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Q3 ATTACHMENT A

External Affairs Q3 Metrics Report | 2011 - 2012

Performance Driven


Table of Contents

External Affairs Division Goals.. ............................. 1 Executive Summary................................................. 2 PROGRAM DETAILS BUS TRANSIT Jingle Pass................................................................. 7 New Year’s Eve Free Ride.. ....................................... 9 Pre-Paid Pass Sales .. .............................................. 10 Bus Public Information . . ........................................ 12 Bus Customer Satisfaction Survey...................... 14 METROLINK Angels Express . . ...................................................... 16 Festival of Whales.................................................. 18 Lunar New Year. . ..................................................... 20 Swallows Day Parade. . ........................................... 22 Ducks Express......................................................... 24 RIDESHARE/VANPOOL Rideshare Promotion. . ........................................... 26 Vanpool. . .................................................................. 28 CAPITAL PROJECTS West County Connectors...................................... 31 O.C. Bridges. . ........................................................... 33 SR-57........................................................................ 35 SR-91........................................................................ 37 O.C. Railroad Crossing Program . . ......................... 39 GENERAL COMMUNICATIONS Media Relations. . .................................................... 41 Digital Communications....................................... 43 STRATEGIC COMMUNICATIONS Attitudinal and Awareness Survey. . .................... 46 Public Committees. . ............................................... 49

062012-6


External Affairs Q3 Metrics Report

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 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 Directos (Board), Chief Executive Officer, and Strategic Plan initiatives

External Affairs Q3 Metrics Report January 2012 - March 2012

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External Affairs Q3 Metrics Report

Executive Summary Overview The Orange County Transportation Authority 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 against a set of performance metrics. This report provides an update on divisional activities and progress against metrics for the third quarter (Q3) of Fiscal Year (FY) 2011-12 Q3, the period January 1, 2012 through March 31, 2012. The online dashboard and the External Affairs Performance Metrics Report is available at: www.octa.net/eadashboard BUS TRANSIT AT A GLANCE HIGHLIGHTS

Jingle Pass The program increased bus ridership during the traditionally lower ridership winter season and survey results indicate it converted some cash paying customers to pass customers.

Bus Customer Satisfaction Survey The Bus Customers Satisfaction survey indicates that 80 percent of respondents are either very or somewhat satisfied with OCTA bus service. Respondents identified on-time performance, frequency / wait time, bus stop safety, cost and travel time as the service elements with lower satisfaction rates.

Customer Information Center Customer Information Center calls were maintained at 193,105 calls in Q3. With a firm-fixed price contract, the average calculated cost per call was $1.68 in Q3, a decrease of 28 percent from $2.36 per call in 2008.

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Pre-Paid Pass Sales Increased outreach to retail store partners increased Q3 pre-paid pass sales revenues by 5 percent compared to the same period the prior fiscal year. Vons, which began selling passes June 2011, has seen consistent growth in pass sales revenues with an increase of 56 percent from Q2 to Q3 in this fiscal year.

NEEDS IMPROVEMENT

New Year’s Eve Free Ride Ridership on the New Year’s Eve Free Ride dropped 30 percent compared to 2010 ridership. Review of historical ridership trends suggests the day of the week impacts ridership – 2012 (Sunday) program ridership is expected to be similarly low. Staff suggests partnering to promote program with minimal costs.

External Affairs Q3 Metrics Report January 2012 - March 2012


External Affairs Q3 Metrics Report

Executive Summary METROLINK MARKETING AT A GLANCE

•• Destination-driven promotional events near Metrolink stations increased weekend ridership. •• The Angels Express (April – October 2011) was the first time OCTA and Metrolink promoted train service to 47 weekday Angels games, resulting in over 20,000 boardings. HIGHLIGHTS

Angels Express Launch of special direct train service to Angels home baseball games increased ridership and attracted new Metrolink riders.

Swallows Day Parade Saturday Metrolink ridership more than doubled by partnering with event organizers of a popular community event in San Juan Capistrano.

Lunar New Year This returning weekend promotion generated strong ridership; the event survey findings indicate that 60 percent of respondents were new to Metrolink.

NEEDS IMPROVEMENT

Ducks Express Marketing Ducks Express service is challenging compared to the Angels Express. The Ducks Express has half as many games, a third of the venue audience capacity, and higher game ticket prices. While survey results suggest Ducks Express attracted new ridership, the return on investment for service marketing was too low.

Festival of Whales This program resulted in a marginal return on advertising investment; limited train trip schedule and poor bus connectivity limits prospective customer base.

RIDESHARE / VANPOOL / BICYCLE AT A GLANCE

•• Increased outreach efforts and partnerships with private vanpool providers enhanced participation resulted in program growth this reporting quarter. •• Participation in 2011’s Rideshare Week grew by 135 percent over the prior year with 16,900 rideshare trips pledged. 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.

External Affairs Q3 Metrics Report January 2012 - March 2012

Fourth District Supervisorial Bike Summit After a year-long collaborative planning and outreach effort with local jurisdictions in the Fourth Supervisorial District, 10 new bikeways were identified for implementation.

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External Affairs Q3 Metrics Report

Executive Summary CAPITAL PROJECT OUTREACH AT A GLANCE

•• Completed a comprehensive rail safety outreach program reaching hundreds of thousands of people •• Notified the public of major closures and detours due to the 7th Street Bridge demolition as part of the West County Connectors •• Prepared the public for a 12-week closure of the Lakeview off-ramp of State Route 91 (SR-91) 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.

