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2023 Marketing & Communications Workshop - Program

This page is an overview of the conference schedule and subject to change.

 

Sunday, February 26

Registration

1 - 6 p.m.
Melrose 4

Marketing & Communications Committee Meeting

2 - 4 p.m.
Celebrity 4
Chair, Glen Becerra
 

Welcome Reception

6 - 7 p.m.
Celebrity 1

Socialize with your fellow public transit marketing and communications peers in a relaxed atmosphere that sets the tone for the workshop.
 

Monday, February 27

Continental Breakfast

7 - 8 a.m.
Celebrity 4 Foyer

Registration

7 - 11 a.m.
Melrose 4

&
2 - 4 p.m.

Opening General Session

8 - 10 a.m.
Celebrity 4

Come help us kick off APTA’s 2023 Marketing & Communications Workshop. Hear from APTA leadership, our host, Regional Transportation Commission of Southern Nevada, and our featured speaker, Taras Grescoe.
 
Taras Grescoe is the author of Sacré Blues, The End of Elsewhere, The Devil's Picnic, Bottomfeeder, and Straphanger. He is a frequent contributor to the New York Times, the Independent, and National Geographic Traveler. He has written features for Saveur, Gourmet, Salon, Wired, the Walrus, the Los Angeles Times, the Guardian, the Globe and Mail, Maclean's, Men's Health, the Chicago Tribune Magazine, the International Herald Tribune, the Times of London, and Condé Nast Traveller
 
Presiding Officer
  • Glen Becerra, Principal, Becerra Strategies, Simi Valley, CA
Welcomes
  • Jeffrey A. Nelson, Past Chair, APTA; CEO/Managing Director, Rock Island County Metropolitan Mass Transit District (MetroLink), Moline, IL
Video Remarks
  • Paul P. Skoutelas, President and CEO, American Public Transportation Association, Washington, DC
  • Dorval R. Carter, Jr., Immediate Past Chair, APTA; and President, Chicago Transit Authority, Chicago, IL
Host Welcomes
  • MJ Maynard, Chief Executive Officer, Regional Transportation Commission of Southern Nevada, Las Vegas, NV
  • Justin Jones, Clark County Commissioner and Board Chair, Regional Transportation Commission of Southern Nevada, Las Vegas, NV
Featured Speaker
  • Taras Grescoe, Non-fiction Specialist and Public Speaker, Montreal, QC

Break

10 - 10:30 a.m.

Crisis Communications

10:30 - 11:45 a.m.
Celebrity 1

No one likes a crisis, but they are inevitable. In this session, our experts will share their stories of dealing with crisis situations internally and externally and how relationships with the media can help. Join us and take away lessons-learned, industry best-practices, and the ability to apply the principles to any crisis situation.
 
Moderator
  • Jaime Kazlo, Director of Corporate Communications, Capital District Transportation Authority, Albany, NY
Presenters
  • Ted Zimmerman, Vice President Marketing & Communications, Bi-State Development Agency (dba Metro), St. Louis, MO
  • Kristie Swink Benson, Senior Vice President, Customer Service, Communications, Marketing, Washington Metropolitan Area Transit Authority (WMATA), Washington, DC

Social Media

10:30 - 11:45 a.m.
Celebrity 4

So your organization is on social media, but is your messaging and approach different in a post-pandemic environment and have your goals changed? Should they? Learn how our panel of transit professionals are effectively using social media to share information, build support and engage new audiences, rebuild ridership post-covid, express political realities of new budget challenges, and invent new ways to handle customer service inquiries and complaints that come through social platforms.
 
Moderator
  • Belinda Woodiel-Brill, Chief Planning and Public Information Officer, Knoxville Area Transit (KAT), Knoxville, TN
Presenters
  • Nicole Ramos, Director of Marketing & Communications, OMNITRANS, San Bernardino, CA
  • Seung Y Lee, Digital Media Specialist, San Francisco Bay Area Rapid Transit District (BART), Oakland, CA
  • Vivian Justine Stuart, Customer Service Social Media Specialist, Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA

Lunch & Learn by System Size

12:15 - 2:15 p.m.
Celebrity 1, 2, 3, & 4

Grab a boxed lunch and head to one of three rooms that corresponds with your agency’s size – small, medium or large. It’s an ideal opportunity to discuss challenges your system encounters, your insights, successes – and failures – with your fellow marketing and communications colleagues.
 
