Laura R. DiBenedetto
Communications Strategist
About Me
Hi, I'm Laura, a results-driven Communications Director with 15+ years of experience in strategic communications, digital marketing, and brand management. I love taking complex and challenging concepts and making them easy to understand, no matter the audience.
I have proven expertise in developing multi-channel communication strategies, content creation, and stakeholder engagement. I’ve demonstrated success in website management, social media strategy, and organizational reputation enhancement.
I look forward to working with you soon!
Professional Experience
Portfolio
Below is a small sample of my work. If you are interested in seeing more, please contact me.
Strategic Communications Planning
To improve payroll and HR experiences for employees, RTS adopted a human resources information system called UKG. This communication plan outlines how we built awareness of and excitement for the UKG launch, taught employees how to use the system, and motivated employees to see UKG as a valuable resource,
Product Launch: RTS Go & Transit App
I developed this communications plan to prepare customers for the launch of a new trip-planning app and fare medium.
Customer Education
RTS On Demand: Your Ride. Your Way.
I wrote this brochure as part of a larger initiative to help customers learn about a new form of public transit. I managed the vendor responsible for its graphic design.
Safety Tips - Print PSA Campaign
I developed this campaign in response to an employee request to address specific customer behaviors. I interviewed the Bus Operators, photographed each Operator, copy-edited their quotes, designed the layout, and oversaw the production and installation of the ads.
I wrote the script for this video to help new customers learn how to use public transit. I managed the vendor responsible for creating and editing the animation.
Land of the Lost - and Found blog post
To engage both employees and customers, I interviewed a customer service representative and wrote an article about how she assists customers daily. The article was published on our customer-facing blog as well as in our employee newsletter.
Employee Engagement
The RTS Way
The RTS Way video powerfully captures public transit's human impact by featuring employees who exemplify community connection. I managed a creative team, comprised of vendors and direct reports, to focus messaging, organize video shoots, interview employees, and launch the video to executive staff, board members, current and prospective employees.
Before transitioning to an employee app, one of the only ways to reach employees who did not have email was through a print newsletter. Working with my team and organizational stakeholders, I oversaw the editorial calendar, writing, layout, and delivery of bi-weekly issues.
Advertising
Recruitment Campaign:
Billboards
Streaming Radio
Digital Ads
RTS hosted an Operator recruitment event where candidates were able to test drive a bus. I worked with our media buy vendor, creative design company, and recruitment departments to create and place advertising, including the types linked above.
I wrote the script for this PSA encouraging responsible celebration on NYE, produced by the Monroe County Sheriff's Department.