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Q4 ATTACHMENT A

External Affairs Q4 Performance Measures | 2011 - 2012

Performance Driven

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Celebrating Bus Transit in Orange County!


Table of Contents

External Affairs Division Goals.. ........................................................... 1 Executive Summary............................................................................... 2 PROGRAM DETAILS BUS TRANSIT 40th Anniversary and Dump the Pump Week................................... 7 Prepaid Pass Sales . . ............................................................................... 9 Bus Public Information . . ........................................................................1 1 Community Outreach............................................................................1 3 Metrolink Service Expansion Program and OCLINK.........................1 6 METROLINK Angels Express . . ......................................................................................1 8 RIDESHARE/VANPOOL National Bike Month. . ............................................................................2 1 Vanpool. . ..................................................................................................2 3 CAPITAL PROJECTS West County Connectors......................................................................2 6 I-405 Improvement Project..................................................................2 8 O.C. Bridges. . ...........................................................................................3 0 SR-57........................................................................................................3 2 SR-91........................................................................................................3 4 Orange County Railroad Crossing and Quiet Zone Program . . ........3 6 I-5 Central County Improvement Project. . .........................................3 8 I-5 South: Avenida Pico to San Juan Creek Road..............................4 0 I-5 South: SR-73 to El Toro Road..........................................................4 2 GENERAL COMMUNICATIONS Media Relations. . ....................................................................................4 3 Digital Communications.......................................................................4 5 Small Business Outreach.. .....................................................................4 8 Public Committees. . ...............................................................................5 0 Special Projects and Speakers Bureau.. ..............................................5 2

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External Affairs Q4 Performance Measures

External Affairs Division Goals External Affairs areas of responsibility include community and media relations, strategic communications, marketing, and customer engagement. Division goals are to: •• Provide Orange County Transportation Authority (OCTA) customers and stakeholders with quality, cost-effective public information that enhances awareness of services and programs, encourages use, supports transparency in government, and creates positive perceptions of the agency •• Ensure two-way communication between OCTA and its customers and stakeholders by listening, sharing, recording information, and responding to public comments •• Encourage and engage the public to participate in planning and capital project development •• Promote alternatives to single-occupant vehicle travel •• Administer and grow revenue-generating programs such as the bus advertising program, bus book sales, and prepaid fare media program •• Provide communications support to Board of Directors (Board), Chief Executive Officer, and Strategic Plan initiatives

External Affairs Q4 Performance Measures April 2012 - June 2012

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External Affairs Q4 Performance Measures

Executive Summary Overview The Orange County Transportation Authority (OCTA) External Affairs Division is involved in creating awareness, engaging the public in the development of transportation projects and services, promoting alternatives to the single occupant vehicle, and augmenting traditional transportation revenues. In 2010, the division began to formally track progress using a set of performance measures. This report provides an update on divisional activities and progress against metrics for the fourth quarter (Q4) of fiscal year (FY) 2011-12, the period April 1, 2012 through June 30, 2012. The External Affairs Performance Measures Report is available online at: www.octa.net/eaperformance BUS TRANSIT AT A GLANCE HIGHLIGHTS

40th Anniversary / Dump the Pump National Dump the Pump Week and the 40th anniversary of OCTA’s bus service provided an opportunity to increase awareness of OCTA’s transit options. Twenty-five percent of Dump the Pump pledges reported trying an alternate commute mode for the first time during this week.

Pre-Paid Pass Sales OCTA sold $16.8 million in prepaid fare media in FY 2011-12, consistent with sales in FY 2010-11. While prepaid pass revenues remained flat, pass quantities sold increased by 4.6 percent in FY 2011-12 over the prior fiscal year. Discontinuation of the 15-day pass in FY 2011-12 has resulted in a move to the 7-day pass and other passes that cost less.

Customer Information Center Customer Information Center call volume was maintained at 205,376 calls in Q4. With a firm-fixed price contract, the average calculated cost per call decreased to $1.63 in Q4 from $1.68 in Q3 due to an increase in the number of calls handled.

eBusBooks Downloads of the free, customizable eBusBook increased by 32 percent in Q4 compared to the same period the prior year. With more than 33,300 eBusBooks downloaded, Q4 had the most downloads since the program was introduced in August 2009.

Community Outreach With a reallocation of staff resources, OCTA has been able to increase awareness in the community by attending local events, fairs, and festivals. While this approach is time intensive, it builds community goodwill and serves to support goals to increase awareness of OCTA’s services.

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External Affairs Q4 Performance Measures April 2012 - June 2012


External Affairs Q4 Performance Measures

Executive Summary METROLINK MARKETING AT A GLANCE HIGHLIGHTS

Angels Express (2012 Season) The 2012 season of the Angels Express has generated more than 18,100 boardings through June 2012. Only halfway through the season, boardings are on track to surpass the 20,613 boardings of the 2011 season.

NEEDS IMPROVEMENT

Metrolink Service Expansion Plan (MSEP) and OCLINK Pass Starting July 5, 2011, OCTA added an additional six MSEP routes to increase the frequency and breadth of Metrolink service in Orange County. Despite extensive marketing of the new trains, ridership has been challenging, with an average of 28 passengers per train. Staff is monitoring ridership and working on service and marketing plans to build ridership. While there has been rapid customer adoption of OCLINK passes, the benefit to ridership on MSEP routes has been limited. The OCLINK may be contributing to an overall increase in Metrolink ridership. Measures to better evaluate the benefits of this promotional pass are needed.

RIDESHARE / VANPOOL / BICYCLE AT A GLANCE HIGHLIGHTS

Vanpool Program growth continues to exceed long term estimates; grant fund revenues from the program support OCTA bus capital projects and offset program costs. The number of active vanpools increased by 20 percent over FY 2011-12 compared to FY 2010-11, growing from 340 vans in FY 2010-11 to 408 vans in the current year.

External Affairs Q4 Performance Measures April 2012 - June 2012

National Bike Month Multiple outreach events, eblasts, and social media raffles helped participation in national Bike Month to increase by three percent compared to the prior year. Sixty percent of customers listed a single occupant vehicle as their usual mode of transportation.

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External Affairs Q4 Performance Measures

Executive Summary CAPITAL PROJECT OUTREACH AT A GLANCE

West County Connectors The West County Connectors project completed its first major milestone with the completion of the 7th Street   Bridge in April 2012. To highlight the reopened connector, staff held a press conference and tour. Outreach staff began to provide advance notice of planned connection on the Interstate 405 (I-405) / Interstate 605 (I-605) southbound ramp.

Interstate 405 (I-405) Improvement Project Following an extensive public notification process which included newspaper notices, eblasts, and four public hearings, staff reponded to public and media inquiries about the proposed alternatives. Staff are currently reviewing the public comments recieved on the project.

State Route 57 (SR-57) Widening Project In order to mitigate the 12-week closure of Rolling Hills   Drive, outreach staff attended multiple community events to increase project awareness. Targeted door-to-door outreach among local business encouraged more than 60 businesses to sign up for regular updates.

O.C. Bridges Communications activities continued to focus on impacts to Placentia Avenue, which borders the cities of Fullerton and Placentia, and Kraemer Boulevard, in the cities of Placentia and Anaheim, as it is the first of the seven railroad crossings projects to begin construction.

Orange County Railroad Crossing Program Construction of safety features at 52 railroad crossings is complete and is the nation’s first countywide rail safety program. Local, state, and federal officials joined the news media at a public celebration of the completion of the $85 million rail safety enhancement program in January 2012.

State Route 91 (SR-91) Widening Project Outreach staff met one-on-one with more than 200 businesses, schools, churchs, and other organizations to communicate the reopening of SR-91 ramps.

GENERAL COMMUNICATIONS AT A GLANCE

Public Committees There were 10 public committee meetings during Q4. Public committees provide an opportunity for members of the public to give feedback on a variety of topics and issues.

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Speakers Bureau OCTA executives and staff spoke to many notable organizations including: American Public Transportation Association, American Road and Transportation Builders Association, Orange County Business Council, Mineta Transportation Institute, and Women in Transportation Seminar. The topics ranged from OCTA’s 2012 CEO Initiatives, High-Speed Rail, and how OCTA proposes to expedite mobility through the year 2020.

External Affairs Q4 Performance Measures April 2012 - June 2012


Program Details

Program Details

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Celebrating Bus Transit in Orange County!

External Affairs Q4 Performance Measures April 2012 - June 2012

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External Affairs Q4 Performance Measures April 2012 - June 2012


Bus Transit Ridership Promotions

40th Anniversary and Dump the Pump Week OVERVIEW

This year, OCTA celebrated its 40th anniversary in conjunction with Dump the Pump Week. To help leverage marketing dollars, encourage trial ridership, and persuade commuters to leave their cars behind, special incentives were given including a free bus pass for every participant and a prize raffle. Also, marketing efforts were expanded to include bus wraps and print advertisements in multiple languages. RESULTS

•• 871 online Dump the Pump Week pledges (42 percent increase over last year) 22,143 driving miles saved among people who usually drive alone to work 25 percent of respondents tried an alternate commute for the first time during Dump the Pump Week 45 percent of respondents reported that they usually drive alone •• 3,159 free bus pass coupons redeemed (includes both pledges and printed advertisements) •• 52 percent increase in the number of Facebook fans on the OCTA Share the Ride page as a direct result of the campaign

•• More than 800 participants for both the 40th Anniversary and Dump the Pump raffles •• 23,000 impressions on the OCTA Bus and OC Share the Ride Facebook pages from campaign posts •• Multiple articles published about the campaign, including in the OC Register, Metro Magazine, Metrolink’s website, OCBike.org, OC Deals, and others •• 10 emails were sent to 16,378 recipients, with a 23 percent open rate

40th Bus Anniversary Promotion Elements Free bus pass coupon for all participants A primary draw for commuters to participate in Dump the Pump Week was a free bus pass offer. After submitting a pledge online, participants were able to download a coupon that could be exchanged onboard the bus during Dump the Pump Week for a free one-day bus pass. Coupons were also placed in printed advertisements. Prize incentives for new and existing customers Two raffles were developed for different audiences as part of the campaign. The first raffle, for the 40th anniversary, aimed to engage current bus riders online. The second raffle, for Dump the Pump Week, incentivized non-riders to connect with OCTA online. The raffles rewarded participants with points for completing activities. Examples include answering trivia questions, liking OCTA’s social media pages, emailing photos, and more. OCTA merchandise, bus passes and train tickets were awarded to winners, who were randomly selected.

•• More than 400 people signed up for OCTA email updates as a result of the Dump the Pump campaign

External Affairs Q4 Performance Measures April 2012 - June 2012

Supports OCTA Strategic Plan mobility and public service goals.