~  SMALL SYSTEMS (Three million or fewer passenger trips annually) 
           Facilitator: Patricia Feeny | Room: Celebrity 1
 
~  MEDIUM SYSTEMS (More than three million, but fewer than 15 million passenger trips annually)
           Facilitator: Martin Munguia | Room: Celebrity 4
 
~  LARGE SYSTEMS (More than 15 million passenger trips annually)
           Facilitator: Mark Olson | Room: Celebrity 2 & 3
 
Facilitators
  • Patricia Feeny, Chief Communication Officer, Salem Area Mass Transit District, Salem, OR
  • Martin Munguia, Corporate Communications Manager, Community Transit, Everett, WA
  • Mark Olson, Director of Marketing & Communications, San Diego Metropolitan Transit System (MTS), San Diego, CA

RTC Bike Share Downtown Tour

2 - 4 p.m.

Take a ride through historic downtown Las Vegas on an RTC Bike Share Bicycle. You will stop and admire murals from local artists at the Art District, visit Container Park, and admire Symphony Park. You’ll also ride past Fremont Street, City Hall and RTC’s Bonneville Transit Center. Participants must be skilled at riding a bicycle safely in mixed traffic. Helmets will be provided.
 
Limited to 12 riders.
 
 
company logo 
  

RTC City Highlights Tour

2 - 4 p.m.

The tour will make stops at the Welcome to Las Vegas Sign and Bonneville Transit Center, and drive past iconic resorts, Mob Museum, and the world-famous Fremont Street.
 
Limited to 32 guests.
 
 
company logo 
 

RTC Ethel M’s Chocolate Factory and Cactus Garden Tour

2 - 4 p.m.

When visiting Ethel M Chocolate Factory, you’ll walk through a self-guided viewing aisle, where you can peek at chocolatiers creating delicious confections, including their famous pecan brittles that are handmade every day.
 
Limited to 20 guests.
Please note the chocolate factory uses nuts and dairy.
 
 
company logo 
 

Break

2:15 - 2:30 p.m.

Marketing & Communications Roundtables

2:30 - 4 p.m.
Celebrity 4

Join your marketing and communications peers at moderated roundtable discussions on industry topics to gain insight into matters that affect your organization and share your latest successes and challenges.
 
How to Make Your Presentation Booth have that "WOW" Factor
Table Lead: Chris A. Ackerman

Ideas for Engaging Your Communities
Table Lead: Whitney Wilson

Internal Communications with Transit Operators
Table Lead: Mary Miller

Zero Emission Bus Emissions
Table Lead: Nicole Ramos

Social Media and Digital Content
Table Lead: Sheri Candler

How We Increased Ridership 89%
Table Lead: Patricia Feeny

Engaging and Reaching Frontline Workers with Internal Communications
Table Lead: Stacey Hendler Ross

Addressing the Transit Workforce Shortage
Table Lead: Laurie Huff

Communicating to Keep Your Staff Informed and Engaged
Table Lead: Melinda Estey

Messaging Around Budgeting Shortfalls Post IIJA Funding
Table Lead: Bill Webster

Making the Case for Paid Marketing and Creative Ways to Do with Little or No Budget
Table Lead: Ericka Bayonne

Social Media Content
Table Lead: Kadisha Wickham

Recruiting and Outreach
Table Lead: Dia Turner

Effective Strategies for Determining Community Interest for Transit Service Expansion
Table Lead: Ryan Wheaton

Building an Industry Creative Assets Sharing Library
Table Lead: Adam Shumaker

What You Should Know About FTA’s Safety Program Outreach
Table Lead: Sara Richmond

Transparency & Meeting the Employees Where They Are
Table Lead: Keisha Farrell

How to Gain Consensus and Work Effectively within Your Internal Departments
Table Lead: Ramona Crayton 
 
