“My Career Path” Campaign
OmniTrans
Challenge
Omnitrans needed to enhance its recruitment efforts and demonstrate internal career advancement opportunities to appeal to prospective employees.
Celtis crafted the “My Career Path” campaign, shining a spotlight on real employee success stories to illustrate Omnitrans’ commitment to professional growth.
The campaign connected with audiences, leading to a significant 25% rise in applications and new hires, showcasing the effectiveness of authentic, employee-centered marketing in talent attraction. The campaign allowed Omnitrans successfully recruit enough workers to resume full service.
GoSmart Boosts Student Ridership
Omnitrans
Opportunity
Recognizing a significant growth opportunity, Omnitrans tasked Celtis with boosting awareness of its GoSmart program, which offers free rides to college students across participating schools in the San Bernardino Valley.
Approach
Celtis developed a dynamic marketing campaign focused on digital and traditional media, emphasizing the program’s key benefits: independence, cost savings, and extensive network access. The campaign centered around engaging video content featuring real student experiences and a variety of promotional materials such as brochures, posters, and digital banners strategically placed on campuses and online. The creative message, “Your Free Pass to Freedom,” aimed to resonate with the students’ aspirations for freedom and easy mobility.
Outcome
The campaign led to a marked increase in student ridership and significantly boosted digital engagement, with videos particularly effective in highlighting the program’s benefits. Additionally, the campaign strengthened partnerships with participating colleges, promoting greater program visibility and integration into student resources. Celtis’ targeted strategy effectively translated Omnitrans’ goals into tangible results, enhancing student mobility in the San Bernardino Valley.
Spanish First Campaign
OmniTrans
Opportunity
Recognizing the potential to grow its ridership through targeted outreach, Omnitrans partnered with Celtis to launch a campaign aimed specifically at the Hispanic community. This initiative sought to bridge cultural gaps and foster a stronger connection with public transit.
Celtis crafted a bespoke campaign that resonated deeply with Hispanic cultural values. Through the production of culturally relevant videos, stories, and commercials that highlighted community events, celebrations, and family gatherings, alongside strategic placements of signs and banners, the campaign aimed to increase visibility and awareness within the Hispanic community.
The culturally tailored approach yielded significant results. Omnitrans experienced an uptick in ridership, demonstrating the effectiveness of the campaign. Moreover, there was a notable increase in engagement on Omnitrans’ social media platforms and its website, underlining the success of the initiative in creating a stronger online community connection. This effort showcases the impact of targeted, culturally-inclusive marketing strategies in enhancing public transit engagement.