One of the most innovative and interesting features of Nationals Park is its train scoreboard in the stadium’s club section.

Beth Johnson, founder and CEO of RP3 Agency, a creative communications company here in the D.C. region, said she focuses on “helping organizations leverage their brand for business value, so we do everything from brand strategy to advertising, PR, web development, anything that sparks engagement.”

In 2015, when RP3 partnered with Norfolk Southern Transportation, the company came up with a state-of-the-art, train-themed scoreboard at Nationals Park.

“We’ve worked with them to help them translate their brand into engagements with their audience, to motivate them to think differently about trains,” Johnson told What’s Working in Washington.

“Oftentimes, when you’re waiting for a train, you’re annoyed… so what we want to do is enhance their reputation, and to do that we have to create these positive moments between our audience… and Norfolk Southern,” she said.

When it comes to developing communications strategies, it’s not just science, but insight and strategy.

“I would say that even more important than the science is how the art and science comes together, and there’s this thread of emotion that brings the two together. To manage that is truly a unique opportunity.”

Spurring creativity requires accommodation for failure. “We have to create an environment where our employees feel safe making mistakes, taking risks, trying new things… We have to be willing to put ourselves out there,” said Johnson.

Listen to entire June 19 show:

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