Executive Speech Writing
Table Lead: Noreen Ellis 
 
Break Sponsored By
 company logo
Table Leads
  • Chris A. Ackerman, Senior Marketing Manager/PIO, Victor Valley Transit Authority, Hesperia, CA
  • Whitney K Wilson, Manager of Consumer Engagement, Bi-State Development Agency (dba Metro), St. Louis, MO
  • Mary Elizabeth Miller, Dir. Corporate Communications, Central Ohio Transit Authority (COTA), Columbus, OH
  • Nicole Ramos, Director of Marketing & Communications, OMNITRANS, San Bernardino, CA
  • Sheri Candler, Marketing Manager II, Southern California Regional Rail Authority (SCRRA), Los Angeles, CA
  • Patricia Feeny, Chief Communication Officer, Salem Area Mass Transit District, Salem, OR
  • Stacey Hendler Ross, Public Information Officer, Santa Clara Valley Transportation Authority, San Jose, CA
  • Laurie Huff, Internal and Executive Communications Manager, Regional Transportation District, Denver, CO
  • Melinda Estey, State Program Administrator, Minnesota Department of Transportation, St. Paul, MN
  • Bill Webster, Chief Communications Officer, Southeastern Pennsylvania Transportation Authority (SEPTA), Philadelphia, PA
  • Ericka Bayonne, Chief Communications Officer, Atlanta-Region Transit Link Authority, Atlanta, GA
  • Kadisha Wickham, Community Relations Liaison, Prince George's County Department of Public Works & Transportation, Largo, MD
  • Dia Turner, Marketing Manager, Culver CityBus, Culver City, CA
  • Ryan Wheaton, Executive Director of Planning & Community Development, Pierce Transit, Lakewood, WA
  • Adam Shumaker, Principal, AS3 Storytelling, Atlanta, GA
  • Sara Richmond, Program Analyst, Federal Transit Administration, Washington, DC
  • Keisha Farrell, Inreach Program Manager, Maryland Transit Administration, Baltimore, MD
  • Ramona Crayton, CMP, Transit Safety Education Program Manager, Metropolitan Transit Authori

PIO Shoptalk

3:30 - 5:30 p.m.
Melrose 3

This popular media relations session is a chance to meet your peers and share thoughts, concerns and best practices in an informal group discussion. In addition to the exchange of media experiences, strategies and ideas, it’s a great opportunity to build your network of transit PIO colleagues. Come talk shop with us!

Facilitator
  • Edward Madden, Coordinator of Public Outreach, Pace Suburban Bus, Arlington Heights, IL

RTC Bellagio Walking Tour

3:30 - 5:30 p.m.

Join your guide as we walk across the street to admire the Bellagio Conservatory and Garden. Along the way, get a glimpse of the World Famous Bellagio Fountain and marvel at the 2,000 pieces of Chihuly glass sculptures in the lobby ceiling.
 
company logo
 

Customer Service Shoptalk

4 - 5 p.m.
Celebrity 1

Let’s hear it. What are the challenges you face in the recruitment and retention of your customer service and call center workforces? Are your phone representatives answering questions on social media? What ways are you discovering quality customer service is increasing the overall rider experience? Are you using any new tech tools you’d recommend? Come talk shop with us!

Facilitator
  • Russ Frank, Vice President, Customer Service, Metropolitan Transit Authority of Harris County (Houston Metro), Houston, TX

Creating Community and Business Partnerships

4 - 5:15 p.m.
Celebrity 2 & 3

Whether it is a community or business partnership, building good relationships is the key success. In this session, our experts will discuss their winning partnerships and provide tips on how you can emulate their success.
 
Moderator
  • Brian A. Sullivan, Principal & Founder, Lost Art Communications LLC, Loveland, OH
Presenters
  • James G. Dellipriscoli, Advertising Manager, Southeastern Pennsylvania Transportation Authority (SEPTA), Philadelphia, PA
  • Makenzie Coombs-Emery, Marketing & Communications Coordinator, Regional Transportation Commission of Southern Nevada, Las Vegas, NV
  • Ian Moor, Campaign Director, APTA Center for Transportation Excellence, Washington, DC

Networking Reception

6 - 7 p.m.
Melrose 3 Foyer

(cash bar)

Join old friends and make new ones at this reception. Talk shop or just shoot the breeze. This reception will help you expand your network of transit industry peers and find dinner partners for a night out in Las Vegas.

 

Tuesday, February 28

Continental Breakfast

7:30 - 8:30 a.m.
Celebrity 4 Foyer

Registration

8 - 11:30 a.m.
Celebrity Foyer

&
1 - 3:30 p.m. 

