Michelle Emerson

Worked alongside the Deputy Director and cohorts to establish a marketing-driven team. Developed brand guidelines for agency-wide consistency. Provided ongoing support for various BCDCOG programs by developing impactful marketing strategies. Contributed to leading teams in developing effective marketing initiatives for multiple programs.

Enhanced and increased public knowledge about the role BCDCOG plays to improve efficiency within our community.

Marketing team with Brand Refresh for CARTA transit system in 2023
• 2020 Led marketing and communications efforts through the COVID pandemic and during the recovery phase for all BCDCOG entities.
• Developed printed materials to inform the community about service modifications. Team responsible for managing communication for digital platforms and website.
• Assisted in developing the agencies first virtual job fair.
• Developed, structed and assisted with implementing the agencies first “open air” job fair where attendees were allowed to drive thru in their vehicles as staff provided them with employment resources.
• Managed the development of creative assets for “No Pay May” promotion geared toward increasing ridership towards the end of the COVID pandemic. Assets, outreach and full team efforts contributed to the success of the campaign. Ridership saw an increase from the prior year of 53% and a 219% increase over 2020 at the height of the pandemic.
• 2020 Proterra Electric Bus Launch – Led graphic design development. Structured the event and conducted the set-up and implementation of the historic endeavor.
• Participated in CARTA Re-Brand/Refresh
• Conducted multiple shelter ribbon cutting often in conjunction with elected officials from the appropriate districts as well as partners, stakeholders or businesses connected or near the shelters.
• CARTA Website redesign
• Assisted with oversight and development of outreach efforts associated with Lowcountry Rapid Transportation.
• CARTA and Tricounty Link App development and launch

Managed and oversaw the transition of CARTA from its previous management to BCDCOG, resulting in more efficient operations. Managed the marketing and communications efforts for the full system-wide changes with the comprehensive analysis route changes. In less than a year promoted to supervise a team of 3 staff members who all had some marketing functionality or related task. Responsibilities increased to providing marketing, communications and outreach support for not just CARTA the urban transit provider but also Tricounty Link the rural transit systems. Took on additional responsibilities by leading marketing and communications efforts for the entire agency, focusing on major planning projects and workforce development.

• Ensured ease of use by maintaining a daily on-site presence to update signage and address operational concerns for riders seeking parking assistance.
• Headed committee responsible for redesigning imaging for DASH rebrand. Successfully coordinated with team to plan a high-profile launch event. Executed the event smoothly.
• Successfully supervised the completion of LowCountry Go development, a groundbreaking commuters program. Coordinated closely with stakeholders and partners in planning and executing a highly successful launch event.
• Supported the Planning Department by aiding in the creation of bilingual resources for North Charleston Prime's comprehensive plan, carried out on behalf of the City of North Charleston. Contributed to outreach endeavors that fostered significant project involvement.
• Developed and executed outreach plan for Tricounty Link route modification and material redesign.
• Received the prestigious “Captain’s Pride” Award in 2018 for developing the CARTA Adopt-A-Stop program, recognized by Adopt A Highway and Community Pride organization.

Directed and supervised the coordination of all marketing programs and services. Managed campaigns from initial concepts to execution to ongoing optimization. Supervised 1-2 individuals at times with outreach and customer service task and activities.