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Bus Transit

40th Bus Anniversary and Dump the Pump Week HOW DID YOU HEAR ABOUT DUMP THE PUMP? 35% 30% 25% 20% 15% 10% 5% 0%

COST ANALYSIS Marketing Cost (includes coupons) *

TOTAL BUS RIDERSHIP

Gross Impressions

$43,863

Total pledges and participants

24,454,327

5.0 M 4.5 M

3,159

4.0 M

Cost per 1,000 Impressions (CPM) $1.79

Cost per participant

3.5 M 3.0 M

$13.89

2.5 M

* Marketing costs include the value of 3,159 promotional bus passes (valued at $12,636) redeemed during the promotion. The bus pass coupons were available to those that pledged or via newspaper advertisements.

2.0 M 1.5 M 1.0 M 500 K 0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

CONCLUSIONS

The 2012 Dump the Pump Week and 40th Anniversary promotion was a success. The targeted marketing programs were effective in attracting and engaging commuters. Recommendations for the Dump the Pump and 40th Bus Anniversary are to: •• The Dump the Pump Week promotion should be continued in future years to encourage people to consider public transit options

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External Affairs Q4 Performance Measures April 2012 - June 2012


Bus Transit

Prepaid Pass Sales OVERVIEW

Bus riders who purchase a bus pass realize a cost savings per ride when compared to paying per boarding. OCTA’s pass sales program provides convenient points of purchase opportunities for existing bus riders. Bus passes are available for sale at all Ralphs, Vons, Pavilions, and Northgate grocery stores. To increase convenience and broaden availability to customers, bus passes are available at more than 120 other locations throughout the county. Prepaid bus passes expedite the boarding process thereby aiding OCTA’s on-time performance. RESULTS

•• In FY 2011-12, prepaid pass sales revenue increased slightly by 0.4 percent. Quantities of passes sold during the same period increased by 5 percent, suggesting customer interest in lower cost and shorter duration passes •• Prepaid pass sales revenues decreased by 4 percent in Q4 compared with same period last year •• OCTA expanded sales for Summer Youth passes by making them available in Vons, Pavilions, and Northgate stores. Previously, the Summer Youth Pass was only sold in Ralphs stores

•• Sales at Vons, Ralphs, Pavilions and Northgate stores generated $1.52M revenue in Q4 an increase of 4 percent from $1.45M the same period the prior year •• Pass sales revenues at major retail stores (Ralphs, Northgate, Pavilions /  Vons) increased by 1 percent in Q4 compared to Q3. •• Sales from Northgate Markets increased 8 percent, or $41,802 in Q4 compared to Q3 •• Sales from Ralphs decreased 7 percent, or -$51,228 in Q4 compared to Q3 •• Sales from Vons increased 13 percent, or $29,743 in Q4 compared to Q3 Selected Pass Types Comparing FY 2010-11 to FY 2011-12 30-day Pass (regular) 15-day Pass (regular) 7-day Pass (regular) 1-day Pass (prepaid 10 ticket pack) ACCESS Passes and Door Coupons

External Affairs Q4 Performance Measures April 2012 - June 2012

% Revenue Change

1% -59% 7% 3% 6%

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Bus Transit

Pre-Paid Pass Sales FY 2011-12 PREPAID FARE REVENUES VERSUS ONBOARD CASH FARES

TOTAL PREPAID FARE MEDIA REVENUE

$7.6 M

$8.0 M

$6.9 M

$6.8 M

$7.0 M

$1.8 M

$7.0 M

$1.6 M $1.4 M

$6.0 M

$1.2 M

$5.0 M

$4.2 M

$4.4 M

$3.9 M

$4.3 M

$1.0 M

$4.0 M

$800 K

$3.0 M

$600 K $400 K

$2.0 M

$200 K

$1.0 M

$0 Q1

$0 Q1

Q2

FY 2011-12 Prepaid

Q3

Q2

Q3

Q4

Q4

FY 2011-12 Cash

FY 2011-12

FY 2010-11

MAJOR RETAIL PREPAID FARE VENDORS (FY 2011-12) $900 K

Q1

$800 K

Q2

-7%

Q3

$700 K $600 K

Q4

+8%

$500 K $400 K

+13%

$300 K

Based on customer demand, ACCESS coupons and Summer Youth passes are now sold at our major chain stores

$200 K $100 K

Supports OCTA Strategic Plan mobility and fiscal goals.

$0 Ralphs

Northgate

Vons / Pavilions

CONCLUSIONS

•• Promoted sales of passes with in-store advertisements at Ralphs, Vons, Pavilions, and Northgate. •• Initiated efforts to solicit new pass sales locations with major chain stores in Orange County. Currently working with Walmart, Stater Brothers, and Albertsons to begin selling pre-paid sales.

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External Affairs Q4 Performance Measures April 2012 - June 2012


Bus Transit

BUS BOOK $1 JUNE 10, 2012

EFFECTIVE THROUGH OCTOBER 13, 2012 • EFFECTIVO HASTA EL 13 DE OCTUBRE 2012

Bus Public Information

CHANGE HIGHLIGHTS / CAMBIOS PRINCIPALES Schedule Adjustments / Ajustes de Horario 1, 29, 30, 33, 35, 37, 38, 42, 43, 46, 47, 50, 55, 56, 59, 64, 66, 71, 72, 83, 85, 87, 91, 129, 490, 758 and 794

Route Adjustments / Ajustes de Ruta 42

OVERVIEW

OCTA provides bus information through a variety of sources to serve customer needs while managing costs. The major sources of bus information include the printed bus book ($1 per book), free electronic bus books, the online trip planner “Just Click,” as well as Customer Information Center calls. Bus books are in high demand during bus service changes which take place three times a year in February, June, and October. Keep in touch with free tools from OCTA (See page 2 for more on all these great tools!)

Use your cell phone to get your bus schedule

Personalize your bus book online

facebook.com/octabus

RESULTS

Sign up for email updates at www.octa.net/connections

Plan your next trip with OCTA’s online trip planner

Plan regional trips or get schedule info call 511

www.octa.net

@octabusupdates

•• Downloads of OCTA’s free eBusBook increased by 32 percent in Q4 compared to the same period last year.

•• Text4Next continues to be popular among customers as 841,243 text messages were sent in Q4 – a 9 percent increase over the same period last year.

•• Bus book sales remain consistent, averaging $11,700 per month with revenues of more than $34,000 in Q4.

•• As a result of the success of the Text4Next bus information, a similar service was launched for Metrolink.

•• In December 2011, the trip planner was upgraded to display the transit information more efficiently. The process became more efficient for the user, but resulted in a decline in trips planned.

•• Customer Information Center calls increased slightly to 205,376 calls in Q4. With a firm-fixed price contract, the average calculated cost per call was $1.63 in Q4.

JUST CLICK TRIP PLANNER TRIPS PLANNED 200 K 180 K 160 K 140 K 120 K 100 K 80 K 60 K 40 K 20 K 0 Jul.

Aug.

FY 2011-12

Sept.

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

Supports OCTA Strategic Plan public service goals.

FY 2010-11

External Affairs Q4 Performance Measures April 2012 - June 2012

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Bus Transit

Bus Public Information CUSTOMER INFORMATION CENTER 300 K

$3.00

Cost per call

250 K

Number of Calls

$1.63

$1.68

$1.60

$1.58

$1.56

$1.59

$2.01

$1.00

$1.62

150 K

$1.64

$1.50

$1.82

200 K

$2.01

$2.00

$2.01

Average Calculated Cost per Call

$2.50

0

$0.00 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr FY 2009-10

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr FY 2010-11

EBUSBOOK DOWNLOADS

350 K

12 K

300 K

10 K

250 K

8K

200 K

6K

150 K

4K

100 K

2K

50 K

0

FY 2011-12

Sept.

Oct.

Nov.

Dec.

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr FY 2011-12

TEXT4NEXT TEXT MESSAGES

14 K

Aug.

100 K

50 K

$0.50

Jul.

Total Calls Handled

The Customer Information Center contract terms were revised in May 2010 to a firm-fixed price, rather than a set price per call.

Jan.

Feb.

March

April

May

FY 2010-11

June

0 Jul.

Aug.

FY 2011-12

Sept.

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

CONCLUSIONS

Recommendations for this program include: •• Promoting free internet access at county libraries as a method for customers to access eBusbook and online bus information. •• Reducing costs of Text4Next program by evaluating free texting services for bus information (cost offset by adding advertisements to the text message).

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External Affairs Q4 Performance Measures April 2012 - June 2012


Bus Transit

Community Outreach OVERVIEW

The outreach team has increased OCTA’s visibility throughout Orange County communities. Outreach events and presentations are a critical way that OCTA creates person-to-person awareness and educates the public on major marketing programs and services. The program includes targeted senior, youth, and general community outreach. The goals of the programs are to educate the public, create awareness, and introduce target markets to transit.

SENIOR OUTREACH

•• Grassroots outreach through event participation and presentations at local senior centers:

Exercising our minds, bodies and spirits theme of this year’s Senior Summit BY CARINE NADEL 2012-03-28 12:47

Senior Saturday Festival in Huntington Beach Central County Senior & Caregiver Expo hosted by Supervisor Janet Nguyen North County Senior Expo hosted by Supervisor Shawn Nelson South County Senior Expo hosted by Supervisor Pat Bates (featured on the OC Register’s website)

OCTA representative Jennie Campos with Village resident Maxine Quiliquit, who said she attended the event to learn more about disaster preparation.

CARINE NADEL, FOR THE LAGUNA WOODS GLOBE

© Copyright 2012 Freedom Communications. All Rights Reserved. Privacy Policy | User Agreement | Site Map

COST ANALYSIS

Senior Outreach Activities 5 senior community events

3,200 seniors reached

12 senior presentations

565 seniors reached

Trial pass distribution

528

Pass redemption rate

38%

Total cost of senior community events

$1,350 in event fees

External Affairs Q4 Performance Measures April 2012 - June 2012

Marketing Cost (includes 201 trial passes)

Seniors reached

$1,601

3,765 Cost per senior $0.43

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Bus Transit

Community Outreach YOUTH OUTREACH

•• Youth-centered outreach for the year included notable events and presentations including the following: Senator Lou Correa’s 11th Annual Canned Food & Toy Drive with 2,500 children Gift of History at Angel Stadium where OCTA’s youth video was featured to more than 20,000 3rd grade students OCTA partnered with St. Callistus School in Garden Grove for the Garrett Morgan Sustainable Transportation national competition. Students presented their award‑winning sustainable transportation project before top federal transportation officials, including the Transportation Secretary Ray LaHood.

More than 20,000 3rd grade students attended the “Gift of History” event at Angel Stadium to learn about the history of Orange County.

Youth Outreach Activities 11 youth events and presentations

8,025 youth and 2,000 teachers reached

Trial passes distributed

255

Pass redemption rate

15%

Total cost of youth events

$370 sponsorship fees

“Freddy’s Amazing Transportation Adventure” is a coloring and activity book designed with youth safety and riding tips.

COST ANALYSIS Marketing Cost (includes 39 trial passes)

Youth reached

$523

8,025 Cost per youth $0.07

Supports OCTA Strategic Plan public service goals.

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Outreach staff promoted the Ducks Express service to fans during the annual Ducks Fan Fest at the Honda Center.