West County Connectors OCTA communications and outreach staff conducted a major public awareness campaign to inform hundreds of thousands of commuters, residents, and businesses about nightly full freeway closures on the Interstate 405 (I-405) to build the new 7th Street bridge.

State Route 57 (SR-57) Widening Project Extensive public outreach program for a 12-week closure of Rolling Hills Drive next to SR-57 in Fullerton included public outreach and proactive problem‑solving to mitigate construction impacts.

State Route 91 (SR-91) Widening Project A major milestone included an information program for a series of closures so crews could successfully construct new toll collection devices above the westbound side of the 91 Express Lanes as part of the SR-91 Westbound and Eastbound Lane Addition project.

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

GENERAL COMMUNICATIONS AT A GLANCE

•• The 2011 Measure M Annual Report “eMpowered” was produced and printed in time to be distributed at the February 27 Measure M Board of Directors Workshop. HIGHLIGHTS

Attitudinal & Awareness Survey The Attitudinal & Awareness survey was completed and results presented to the Board in January. The survey indicated a high awareness of OCTA (83 percent), but noted that 45 percent of respondents had no opinion of OCTA – good or bad.

Measure M Taxpayers Oversight Committee The committee found OCTA was proceeding in accordance with both the Measure M and the Measure M2 plans during 2011 for the 21st year in a row.

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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 Q3 Metrics Report January 2012 - March 2012


Program Details

Program Details

External Affairs Q3 Metrics Report January 2012 - March 2012

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External Affairs Q3 Metrics Report January 2012 - March 2012


Bus Transit

Jingle

Ridership Promotion

PASS

2011

Jingle Pass

Valid Nov. 15 – Dec. 31, 2011

OVERVIEW

To encourage bus ridership, a special program was launched during the 2011 holiday season when bus ridership is traditionally lower while traffic is more intense due to holiday shopping. The promotion included a pass discounted from $55.00 per month to $39.99 for a six-week holiday period. It was branded as Jingle Pass and was valid from November 15 through December 31. The program was supported with various marketing efforts, including bilingual promotional materials, door-hangers, print and online ads, email / social media and outreach. RESULTS

•• Sold 3,878 Jingle Passes, exceeding the projected 3,000 target and generating $155,081 in revenue •• Jingle Passes used for 346,199 boardings during promotion •• Compared with 2010, ridership increased by 5.7 percent, or 337,907 boardings during the six-week Jingle Pass period

•• Converted cash paying customers to pass customers, 55 percent of the Jingle Pass customers previously paid in cash •• Received a number of customer compliments and requests for OCTA to continue with the Jingle Pass

“ “ Customers buy Jingle Passes at the OCTA Store

External Affairs Q3 Metrics Report January 2012 - March 2012

Ridership increased 5.7 percent over last year during the Jingle Pass period

55 percent of Jingle Pass customers used to pay cash

Everyone on the bus was talking about it. We all rushed out to get one thinking they would run out of stock. Thank you for such a great offer. Will purchase these in the future.

I could not afford the cost of bus fare during that time if I had to pay full price. Jingle Pass saved me. I got a minimum wage job and I used the bus pass to get to work until I could get a paycheck to afford better. Thanks so very much for offering it. If something like that was made available more often, I would definitely purchase it.

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Bus Transit

JingPass le Jingle PASS 2011

HOW DID YOU HEAR ABOUT THE JINGLE PASS? 50%

Valid Nov. 15 – Dec. 31, 2011

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

COST ANALYSIS Marketing Cost

TOTAL BUS RIDERSHIP

Total Passes Sold

$48,910

3,878 Marketing cost per pass sold $12.61

Gross Impressions

Jingle Pass Boardings

18,307,110 Cost per 1,000 Impressions (CPM) $2.67

346,199 Marketing cost per Jingle Pass Boarding $0.14

5.0 M 4.5 M 4.0 M 3.5 M 3.0 M 2.5 M 2.0 M 1.5 M 1.0 M 500 K 0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

CONCLUSIONS

Overall, Jingle Pass was a successful program, increasing ridership frequency and retention, increasing revenue during a lower ridership season and creating customer good will. Recommendations include continuing the program and promoting it with proven, cost-effective marketing tactics such as bus interior cards and print advertisements.

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External Affairs Q3 Metrics Report January 2012 - March 2012


Bus Transit Ridership Promotion

New Year’s Eve Free Ride OVERVIEW

For the tenth year in a row, OCTA provided free bus rides on New Year’s Eve to promote safe travel. The hours were from 6:00 p.m., December 31 through 2:30 a.m., January 1, 2012. OCTA communicated with current customers via on-board information, website / social media postings, and relied on a press release for public communication. RESULTS

•• There were 6,477 boardings during the New Year’s Eve free ride time period. This was a decrease of 31 percent compared to 2010.

•• The program generated coverage by 18 local newspapers.

•• Boardings during the 2011 New Year’s Eve free ride period increased 44 percent compared to average Saturday ridership.

•• Based on historical data (see chart below), ridership is stronger when New Year’s Eve falls on weekdays rather than weekends.

•• The total program cost was $1,500 for production – no paid advertising was purchased.

NEW YEAR’S EVE BOARDINGS (WEEKDAYS VS. WEEKENDS) 16,000 14,000 12,000 10,000 8,000 6,000 4,000

CONCLUSIONS

Recomendations include exploring partnership opportunities with safety organizations to further promote New Year’s Eve free rides.