General Session: Reinvigorating Customer Service Culture

8:30 - 9:30 a.m.
Celebrity 4

As transit agencies are looking to improve service, attract discretionary trips, and illustrate their value to policy makers and voters, this session outlines the steps to take internally to drive customer facing improvements and wow factor moments. Learn industry best practices for developing and maintaining a customer-facing culture and new ways to measure performance and success. The session concludes with inspirational examples of how agencies are creating memorable moments to change the narrative about transit. You’ll leave with a playbook punch list with 39 actions to improve your agency’s customer service and the rider’s customer experience.
 
Keynote Speakers
  • Alicia Trost, Chief Communications Officer, San Francisco Bay Area Rapid Transit District (BART), Oakland, CA
  • Jeremiah P. Bryant, Chief Strategy & Planning Officer, OMNITRANS, San Bernardino, CA

Break

9:30 - 10 a.m.

RTC Bike Share Downtown Tour

9:30 - 11:30 a.m.

Take a ride through historic downtown Las Vegas on an RTC Bike Share Bicycle. You will stop and admire murals from local artists at the Art District, visit Container Park, and admire Symphony Park. You’ll also ride past Fremont Street, City Hall and RTC’s Bonneville Transit Center. Participants must be skilled at riding a bicycle safely in mixed traffic. Helmets will be provided.
 
Limited to 12 riders.
 
 
company logo 
 

RTC City Highlights Tour

9:30 - 11:30 a.m.

The tour will make stops at the Welcome to Las Vegas Sign and Bonneville Transit Center, and drive past iconic resorts, Mob Museum, and the world-famous Fremont Street.
 
Limited to 32 guests.
 
 
company logo 
 

RTC Ethel M’s Chocolate Factory and Cactus Garden Tour

9:30 - 11:30 a.m.

When visiting Ethel M Chocolate Factory, you’ll walk through a self-guided viewing aisle, where you can peek at chocolatiers creating delicious confections, including their famous pecan brittles that are handmade every day.
 
Limited to 20 guests.
Please note the chocolate factory uses nuts and dairy.
 
 
company logo 
 

Coaching Up Principals: Simplifying the Message

10 - 11:15 a.m.
Celebrity 1

Have you ever woken up sweating in the middle of the night, worried that you or another in your agency is properly prepared to go in front of the camera, give that killer presentation or get very nervous about public speaking? If so, you will definitely want to attend this fun and informative session! This interactive session will give you some tips and tricks to help you move with confidence that your organization will be represented effectively. Your audience will be left with a lasting impression as you simplify your communication. We'll make you laugh, learn, and maybe you'll sleep better as a result!

Presenters
  • Jeff 6142755938 Pullin, Director, Public & Media Relations, Central Ohio Transit Authority (COTA), Columbus, OH
  • Chris A. Ackerman, Senior Marketing Manager/PIO, Victor Valley Transit Authority, Hesperia, CA

Dashboards, Data and Decisions

10 - 11:15 a.m.
Celebrity 2 & 3

Our panelists will share their journeys related to Data Visualization, specific to Customer Experience. They will discuss the importance of visually telling the story of the customer experience and underscore how visualization has been transformational in helping the C-Suite get an in-depth understanding of the relationship between service/operations and customer experience.
 
Moderator
  • Roan Bennett, Vice President, Planning, Cambridge Systematics, Inc., Medford, MA
Presenters
  • Shanika Johnson, Director of Customer Experience, Pittsburgh Regional Transit, Bridgeville, PA
  • Sean L. Adgerson, Deputy Director, Chief Operations Officer, Miami-Dade Transit, Miami, FL
  • Michael Helta, Chief Customer Experience Officer, Maryland Transit Administration, Baltimore, MD
  • Grantley Martelly, Chief Operating Officer, Pierce Transit, Lakewood,, WA
  • Anurag Komanduri, Principal and Vice President, Cambridge Systematics, Inc., Los Angeles, CA

Break

11:15 - 11:30 a.m.

AdWheel Luncheon

11:30 a.m. - 1:15 p.m.
Celebrity 4

Join us for lunch as we honor the 2023 First Place AdWheel Award winners.
 
