Omnitrans, a transit agency providing over 55,000 passenger trips each weekday, grew its award-winning blog to over 9,000 visits per month in just six months by highlighting stories of employees, riders, and local businesses. The blog builds the agency's online reputation, humanizes it, and forms the backbone of its marketing by identifying ambassadors and encouraging social sharing. It provides content for the agency's website and social networks while breaking down stereotypes.

1. Blogging as the
backbone of
social marketing
How one transit agency
engaged its riders and
grew an award-winning
blog in just six months.
Juno Kughler Carlson
juno.carlson@omnitrans.org

2. Old headlines live forever on the Internet.
Important to tell your own story.

4. Omnitrans
Ridership:
16 million
The agency provides over
55,000 passenger trips
each weekday across the
San Bernardino Valley.

6. The concept:
For Valentine’s Day, spotlight one
of our employee couples.
“Our little story has
reached so many people
and the feedback has been
incredible.”

7. The concept:
Write about a family that uses
Omnitrans regularly.
“Omnitrans has made it
possible for us to enjoy life
in ways we never would
have imagined.”

8. The concept:
Interview a college student who
saves money by riding the bus.
“Krystle is a true heroine.”
Dick Riddell
Omnitrans Board Chair

9. The concept:
Spotlight a wheelchair user who
also rides Omnitrans.
“For 14 years after I became
disabled, I almost never left
my home.”

10. The concept:
Profile a cyclist who also rides
the bus.
“One of the nice things about
public transit is that I can be
flexible in the way I travel.”

11. Coach operator JoJo
shared a sweet
thank you note from
two little girls.

12. Feature a Destination
Independent local
businesses appreciate
the support.

13. Say it with pictures
Behind the scenes
photos can help
build social buzz.

14. Omnitrans A Great
Solution for this
Newlywed

15. Why is blogging now a
cornerstone of our
marketing strategy?
Builds online brand reputation
Defines who we are and what sets
us apart in our industry
Identifies brand ambassadors
Humanizes us as an agency
Encourages social sharing
Provides content for our website
and social media networks
Creates partnership opportunities
Forms the basis for press releases
Breaks customer stereotypes

16. Our blog now receives more
than 9,000 visits per month

17. Our blog is now the backbone
of our online marketing
Rider
Alerts
PRESS
RELEASE
Constant
Contact

19. Some tips for blogging success:
Listen:
Share:
When interviewing people,
listen for interesting side
stories that go beyond your
original concept.
Add a tagline at the end of your blog
articles to encourage sharing:
Network:
Think about what social
partners might be natural
tie-ins for your article.
Do you like this story and want to use it for
your blog or newsletter? All our stories may
be freely re-posted and shared with others!
Do you have a great Omnitrans story to
share? Let us know!
Email juno.carlson@omnitrans.org

20. Comments from our readers:
“I would enjoy being
employed by someone
who cared as much as
Omnitrans does about
your team and
passengers” – Oratio
“I was struck by how cut off from our community we can be when we
ride in our individual automobiles, and also how much cars keep us
from moving our bodies and getting fresh air. Thanks for an inspiring
story.” – Susan