2,000 0

External Affairs Q3 Metrics Report January 2012 - March 2012

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Bus Transit

Pre-Paid Pass Sales OVERVIEW

To increase ridership / pass sales and reduce dwell time when customers board the bus, OCTA has been continuously expanding retail pass outlets and promoting pre-paid passes. In summer 2011, OCTA recruited all Vons / Pavilions stores to sell bus passes and launched a marketing campaign to create awareness of the new outlets and increase sales. RESULTS

•• Pre-paid pass sales increased 11 percent in Q3 as compared with Q2.

•• Vons began selling prepaid fare media in June 2011, including ACCESS coupons.

•• Pre-paid pass sales increased by 5 percent in Q3 compared with same period last year.

•• Sales from Vons increased 56 percent, or $79,166 in Q3 compared to Q2.

•• Pass sales at major retail stores (Ralphs, Northgate, Pavilions and Vons) increased 35 percent in Q3 compared to Q2.

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External Affairs Q3 Metrics Report January 2012 - March 2012


Bus Transit

Pre-Paid Pass Sales TOTAL PREPAID FARE MEDIA REVENUE

PREPAID FARE REVENUES VERSUS ONBOARD CASH FARES (FY 2011-12)

$1.8 M

$7.6 M

$8.0 M

$6.9 M

$6.8 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

$1.0 M

$4.0 M $800 K

$3.0 M $600 K

$2.0 M $400 K

$1.0 M $200 K

$0 Q1

Q2

Q3

Q4

$0 Q1

FY 2011-12 Prepaid

FY 2011-12 Cash

FY 2011-12

Q2

Q3

Q4

FY 2010-11

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

Q1

+35%

$800 K

Q2 $700 K

Q3 $600 K

+27%

$500 K $400 K $300 K

Expanded outreach to vendors and partnerships resulted in stronger store sales in Q3

+56%

$200 K $100 K $0 Ralphs

Northgate

Vons / Pavilions

CONCLUSIONS

Recommendations include: •• Expanding customer communications and cooperative marketing with retail stores to increase sales. •• Conducting outreach to recruit new retail stores, i.e. Wal-Mart, Stater Bros, Albertsons.

External Affairs Q3 Metrics Report January 2012 - March 2012

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Bus Transit

BUS BOOK 1 O C T O B E R 9, 2 011

$

EFFECTIVE THROUGH FEBRUARY 11, 2012 • EFFECTIVO HASTA EL 11 DE FEBRERO 2012

Bus Public Information

CHANGE HIGHLIGHTS / CAMBIOS PRINCIPALES Schedule Adjustments / Ajustes de Horario 1, 21, 24, 25, 29, 47, 51, 57, 60, 70, 72, 79, 82, 87, 90, 145, 177, 187, 462, 472, 473, 463

Route Elimination/Eliminación de Ruta 482 (service replaced with iShuttle routes C & D)/ 482 (servicio reemplazado por rutas C y D de iShuttle)

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

•• Downloads of OCTA’s free eBusBook increased by 24.8 percent in Q3 compared to the same period last year. •• Bus book sales remain consistent, averaging $11,500 per month with revenues of more than $33,000 in Q3. •• 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.

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

Plan your next trip with OCTA’s online trip planner

www.octa.net

Plan regional trips or get schedule info call 511

@octabusupdates

•• Text4Next continues to be popular among customers as 837,948 text messages were sent in Q3 – a 21 percent increase over the same period last year. •• Customer Information Center calls were maintained at 193,105 calls in Q3. With a firm-fixed price contract, the average calculated cost per call was $1.68 in Q3, a decrease of 28 percent from $2.36 per call in 2008.

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

12

Sept.

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

External Affairs Q3 Metrics Report January 2012 - March 2012


Bus Transit

Bus Public Information CUSTOMER INFORMATION CENTER 300 K

$3.00

Cost per call

250 K

Calls Handled

150 K

100 K

$1.68

$1.58

$1.56

$1.59

$1.64

$1.82

$2.01

$1.00

$1.60

$1.50

$1.62

200 K

$2.01

$2.00

$2.01

Average Calculated Cost per Call

$2.50

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.

50 K

$0.50

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

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

TEXT4NEXT TEXT MESSAGES SENT

eBUSBOOK DOWNLOADS 14 K

350 K

12 K

300 K

10 K

250 K

8K

200 K

6K

150 K

4K

100 K

2K

50 K 0

0 Jul.

Aug.

Sept.

Oct.

FY 2011-12

Nov.

Dec.

Jan.

Feb.

March

April

May

FY 2010-11

June

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).

External Affairs Q3 Metrics Report January 2012 - March 2012

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Bus Transit

Bus Customer Satisfaction Survey OVERVIEW

In order to support the public service goal included in the OCTA Strategic Plan, a bus customer survey was recently conducted to assess satisfaction and areas for improvement. Utilizing survey results will enhance customer satisfaction by understanding, connecting with, and serving our diverse communities and partners. 2011 BUS CUSTOMER OPINION

Somewhat satisfied 40%

Very satisfied 40%

Very dissatisfied 4% Somewhat dissatisfied 8%

Customer satisfaction is solid, with 80 percent of respondents reporting that they are either very or somewhat satisfied with OCTA bus service

Neutral 8%

HIGHLIGHTS / KEY ISSUES

Bus customers were asked to rank how satisfied they were with a list of service features. The features that customers were most satisfied with included:

In prioritizing areas for improvement in fixed-route bus service, the features that customers were less satisfied with were:

•• proximity of bus stop to home

•• on-time performance

•• information in the Bus Book

•• safety at bus stops

•• proximity of the bus stop to destination

•• cost of riding

•• safety on the bus

•• travel time

•• cleanliness of the bus

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•• frequency of service/wait time

External Affairs Q3 Metrics Report January 2012 - March 2012


Bus Transit

Bus Customer Satisfaction Survey CONCLUSIONS

RECOMMENDATIONS

Service Survey results reveal that customers were less satisfied with on-time performance, frequency / wait time, safety at bus stops, cost of riding, and travel time while ranking these features high in importance. To help enhance future customer satisfaction, these are the areas on which to focus.