External Affairs Q4 Performance Measures April 2012 - June 2012


Bus Transit

Community Outreach COMMUNITY OUTREACH

•• Outreach staff conducted outreach at major community events including: Irvine Global Village Festival with 20,000 attendees Tet Festival (Garden Grove) with 100,000 attendees Tustin Street Fair and Chili Cook-Off with 30,000 attendees Festival of Whales (Dana Point) with 100,000 attendees Community Outreach Activities 52 community events & presentations

26,251 residents reached

Trial passes distributed

939

Pass redemption rate

40%

Total cost of community events

$2,930 sponsorship fees

Children spin for OCTA prizes during the annual Tet Festival in Garden Grove.

COST ANALYSIS Marketing Cost (includes 376 trial passes) $4,434

Residents reached 26,251 Cost per resident $0.17

CONCLUSIONS

Since the majority of events and presentations are relatively low-cost, outreach activities are one of the most cost effective ways that OCTA communicates with the community on a grassroots level. Outreach respresentatives are the face of OCTA, and they provide invaluable engagement with the public. Recommendations for community transit outreach include: •• Continue to grow these programs, particularly the Youth Program •• Develop evaluation and feedback mechanisms for the outreach events and presentations

External Affairs Q4 Performance Measures April 2012 - June 2012

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Metrolink

Metrolink Service Expansion Program and OCLINK

more Metrolink & more savings July 5th

OVERVIEW

WeeKdAys

all-day $7 OCLINK rail/bus pass

WeeKeNds

$10 All-weekend Metrolink pass

Expanded Service for Expanded Living

OCTA launched the Metrolink Service Expansion Program (MSEP) on July 5, 2011. This new service provides an additional six new trips during weekdays on the Orange County Line. Most of the added service is in the evenings. In addition to more frequent service, OCTA rolled out the OCLINK pass: a new $7 all-day pass, $6 for senior/disabled. It is valid all day with unlimited access to travel on both Metrolink trains and OCTA buses within Orange County. RESULTS

•• 40,832 OCLINK passes sold from July 5, 2011 through June 30, 2012 •• In FY 2011-12, the six new MSEP trains generated 35,298 boardings Angels Express contributed an additional 29,648 boardings in FY 2011‑12, which are reviewed separately The quantity of OCLINK passes sold are higher than the number of boardings on the new MSEP trains, suggesting that people are using the OCLINK pass on normal daytime service in addition to MSEP service

Supports OCTA Strategic Plan mobility goals.

•• The six MSEP trains have an average daily boarding of approximately 28 boardings per train per day •• While the average daily boardings have mostly stayed consistent, ridership increased significantly on trains #643 and #644 during Angels Express seasons

more Metrolink

& more Savings coming your way July 5th!

•• An online public survey was conducted in June 2011 with 3,091 respondents. Those that completed the survey were provided a free OCLINK pass. Based on the survey: 34 percent of respondents were new to Metrolink and had never used weekend or weekday Metrolink service 99 percent would consider using Metrolink service in the future

www.octa.net/oClink

Expanded Service for Expanded Living

Ride metRolink fRee!

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External Affairs Q4 Performance Measures April 2012 - June 2012 Take a short online survey, and we’ll send you a free Metrolink pass. Good any weekday, all-day, anywhere in OC. For your free pass, visit octa.net/OCLINK and click on the free pass survey to get started! You must validate pass before boarding Metrolink. Free pass valid for travel on all Orange County Metrolink trains with a free transfer to connecting OCTA buses only. Pass valid for travel July 5th through August 31st, 2011. Free pass must be requested prior to July 20, 2011. Limit one pass per person and while supplies last.


Metrolink

Metrolink Service Expansion Program MSEP TRAINS TOTAL BOARDINGS (EXCLUDING ANGELS EXPRESS RIDERSHIP) FY 2011-12

Total Boardings

Ridership on the additional MSEP routes generally decreases for the later evening routes.

Time / Route

Train 640

10,969 SB starting 4:50 p.m.

Train 641

10,555 NB starting 3:00 p.m.

Train 642

1,073 SB starting 7:45 p.m.

Train 643

9,074 NB starting 5:50 p.m.

Train 644

2,705 SB starting 10:00 p.m.

Train 645

922 NB starting 8:50 p.m.

All MSEP routes are served by one train and crew that makes several northbound (NB) and southbound (SB) trips (sometimes refered to as turnaround trips). IL/BUS ALL DAY RA

PASS

All buses. All trains. All day.

$

IntroducIng the ocLInk Pass.

Trains 643 and 644 also carry Angels Express boardings, which are not included here.

For just $7 ($6 for senior/disabled), you can ride any OCTA bus*, any Metrolink train, any weekday all day, anywhere in Orange County. Plus, with expanded service on Metrolink, you’ll be able to enjoy more of what the OC has to offer, including shopping, dining, recreation and sports events. Beginning July 5th, buy your pass at any Orange County Metrolink station, onboard any OCTA bus, at the OCTA store, online at www.octa.net/OCLINK, or at Orange County and .

service for expanded living expanded

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Metrolink

*Valid on local fixed-route buses. Not valid on paratransit and express bus service.

Expanded ExpandedService Servicefor forExpanded ExpandedLiving Living

octa.net/OCLINK

COST ANALYSIS Marketing Cost $304,000

Total OCLINK Passes Sold

Gross Impressions 40,832

Marketing cost per pass sold $7.45

MSEP Boardings

245,844,530 Cost per 1,000 Impressions (CPM)

35,298 Marketing cost per MSEP Boarding

$0.81

$8.61

Marketing costs include the value of promotional OCLINK passes distributed to those that completed the survey. Angels Express costs are evaluated separately. CONCLUSIONS

Metrolink Service Expansion Program

OCLINK Pass

•• The six new MSEP weekday trains have less ridership compared to regularly scheduled commuter trains. Recommendations for MSEP are to:

•• The OCLINK Pass has been successful, with over 40,000 passes sold in FY 2011-12 and rapid customer adoption. The all-day pass contributes to increased ridership on Metrolink in FY 2011-12.

•• Further evaluate the effectiveness of the MSEP train service.

•• Continue the sale of the OCLINK Pass.

External Affairs Q4 Performance Measures April 2012 - June 2012

Recommendations for the OCLINK pass are to:

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Metrolink Ridership Promotion

Angels Express OVERVIEW

In April 2012, OCTA and Metrolink initiated direct train service to Angels games for a second year. This year, special trains operated on the Orange County Line (OC Line) and Inland Empire / Orange County Line (IEOC Line) to serve the Anaheim station. Two round trips on the OC Line brought people from the south/north and to/from the Anaheim station for weekday home games. One round trip was added on the IEOC Line to bring people from downtown Riverside to Anaheim and back for all Friday home games. To build awareness and encourage ridership, a marketing program was launched. Tactics included reinforcing the Angels Express branding, partnering with the Angels, online and radio advertising, and hosting promotional events.

RESULTS

•• During Q4 of the Angels Express promotion, ridership on the OC Line increased by 7 percent compared to the same April June period in 2011 •• As of June 30, 2012, a total of 9,981 Angels Express tickets sold generating approximately $56,059 in revenue •• Angels Express advertising generated more than 124 million impressions

•• A survey of Angels Express riders (159 respondents) reported that 64 percent of respondents were new to the service and 96 percent said they would continue to ride •• 55 percent of those surveyed had never used Metrolink weekend service

Successfully attracted new riders as 47 percent of Angels Express survey respondents had never used Metrolink weekday service

ANGELS EXPRESS DAILY GAMEDAY RIDERSHIP (YEAR-TO-DATE VERSUS 2011 SEASON) 2,000 1,800

With half of the season remaining, already at 18,100 boardings

1,600 1,400 1,200 1,000 800 600

Supports OCTA Strategic Plan mobility goals.

400 200 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46

18

External Affairs Q4 Performance Measures April 2012 - June 2012


Metrolink

Angels Express TOTAL METROLINK BOARDINGS (CALENDAR YEAR BY MONTH) 400 K

Clean Transportation

350 K

Funding from the MSRC

300 K

Mobile Source Air Pollution Reduction Review Committee

250 K 200 K 150 K Angels Express 2012 and 2011 season

100 K Jan.

Feb.

2012

March

April

2011

May

June

Jul.

Aug.

Sept.

Oct.

Nov.

2010

Dec.

Funding for additional Angels Express Metrolink service was provided by the Mobile Source Air Pollution Reduction Committee (MSRC). Grant funds are awarded for using Tier 2 Cleaner Operating Locomotives.

SEASON KICKOFF EVENT

OCTA used the Angels season opener as a way to promote Metrolink and offer Orange County residents an alternative to driving to the Angel Stadium in Anaheim. There were over 300 people who attended the event at the Irvine Metrolink station. The marketing campaign generated more than 3 million impressions. More than 1,300 passenger trips were taken on the Angels Express to the game that day, more than any other weekday game.

TAKE ANGELS EXPRESS TO THE GAME WITH BOBBY GRICH

OCTA used the Angels Express opening game event with former Angel player Bobby Grich as a way to promote Metrolink. During the May 30 event at the Laguna Niguel station, former Angel great, Bobby Grich, made a special appearance to help kick-off the 2012 Angels Express service. More than 250 people attended the event and rode with Grich to the game.

External Affairs Q4 Performance Measures April 2012 - June 2012

19


Metrolink

Angels Express COST ANALYSIS Marketing Cost* $100,999

$4 For youth 6-18 ages 5 and under ride FREE

angels express only 7

$10.12

Gross Impressions

Angels Express Boardings

124,382,102 Cost per 1,000 Impressions (CPM) $0.81

18,117 Marketing cost per Angels Express Boarding $5.57

* The marketing cost used for cost analysis is half of the total campaign cost since the campaign is half over. The marketing cost includes the Season Kickoff and Bobby Grich / Laguna Niguel kick-off events. Costs do not include $3,000 in sponsored refreshments donated for the two events.

roundtrip

free game voucher with purchase,

9,981 Marketing cost per pass sold

all aboard the

while supplies last

Total Passes Sold

buy now

CONCLUSIONS

The Angels Express has already proven to be a very successful returning campaign, generating more than 18,100 boardings to date. Only halfway through the season, boardings are on track to surpass the 20,613 boardings in the 2011 season. Recommendations are to: •• Continue Angels Express marketing efforts in future seasons with consistent branding identity.

N ew ! A n g e l s E x

p r es s f r om I n l a n d E m p i r e

!

•• Increase outreach / promotional events at local communities to create awareness and usage of the service.

