We got locals back on board with public transport.
Like many other public transportation companies, Lebanon Transit (LT) was struggling to find effective ways to grow and nurture its ridership. Recognizing the opportunity to create better connections with the community, Merit helped LT redefine the way LT talked about public transportation, starting with the real people that rely on it every day.
Market Reality
The overwhelming perception of public transportation is that people only use it out of necessity. Merit saw an opportunity to change this perception and find a better way for LT to connect with its current – and potential – riders.
Market Opportunity
Within the ecosystem of LT riders, stories exist that transcend the trip itself. Merit helped LT communicate those stories, connecting them with LT’s audience on a more meaningful level.
Invention Strategy
By leading with real stories, we heard the real reasons why people use LT: to save money, connect with the community, and reclaim some free time. These reasons to ride resonated with LT’s audiences, including riders, drivers and community partners. LT redefined the public transportation experience, and carved out a unique space to own in a cookie-cutter market.
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INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
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