Important service features with least satisfaction

Recommendations

On-Time Performance

• Assess and fine tune individual route schedules • Identify solutions and any associated costs

Frequency / Wait Time

• Identify solutions and any associated costs • Assess trade-offs and funding levels/sources

Cost of Riding

• Develop and promote new pass programs to incentivize discounted off-board fare payment and encourage more frequent usage

Safety at Bus Stops

• Further assess concerns and identify solutions via customer roundtable discussion • Develop Measure M Safe Stops Program

Travel Time

• Assess routing and connecting schedules between transfers to identify any gaps and solutions • Test State Route 22 Bus Rapid Transit and other “Rapids” per the Transit System Study

Marketing Given the diverse customer base reflected by the age distribution, ethnic composition, and variety of trip purposes, marketing and communication programs should be focused to reach targeted market segments with customized programs. Bus Passes •• Explore additional pre-paid fare media and rewards programs Lower quantities of passes for individual trips Seasonal use passes Passes for specific markets, i.e., college, employers Pass discounts linked to repeat purchases •• Improve awareness of existing pass distribution channels •• Expand retail distribution i.e., Wal-Mart, Target, other grocery outlets

External Affairs Q3 Metrics Report January 2012 - March 2012

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Metrolink Ridership Promotion

Angels Express OVERVIEW

In 2011, OCTA and Metrolink operated and marketed direct train service to the Angels games for the first time. Two round trips brought people from the south / north and to / from the Anaheim station for the 47 weekday home games. To build awareness for this new service and encourage ridership, a new service launch marketing program was implemented. Tactics included branding the service as the Angels Express, partnering with the Angels, and advertising on radio and websites. RESULTS

•• During the Angels Express promotion, ridership on the OC Line increased by 12 percent compared to the same period in 2010 •• 17,344 Angels Express tickets sold generating approximately $120,000 in revenue •• Program generated more than 120 million advertising impressions

Successfully attracted new riders as 54 percent of Angels Express survey respondents had never used Metrolink weekday service

•• A survey of Angels Express riders (223 respondents) reported that 92 percent rated the service as good to excellent and 98 percent said they would continue to ride the Angels Express •• 62 percent of those surveyed had never used Metrolink weekend service

ANGELS EXPRESS DAILY GAMEDAY RIDERSHIP 900 800

20,613 total boardings with ridership increasing over the season

700 600 500 Ridership Trend

400 300 200 100

9/26/2011

9/9/2011

9/6/2011

8/24/2011

8/19/2011

8/17/2011

8/15/2011

8/4/2011

8/2/2011

7/19/2011

7/7/2011

7/1/2011

6/27/2011

6/8/2011

6/6/2011

5/25/2011

5/23/2011

5/9/2011

5/11/2011

4/26/2011

4/22/2011

4/12/2011

4/8/2011

0

F M T Th F M T F M T W F M T W F M T W F M T F T Th F T W T WTh F M T WTh F T W F T W F F M T

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External Affairs Q3 Metrics Report January 2012 - March 2012


Metrolink

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

Angels Express season 350 K 300 K 250 K 200 K 150 K 100 K Jan.

Feb.

2011

March

April

May

June

Jul.

Aug.

Sept.

Oct.

Nov.

Dec.

2010

COST ANALYSIS Marketing Cost

Total Passes Sold

$175,315

17,344 Marketing cost per pass sold

Gross Impressions

Angels Express Boardings

120,556,596 Cost per 1,000 Impressions (CPM)

$10.11

20,613 Marketing cost per Angels Express Boarding

$1.45

$8.51

CONCLUSIONS

Overall, the Angels Express was a successful program launch that introduced new customers to Metrolink service for the first time.

rd the

all aboa

a n g e lss expres only 7

o rolink t r t e M e id o R tadium f Angel S roundtrip

Recommendations are to: •• Continue Angels Express marketing efforts in future seasons with consistent branding identity. •• Increase outreach / promotional events at local communities to create awareness and usage of the service.

www.octa.net/AngelsExpress

External Affairs Q3 Metrics Report January 2012 - March 2012

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Metrolink

Ridership Promotion

Festival of Whales OVERVIEW

CLICK FOR MORE INFO

To boost springtime weekend ridership on the Metrolink Inland Empire - Orange County (IEOC) line, OCTA promoted weekend travel to the Dana Point Festival of Whales during two weekends – March 3-4 and March 10-11. One tactic was to host a kickoff event at the Orange Station with free round trip Metrolink tickets available for the first 100 people attending. OCTA also partnered with event organizers and local businesses to offer significant discounts for Metrolink customers on whale watching excursions and hotel rooms. RESULTS

•• Ridership on the IEOC Line during those two weekends increased by 42 percent, or an additional 409 boardings when compared with ridership from weekends prior to and after the promotion. •• Ridership on the day of the kick-off event doubled the average IEOC Saturday ridership. •• New in 2012, the Festival of the Whales promotion included a special event – contributing to a ridership increase of 50 percent compared to the 2011 promotion (1,388 vs. 927).