Beginning April 2nd, Metrolink will be running special trains to all home games that start at 7:05 p.m. A train every weeknight on the OC Line, and one every Friday night on the IEOC Line. All for a very special price-only $7 roundtrip.

octa.net/AngelsExpress

Clean Transportation

Funding from the MSRC Mobile Source Air Pollution Reduction Review Committee

20

External Affairs Q4 Performance Measures April 2012 - June 2012


Rideshare/Vanpool

National Bike Month OVERVIEW

For the past seven years, OCTA has celebrated Bike to Work Week, encouraging Orange County commuters to ditch their cars during the third week in May. This year a focus was placed on reducing all types of car trips, especially trips less than 2 miles; thus Bike to Work Week evolved into National Bike Month. By encouraging commuters to try riding their bikes for any kind of trip, not just their commute to work, OCTA leveraged the increased interest in cycling in Orange County. A series of bike events took place to create excitement and awareness for National Bike Month, and the program was supported through online and print advertising, email / social media, and our employer network. To encourage participation, commuters were also asked to enter an OCTA raffle with more than $2,000 in sponsored prizes for riding their bikes during the month of May. RESULTS

•• In 2012, participation increased by 3 percent compared to 2011, with 1,100 trips pledged •• A total of 15,253 bike trips were taken during Bike Month •• Through numerous events during National Bike Month, OCTA outreach staff had face-to-face interaction with over 5,000 customers •• Attendance at the Bike Festival in Huntington Beach increased, as well as support from well-known bike vendors – Electra, Shimano, Saris, Nirve, Jax Bicycles, and more •• More than 23 percent of those who pledged reported combining their bicycle trip with bus or rail transit •• More than half of those that pledged listed a single occupant vehicle as their usual mode of transportation •• National Bike Month was the first bicycle commute for 16 percent of respondents

External Affairs Q4 Performance Measures April 2012 - June 2012

BIKE MONTH EVENTS OCTA Bike Festival April, 29, 2012 – Huntington Beach OCTA held a bike festival to kick off National Bike Month. More than 2,000 people attended. Congressman Dana Rohrabacher was in attendance. OCTA Game Day Ride and Tailgate May 6, 2012 – Anaheim OCTA partnered with the Anaheim Angels and Jax Bicycle Center to host a Game Day Ride and Tailgate. 150 cyclists attended. Anaheim Councilmember and OCTA Director Lorri Galloway attended. OCTA Bike Rally May 10, 2012 – Orange More than 50 riders attended, riding alongside OCTA’s CEO Will Kempton, Santa Ana Councilmember Michele Martinez, and OCTA Directors Shawn Nelson and Lorri Galloway.

Supports OCTA Strategic Plan mobility and public service goals.

21


Rideshare/Vanpool

Rideshare Promotion BIKE MONTH MILES TRAVELLED BY TYPE

HOW DID YOU HEAR ABOUT BIKE MONTH?

100 K

40%

90 K

35%

80 K

30%

70 K

25% 60 K

20%

50 K

15%

40 K 30 K

10%

20 K

5%

10 K

0%

0 Work

School

Shop

Play

COST ANALYSIS Marketing Cost $29,695

Gross Impressions

Participants

18,885,469 Cost per 1,000 Impressions (CPM) $1.57

5,000 Cost per Participant $5.94

CONCLUSIONS

Bike Month was a successful campaign that showcased bicycling as a viable transportation option and one that can be easily combined with transit in Orange County. It garnered support from bicycle advocates, key stakeholders, and the community. The successful series of bike events were low-cost and the recommendation is to follow the same format next year.

22

External Affairs Q4 Performance Measures April 2012 - June 2012


Rideshare/Vanpool

Vanpool OVERVIEW

OCTA has invested in the vanpool program by allocating greater resources in order to grow participation. By operating the vanpool program and providing a subsidy, OCTA is able to generate Federal Transit Administration 5307 grant funding based on revenue and passenger miles traveled. Funds spent on the vanpool subsidy generate additional grant funding to support other OCTA bus capital projects. As part of the Transit System Study conducted in 2011, vanpools were identified as a valid and cost‑effective transit option for station vans, daily commuter services, and business groups. In Q4, OCTA and vanpool contractors entered into new agreements that will keep the program on track to outpace the Long Term Transportation Plan (LRTP) projections. The number of vanpools participating in the vanpool program is currently 7.4 percent above the FY 2011-12 LRTP target. RESULTS

The vanpool program’s Q4 results showed an increase when compared to the prior quarter (Q3) as shown below: FY 2011-12

Q3

Vans Revenue Vehicle Hours Revenue Miles Passenger Trips

Q4

% Change

400

408

43,299

44,365

1,810,428

1,885,898

272,558

282,726

2% 3% 4% 4%

Strong growth was achieved by the vanpool program in Q4 of 2012 when compared with the same quarter last year, as shown below:

Vans Revenue Vehicle Hours Revenue Miles Passenger Trips

FY 2010-11

FY 2011-12

Q4

Q4

Both existing vanpool contractors have rebranded their programs to attract new customers. VPSI is now “VRide” and Enterprise is now “RideShare by Enterprise.”

% Change

340

408

37,955

44,365

1,522,739

1,885,898

247,497

282,726

External Affairs Q4 Performance Measures April 2012 - June 2012

20% 17% 24% 14%

Supports OCTA Strategic Plan mobility and public service goals.

23


Rideshare/Vanpool

Vanpool HIGHLIGHTS / KEY ISSUES

•• Targeted outreach to large local employers, including:

•• Online advertising on SigAlert.com increased awareness of vanpools with commuter market. The online advertising has received more than 4,000 clicks in FY 2011‑12.

Bank of America Oakley St. Johns Knits Core Logic

Vanpool growth continues to exceed long-term program growth targets of 15 percent in FY 2011-12.

NUMBER OF VANPOOLS 450 400 350

Interest in smaller vans continues, partially due to the ease of forming and maintaining a smaller group of coworkers to start a vanpool.

300 250 200 150

Even though the smaller vehicles carry fewer passengers, the number of vanpools continued to increase, leading to increasing passenger trips and revenue miles.

100 50 0 Jul.

Aug.

Sept.

FY 2011-12

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

VANPOOL REVENUE MILES

VANPOOL PASSENGER TRIPS 120 K

18 K 16 K

100 K

14 K 80 K

12 K 10 K

60 K

8K 6K

40 K

4K 20 K

2K 0

0 Q1

FY 2011-12

24

Q2

Q3

Q4

FY 2010-11

Jul.

Aug.

Sept.

FY 2011-12

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

External Affairs Q4 Performance Measures April 2012 - June 2012


Rideshare/Vanpool

Vanpool Vanpool Destinations VANPOOL DESTINATIONS IN ORANGE COUNTY

The increase in the number of vanpools, even while fuel prices declined suggests the increased marketing efforts by both OCTA sales staff and the vanpool contractors are leading to the creation of new vanpools.

LA HABRA

BREA

!! !

!

FULLERTON

LA PALMA

!! !

( o & %

Recommendations:

! !!!

•• Develop outreach and marketing materials and sales kits that support employees in creating vanpools within large employers

! SEAL BEACH !

WESTMINSTER

!

(! l & %

!

ORANGE

!!

!

!

!

!

!! !

!

SANTA ANA

!

! !

!

HUNTINGTON BEACH

Ê A TUSTIN

!

! VALLEY FOUNTAIN

•• Improve web reporting application to improve ease of use and improve user accuracy

¾ A

VILLA PARK

k ?

!

GARDEN GROVE

ê ?

» A ANAHEIM

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! !

!!

!

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STANTON

LOS ALAMITOS !

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$ ^ " !

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PLACENTIA

» A

CYPRESS

YORBA LINDA

l ?

! BUENA PARK

!

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!! !

$ ^ " !

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!

ß A

IRVINE

( l & %

COSTA MESA

! !

!! LAKE FOREST

¾ A

!!

RANCHO SANTA ! MARGARITA

!

NEWPORT BEACH

•• Develop mobile applications for efficient reporting and service access

¥ A

LAGUNA WOODS

!! !

MISSION VIEJO

LAGUNA HILLS

ALISO VIEJO

•• Build loyalty campaign to reward longstanding riders and encourage word-of-mouth from our existing vanpool users

! LAGUNA BEACH LAGUNA NIGUEL

SAN JUAN CAPISTRANO

$ ^ " !

•• Work with cities and large employers to develop last-mile station van program starting in September 2012

DANA POINT

SAN CLEMENTE

! June 7, 2012

External Affairs Q4 Performance Measures April 2012 - June 2012

Portions of this map copyrighted by Thomas Bros Maps and reproduced with permission.

25

W:\Requests\EA\Marketing\Vanpool

CONCLUSIONS


Grove Freeway (SR-22) and San Gabriel Freeway (I-605) to create a seamless HOV connection amongst the three freeways. The project traverses the cities of Garden Grove, Westminster, Seal Beach, Los Alamitos and the community of Rossmoor.

program and $50 million from the American Recovery and Reinvestment Act (ARRA) $135 million from the Corridor Mobility Improvement Account (CMIA)/ Proposition 1B $5 million local funds

Capital Projects

11F_053_1

more information, tact Christina Byrne 714) 560-5717 or rne@octa.net.

The project will:

Reconstruct the Seal Beach Boulevard bridge crossing over I-405 Reconstruct the eastbound SR-22 to the northbound I-405 connector

Construct two direct HOV connectors

Add a second HOV lane in each direction on I-405 between the SR-22 and the I-605

• Reconstruct the eastbound SR-22 to the northbound I-605 connector

Eliminate HOV users weaving across general purpose lanes to switch to and from HOV lanes

Reconstruct on- and off-ramps

Construct soundwalls and retaining

West County Connectors

• (714) 560-OCTA • www.octa.net 04/25/11

OVERVIEW

I-405 HOV lane to the HOV lane on the northbound I-605 and the reverse movement

Reconstruct the northbound I-405 to the westbound SR-22 connector

LONG BEACH

ROSSMOOR

SEAL BEACH

Reconstruct the Valley View Street bridge •• Participants of the tour included crossing over the SR-22 Commissioners Yvonne B. Burke,

ote

Cre

ek

405

Seal Beach Blvd. LOS ALAMITOS US Naval Weapons Station

SR-22/I-405 SEGMENT

405

Bo

lsa

Ch

ica

Rd

.

WESTMINSTER 405

G. Grove Blvd.

•• Completed first major milestone of the $277 million West County Connectors project by reopening the northbound I-405 / westbound SR-22 / 7th Street connector •

605

Coy

Katella Ave.

HIGHLIGHTS / KEY ISSUES

• Reconstruct the southbound I-405 to eastbound SR-22 connector

I-405/I-605 SEGMENT

S. Gabriel River

The SR-22/I-405 HOV Connector Project is After one year of construction, commuters are once again able the eastern segment of the project and will:

to cross the 7th Street bridge into Long Beach. The connector Directly connect the westbound SR-22 closed for reconstruction in April• 2011 and reopened April 2012, as HOV lane at Valley View Street to the construction was necessary to accommodate carpool lanes on HOV lane on new northbound I-405 and the the I-405 beneath the bridge. reverse movement

405

Willow St.

OCTA and the California Departmentwalls of Transportation (Caltrans) at various locations initiated the West County Connectors project (WCC) to link high • Add landscaping and enhance occupancy vehicle lanes / carpool lanes on the Interstate 405 (I-405) aesthetic elements with those on the State Route 22 (SR-22) and Interstate 605 (I-605) to create a seamless high-occupancy vehicle connection among the SR-22/I-405 HOV three freeways. Connector Segment

Va ll

ey

Vie

w

St

GARDEN GROVE

.

