Videos to Promote GoSmart and sbX-Metrolink Connection to LLU & CSUSB Students

Target Audience: The target audience includes currently-enrolled students at Loma Linda University (LLU) and California State University, San Bernardino (CSUSB), as well as staff and faculty at these campuses. Both of these universities are directly serviced by sbX, the bus rapid transit service operated by Omnitrans.

Strategy Objective:The objective was to increase awareness of our new connection with Metrolink. Students at CSUSB are part of GoSmart, the college program in which students get unlimited rides, therefore, sbX is no extra cost. The video features an actual student and CSUSB mascot, Cody the Coyote, stepping off Metrolink at the SBTC, connecting to sbX, and riding to campus. Our approach with LLU's video was tailored a bit differently. They are not a GoSmart partner, however, through our ongoing relationship with them, we were aware of a parking shortage while the campus underwent long-term construction. The strategy for this video tapped into the parking challenge, and appealed to the students by highlighting the potential tardiness to class and overall stress of searching for parking while it is scarce.

Situation Challenge: In December 2017, Metrolink commuter rail service extended to serve the San Bernardino Transit Center, the central hub for regional connectivity owned and operated by Omnitrans. A new connection to sbX was now available for riders commuting from as far east as Downtown Los Angeles via Metrolink's San Bernardino Line. To promote this new connection to college students, one of our largest rider segments, we decided to appeal to this core group with educational, fun videos featuring step-by-step instructions from train, to bus, to campus using actual students in front of the camera for authenticity.

Results Impact: The videos successfully generated public awareness of this new connection. To maximize reach, both videos were natively posted on Facebook for organic traction versus posting a YouTube link. CSUSB video results: 3,493 people reached, 326 engagements, 22 shares LLU video results: 4,626 people reached, 373 engagements, 17 shares Both were re-posted by the respective universities and Metrolink, amplifying reach beyond the 5,100 fans of the Omnitrans page and are among the top 4 most-viewed on our Facebook page, surpassed only by 2 professionally-produced sbX TV commercial spots. Additionally, boardings from Metrolink transfers at the SBTC increased from 869 in January 2018 (before videos) to 1,103 in May 2018 (end of school year at LLU) and 939 in June 2018 (end of school year at CSUSB).

Why Submit: Promoting the new connection to college students via our made-in-house videos was made successful through our strong relations with our surrounding community, including both of the involved higher education institutions. The partnerships strived to meet the same objective ' to provide students with affordable, easy, and convenient transportation to class. Through this, we were able to effectively promote multi-modal transit, emphasize our position as a regional connectivity hub for Inland Empire residents, reach college students who may have not previously considered Omnitrans as an alternative transportation mode to class, and achieved optimal social media marketing results.