A survey of 92 riders at the event revealed: ●●55 percent had not used Metrolink service on weekdays ●●48 percent had not used Metrolink service on weekends ●●93 percent said they would ride the train in the future

A BOATLOAD OF SAVINGS Save 50% off Dana Wharf and Ocean Institute whale watching excursions when you present your 91 Express Lanes transponder. For more infomation visit octa.net/whales

Click here to find other year round deals and discounts just by showing your 91 Express Lanes transponder.

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External Affairs Q3 Metrics Report January 2012 - March 2012


Metrolink

Festival of Whales METROLINK WEEKEND BOARDINGS (for IEOC Line) 500 450 400 350 300 250 200 150 100 50 0 2/18/2012 2/19/2012 2/25/2012 2/26/2012 Sat

Sun

Sat

Sun

3/3/2012

3/4/2012

Sat

Sun

3/10/2012 3/11/2012 3/17/2012 3/18/2012 Sat

Sun

Sat

Sun

COST ANALYSIS Marketing Cost $11,995

Gross Impressions

Total Additional Boardings

16,569,060 Cost per 1,000 impressions (CPM)

409 Cost per New Boarding

$0.72

$29.33

CONCLUSIONS

Although the Festival of Whale event and the discounts offered by our partners were appealing, the return on investment from the promotion was marginal. Several factors may have impacted the number of new riders, including limited service (one round trip only on the IEOC line, no feasible service on the Orange County line) and connectivity. Customers who rode the train had to make one transfer to bus to get to the event. Evaluation of the promotion investment based on the availability of service level should be conducted prior to implementing the program next year.

External Affairs Q3 Metrics Report January 2012 - March 2012

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Metrolink

Ridership Promotion

Lunar New Year OVERVIEW

The annual Golden Dragon Parade in Los Angeles’ Chinatown is one of the largest and best attended Lunar New Year celebrations. To encourage Orange County’s Asian residents and general public to take the train to the parade, OCTA held a special Lunar New Year event on January 28, 2012 at the Irvine Metrolink Station with entertainment, free sponsored food, and free round trip Metrolink tickets to Los Angeles for the first 100 people attending the event. RESULTS

•• Lunar New Year event resulted in 2,120 boardings on the Metrolink Orange County (OC) line, representing an increase of 1,424 boardings, or 205 percent increase, from the average Saturday ridership of 695 boardings. •• A survey of 135 riders at the event revealed: 60% had not used the train on weekends

Ridership increased 205 percent compared to neighboring Saturdays

77% had not used the train on weekdays 91% would consider riding Metrolink in the future

Ride Metrolink Free* To LA for the 113th Golden Dragon Parade Saturday, January 28, 2012, 8:00 a.m.

*Tickets are limited.

Find Out More

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External Affairs Q3 Metrics Report January 2012 - March 2012


Metrolink

Lunar New Year METROLINK SATURDAY BOARDINGS (OC LINE) 3,000

2,500

Lunar New Year 2,000

1,500

1,000

500

0 1/14/2012

1/21/2012

1/28/2012

2/4/2012

2/11/2012

COST ANALYSIS Marketing Cost

Gross Impressions

$9,728

Total Additional Boardings

13,262,127 Cost per 1,000 Impressions (CPM)

1,424 Average cost per New Boarding

$0.73

$6.83

CONCLUSIONS

Staff recommends continuing the successful Lunar New Year event to increase ridership, encourage trial usage, and introduce new customers to Metrolink.

External Affairs Q3 Metrics Report January 2012 - March 2012

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Metrolink

Ridership Promotion

Swallows Day Parade OVERVIEW

The Swallows Day Parade in San Juan Capistrano is a well-attended annual event in March. Leveraging this popular event to increase Metrolink ridership, OCTA developed a marketing program to encourage people to take Metrolink to San Juan Capistrano for the parade. OCTA held a kickoff event at the Orange Station on March 24, the day of the parade.

RESULTS

•• Ridership doubled on Saturday, March 24 with 2,012 boardings (Orange County and Inland Empire-Orange County lines) compared to 1,003 the previous year when a special promotion was not conducted •• Ridership increased by 257 percent – an additional 824 boardings with the special event promotion – compared with the average Saturday boardings for March 2012

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Ridership doubled on the date of the kickoff event

External Affairs Q3 Metrics Report January 2012 - March 2012


Metrolink

Swallows Day Parade METROLINK SATURDAY BOARDINGS (IEOC LINE)

RESULTS A survey of 96 riders at the event revealed:

1,400

Swallows Day Parade

1,200

• 42% never used the train on weekends • 60% never used the train on weekdays • 98% said they would ride the train in the future

1,000 800 600

A post-promotion survey of 45 riders revealed: • 7% of new riders have used Metrolink during weekdays, 13% have used Metrolink during weekends

400 200 0 3/10/2012

3/17/2012

3/24/2012

3/31/2012

COST ANALYSIS Marketing Cost $7,830

4/7/2012

• After the Swallows Day event, 18% of existing riders are riding Metrolink more often during weekdays; 32% are riding Metrolink more often during weekends CONCLUSIONS

Gross Impressions

Total Boarding Increase from Prior Year

4,042,235 Cost per 1,000 Impressions (CPM)

865 Average cost per New Boarding

$1.94

External Affairs Q3 Metrics Report January 2012 - March 2012

$9.05

Continue the successful Swallows Day Parade promotion next year and support it with targeted, costeffective advertising to introduce new customers to Metrolink weekend service.