N

Fran Inman, James Ghielmetti, Lucy Dunn, Joseph Tavaglione, and www.octa.net/westcounty James Waring, along with •• Outreach staff held a press Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-15 Caltrans Director conference and a driving tour of Malcolm the newly reopened connector Dougherty and •• The WCC team was honored to Caltrans District share information and provide 12 Director a shuttle tour for members of Cindy Quon the California Transportation •• Added 150 Commission (CTC) on April 25 contacts to the stakeholder Hosted project tour database

for the California Transportation Commission

26

Supports OCTA Strategic Plan mobility and public service goals.

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

West County Connectors PUBLIC OUTREACH MEETINGS (Q4)

CONSTRUCTION SCHEDULE

Organization California Transportation Commission tour 7th Street press conference Seal Beach Car Show Rossmoor Community Festival Long Beach Park Estates HOA Stakeholder Working Group Seal Beach city council Rossmoor Community Services District Los Alamitos city council Bixby Office Lunch & Learn

West County Connectors Outreach Activities

By The Numbers

The 7th Street Bridge connector closed for reconstruction for one year. The construction was necessary to accommodate new carpool lanes on the I-405 beneath the bridge. The finished bridge reopened in April 2012.

36 email blasts to 4,600 stories and 17 news media articles

28,200 web hits

162 calls and emails issues resolved

LOOKING AHEAD

As construction continues to progress, the West County Connectors project team is gearing up for two major construction activities as part of the west segment. The southbound I-605 / southbound I-405 connector will be closed in July for approximately two weeks. This connector, carrying 50,000 average daily vehicles, must be reconstructed in order to accommodate the new I-405 / I-605 carpool connector and additional lanes on the I-405 freeway. Crews will begin work to reconstruct the Seal Beach Boulevard bridge over the I-405 freeway to demolish and reconstruct the structure one half at a time. Traffic lanes across the bridge will be reduced for 11 months. The final bridge will have four northbound lanes and three southbound lanes, essentially doubling the size of the original structure.

External Affairs Q4 Performance Measures April 2012 - June 2012

27


Capital Projects

I-405 Improvement Project OVERVIEW

The Interstate 405 (I-405) is one of the most congested freeways in Southern California, carrying more than 300,000 vehicle trips in some areas each day. Traffic volumes are expected to increase approximately 35 percent by 2040. Caltrans and OCTA are proposing to widen the freeway to improve travel conditions for commuters. The proposed project, currently in the draft environmental planning phase, will enhance access on the I-405 under each of three proposed build alternatives: •• Alternative No. 1 includes adding one general purpose lane in each direction •• Alternative No. 2 proposes adding two general purpose lanes in each direction •• Alternative No. 3 includes adding one general purpose lane and one toll lane in each direction that will be managed together with the existing carpool lane.

These improvements will add mainline capacity to the I-405 freeway between the I-605 and State Route 73 (SR-73) freeways and improve 18 local interchanges and bridges. Members of the public were encouraged to share their comments on the draft environmental document as well as any concerns they may have regarding the project during the public review period (May - July). The final environmental document is expected to be complete in spring 2013. Supports OCTA Strategic Plan mobility and public service goals. More than 800 stakeholders attended the four public hearings held during the public review period of May 18 to July 17, 2012.

28

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

I-405 Improvement Project PUBLIC OUTREACH MEETINGS (Q4)

HIGHLIGHTS / KEY ISSUES

Organization

•• Advertisements ran in the following papers prior to and during public review period to encourage the public to attend a public hearing and submit a comment on the draft I-405 Environmental Impact Report (EIR) / Environmental Impact Statement (EIS):

and how to submit a formal comment on the proposed alternatives. •• Public hearings with a total of more than 800 attendees were held in:

Bella Terra Shopping Center C.J. Segerstrom & Sons Carmax City of Costa Mesa City of Cypress

Costa Mesa

City of Fountain Valley

Fountain Valley

City of Long Beach

Daily Pilot

Rossmoor

City of Los Alamitos

Excelsior

Westminster

City of Seal Beach Community Meeting

Huntington Beach Independent Nguoi Viet News Long Beach Press Telegram and OC Register OC Register

•• Staff conducted three focus groups in June 2012 to gauge the public’s perception of the three build alternatives under consideration. The 31 participants included a mix of toll road and non toll road users.

Westminster Herald •• Website page views increased from 1,400 to 8,300 monthly page views as stakeholders visited the website to learn more about the project

City of Stanton City of Westminster Coastline Community College Days Inn Fry’s Electronics Guitar Center Huntington Beach Marketing and Visitors’ Bureau John Wayne Airport OC Moves OC Taxpayer’s Association Orange County Diverse Community and Business Leaders Transportation Forum Rossmoor Homeowners Association Seal Beach Naval Station

LOOKING AHEAD

Community outreach will focus on completing the public review period for the draft environmental document on July 17, 2012. Additionally, the outreach team will update the OCTA Board on the status of the environmental phase outreach program and work with the project technical team to present options to the Board to address comments received during the public review period. Presentations to civic and community presentations and other interested stakeholders will continue.

External Affairs Q4 Performance Measures April 2012 - June 2012

Sports Authority Teamsters Local 952 The Irvine Company Transit Advocates Transportation Corridor Agencies (TCA) Verizon Wireless

29


Capital Projects

O.C. Bridges OVERVIEW

Trade Corridor Improvement Fund Bridge Projects YORBA LINDA BLVD.

WY

LAKEVIEW AVE

RAYMOND AVE

AWARD: July 2012 COMPLETE: December 2014

E. ORANGE

TU

-WAY

Lakeview Ave

AWARD: June 2013 COMPLETE: Sept 2015

IN

AVE

AWARD: July 2012 COMPLETE: March 2015 E

AV LMA

LA PA

91

LL S

SSE

GLA

ST

55

HL

NO

RA

D

HR

NC

T

Lead Agency: City of Fullerton

Anaheim SUNKIST ST

STATE COLLEGE BLVD

EAST

E

LN AV

AVE

GHT-OF

Orangethorpe Ave

ST

A LOM

MIRA

91

BLVD

AWARD: July 2011 COMPLETE: June 2014

BNSF RI

EMER

AWARD: July 2013 COMPLETE: March 2016

E

E AV

HORP

NGET

ORA

Placentia Ave

AVE

KRA

Raymond Ave

THORPE

E

ER AV

WTH CRO

BNSF RIGHT-OF-WAY

LINCO

Tustin Ave/Rose Dr

Placentia

ROSE DR

AVE

AWARD: Sept 2011 COMPLETE: June 2014

CHAP MAN AV

Fullerton

LA PALMA AVE

Yorba Linda

Kraemer Blvd

LH ERIA IMP

57

ENTIA

AWARD: July 2013 COMPLETE: March 2016

California State University Fullerton

PLAC

Fullerton College

STATE COLLEGE BLVD

State College Blvd

LEMON ST

The O.C. Bridges program is building undercrossing and overcrossings to separate car traffic from rail traffic. Currently, the outreach program is focused on five projects OCTA is constructing along the Burlington Northern Santa Fe Railway rail corridor through the cities of Fullerton, Placentia, and Anaheim. When complete, these projects will relieve congestion and improve safety.

Lead Agency: Orange County Transportation Authority

HIGHLIGHTS / KEY ISSUES

•• Continued bi-weekly construction notifications to 385 stakeholders •• More than 10 one-onone meetings to resolve individual issues from construction activities •• Fixed-camera feed for Placentia Avenue and Kraemer Boulevard projects brought on-line on project website pages •• Added Twitter feed to O.C. Bridges website landing page so up-to-the minute information can be added from the field.

30

•• Outreach support to create awareness of 9-day Placentia Avenue closure included: Presentations to the Placentia city council

Nine-day closure of Placentia Avenue to construct detour road and install new signals

Project information lobby cards for the cities of Placentia and Fullerton, Sam’s Club, and Home Depot Public service announcements on the city of Placentia closed circuit television channel Notifications distributed distributed by the cities of Placentia and Fullerton police and fire departments

At the conclusion of the nine-day closure of Placentia Avenue, the new intersection with new signal gates was opened to traffic. Supports OCTA Strategic Plan mobility and public service goals.

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

O.C. Bridges CONSTRUCTION SCHEDULE

O.C. Bridges Outreach Activities

By The Numbers

Crews at the Kraemer Boulevard crossing prepare area for grading so that BNSF can install railroad shoofly tracks.

7 email blasts to 250

12,200 web hits

6 outreach meetings with

17,000 alerts

360 people

distributed

LOOKING AHEAD

Contract documents for the Orangethorpe Avenue and Tustin Avenue / Rose Drive overcrossing projects will be completed next quarter. Contract documents include final plans and preliminary schedules. Open houses for residents in project areas are scheduled to help residents understand initial phases of construction activities. Pre-construction utility work notifications to community members will also be distributed.

External Affairs Q4 Performance Measures April 2012 - June 2012

Kraemer Boulevard crews work on the installation of sewer system (structure in foreground). Sound blankets can be seen on the edge of the project along property boundaries.

31


Capital Projects

SR-57 Northbound Widening Project

SR-57

Lambert Rd.

OVERVIEW

Lambert Rd.

Imperial Hwy.

W

N

E

W

S

E

57 57

Adds a northbound lane from north of the SR-91 near Orangethorpe Avenue in Placentia to Lambert Road in Brea.

Yorba Linda B lvd.

Fullerton

Nutwood

Ave.

Nutwood

Ave.

Placentia Placentia

Chap

Maintains and adds merging lanes at various locations and implements reconfiguration of certain on-ramps and off-ramps. Standardizes existing general purpose lane and shoulder widths.

man Av e.

Chap Placen Placen tia Av tia Ave. e.

man Av e.

orpe

geth

Oran

rpe

. o geStth lla

OLaraJon La Jo

91

Ave. Ave.

.

lla St

91

Lincol

n Ave.

State Blvd. College Blvd. State College

Lincol Anaheim Anaheim

n Ave.

Segment 2 Katella Avenue to Lincoln Avenue Adds a northbound lane from the Katella Avenue off-ramp to the Lincoln Avenue on-ramp in Anaheim.

Ball Rd.

Maintains and adds merging lanes at various locations, widens the high occupancy vehicle (HOV) lane and inside shoulder to meet Caltrans design standards. Standardizes existing general purpose lane and shoulder widths.

Taft Ave. Ball Rd. Taft Ave. HONDA

Center

Katella Ave. 57

Orange

Orangewood Ave.

57

Orangewood Ave.

5

Main St. Main St.

Chapman Ave.

5

Glassell St. Glassell St.

Orange

Katella Ave.

HIGHLIGHTS / KEY ISSUES

32

Segment 1 Orangethorpe Avenue to Lambert Road

Yorba Linda B lvd.

S CSUF Fullerton

Garden Grove Blvd.

•• Staff went door-to-door to local businesses in the project area to share information about forthcoming freeway work along the southern segment of the SR-57 – more than 60 new businesses signed up for project updates

KraemerKraemer Blvd. Blvd.

