Laticia A. King
Program Manager-Communications & Marketing
Communications and Marketing Department

What are the top job elements you focus on the most (your primary responsibilities)?

I’m responsible for marketing and promoting APTA meetings, conferences, workshops, and programs. This process has a lot of components and I:

* develop the yearly upcoming meetings brochure our members receive every January.
* create advertisements that appear in Passenger Transport and other industry publications.
* also write, edit, and produce various marketing and promotional pieces, including electronic messages, brochures, postcards, press releases, and posters.

I am responsible for maintaining APTA’s presence on Facebook and Twitter and, as part of last year’s strategy to expand member communication, APTA’s new video initiative. Through that initiative, I produce videos that highlight ­member benefits and promote APTA events. I produce, edit, write scripts; provide voice-overs; and capture visual footage for many of the videos on the APTA website and our YouTube channel.

I manage all aspects of the annual AdWheel Awards competition, a program that acknowledges the marketing and communications efforts of our members. My duties include conceptualizing the yearly branded look of the program and developing and executing the marketing and communications plan. I oversee the submission process of more than 600 entries, facilitate ­judging, and supervise production of the live show at APTA’s Annual Meeting.

I also manage the Call Center Challenge—a program that recognizes the outstanding efforts of APTA member transit system call center personnel. The live round of the competition takes place annually during the Marketing & Communications Workshop.

Do you have direct contact with APTA members? If so, please talk about recent times you’ve helped out a member.

With the programs I oversee, I’m in regular contact with APTA members, specifically members of the Marketing & Communications Committee. I partner closely with them to ensure the success of both the Call Center Challenge and AdWheel programs. Throughout the year, I often need images of different agencies and organizations for marketing collateral. The members of the Marketing & Communications Committee are always really good about helping me obtain photos.

During APTA meetings, I conduct on-camera interviews with many APTA members for use in future informational and promotional videos.

What initiatives, projects, or programs have you worked on at APTA that you have taken particular pride in completing?
I take pride in my work on APTA’s video initiative. It’s a broad effort that allows me to use all my skills and talents. I have broadcast news experience and received my master’s degree in arts, entertainment, and media management from Columbia College Chicago.

I have participated in APTA’s Learning Organization Working Group, led by Joe Niegoski: a volunteer group responsible for identifying and developing staff development and training programs.

Producing the AdWheel Awards show and exhibit requires a lot of time and effort. It has been extremely rewarding for me to take the live show to the next level. Every year I’m excited to see our members’ hard work and innovative ideas highlighted and honored through this program.

How did you “land” at APTA? How long have you worked here?

I’ve been working at APTA for more than three years. When I saw the position advertised in The Washington Post, I felt that this association would be a good fit for me. I feel really strongly about working for an organization with goals and objectives I believe in. I’m a true advocate of public transportation. APTA members make a difference in people’s lives. Each day I’m excited with the possibilities of the industry and happy that I get to play a small role in it all.

What professional affiliations do you have?

Women’s Transportation Seminar, American Society of Association Executives (ASAE), and a member of the 2012 ASAE Future Leaders Class.

Could you tell us something about yourself that might surprise us?

I started my career in broadcast media, and I have worked in several different news stations in North Carolina, including CBS, ABC, and Fox affiliates. I also spent time in the Online Marketing and Creative Services Department at TV One, a cable and satellite television channel based in suburban Washington, DC.

Many people don’t know that for many years I was a disc jockey. My ­family has owned a mobile DJ company for 30 years; I’ve been spinning music, mixing records, and listening through big headphones for as long as I can remember. I’d love to get back to doing it in my spare time.

Make sure you see Laticia A. King’s video, now that you've read this!