23


Metrolink

Ridership Promotion

Ducks Express OVERVIEW

Due to the success of the Angels Express, OCTA and Metrolink implemented a program to promote taking trains to another sports venue – Anaheim Ducks ice hockey weekday home games starting at 7:05 p.m. at the Honda Center. OCTA implemented a comprehensive marketing program, similar to the one for the Angels Express, that included a partnership with the Ducks, radio broadcast, print, and online ads. RESULTS

•• 1,928 riders to and from weekday home games (this total does not include ridership numbers for seven of the 25 games) •• 2,129 OCTA bus shuttle boardings (some Metrolink riders chose to walk instead of taking the bus shuttle) •• 1,908 Ducks Express tickets sold: 953 at ticket vending machines 580 via OCTA 375 track pack packages sold through Ticketmaster •• Ducks Express media coverage (6 news stories in October 2011) may have increased awareness of Metrolink service

24

A survey conducted among 81 riders revealed the following: ●●70 percent of riders were from South County ●●Laguna Niguel / Mission Viejo had the most riders at 25 percent ●●99 percent rate service as excellent ●●98 percent would take Metrolink to future Ducks games ●●40 percent were new to Metrolink

External Affairs Q3 Metrics Report January 2012 - March 2012


Metrolink

Ducks Express HOW DID YOU HEAR ABOUT THE DUCKS EXPRESS? 35%

30%

29%

Survey responses rated in-game (29%), social media (22%) and the OCTA website (18%) as the most effective program advertising

25%

22% 20%

18%

17%

15%

12%

12% 9%

10%

6% 5%

5% 2%

0% In-game Social Media

OCTA website

Word of Mouth

Metrolink Newspaper website

Radio

Email

Other

TV

Onboard and online survey with 81 respondents. Due to multiple responses, percentages total greater than 100 percent.

COST ANALYSIS Marketing Cost*

Total Impressions $162,407

Total Ducks Express Tickets Sold

102,659,509 Cost per 1,000 Impressions (CPM)

1,908 Cost per ticket sold**

$1.59

$85.33

* Total marketing cost includes $98,900 in radio advertising. ** Cost per ticket sold was used rather than cost per boarding due to incomplete boarding data.

CONCLUSIONS

Althought survey results indicate the Ducks Express created new ridership, the return on investment was not satisfactory. Compared to the Angels Express service, the Ducks Express appears to have a smaller potential audience – the sports venue has a smaller audience, fewer games and higher game ticket costs. Given this was the first time OCTA has implemented such a program, it is recommended OCTA continue the promotion for the 2012 season with a lower marketing investment of $30,000. These savings can be achieved by reducing radio advertising, which accounted for more than 60 percent of the marketing budget, but rated low in customer awareness. Instead, the program would focus on cost-effective marketing using web, social media, and in-game venues which survey results indicated as most effective.

External Affairs Q3 Metrics Report January 2012 - March 2012

ride the

Expr$ ess

link to ride metro ter for honda cen

8 $4 FOR YOUTHride6-1 FREE

7

onlyrip roundt

r ages 5 and unde

Skate past traffic. Beginning October 14th, Metrolink will run the Ducks Express all season to weekday home games starting at 7:05 p.m. and 7:35 p.m. Ride Metrolink to the Anaheim Station and hop on a *FREE shuttle to and from Honda Center. * Must show Metrolink ticket to board shuttle.

octa.net /DucksE xpress

25


Rideshare/Vanpool

Orange County Transportation Authority

YOUR

Rideshare Promotion

WHEELS

2011 Transit Adventure & Rideshare Week Wrap-up

OVERVIEW

OCTA’s Rideshare program targets both employers and employees to encourage use of alternative transportation modes rather than driving alone. October is California Rideshare Week. OCTA leveraged this statewide initiative to encourage ridesharing throughout Orange County. The 2011 rideshare promotion included a two-tiered approach, targeting employers / employees and general commuters. Incentives and prizes paid using sponsorships funds played a big role in both programs. Cost-effective digital communications (emails and social media) and employer outreach was used to support the program.

RESULTS

•• In 2011, there participation increased by 135 percent compared to 2010, with 16,900 trips pledged •• More than 650,000 driving miles were instead taken on a bus, train or bike, in a carpool or vanpool, or by foot as reported on the online pledge form

16,900 rideshare trips pledged You’re YOUR

•• In 2011, each Rideshare Week participant ditched their solo commute an average of 2.9 days

WHEELS

2011 Rideshare Wrap-Up Join the Transit Adventure!

•• More than 44 percent, or 7,444 participants indicated that this was their first time pledging to rideshare

tuesday, December 6, 2011 8:30 to 11:30 a.m.

•• $5,000 in sponsorship dollars and / or in kind donations were received and used to provide prizes for the promotion and pay for a breakfast wrap-up •• More than 60 major OC employers (250+ employees) representing more than 50,000 employees participated in the Rideshare promotion through a kick-off workshop, Transit Adventure (field trips on bus and Metrolink) and a wrap-up recognition event •• Rideshare Week media coverage included 6 news stories from the Orange County Register and local newspapers.

inviteD…

Experience the ease & conveniece of Metrolink.