N

Garden Grove Blvd.

•• Neighborhood canvassing resulted in the distribution of nearly 8,000 hand delivered project alerts

Imperial Hwy.

Brea

Dr. y Dr. ty Cit The Ci The

During Q4, the outreach team conducted extensive business outreach in the city of Anaheim and hand delivered alerts regarding an 84 day street closure in the cities of Fullerton and Placentia. In an effort to raise project awareness and engage stakeholders, the team participated at community events and developed a summer calendar to identify other outreach opportunities. This quarter’s activities also included further development of web‑based content and communications via social media.

BREA MALL

Brea

Bristol St. Bristol St.

The State Route 57 (SR-57) Northbound Widening Project will boost capacity and relieve congestion for commuters and commercial motorists by adding a new, eight‑mile northbound lane from approximately Katella Avenue to Lambert Road. Key benefits will include newly improved ramps, widened overcrossings, standardized and restriped lanes.

Chapman Ave. La Veta Ave.

22

La Veta Ave.

22

•• Community outreach efforts included giving a presentation to the Fullerton Sunrise Rotary Club and staffing a Fullerton market event with nearly 1,000 attendees •• Staff posted, emailed, and publicized 14 construction alerts, while the project’s website received 7,094 webhits

More than 3 million pounds of rebar will be used on the Northbound SR-57 Widening Project. Supports OCTA Strategic Plan mobility and public service goals.

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

SR-57: A Classic New Edition CONSTRUCTION SCHEDULE

SR-57 Outreach Activities

By The Numbers

One-on-one conversations with the community can identify concerns and provide specific updates on the SR-57 project.

13 email blasts to 1,200

7,100 web hits

2 outreach meetings with

8,000 alerts

1,500

people

hand-delivered

LOOKING AHEAD

The SR-57 community outreach team will continue to focus on providing construction alerts to help commuter and commercial motorists plan their drives. Additionally, the outreach team will communicate with local residential communities and the construction team to provide updates on localized construction impacts such as daytime pile driving scheduled to take place July 30 and continue for two weeks. The outreach team will continue to communicate with municipal and business stakeholders to identify and resolve potential concerns.

External Affairs Q4 Performance Measures April 2012 - June 2012

33


Capital Projects

SR-91 OVERVIEW

Caltrans and OCTA are increasing capacity and relieving congestion on the State Route 91 (SR‑91) by constructing a new, six-mile westbound and eastbound general-purpose lane between State Route 55 (SR-55) and State Route 241 (SR‑241). In addition to the new lanes, commuters will benefit from a new, second eastbound exit lane at the Lakeview Avenue, Imperial Highway, and Yorba Linda Boulevard / Weir Canyon Road off‑ramps. Several other operational improvements are being delivered as part of the $75 million freeway improvement project. During Q4, construction crews moved forward on various major construction initiatives, including the re-opening of three fully reconstructed ramps, widening of bridges, and substantial completion of a 1 ½ mile sound wall. In support of this work, the outreach team raised project awareness among target residential, business, and stakeholder audiences. Communication and outreach efforts included formal presentations to civic groups and businesses, extensive one-on-one outreach to local businesses, as well as digital communications and canvassing of neighborhoods to advise motorists, merchants, and community stakeholders alike of construction activities, lane reductions, and ramp closures.

HIGHLIGHTS / KEY ISSUES

•• Conducted one-on-one outreach meetings with more than 200 businesses, schools, churches, and organizations in both Anaheim Hills and Yorba Linda to communicate re-openings of ramps •• Developed, posted, distributed, and publicized sixteen project alerts, including three special notices, via web, email, and social media platforms.

34

•• Delivered multimedia presentations to five civic groups and businesses, with an average audience size of 40 attendees •• Issued more than 30 alerts and updates via Twitter and received more than 10,000 webhits on the project website

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

SR-91: A Better 91 CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q4)

SR-91 Outreach Activities

Organization

By The Numbers

Yorba Linda City Council Orange Regional Lions Club

15 email blasts to 750

10,200 web hits

9 outreach meetings with

38,000 flyers and

400 people

Anaheim Rotary Club First Team Real Estate Company Yorba Linda Rotary Club

alerts distributed

Supports OCTA Strategic Plan mobility and public service goals.

LOOKING AHEAD

In Q1 of FY 2012-13, the outreach team will brief neighborhood councils and hold neighborhoodbased meetings to re-cap achievements to date and preview next steps. The outreach team will also be developing and mailing a “Behind the K-Rail Report” so that resident and institutional taxpayers can view the project’s progress up close. Outreach staff will also continue to issue regular commuter alerts as the project drives closer to the finish line.

External Affairs Q4 Performance Measures April 2012 - June 2012

As part of the project, crews are relocating utilities, including drainage, power and powerlines.

35


Capital Projects

Orange County Railroad Crossing and Quiet Zone Program 57

TUSTIN

WESTMINSTER SEAL BEACH

OVERVIEW

The Orange County Railroad Crossing & Quiet Zone project, implementing safety and signaling improvements at 52 railroad crossings in Orange County, was substantially complete in January 2012.

1

2

12

91

YORBA LINDA 91

SANTA ANA

3

4

HUNTINGTON BEACH

FOUNTAIN VALLEY

13

5

LAKE FOREST

COSTA MESA

15

16

6

ANAHEIM

17 18

9

20

8

MISSION VIEJO

LAGUNA WOODS

NEWPORT 7 BEACH

19

VILLALAGUNA PARK HILLS

ORANGE

ALISO VIEJO

10 21

24 22

23

43

LAGUNA BEACH

55

25

44 45

27

28

22

LAGUNA NIGUEL

11

26

GARDEN GROVE

RANCHO SANTA MARGARITA

IRVINE

14

29

46 47

30

SAN JUAN CAPISTRANO

48

31

Countywide improvements feature safety enhancements for pedestrians and motorists, and include supplemental safety measures to meet the Federal Railroad Administration’s requirements for a quiet zone.

Legend

33

Anaheim 1. Jefferson Street

24. Batavia Street WESTMINSTER 26. Palm Avenue

3. Tustin Avenue 4. La Palma Avenue (Olive Sub)

28. Almond Avenue

12. Orangethorpe Avenue 13. La Palma Avenue (West of East Street) (Orange Sub) 14. Sycamore Street 16. Santa Ana Street 17. East South Street 18. Vermont Avenue 19. Ball Road 20. Cerritos Avenue 21. State College Boulevard Dana Point

•• Successfully completed substantial construction activities at 52 railroad crossings in eight Orange County cities

49. Palisades Drive/Beach Road

•• Supported the implementation of the largest rail “quiet zone” in the U.S., including 37 railroad crossings in six cities •• Ongoing rail safety education program to schools and community groups

Irvine 42. Harvard Avenue Orange

•• Over the course of the project: 1,350 project fact sheets distributed to Orange County residents 116 messages received on project information line – all calls and follow-ups logged 136 emails sent to project information email address – all emails and follow-ups logged 100 construction schedules updated on the web 240 construction update tweets

Construction complete in January 2012

36

355 eblast construction alerts to 5,882 Orange County residents, personalized by city and construction

25. Walnut Avenue

2. Miraloma Avenue

15. East Broadway

HIGHLIGHTS / KEY ISSUES

49

32

5. Riverdale Avenue 6. Lincoln Avenue 7. Meats Avenue 8. Glassell Street 9. Taft Avenue 10. Katella Avenue 11. Collins Avenue 22. Eckhoff Street 23. Main Street

34

50 51

SANTA ANA

SAN CLEMENTE

52

SAN DIEGO

35 36

TUSTIN

37 39

27. Chapman Avenue

38 40

29. Palmyra Avenue 30. La Veta Avenue

41

5 TUSTIN

San Clemente

MAP NOT TO SCALE

50. Senda De La Playa/ Avenida Estacion 51. North Beach Pedestrian Crossing

42

52. San Clemente Pier Service Road

IRVINE

San Juan Capistrano

133

43. Camino Capistrano (private crossing) 44. Oso Road 45. La Zanja Street 46. Verdugo Street

405

47. Del Obispo Street 48. Avenida Aeropuerto

See Inset

COSTA Santa Ana MESA

31. Fairhaven Avenue 32. Santa Clara Avenue 33. 17th Street 34. Santa Ana Boulevard

35. 4th Street 36. Chestnut Avenue 37. Grand Avenue 38. Lyon Street 39. McFadden Avenue

Quiet Zone A Quiet Zone has been established at this railroad crossing, due to the upgrades made through the Railroad Crossing Safety Enhancement Program. A Quiet Zone will be established at this railroad crossing within the year, due to the upgrades made through the Railroad Crossing Safety Enhancement Program.

40. Ritchey Street Tustin 41. Red Hill Avenue

•• The Orange County Railroad Crossing and Quiet Zone project has been honored to receive: Project of Merit, American Society of Civil Engineers Engineering Project Achievement Award, Orange County Engineering Council 2011 Transit Project of the Year, California Transportation Association

Supports OCTA Strategic Plan mobility, stewardship and public service goals.

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

Orange County Railroad Crossing and Quiet Zone Program PUBLIC OUTREACH MEETINGS Organization Kiwanis Lions Rotary Group Chamber of Commerce

Orange County Railroad Crossing Outreach Activities

By The Numbers

3 eblasts to 1,400

4,200 web hits

Project Complete

17,000 alerts distributed

EVALUATION

Orange County Railroad Crossing & Quiet Zone Outreach Evaluation •• Two e-blasts were distributed to 1,458 Orange County stakeholders requesting them to complete the online survey. •• A postcard mailer was distributed to approximately 17,000 Orange County residents located near the project railroad crossings. •• A survey was designed to gain insight on stakeholders’ opinions regarding the level and quality of public outreach for the project and suggestions for Orange County Railroad Crossing Program completion event celebrating improving future communications. A total of 113 the completion of the program received wide press coverage, including surveys were completed online. the Los Angeles Times and Orange County Register. Officials from the

Orange County Railroad Crossing & Quiet Zone Implementation Observations

cities of Anaheim, Irvine, San Clemente, Santa Ana, Orange and Tustin participated in the unveiling of Quiet Zone signage for their cities.

•• A total of 207 rail safety observations were conducted at upgraded railroad crossings in the cities of Anaheim, Irvine, San Juan Capistrano and Santa Ana. Staff observed motorists, bicyclists, and pedestrians to determine if they traveled through the railroad crossings safely and obeyed all signs and signals.

