Specializing in the transportation industry, Majic Consulting Group comprises experts in transbranding (i.e., transforming an everyday product or service into something magical in the minds of potential customers, clients, and stakeholders through effective branding and positioning strategies). Transbranding uses the art and science of marketing and integrates it with the planning and management functions to achieve results. Through the magic of transbranding, our consultants have transformed second and third tier organizations into market leaders in the transportation and related industries.

Market Planning Our approach to market planning is to provide your organization with a clear roadmap for achieving its ridership and awareness goals.  Although each market plan is as individual as the organization for which it was developed, our transbranding approach minimally includes¾ Market Assessment Branding, Positioning, and Related Marketing Strategies Marketing integration with other management functions Tactics for constructing and delivering the message Special programs Marketing Timelines Evaluation Methodology Advertising Majic Consulting Group uses tested advertising methods.  By combining the science and the art of advertising, we will ensure your advertising program achieves its objectives: Consistent with the organization’s branding and positioning strategies Delivered by the most effective media Provides the most bang for the buck Public Relations Majic Consulting Group maintains relationships with local and industry media for our clients.  This allows us to place complementary articles and coverage about your service or product in front of your riders, customers, and clients.  Services include¾ Media Releases Community Outreach Media and Public Speaking Coaching Arrange Speaking Engagements Market Research and Analysis Majic Consulting Group uses both primary and secondary research methods.  We will work with you to determine the most cost effective techniques to achieve your market research objectives, often employing innovative and creative practices. Our market research goes beyond providing an array of crosstabulations; we work with you to develop meaningful analysis and results.  Our services include¾ Surveys (onboard, intercept, telephone, internet) Focus groups Interviews Demographic and psychographic analysis Marketing Management Majic Consulting Group can offer your organization hands-on marketing services.  We will manage your marketing program to ensure it meets your marketing objectives and is on schedule and on budget. Management Performance Audits Our performance audits use a systematic process for evaluating your organization’s effectiveness, efficiency, and economy of an operation.  Our audits¾ Conform California Transit Development Act (TDA) guidelines for Triennial Performance Audits Provide an assessment of past activities Afford insights for future planning efforts Evaluate your organization’s structure, management and operation Enhance future performance through practical recommendations for improvement Measure performance against acceptable criteria Evaluate the adequacy of system controls Assure accountability for the use of public or investment funds Management Reviews Optimization begins with an accurate assessment of people, processes and strategies. We believe our responsibility goes beyond assessment and recommendation. We translate your objectives into measurable performance improvement initiative and bottom-line results. Our management reviews¾ Clarify your organization’s Mission, Vision, and Values Translate worthwhile goals into actionable objectives Develop a SWOT (strengths, weaknesses, opportunities, and threats) assessment Evaluate performance gaps Assess growth potential Create implementation plans Economic and Demographic Impact Studies No organization operates in a vacuum.  The economic, regulatory, legislative, and demographic environment can have a major impact on transportation services and how they are delivered.  Majic Consulting Group will assist you in determining how these factors affect your organization.  Services include¾ Community needs assessments Social quantitative research Grant research data Research project design Program evaluation Regulatory reporting and compliance Research and policy analysis Grant Preparation and Management Majic Consulting Group consultants are experts on grant preparation and management.  We work with municipalities, non-profit organizations and private, for-profit entities when seeking grant funds.  Funds are accessed from both public and private sources.  The main focus of our grantsmanship is in the areas of providing transportation (air service and ground) for disadvantaged communities.  In these areas, the main funding sources are the various agencies of the State and federal governments.  We will assist your organization in¾ Defining the problems Determining funding opportunities Developing quantifiable support research and documentation Structuring the grant project to be both fundable and manageable Grant writing Grant management Planning Strategic and Long Range Planning A Long Range or Strategic Plan tells your organization where it is going and why. Through a well-crafted strategic plan, your organization is more able to set priorities and allocate resources. Managers are often so preoccupied with immediate issues that they lose sight of their ultimate objectives. That's why a strategic plan is a virtual necessity. This may not be a recipe for success, but it will help management avoid many pitfalls and be better prepared to meet future contingencies.  