Be the first to hop on a station van.

Ride America’s #1 transit system. YOUR

WHEELS

Come celebrate a great year with us! The Transit Adventure starts at the Anaheim Metrolink Station at 8:30 a.m. • Meet us at the Anaheim Metrolink station and take the train to Irvine. • Hop on a station vanpool to the Irvine Spectrum. • Take a special OCTA bus shuttle back to the Anaheim Metrolink Station.

Awards Program and Breakfast Dave & Buster’s 71 Fortune Drive, Irvine, CA 92618 It’s time to celebrate the rideshare accomplishments of 2011. Invite your manager and see how together we helped people rideshare 16,919 days and reduced more than 652,389 commuter miles during Rideshare Week. Special awards will be presented to the top 3 employers for their participation. • Enjoy a sponsored breakfast and awards program at Dave & Buster’s. • Get 10 Complimentary OCLink Passes to share with your company. • Receive an OCTA goodie bag and be entered into a prize drawing. Click here to RSVP and reserve your free seat.

Questions? Contact Judy Leon at (714) 560-5358 or jleon@octa.net.

Thanks to our sponsors

26

External Affairs Q3 Metrics Report January 2012 - March 2012


Rideshare/Vanpool

Rideshare Promotion COST ANALYSIS

RIDESHARE WEEK TRIPS 18,000

Total Program Cost

16,000

$14,995

14,000

Cost per participant

12,000 10,000

$3.52

8,000 6,000 4,000 2,000 0 2007

2008

2009

2010

2011

Rideshare Week Campaign Results by Year Rideshare Trips

Orange County Transportation Authority

YOUR

2007

2008

2009

2010

2011

8,290

13,138

9,944

7,202

16,919

Mode Use (based on online reports) Bus

13%

13%

12%

8%

15%

Metrolink

19%

19%

20%

15%

11%

Vanpool/Carpool

55%

57%

54%

62%

46%

Bicycle

5%

7%

8%

9%

13%

Telecommute/Walk

8%

4%

6%

5%

15%

WHEELS

2011 Transit Adventure & Rideshare Week Wrap-up

CONCLUSIONS

The 2011 Rideshare Week promotion was a success. The targeted marketing programs were effective in attracting and engaging commuters. The promotion should be continued in future years to encourage people to consider options to solo-driving.

External Affairs Q3 Metrics Report January 2012 - March 2012

27


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. Approved station van projects will be eligible for funding beginning July 2012. Staff has begun redesigning the program branding in preparation for increased marketing efforts. OCTA will be increasing cooperation with vanpool providers to support outreach and sales efforts to continue to maximize growth in the program and reduce single occupancy vehicle travel. RESULTS

The vanpool program’s Q3 results showed an increase when compared to the prior quarter (Q2) as shown below: FY 2011-12

Q2

Vans

Passenger Trips

% Change

379

400

40,822

43,299

1,690,096

1,810,428

252,646

272,558

Revenue Vehicle Hours Revenue Miles

Q3

6% 6% 7% 8%

Suddenly, handsfree has a whole new meaning.

Strong growth was achieved by the vanpool program in Q3 of 2012 when compared with the same quarter last year, as shown below:

Vans Revenue Vehicle Hours Revenue Miles Passenger Trips

28

FY 2010-11

FY 2011-12

Q3

Q3

% Change

324

400

35,885

43,299

1,442,023

1,810,428

234,234

272,558

23% 21% 26% 16%

VANPOOL

Qualified vanpools receive $400.00 monthly subsidy.

Start saving today. www.octa.net/vanpool

External Affairs Q3 Metrics Report January 2012 - March 2012


Rideshare/Vanpool

Vanpool NUMBER OF VANPOOLS 450

Vanpool growth is exceeding long‑term targets for program growth of 15 percent in FY 2011-12. Some of this growth appears to be driven by the creation of smaller vanpools and the availability of smaller vehicle sizes (minivans, crossovers). Rider interest in these easier-to-drive vehicles will become a core element in planned outreach.

400 350 300 250 200 150 100 50 0 Jul.

Aug.

Sept.

Oct.

FY 2011-12

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

VANPOOL PASSENGER TRIPS 120 K

VANPOOL DESTINATIONS IN ORANGE COUNTY Vanpool Destinations 100 K LA HABRA

BREA

!! !

!

80 K FULLERTON

BUENA PARK

LA PALMA

!! !

( o & %

! !!!

! SEAL BEACH !

WESTMINSTER

!

!

(! l & %

ORANGE

!!

!

0 Q2

FY 2011-12

Q3

Q4

!

!!!

!

HUNTINGTON BEACH

! !!

!! !

$ ^ " !

! ! ! ! ! ! ! ! ! ! !! ! ! !

!

ß A

IRVINE

( l & %

COSTA MESA

! !

!! LAKE FOREST

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!!

RANCHO SANTA ! MARGARITA

VANPOOLING

at

!

Ê A TUSTIN

! ! !

TAKE A LOOK

!

!

! VALLEY FOUNTAIN

FY 2010-11

k ?

!

SANTA ANA

Q1

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VILLA PARK

GARDEN GROVE

ê ?

ANAHEIM

!

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20 K

!!

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STANTON

LOS ALAMITOS !

!

! !

$ ^ " !

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PLACENTIA

» A

CYPRESS

40 K

YORBA LINDA

l ?

!

60 K

!

!

