Tag Archives: omnitrans marketing

Employee of the Quarter Nicole Ramos

In a career built on public service, Marketing Manager Nicole Ramos understands and prioritizes our community’s needs, which is why the Board of Directors has recognized her as Omnitrans Employee of the Quarter.

Throughout Nicole’s 18-year career with Omnitrans, our rider’s needs for information and the way that it is delivered and consumed has evolved tremendously, most recently with the advent of social media and smartphones.

Last quarter, Nicole spearheaded a project that closed a gap in our customer communications: the lack of timely rider alert notifications in case of irregular bus detouring while in service. Working with her team and inter-departmentally with Planning, I.T., and Operations, a solution to the age-old problem was reached, at last.

“The rider alerts project had been in the works in some capacity for about three years,” recalls Nicole. “There were a few things we tried, however, there was no effective flow of information that stuck. We had many meetings with Operations and I.T. but could never come up with something that was realistic for everybody that didn’t require a lot more work.”

Determined not to let this task fall by the wayside, Nicole reached out to her network of transit agencies for potential solutions. While at a roundtable discussion with other mid-sized agencies the 2018 American Public Transportation Association (APTA) Marketing & Communications Workshop, Nicole posed the question and peer agencies shared success stories of similar rider alert notification systems.

Nicole then determined that publishing alerts to a Twitter account using pre-made alert templates would be the most viable solution for all involved and absolve the agency of additional costs. During this time, the transit operations software used by our Dispatch team in Operations was updated to a new version that allowed detours logged internally to be published to a public-facing Twitter feed. The timing could not have been more perfect to explore this idea.

“The impending software update would allow dispatchers to create notifications almost automatically using the data entered to populate a template published on Twitter. All they had to do was hit a couple of extra buttons in their process. Because of its ease, we got the buy in from dispatch, which was key,” says Nicole.

“Marketing Specialist Jose Hernandez played an integral role in this project. After waiting on necessary system upgrades and fine tuning our alert templates with help from the Planning team to make this as seamless as possible, we were able to begin testing before going live. We certainly appreciate Operations department leadership and Dispatch Supervisor Christina Gaeta for adopting this and pushing the implementation forward.”

It took many months of problem-solving and work behind the scenes, but the rider alerts notification system is now up and running with a Twitter feed that lives embedded on our Alerts webpage. “Although small, this is an important step that brings us back to what we are supposed to be doing as an agency, which is better serving the customer,” says Nicole.

Nicole was one of several women working at Omnitrans to participate in this year’s Classroom to Career Day. During the first portion of the event, local middle school students learned about the transit industry and potential career paths as they toured the San Bernardino Transit Center facility.

Additionally, Nicole played a major role in last fall’s American Bus Benchmarking Group (ABBG) Annual Meeting, during which Omnitrans hosted over 60 peers from the transit industry. Aside from overseeing hotel venue logistics, event photography, and attendee communications, Nicole also leveraged her existing community partnership with the Auto Club Speedway to lower costs associated with hosting an evening social networking mixer for attendees.

“Nicole contributed in many ways to ensure a successful meeting that projected a positive image of Omnitrans to peer agencies,” says Director of Marketing Wendy Williams. “The work Nicole put in exceeded her core responsibilities and required many extra hours outside of her regular schedule.”

As a recent graduate of the Leadership Development Academy, Nicole looks forward to the future, but reflects fondly on her years at Omnitrans.

“It’s been a great experience,” she says. “I get to do what I enjoy doing, but in a way that benefits the community at large. There’s stability and flexibility. Although sometimes you put in many extra hours, you are also encouraged and allowed time to have work-life balance. A lot of people who work here have done so for a long time, and that says something about the agency.”

“I appreciate working with and being able to lead a hard-working and creative team, and hopefully positively impact them as they move through their own careers.”

Two directors take on expanded roles

Omnitrans Directors Wendy Williams and Marge Ewing, photographer Juno Kughler Carlson

Omnitrans Directors Wendy Williams and Marge Ewing

To increase efficiency and reduce administrative expenses, Omnitrans is eliminating some management positions and consolidating some departments. Marketing and Planning will merge under the leadership of Director Wendy Williams, while Director Marjorie Ewing will steer the combined Human Resources and Safety and Regulatory Compliance departments.

This is not the first time Ewing has headed a cross-functional department. Prior to joining Omnitrans 15 years ago, she was the Manager of HR and Safety & Security for Alumax, an aluminum manufacturing company with more than 500 employees. “It’s a natural marriage of functions,” she explains. “HR works closely with safety because of workman’s comp claims and OSHA regulations. All injuries, both non-industrial and workman’s comp, have safety implications. And most security issues involve some form of employee relations, requiring investigation, discipline and prevention.”

Williams, who has 33 years of professional experience in marketing and communications, has been with Omnitrans since 1991.  She believes that merging two departments so strongly tied to the customer experience simply makes good sense. “The marketing and planning functions have worked closely together through the years, so combining the departments is a good fit. We are focused on moving the agency forward with the ultimate goal of increasing ridership by providing transit options that meet the mobility needs of the San Bernardino Valley.”

Both directors look forward to the new challenges they will be facing in the coming year.

“Our department has several critical items coming up,” said Ewing. “With the recent passage of Federal laws like MAP 21, new safety requirements are being considered nationwide which will require certification of all Safety & Security staff. As charter members of the Transit Mutual Assistance Compact (TransMac), we will also be working with transit agencies throughout southern California to establish formal agreements on how we will provide mutual assistance to each other in the event of an emergency. Other projects include process safety management, the installation of a PA system both at our facilities and at our sbX stations and establishing fare evasion protocols and training for field supervisors.”

Williams’ department will focus on five key areas for fiscal year 2015. “Our goals are to increase ridership, complete the San Bernardino Transit Center, advance the West Valley Connector Project, increase pass sales and revenue and enhance customer satisfaction,” said Williams. “It’s an ambitious list, and I feel lucky to have a seasoned team and four skilled managers who are committed to making it happen.”

– Juno Kughler Carlson
juno.carlson@omnitrans.org

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