The Orange County Transportation Authority (OCTA) was formed in June 1991 to address ongoing transportation needs in Orange County. The concept behind OCTA was to create one (1) agency to develop and implement transportation programs designed to reduce traffic congestion and improve air quality. OCTA’s Metrolink commuter rail service operates three (3) lines with a total of fifty-eight (58) trains that provide service to Orange County. The countywide bus system operates sixty (60) routes, including Stationlink rail feeder service, as well as local fixed route and community routes. The goal of the Metrolink Marketing Program is to increase overall ridership by increasing trips taken by existing customers and inducing trial usage among non-riders. OCTA is seeking a consultant to develop market segmentation to identify high potential groups to target for trial use. The selected Consultant shall develop an innovative approach to generate interest and trial use to reach OCTA’s goal. Types of services that will help OCTA achieve these goals include: Integrated, strategic marketing plan development Marketing campaign development, management, and optimization Digital marketing: email, social media and mobile marketing strategy development, implementation, and optimization Online and traditional media planning, buying and optimization Ethnic marketing and translation Print and digital creative development, design/copywriting, and production Market/customer research, segmentation study, online survey design, implementation, and reporting Web, mobile app and video design and production Photography, collateral production, printing, distribution, specialty printing and other promotional items as required Onsite extension staff on an as needed basis