• Managed the development of the Bus tracker application, overseeing its successful launch through a multifaceted, multichannel campaign that achieved high adoption rates.
• Oversaw website redesign and coordinated a high visibility launch campaign. Managed significant changes in imaging and functionality resulting in consistent growth of over 70% within the first year of tracking data.
• Implemented efficient system for filming and renting bus vehicles, resulting in multiple successful rentals such as for the popular talent series X-Factor.
• Facilitated the development of NASH branding by working closely with executive staff and public relations contractors. Successfully organized a high-profile launch event involving key partners such as Boeing, Tanger Outlets, and City of North Charleston.
• Supervised the successful implementation of the “CARTA Counts” initiative, coordinating efforts with several prominent high traffic areas for effective customer engagement.
• Elevated holiday CARTA Elves Pass campaign, achieving a 15% boost in pass sales before the holidays.
• Worked on Business Development to promote growth through the pass sale program, by enhancing imaging at point-of-sale locations and expanding partnerships with higher education establishments.
• 2014 Started the Transit Ambassador program allowing passengers to volunteer their time in various activities to enhance, assist and grow ridership in exchange for bus passes. Initial group included passengers from all walks of life and from throughout the service area including a family of 5, several paratransit passengers, several K-12 students and seniors.
• Organized and expanded annual CARTA Roadeo event, highlighting the driving skills of the talented drivers and maintenance staff for progression to state, regional and national contests. Developed event to encompass appreciation for friends, family, and community supporters with inclusion of local vendors and a kids’ area. Secured extensive media coverage through celebrity driving competition that included both complimentary and paid exposure.
• Collaborated with City of Charleston to establish and expand the Adopt-A-Stop initiative, facilitating community participation in maintaining clean transit stops
• Received the Excellence in Innovation “Making the Difference” Award from SC Alliance for Mobile Infrastructure.
• Achieved multiple 1st place APTA Adwheel awards for outstanding NASH Brand development and Launch Campaign.
• Created a sensational promotional event designed in-line with Riverdogs style event in efforts o break a world record for largest ensemble of Kazoo playing group for the annual CARTA Friends and Family Night. Attendance fell just short of breaking the record, but garnered media attention. Created a high visibility promotion tailored in the fun spirit of the local minor league baseball team the Riverdogs. The promotion was designed to receive high media exposure – receiving local impressions on all local networks, regional news due to us using SC manufacturers/vendors for the Kazoos and national attention for the attempt. Attendance fell just short to beat the record but the promotion saw success in earned impressions as well as in improving CARTA’s imaging and of course provided a great night for drivers and families.
• Collaborated with team members to creatively decorate vehicles for different holidays, adding further allure to Charleston.
• Participated in holiday Parades, fostering community connections. Successfully deployed minor vehicle decorations that were well-received by visitors and residents. Enhanced customer experience and driver morale by creating a festive atmosphere with decor and Santa hats provided to drivers to wear during their shifts.

Conceptualize, develop and execute marketing campaigns that build memorable brands.

Business Development – Tanger Holiday Giveaway Promotion

• Participated in collaborative efforts with CofC, Car Dealer, Real Estate, and other organizations to support community engagement and enrichment via the Fill the Bus campaign.
• Developed and executed an effective holiday imaging pass sale campaign, which led to positive changes in attitude and buying behavior, contributing to increased pass sales.
• Cultivated private/public partnership for a free system-wide ride day sponsored by Crickett wireless. Collaborated with Crickett team on multiple day of events and giveaways. CARTA received extensive news coverage, positive feedback, and our partners experienced a significant increase in new customers in the following weeks.
• Express Yourself Campaign
• CARTA Facts Campaign
• Dump the Pump –
• Where will you go campaign
• Developed effective quarterly strategies for reviewing, researching, targeting, and marketing underperforming routes. Provided insightful data analysis, recommendations, and suggestions to support decision-making on potential route adjustments.
• Semifinalist for the APTA Adwheel Awards for the Express yourself campaign and Holiday Elves campaign.
• DASH route – Major push and canvass efforts to grow ridership

• Utilized marketing expertise to align inner workings of the agency with effective marketing initiatives that boosted ridership and support for CARTA. Became proficient in operational and complext aspects of the transit industry to excel in marketing role.
• Assisted with planning and directing marketing efforts to educate, inform and increase ridership and support for CARTA.

• Co-owner of consulting agency with a primary focus on reaching small to medium size minority businesses
• Services provided range from complete business plan development to media planning and purchasing.

• Worked with established customer base to secure maximum potential advertising revenue for each assigned account, based on the needs of the customer.

• Top account executive at the record-setting historic station WHXT, which gained topped ranking over the former top station in the market that held the top spot for over a decade
• Worked with established customer base for the fairly new stations to secure maximum potential advertising revenue for each assigned account, based on the needs of the customer.

• Advanced quickly in the sales department from one of the top three consultants to lead consultant over two of the three stations based on the ability to prospect, negotiate and close deals as well as track and forecast business activities
• Served large agency accounts such as Dillard’s, SC Lottery, Sprint PCS, Hoover, etc.

• One of two Sales Assistants supporting the sales process for multiple stations and multiple salespeople by providing an invaluable support service to the sales and executive team.

• Assisted the Business manager with inserting sales contracts and managing the process of creating the daily logs of commercials.