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.



A Community Connected by Stories

The My Ride campaign used real photography, content and rider experiences to explain the benefits of using LT’s services and shift the perception of public transportation.


Taking the Digital Route

A critical component of public transportation is reliability. Merit worked with LT to design a website that allows users to access real-time status and important updates affecting the community.


Real Riders, Real Stories

Merit created content targeting the communities that LT serves, along with branded imagery and custom graphics to drive user engagement. Merit also produced a series of videos that went along for the ride with actual LT customers.

1 / 3



Adam Vasquez

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.

Denise Kohnke
COVID-19 CEO Survey

Back when COVID-19 was in its diabolical toddlerhood, circa May 2020, Merit asked CEOs from a diverse pool of sectors about their perceptions of COVID-19, and how they were tangibly handling its impact. These were not P&G, Google, General Motors CEOs, but CEOs of arguably the most important strata in the U.S. economy: small to medium-sized.

Denise Kohnke

CEO Influenza?

If our CEO survey is any indication, the “can-do” spirit is still alive and well. As cultural Venn diagrams representing now and the near future collide – COVID, FLU, ELECTION, BLM – resiliency seems to be many CEO’s medicine du jour.

Adam Vasquez
The Confidence Market

Thanks to COVID-19, we're all relearning how to do the things we were once experts at. We’re relearning our relationships and how we interact. We’re relearning how to be a customer, teacher, CEO, marketer, sales executive, investor, ect. And with everything happening so fast, the relearning curve is extra steep.

Denise Kohnke


What might be the hardest part of being a leader? The expectation of fearlessness, as in the whole “fearless leader” facade. Crushing, isn’t it?

Denise Kohnke


Everyone defaults to denial at some point. It’s the brain’s way of lining up all of our implicit biases and testing them against harsh realities. Ironically, it’s because we’re trying to make sense of things with mental shortcuts. Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.

Denise Kohnke
COGNITIVELY COVID: The CEO Guide to Acting Fast

You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself. One website we love, CovidInnovations.com, is a global gathering of hundreds of new products, new apps, new wrinkles to existing services all in the name of the new world.

Adam Vasquez

The 10 Truths of the COVID-19 CEO

In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.

Harrisburg Office
121 Locust Street, Harrisburg, PA 17101
Portland Office
917 SW Oak Street #417, Portland, OR 97205
Washington D.C. Office
2214 Rock Hill Road, Herndon, VA 20170