. Moved deliverables through complex review process. (1999-2002)
• Santa Clara County Social Services Agency: Co-led development of Proposition 10 strategic plan, including serving as lead facilitator for parent education committee and Vietnamese outreach committee and writing/editing final plan. (2000-2002)
• Santa Barbara Creek Restoration and Water Quality Program: Led community planning process for water pollution prevention program. Interviewed stakeholders from environmental groups, educators, businesses, community organizations, and youth organizations. (2002)