C-TRAN - Transit Matters Blog

Target Audience: Transit Matters is a blog intended for the general public. That includes riders who use the C-TRAN system, and the taxpayers who support it through local sales taxes. It offers a more detailed, behind-the-scenes look at C-TRAN as an agency and public transportation in general.

Strategy Objective:Blogs are not a new platform. But they do tend to be an underutilized one. When C-TRAN launched Transit Matters, we wanted to create a place to give the public a window into how and why we do what we do. The blog is used to share stories about C-TRAN employees and riders, plus features, stories and insights into some of the decisions that we make. Recent posts have included a detailed timeline of a snow day at C-TRAN, and how decisions are made in the Operations department. The blog has also highlighted a C-TRAN customer service worker who founded a nonprofit organization to help the homeless, a feature on the musical tastes in the Maintenance department and a guide of autumn destinations accessible by bus.

Situation Challenge: Like many transit agencies, C-TRAN has ventured onto new digital communication platforms in recent years. We're always looking for ways to meet riders where they are and provide insightful information. That goes beyond just service impacts and board meetings; we want to convey who we are as an agency. C-TRAN felt we had a story to tell, but relatively few outlets to tell it. News releases can be an iffy prospect in getting a story out to the public, and they require dependence on local media. The immediate nature of social media is great for real-time rider updates, but its short shelf life prevents more lasting impact. In 2018, we put an increased emphasis on Transit Matters, the C-TRAN blog. It allowed us to tell our story in a more impactful way.

Results Impact: The Transit Matters blog has increased awareness of several facets of C-TRAN and, we feel, helped improve the overall image of the agency. Many of its posts have received 1,000-2,000 views on the C-TRAN website which is higher than many rider alerts. C-TRAN have also been able to cite individual posts about coordinating afternoon commute service and winter weather responses in response to rider questions about those topics. By cross-posting videos and some content from C-TRAN's social media pages, the Transit Matters blog has also boosted traction and followers on those platforms, particularly Instagram.

Why Submit: The Transit Matters blog has been a useful, versatile tool in our communication toolbox at C-TRAN. More than ever, transit agencies have the ability to tell their own stories without relying on local media. The blog, combined with our other communication channels, has helped C-TRAN effectively highlight who we are using a variety of written, photo and video content.