External Affairs Q4 Performance Measures April 2012 - June 2012

37


Capital Projects

I-5 Central County Improvement Project OVERVIEW

Currently in the environmental stage, the Interstate 5 (I-5) Central County Improvement Project will increase mobility on the I-5 freeway between the SR-55 and SR-57 by adding a second carpool lane in each direction, as well as making improvements to the southbound I-5 First Street on-ramp. Three alternatives are currently under consideration to reduce congestion in the project area. OCTA is presenting these alternatives to the community to gain valuable feedback on the final configuration of the project. OCTA will host a public hearing in mid-2013 and afterwards will release the final environmental impact report with a suggested alternative. HIGHLIGHTS / KEY ISSUES

•• During April, May, and June 2012, the outreach team met with several key stakeholders as part of the project’s ascertainment process. These meetings not only provided valuable feedback for the alternatives under consideration, but also developed an open dialogue with key stakeholders within the project limits

•• The outreach team prepared an ascertainment report with the findings of the community meetings and one-on-one briefings

•• Staff presented at one neighborhood community meeting in the City of Santa Ana to effectively gauge the community’s perception of the project, as well as receive valuable feedback from residents who utilize the I-5 daily PROPOSED SCHEDULE

38

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

I-5 Central County Improvement Project PUBLIC OUTREACH MEETINGS (Q4) Organization City of Tustin Ascertainment City of Santa Ana Environmental & Transportation Committee Santa Ana Chamber of Commerce Western Medical Center Santa Ana Unified School District Main Place Mall / Westfield Shopping Center Downtown Inc. Disneyland Resort Friends of Santa Ana Zoo County of Orange

OCTA staff meets with the Logan Street Neighborhood Association in the City of Santa Ana to discuss the I-5 Central County Project on May 23, 2012. Supports OCTA Strategic Plan mobility and public service goals.

LOOKING AHEAD

The I-5 Central County outreach team will continue to pursue regular dialogue with the key stakeholders established in the ascertainment process. In addition to maintaining a community presence, the team will continue to update the project’s Facebook page, as well as define a communications plan outlining community outreach efforts leading up to the project’s public hearing in mid-2013.

External Affairs Q4 Performance Measures April 2012 - June 2012

39


Capital Projects

I-5 South: Avenida Pico to San Juan Creek Road OVERVIEW

This 5.7-mile project extends from Avenida Pico in San Clemente to San Juan Creek Road in San Juan Capistrano. The three-year, $275 million project will add a carpool lane in both directions on the Interstate 5 (I-5) between Avenida Pico and San Juan Creek Road. The project will also widen the northbound Avenida Pico on-ramp to three lanes and add additional on-ramp lanes to Avenida Pico. A neighboring Caltrans soundwall project has raised issues with residents, indirectly affecting this project. This project would add one new soundwall, in the Avenida Vista Hermosa area, and relocate four existing soundwalls in the project area. Staff is preparing a comprehensive outreach program to mitigate soundwall concerns.

I-5 SOUTH: PICO TO SAN JUAN CREEK

Supports OCTA Strategic Plan mobility and public service goals.

HIGHLIGHTS / KEY ISSUES

•• The last three months of outreach for the I-5 South County Improvement Project (Avenida Pico to San Juan Creek Road segment) focused on establishing a foundation for future efforts to garner community and stakeholder support. •• During April, May, and June 2012, the outreach team met with several key stakeholders as part of the project’s ascertainment process. These meetings not only provided valuable feedback for the alternatives under consideration, but also developed an open dialogue with key stakeholders within the project limits.

40

•• In addition to the ascertainment meetings, the outreach team also participated in three community meetings. These meetings allowed the team to effectively gauge the community’s perception of the project as well as receive valuable feedback from residents who utilize I-5 daily. •• The outreach team produced a draft ascertainment report with the findings of the community meetings and one-on-one briefings

External Affairs Q4 Performance Measures April 2012 - June 2012


Capital Projects

I-5 South: Avenida Pico to San Juan Creek Road

Existing Avenida Pico Interchange

LOOKING AHEAD

This project is slated to begin construction in fall 2013. OCTA staff will make formal presentations to city councils, as well as set up several community open houses leading up to a groundbreaking event. Regular outreach updates to the OCTA Board are planned, with the next update in September 2012. As part of a comprehensive outreach program to mitigate soundwall concerns, staff will be conducting door-to-door visits and six neighborhood meetings starting in August 2012.

Proposed Avenida Pico interchange adds additional lanes on Avevida Pico, improved on- and off-ramps to improve traffic flow in the area.

PUBLIC OUTREACH MEETINGS (Q4) Organization City of San Juan Capistrano councilmembers and city staff Supervisor Pat Bates’ staff City of Dana Point city staff City of San Clemente councilmembers and city staff Assemblywoman Diane Harkey’s district staff Senator Mimi Walter’s staff Senator Mark Wyland’s staff Congressman Darrell Issa’s staff South Orange County Economic Coalition San Clemente Chamber San Juan Capistrano Chamber Dana Point Chamber Mission San Juan Capistrano

External Affairs Q4 Performance Measures April 2012 - June 2012

41


Capital Projects

I-5 South: SR-73 to El Toro Road OVERVIEW

I-5 SOUTH: SR-73 TO EL TORO ROAD

Currently, 342,000 motorists travel the I-5 between the El Toro Road and the SR-73 daily. The four-year, $560 million project will add one general purpose lane in each direction from the SR-73 to El Toro Road. Additionally, the project will add a second carpool lane from El Toro Road to Alicia Parkway in both directions and make interchange improvements at Avery Parkway and La Paz Road. The project is early in the environmental phase and staff are working to conduct ascertainments with key stakeholders to gather feedback and generate public awareness.

PUBLIC OUTREACH MEETINGS (Q4) Organization Supervisor Pat Bates’ staff Assemblywoman Diane Harkey’s staff

HIGHLIGHTS / KEY ISSUES

Assemblyman Don Wagner’s staff

•• Staff developed an outreach program, including collateral materials, that will keep the public informed about the project public hearing, scheduled for mid-2013

Senator Mimi Walter’s staff Congressman John Campbell’s staff Congressman Dana Rohrabacher’s staff City of Mission Viejo city staff and city councilmembers

•• Conducted 13 one-on-one project briefings with area elected officials and key stakeholders

City of Laguna Niguel city staff

•• I-5 South project online information has received 2,000 webhits per month

City of Lake Forest city staff

LOOKING AHEAD

City of Aliso Viejo city staff

City of Laguna Hills city staff South Orange County Economic Coalition staff

This project is not slated to begin construction until 2018; however, staff will continue to conduct ascertainments with key stakeholders in Q1 and Q2 of FY 2012-13. Staff will make formal presentations to city councils, as well as set up several community open houses prior to the public hearing slated for June 2013.

42

External Affairs Q4 Performance Measures April 2012 - June 2012


General Communications

Media Relations OVERVIEW

Proactive media relations allows OCTA to share information with the public using broadcast, online, and print media. Media relations allows OCTA to quickly and accurately respond to inquiries or public concerns before issues escalate. Earned media is considered highly credible and results in increased public awareness. This enhances OCTA transparency and highlights our costeffective ways to reach and inform the public. This quarter, OCTA’s media relations team focused on the public comment period of the I-405 Draft Environmental Document and the reopening of the 7th Street Bridge as part of the West County Connectors. HIGHLIGHTS / KEY ISSUES

•• 556 total stories 17 articles and 24 photos on the reopening of 7th Street Bridge as part of the West County Connectors project •• 107 stories generated from press releases

After a one-year closure, the reopening of the 7th Street bridge as part of the West County Connectors project was a major news story in Q4.

I-405 Public Comment Period

MEDIA COVERAGE FROM PRESS RELEASES (BY TOPIC) 25

20

15

10

5

0 405 Public Hearings / Comments

7th Street Reopening

External Affairs Q4 Performance Measures April 2012 - June 2012

40th Bus Anniversary

55 Hour Closure on 605/405

Street and Enviromental Road Funding Restoration Grants

CAC Protos Awards Recruitment

43


General Communications

Media Relations MEDIA COVERAGE OF PRESS RELEASES 80 70 60 50 40 30 20 10 0 Jul.

Aug.

Sept.

Oct.

Nov.

Dec.

Jan.

Media Relations - News Stories from Releases

Feb.

March

April

May

June

Media Relations - News Releases

KEY MEDIA ACTIVITIES IN Q4

I-405 Draft Environmental Document •• Responded to 15 media inquiries

7th Street Reopening •• 17 stories and 26 photos

•• Op-ed from Chair Glaab ran in four publications

•• Coverage in print, TV and radio

•• Ensured information regarding project was factually correct

LOOKING AHEAD

Key stories in the following quarter will include: •• Board action and public comments on selection of I-405 Improvement Project alternatives •• Southbound closure of the I-405 / I-605 ramp closure as part of the West County Connectors project

Supports OCTA Strategic Plan public service goals.

•• The return of the OC Fair Express

44

External Affairs Q4 Performance Measures April 2012 - June 2012


General Communications

Digital Communications OVERVIEW

The Digital Communications section develops and maintains digital outlets, such as the web, email, social media, and mobile. Digital Communications provides the public, customers, and various stakeholders with ongoing access to information about OCTA plans, programs, and services. A growing percentage of website hits to OCTA.net, OCTA’s most popular digital outlet, are coming from mobile devices. OCTA.NET PAGE VIEWS HIGHLIGHTS / KEY ISSUES

2.5 M

Web 2.0 M

There were more than 5 million page views to the website in Q4. An overall decrease in web hits to the site can be partly attributed to a change in the trip planner late in December 2011. A 9 percent increase in usage in June was a result of bus customers seeking information related to the bus service change. The OCTA.net website, OCTA’s primary digital outlet, will soon be revamped with a new design and improved functionality. The changes, which aim to enhance the user experience and increase usage, will be rolled out early in the next fiscal year. •• 5 percent increase in bus section page views compared to same quarter the previous year •• 32 percent more eBusbooks created compared to the same quarter the previous year

1.5 M

1.0 M

500 K

0 Q1

Q2

FY 2011-12

Q3

Q4

FY 2010-11

* In December 2011, the trip planner was upgraded to display transit information more efficiently. The process became more streamlined for the user, but resulted in a decline in overall page views for OCTA.net.

JUST CLICK UNIQUE USERS 30 K

25 K

20 K

61 percent of all website hits are to the bus section, including schedule information and the trip planner

15 K

10 K

5K

0 Q1

FY 2011-12

External Affairs Q4 Performance Measures April 2012 - June 2012

Q2

Q3

Q4

FY 2010-11

45


General Communications

MOBILE VISITS TO OCTA.NET

Mobile Information

60 K

OCTA customers are embracing mobile technology as a means of getting information like bus schedules. This is demonstrated through the increase in mobile visits to OCTA.net, the number of Text4Next users, and visits to OCTA’s mobile site. •• 134,600 visits to OCTA.net via a mobile device, with a 120 percent increase over Q4 previous year

50 K

40 K

30 K

20 K

10 K

0 Q1

Q2

FY 2011-12

YouTube

Q3

Q4

FY 2010-11

YOUTUBE VIDEO VIEWS 6K

OCTA videos were viewed 11,000 times on YouTube last quarter, proving to be a cost-effective addition to campaigns. Two Angels Express videos were viewed more than 1,700 times during Q4, partly due to embedding the videos on OCTA.net and featuring them in email blasts. Integrated promotion efforts, including video distribution through multiple channels has been shown to increase both audience size and awareness of campaigns. One of the key enhancements of the forthcoming OCTA.net website redesign is the prominent use of embedded videos to encourage this kind of viewership. •• 41 percent increase in video views •• 11,000 YouTube video views Supports OCTA Strategic Plan public service goals.