Awards will be presented in four categories:
 
~  Best Marketing and Communications on Workforce Development
~  Best Marketing and Communications to Support Ridership or Sales
~  Best Marketing and Communications Educational Initiative (Non-Workforce Development)
~  Best Marketing and Communications to Highlight Transit Needs/Funding 
 
Come celebrate your fellow public transit communicators for their exceptional work.
  
Hosts
  • Glen Becerra, Principal, Becerra Strategies, Simi Valley, CA
  • Ann Derby, PMP, CTSM, Director of Marketing & Events, INIT Innovations in Transportation Inc., Chesapeake, VA

Break

1:15 - 1:30 p.m.

Building Advocacy/Support for Transit

1:30 - 2:45 p.m.
Celebrity 1

Whether it’s a transit funding initiative to sustain or expand service, getting enough political backing to pass (or block) critical legislation, there’s no public transit without public support. Learn how transit agencies big and small are creating communities of backers and building advocates for transit options in their cities.
 
Sponsored by
company logo 
 
Moderator
  • Morgan Lyons, Owner, Lyons Strategic, Arlington, TX
Presenters
  • Brittany Hoffman, Public Information Specialist, Valley Metro, Phoenix, AZ
  • Julia Brown, Senior Manager, Community Relations (Operations & Countywide Initiatives), Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Jami Gaudet, Public Information Officer, Macon-Bibb County Transit Authority, Macon, GA

Marketing New Service

1:30 - 2:45 p.m.
Celebrity 2 & 3

When transit agencies don’t effectively market new services to riders, they miss an important opportunity to generate enthusiasm and increase ridership. Our panelists will share their experiences and lessons learned as they showcase the steps they took to successfully market new service.
 
Moderator
  • Dino Guevarra, Manager, Marketing and Business Development, Santa Clara Valley Transportation Authority, San Jose, CA
Presenters
  • Whitney Fox, Pinellas Suncoast Transit Authority, St. Petersburg, FL
  • Katie Matisohn, Communications & Marketing Strategist, Utah Transit Authority, Salt Lake City, UT
  • Angela Castro, Deputy Chief Executive Officer, Regional Transportation Commission of Southern Nevada, Las Vegas, NV

Break

2:45 - 3 p.m.

Employee Communications

3 - 4:15 p.m.
Celebrity 1

We creatively engage with our customers, so why not try some creativity with our employees? Our panelists will showcase ideas to keep an employee audience informed and engaged.
 
Moderator
  • Jessica Olson, Director of Communications & Training, Greater Dayton Regional Transit Authority, Dayton, OH
Presenters
  • Kenneth Good, Manager of Strategic Initiatives, Maryland Transit Administration, Baltimore, MD
  • Keisha Farrell, Inreach Program Manager, Maryland Transit Administration, Baltimore, MD
  • Lia Blanchard, Internal Communication Specialist, Community Transit, Everett, WA
  • Joelle Rockwood, Communications Manager, Transdev, Lombard, IL

Restoring Trust in Transit

3 - 4:15 p.m.
Celebrity 4

Many of us have been grappling with declining ridership for years as we looked for ways to compete with our country’s love for cars.  But COVID-19 added – and left behind – some serious societal challenges including fears about cleanliness and health, increases in crime and poverty, and the growth in people experiencing homelessness many of whom are sheltering on transit systems. These challenges have left many previous – and potential – riders unsure about whether transit is for them. In this interactive session, we will talk about the key truths of trust. Then we will together brainstorm ways we can restore trust – and ultimately ridership – in transit. Please come prepared to share your personal experiences.
 
Facilitator
  • Jennifer Vides, Chief Customer Experience Officer, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA

Telling an Engaging Infrastructure Story

3 - 4:15 p.m.
Celebrity 2 & 3

Hear from three former broadcast journalists about how authentic storytelling can advance support for public infrastructure projects and investments. Our panelists will also highlight a partnership between transit agencies that has successfully advanced public support through capital program education and storytelling.
 
Presenters
  • Adam Shumaker, Principal, AS3 Storytelling, Atlanta, GA
  • JaQuitta A Williams, Senior Communications Manager, AECOM, Atlanta, GA
  • Carrie Cline Black, Director of Communications, Indianapolis Public Transportation Corporation (IndyGo), Indianapolis, IN

RTC Bellagio Walking Tour

3:30 - 4:15 p.m.