While the specific methodology may vary according to the needs of the organization and the environmental conditions in which it operates or will operate, our approach normally includes¾ Development (or reaffirmation) of the Purpose, Mission, Vision, and Values statements; Creation of a communication plan for within the organization and to reach its stakeholders; Completion of a culture survey and/or operational evaluation to establish a baseline; Development of future scenarios; Analysis of how the organization would meet the challenges offered by each scenario; Recommendations for changes in the organization, relationships, or operations; Goal-setting sessions; Strategy sessions within each organizational unit; Presentation of integrated strategic plan with step-by-step goals and a timeline. Short Range & Transportation Development Plans Our consultants have prepared Short Range Transit Plans and Transportation Development Plans for both large and small transit agencies throughout the West.  While we tailor our approach to meet the unique needs of your particular service, our methodology encompasses¾ Community Assessment Performance Measurement System Service Evaluation Recommendations Marketing and Customer Service Plan Capital Improvement Program Financial Plan Implementation Plan Training Majic Consulting Group offers training programs and seminars designed for the transportation and related industries.  Each of these programs may be customized to your organizations unique needs.  Additionally, we are available to conduct an on-site needs analysis and develop unique training programs for your organization. As an added service, we provide individual customized management coaching.   Belynda Johnson, President and Managing Director of Majic Consulting Group, personally conducts all seminars and workshops.  Ms. Johnson is a professional, award-winning speaker and an experienced trainer who will bring new insights and information to employees at your next meeting, conference, or retreat.  Her in-depth knowledge is accompanied by an interactive, accessible style that maintains interest while delivering valuable information.  Ms. Johnson has been at a featured speaker for the following organizations: American Public Transit Association (APTA) Metrolink Station Cities Summit American Business Women Association Future Business Leaders of America American Arthritis Foundation  American Marketing Association CalACT We will customize each program to your particular organization to address your unique concerns.  If required to meet the specific challenges of your organization, we will adapt seminar topics to detailed workshops.  All workshop topics can be presented as seminars.  Brief descriptions of our seminars and workshops are outlined below.  For a complete syllabus, email us at info@majicconsulting.com indicating the program or programs you are interested in learning more about. Seminars These programs deliver a fundamental familiarity with the tools, along with some basic hands-on elements.  They feature audience interaction and participative exercises that allow attendees to get familiar with selected management tools. Designed for those who supervise such work, or as a refresher for professionals with hands-on responsibility. Programs are typically four hours, but may be adjusted to meet your scheduling requirements. Transbranding -The Total Marketing Solution: This seminar explains how transbranding concepts can be successfully incorporated into your organization by integrating Marketing, Planning, and Management functions.  Take One Giant Step:  This seminar shows transportation managers and executives how to achieve strategic goals by applying tested management and marketing techniques today. Profiting from Green Marketing: People say they care about the environment, but rarely buy green.  This seminar explains why and what to do about it. Workshops Workshops Programs deliver in-depth working knowledge of tools, for people who must actually use those tools. These intensive programs feature extensive use of case studies and hands-on exercises to build a working knowledge of how to create and implement a marketing plan or manage other transportation-related functions. Slides, handouts, and lots of examples drawn from our years of consulting round out the package offered to attendees.  Workshops are typically one seven-hour day, but may be adjusted to meet your scheduling requirements. From Need to Desire: This workshop shows participants how changing the customer perception of a transportation service, destination, or product from a need to a want will increase public interest, sales, and profits. The Majic of Marketing: This workshop demonstrates specific transbranding techniques and provides case studies of successes. Management Integrity: This workshop explores what integrity is and how it works to increase profits and enhance public support. Although the importance of ethics is covered, the subject matter encompasses a wider range of issues, including commitment, consistency, and clarity and how to communicate with integrity internally and externally. Keynotes   In addition, Ms. Johnson is available for keynote addresses on current trends in the transportation industry and how individual organizations will need to change in the coming years to meet the challenges, which the industry is facing.