Metrolink Launches Blog to Promote Public Transportation in Southern California

Target Audience: All passengers a. Current Metrolink Commuters - Riders who currently commute to destinations (work/school) using Metrolink - Employed part- and full-time - Live near Metrolink Stations - Ages 18-64 b. Destination Riders - Riders who have used Metrolink for recreation, but do not have a pattern of frequency - Employment status varies - Live near or have access to a Metrolink station or connecting transit - All ages c. Community/Enthusiasts - People are aware of Metrolink but do not use Metrolink's service - Employment status varies - Live near or have access to Metrolink stations, or live in cities where Metrolink operates - All ages

Strategy Objective: - Create content that promotes agency, travel and service. The content is focused on how Metrolink is an important and useful travel option in Southern California. Showcasing agency achievements, such as grants, projects and proposals help readers understand the importance of Metrolink. Travel pieces focus on places or events near Metrolink stations. - Utilized social media to share content. When we developed the blog, we decided that the best way to grow an audience was to wait until there was a variety of posts before any paid advertising so readers would have options. We created a paid Facebook campaign during the month of May 2018. Since then we have used Facebook to promote posts organically and included blog advertising in printed Time Tables.

Situation Challenge: Traditionally, Metrolink shared news and information with riders through a bimonthly printed magazine that was placed onboard trains. This limited the amount of information due to space constraints and slow printing schedule. In March 2018, Metrolink created the Metrolink Matters Blog to increase our avenues of communicating with riders for news and events that affect them. Our challenge is to grow the readership of the blog to have it become our top communication tool for news and upcoming events.

Results Impact: - Reached more than 12,000 visitors (12,872) individual visitors for posts for March 2018 ' October 2018, with 26,484 views. - From March to October, we have created 173 posts ' at least one per weekday. - The blog compliments our other publications, including the 32,500 physical copies of the Metrolink Matters newsletter, social media pages and website pages. - Used as a source for other media outlets such as Progressive Railroading and Urbanize LA.

Why Submit: This entry was submitted due to the successful approach taken by Metrolink to inform all of our riders of Metrolink initiatives. We've proven it is possible to deliver content that is engaging to both previous and new fans, spanning multiple generations. The Metrolink Matters Blog is continuing on a trend of increasing readership and will begin to look at new ways to communicate the benefits of using Metrolink when compared to other commuting options.