46

5K

4K

3K

2K

1K

0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

Street team videos recorded at OCTA events or projects are being used more frequently External Affairs Q4 Performance Measures April 2012 - June 2012


General Communications Email More than 337,000 emails were delivered in Q4, a 10 percent increase compared to the same period in the previous year. There was a notable increase in June, due to an increased number of email blasts sent, including Dump the Pump Week, OCTA’s 40th Anniversary, and the Youth Summer Bus Pass.

EMAILS DELIVERED 140 K 120 K 100 K 80 K 60 K

•• 10 percent increase in number of emails delivered •• 219 email unique blasts, with 337,000 emails distributed •• 28 percent average open rate (1 percent decrease compared to Q4 FY 2010-11)

40 K 20 K 0 Q1

Q2

FY 2011-12

Facebook

7K

•• Sponsored stories led to an increase in Facebook page activity and 430 new fans in Q4

3K

•• 463 posts about OCTA news and promotions in Q4, generating 303,238 unpaid Facebook impressions (the number of times content appeared on the wall and in the news feed of fans)

Q4

FY 2010-11

TOTAL FACEBOOK FANS

OCTA’s Facebook fanbase grew by nearly 1,000 fans last quarter. Facebook activities included live updates from OCTA events, downloadable photos of event attendees, prize raffles that rewarded participants for being Facebook fans, answering trivia questions, and more.

These paid ad posts, also known as promoted posts, directly link news and content to the friends of existing fans

Q3

6K 5K 4K

2K 1K 0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

OCTA’s Facebook community is 72 percent larger than Q4 the previous year. OCTA’s cost-effective Facebook presence is helping to increase awareness of programs and services and connecting OCTA with the public in real time. CONCLUSIONS

The continued increase in mobile access to OCTA.net and use of Text4Next has paved the way for the development of mobile web applications for bus and Metrolink information. In the coming fiscal year, OCTA will implement a way for customers to sign up for email blasts via text message. OCTA’s most popular digital tool, the website, will be totally redesigned early in the next fiscal year. The site will emphasize the most popular tools such as the trip planner and eBusbook, incorporate timely elements like news stories and Twitter, and improve navigation for an improved user experience.

External Affairs Q4 Performance Measures April 2012 - June 2012

47


General Communications

Small Business Outreach OVERVIEW

OCTA’s Small Business Outreach program is recommended by Federal Highway Administration and Federal Transit Administration. As a recipient of funds from local, state and federal agencies, OCTA is assisting minority and small business communities. Involvement with varying communities will provide increased awareness of and support for OCTA. Visibility will also assist OCTA in implementing future activities and projects by informing the business and civic community about OCTA projects, services and programs.

The 2011 Business Expo brought together OCTA, community and business groups with more than 350 attendees.

HIGHLIGHTS / KEY ISSUES

•• 46 business events attended, reaching more than 11,200 attendees •• 64 company representatives trained •• $21 million awarded to 635 small businesses •• 2011 Annual Small Business Conference 350+ participants Event paid for entirely through sponsorship 98% expected return rate •• 5 community leader meetings conducted New Vendor Orientation seminar for businesses interested in working with OCTA. Supports OCTA Strategic Plan public service goals.

48

External Affairs Q4 Performance Measures April 2012 - June 2012


General Communications

Small Business Outreach

ORANGE COUNTY

DIVERSE COUNTY

58%

of Orange County residents belong to a minority group

Business Expo breakout sessions provided panel discussions by experts, common issues, and audience Q&A sessions.

español

18% Asian

TIẾNG VIỆT

44%

34%

speak a language other than English at home

Hispanic or Latino

30.5%

were born outside of the country

Hispanics make up the largest minority market in the United States. The Total income, after taxes, is projected to climb to nearly $1.2 trillion by 2015.

SMALL BUSINESSES

28%

are owned by woman

19%

are owned by Asians

12%

LOOKING AHEAD

•• Refine community outreach program targeted to small and minority owned businesses. The outreach plan is currently in development, with presentation to OCTA Board in November 2012. •• Conduct annual small business conference on August 29, 2012. Note that the event is already sold out with more than 380 RSVPs. Event costs covered by sponsorships. •• Continue to participate in an average of 40 annual small minority owned business events •• Manage quarterly new vendor orientation session

are owned by Hispanics Source: 2010 U.S. Census Bureau

Infographic highlighting U.S. Census Bureau statistics about Orange County.

External Affairs Q4 Performance Measures April 2012 - June 2012

49


Strategic Communications

Public Committees OVERVIEW

OCTA’s five standing committees provide the opportunity to engage diverse constituencies in transportation planning and give the public a voice in identifying ideas and issues. During Q4, the committees and their subcommittees had a total of 10 meetings. HIGHLIGHTS / KEY ISSUES Measure M Taxpayers Oversight Committee (TOC) On April 10, the TOC reviewed the Measure M1 and Measure M2 Q2 Revenue and Expenditure Reports and an update on the Water Quality and the OC Bridges programs. The committee members also weighed in on M2020. On June 12, the TOC discussed the Comprehensive Transportation Funding Program (CTFP) Award, the Environmental Mitigation Program – Round 2 Restoration Funding and Project K. They also reviewed the Measure M1 and Measure M2 Q3 Revenue and Expenditure Reports. OCTA Citizens Advisory Committee (CAC) During this quarter, the CAC discussed the M2020 Plan and the results of the Metrolink Customer Satisfaction Study. In addition, the Chair of the Bicycle/ Pedestrian Subcommittee updated the committee on the pedestrian and bikeways efforts that are currently being developed.

50

Special Needs Advisory Committee (SNAC) At their quarterly meeting in February, the SNAC presented three ACCESS drivers with “Exceptional Service Awards” for providing excellent customer service. The committee also provided input on the Transit System Study and the results of the Bus and ACCESS Customer Satisfaction Survey. M2 Environmental Cleanup Allocation Committee (ECAC) Upon ECAC endorsement, the first Tier 2 Call for Projects was issued in May. The Tier 2 program is designed to fund regional, potentially multi-jurisdictional, capital-intensive projects. Examples include constructed wetlands, detention/infiltration basins, and bioswales, which mitigate pollutants such as litter and debris, heavy metals, organic chemicals, and sediment. A total of $13.3 million is available to the County of Orange and all County cities. Three informational workshops were conducted in June and for one‑on-one meetings were conducted

with individual cities regarding the application process. In June, the ECAC endorsed the ranking of 50 Tier 1 applications to be considered for approval by OCTA’s Executive Committee and Board in August. The ECAC recommended a total of approximately $2.8 million to be granted to 33 projects from 24 cities and the County. The Tier 1 Program funds equipment purchases and upgrades to devices that keep litter and debris from storm drains. PUBLIC COMMITTEES IN Q4 Public Committees Measure M Taxpayers Oversight Committee (TOC) Annual Eligibility Review (AER) Subcommittee

Meeting Dates • April 10 • June 12 • Apr. 10

Citizens Advisory Committee (CAC)

• April 17

Bike/Pedestrian (B/P) Subcommittee

• April 19

Special Needs Advisory Committee (SNAC)

• May 22

Measure M Environmental Oversight Committee (EOC)

• June 18

Measure M Environmental Clean-Up Allocation Committee (ECAC)

• April 12 • May 10 • June 28

External Affairs Q4 Performance Measures April 2012 - June 2012


Strategic Communications

Public Committees M2 Environmental Oversight Committee (EOC) In June, the EOC reviewed the approach and status of the Freeway Environmental Mitigation Program’s conservation plan, also known as the Natural Community Conservation Plan/Habitat Conservation Plan (NCCP/HCP). The conservation plan examines habitat resources within broad geographic areas and identifies conservation and mitigation measures to protect habitats and species. The public has been, and will continue to be, notified that the draft NCCP/HCP will be ready for public review by early 2013.

The NCCP/HCP will outline the mitigation commitment that will offset environmental impacts for the 13 M2 freeway projects. It will establish an implementing agreement that will include how the mitigation commitment will be met, long-term land management plan / responsibility,and monitoring and reporting requirements. The implementing agreement is essentially the permit that will enable OCTA to proceed with the construction of the M2 freeway improvement projects.

Staff presented program updates to the Orange County Business Council, Measure M2 Environmental Coalition, and the Professional Environmental Marketing Association in April and May.

Staff provides an update on OCTA’s planned Bus Marketing outreach and campaigns to the Special Needs in Transit Advisory Committee. Public committee feedback on OCTA’s programs and services has proven invaluable.

Supports OCTA Strategic Plan public service and stewardship goals.

External Affairs Q4 Performance Measures April 2012 - June 2012

51


Strategic Communications

Special Projects and Speakers Bureau OVERVIEW

The Strategic Communications section creates public awareness and positive perception of the agency through the Speakers Bureau program and partners with other transportation agencies and key stakeholders through special events and projects that align with OCTA’s efforts. The Speakers Bureau program provides free presentations to local groups in the county including civic, business and professional organizations. The goal of the program is to educate Orange County residents on transportation initiatives and project planning. HIGHLIGHTS / KEY ISSUES Speakers Bureau

•• 28 presentations given to organizations throughout California and Washington D.C. •• OCTA executives and staff spoke to: Southern California Association of Governments Commonwealth Club Los Angeles Economic Development Corporation Bi-partisan Policy Center Local ethnic and minority organizations •• Topics ranged from OCTA’s performance based Strategic Plan to active transportation planning efforts to how OCTA is managing in a tough economy.

52

Members of a French Business Delegation visit the Garden Grove bus base communications center to learn about how OCTA coordinates its bus service.

Special Event Highlights

•• In April, OCTA partnered with the California Transportation Commission (CTC), Orange County Business Council, WTS - Orange County Chapter, and Mobility 21 to host the CTC as part of the monthly CTC meetings that take place throughout the state. About 200 high-level transportation officials and consultants were in attendance. •• In May, OCTA hosted an M2020 workshop with the Measure M2 Environmental Coalition, which consists of an alliance of more than 40 environmental groups that supported the Renewed Measure M. M2020 outlines what OCTA plans to achieve with Measure M2 funds through 2020

including transportation projects and environmental mitigation programs. OCTA officials met with key environmental community stakeholders to discuss how the agency is accelerating the Measure M2 program. •• In June, OCTA collaborated with the French Transit and Mobility Trade Mission, which represents French transportationrelated companies with U.S. subsidiaries. OCTA hosted 16 French transportation business leaders an all day tour, sharing the agency’s practices and dayto-day operations. OCTA also partnered with the Orange County Business Council which hosted a networking reception for the delegation.

External Affairs Q4 Performance Measures April 2012 - June 2012


External Affairs Q4 Performance Measures April 2012 - June 2012

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External Affairs Q4 FY 2011-12 Performance Measures  

External Affairs Q4 FY 2011-12 Performance Measures is a quarterly metrics report that highlights key marketing and public outreach programs...

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