Join your guide as we walk across the street to admire the Bellagio Conservatory and Garden. Along the way, get a glimpse of the World Famous Bellagio Fountain and marvel at the 2,000 pieces of Chihuly glass sculptures in the lobby ceiling.
 
 
company logo 
 

Break

4:15 - 4:30 p.m.

Transit Advertising Revenue Roundtable

4:30 - 5:30 p.m.
Celebrity 4

Bringing in advertising revenue on transit buses, at rail stations, and beyond has never been more important. Join this moderated roundtable, which will include ample time for your questions and comments, as we tackle all things related to transit advertising.

Facilitator
  • Kevin Hackshaw, Manager Business Development and Sales, Metropolitan Atlanta Rapid Transit Authority, Atlanta, GA
 

Wednesday, March 1

Continental Breakfast

7:30 - 8:30 a.m.
Celebrity 4 Foyer

Creating Captivating Videos on All Budgets

8:30 - 9:45 a.m.
Celebrity 2 & 3

This workshop will be an interactive session where we will cover the fundamentals of crafting compelling stories and practice setting our teams up for success in video production across all budgets. We'll tackle the basics of storytelling, foundational document creation, and the impact of video storytelling on our collective missions.
 
Presenters
  • Michael Coursey, Central Ohio Transit Authority (COTA), Columbus, OH
  • Elle Sack, CEO, Hunter Marketing, Columbus, OH

Outreach

8:30 - 9:45 a.m.
Celebrity 4

Join our panel of transit experts as they showcase a broad range of outreach tactics that garnered success. Hear examples of how to handle outreach challenges, the effective use of community events and partnerships, and the benefits of collecting outreach data.
 
Moderator
  • Dia Turner, Marketing Manager, Culver CityBus, Culver City, CA
Presenters
  • Melissa Kidd, Customer Service Manager, Salem Area Mass Transit District, Salem, OR
  • Clare Haggarty, Senior Manager, Transportation Planning, Arts + Community Enrichment, Los Angeles County Metropolitan Transportation Authority, Los Angeles, CA
  • Sue Christiansen, Marketing & Media Relations Manager, Regional Transportation Commission of Southern Nevada, Las Vegas, NV

Break

9:45 - 10:15 a.m.

Bringing Back Riders

10:15 - 11:30 a.m.
Celebrity 2 & 3

It’s the question on everyone’s mind – how do we bring back riders? This session will showcase the campaigns and strategies used to win riders back, even during these challenging times.
 
Moderator
  • Tim E. Healy, Marketing Director, Sound Transit, Seattle, WA
Presenters
  • Carissa Meredith, Marketing and Communications Manager, Des Moines Area Regional Transit Authority - DART, Des Moines, IA
  • Glenn C. Miller, Director of Marketing, Trinity Metro, Fort Worth
  • Camille Montañez, Account Director, Pulsar Advertising, Plano, TX
  • Michelle Huynh, Strategic Communications and Marketing Project Manager, King County Metro , Seattle, WA

Dealing with Transit’s Workforce Challenges

10:15 - 11:30 a.m.
Celebrity 4

It seems every transit agency is struggling to hire enough workers, particularly operators and mechanics. This shortage is forcing agencies to think outside the box when it comes to recruiting new talent. Hear from our panel of experts on the tools they are utilizing, steps they’ve taken, and the programs they’ve instituted to meet today’s transit workforce challenge.
 
Moderator
  • Julia Schick, Director of Communications, LAKETRAN, Painesville, OH
Presenters
  • Molly K. Becker, Director of Public Relations & Marketing, METRO Regional Transit Authority, Akron, OH
  • Robbie Douglas, Dallas Area Rapid Transit, Dallas, TX
  • Aleksandra Poplawska, Marketing & Customer Experience Manager, Transdev, Lombard, IL
  • David Stephen, Senior Communications Specialist, International Transportation Learning Center, Silver Spring, MD

Closing Session

11:40 a.m. - 12 p.m.
Celebrity 4

This is your chance to voice your opinions about APTA’s 2023 Marketing & Communications Workshop and make suggestions for next year’s event.
 
Facilitator
  • Glen Becerra, Principal, Becerra Strategies, Simi Valley, CA