NEWPORT BEACH

¥ A

LAGUNA WOODS

MISSION VIEJO

LAGUNA HILLS

!! ! ALISO VIEJO

NOW

! LAGUNA BEACH LAGUNA NIGUEL

SAN JUAN CAPISTRANO

$ ^ " !

DANA POINT

Most new vanpools use minivans or crossovers. Think captain’s chairs, not bench seats. Think comfortable, not cramped. And think of the benefits you’ll enjoy while vanpooling: Save money Save wear & tear on your car Save time in the HOV lane

Reduce stress and relax Reduce emissions and congestion

! June 7, 2012

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

[BOX FOR DATE, TIME, LOCATION]

External Affairs Q3 Metrics Report January 2012 - March 2012

29

W:\Requests\EA\Marketing\Vanpool

SAN CLEMENTE


Rideshare/Vanpool

Vanpool VANPOOL REVENUE VEHICLE HOURS 18 K 16 K 14 K 12 K 10 K 8K 6K 4K 2K 0 Jul.

Aug.

Sept.

FY 2011-12

Oct.

Nov.

Dec.

Jan.

Feb.

March

April

May

June

FY 2010-11

CONCLUSIONS

Based on feedback from Employee Transportation Coordinators (ETC), staff is developing marketing kits and outreach materials for large businesses. These prepared materials will make it easier for businesses to participate in the vanpool program. Recommendations: •• Improve web reporting application to improve ease of use and improve user accuracy. •• Develop mobile applications for efficient reporting and service access. •• Build loyalty campaign to reward longstanding riders and encourage word-of-mouth from our existing vanpool users. •• Develop outreach and marketing materials and sales kits that support ETCs in creating vanpools within large employers.

30

External Affairs Q3 Metrics Report January 2012 - March 2012


Authority and the California Department of Transportation to link high occupancy vehicle (HOV) lanes/carpool lanes on the San Diego Freeway (I-405) with those on the Garden 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

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

11F_053_1

Capital Projects

West County Connectors

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

OVERVIEW

The project will:

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

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 walls at various locations

Directly connect the westbound SR-22 HOV lane at Valley View Street to the HOV lane on northbound I-405 and the reverse movement

LONG BEACH

405

I-405/I-605 SEGMENT

S. Gabriel River

ROSSMOOR

SEAL BEACH

605

Coy

ote

Cons

SR-22/ I-405/I-

Cre

ek

405

Seal Beach Blvd.

Proje

$277 m • $8 Mi pro Am Ac • $1 Im Pr • $5

LOS ALAMITOS US Naval Weapons Station

SR-22/I-405 SEGMENT

405

Bo

lsa

Ch

ica

Rd

.

WESTMINSTER 405

G. Grove Blvd.

Several weeks of full freeway closures on the I-405 freeway were necessary to complete installation of temporary bridge supports for the • Reconstruct the southbound I-405 to new 7th Street connector. In addition, the Bolsa Chica off-ramp from the eastbound SR-22 connector southbound I-405 freeway was permanently relocated to make room • Reconstruct the Valley View Street bridge for the new SR-22 / I-405 carpool connector. crossing over the SR-22

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

Katella Ave.

Two ad demoli Beach These half at will be public and oth multipl recons activitie on two same t informa website

Willow St.

OCTA and the California Department of Transportation (Caltrans) • Add landscaping and enhance aesthetic initiated the West County Connectors Project to link elements high occupancy vehicle lanes / carpool lanes on the Interstate 405 (I-405) with those SR-22/I-405 HOV on the State Route 22 (SR-22) and InterstateConnector 605 (I-605) to create Segment The SR-22/I-405 HOV Connector a seamless high-occupancy vehicle connection among the threeProject is the eastern segment of the project and will: freeways.

SR-22 closed months layout, to cons freewa be repl be reco

The I-405/I-605 HOV Connector Project is the western segment of the project and will:

Va ll

ey

Vie

w

St

GARDEN GROVE

.

N

For mo contac at (714 cbyrne

www.octa.net/westcounty

HIGHLIGHTS / KEY ISSUES

•• Informed commuters and residents about nightly I-405 full freeway closures to install 7th Street falsework •• Shared information with commuters about permanent relocation of Bolsa Chica Off-Ramp from southbound I-405 / eastbound SR-22 connector to the I-405 mainline

Hosted project tours for the WCC Stakeholder Working Group, Assemblyman Allan Mansoor and Staff from Assemblywoman Bonnie Lowenthal’s office

Orange County Transportation Authority 550 S. Main Street, P.O. Box 14184, Orange, CA 92863-1584 • (7

•• Printed and distributed 7,500 copies of the 2011 coupon book for local businesses at $1.37 per book •• Launched 2012 Online Coupon Book on website •• Added 190 contacts to the stakeholder database

External Affairs Q3 Metrics Report January 2012 - March 2012

The stakeholder working group participate in a tour of the West County Connectors project in January 2012.

31


Capital Projects

West County Connectors CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q3) Organization McGaugh Parent Teacher Association Presentation Stakeholder Working Group Project Tour Shops At Rossmoor Briefing Assemblyman Mansoor Tour Assemblyman Lowenthal Tour

LOOKING AHEAD

The northbound I-405 / westbound SR-22 / 7th Street connector and Old Ranch Parkway on-ramp to the westbound SR-22 will open in April 2012. The 7th Street connector and Old Ranch Parkway on-ramp were closed for the past 12 months as crews demolished and reconstructed the 7th Street bridge.

32

Complicated temporary bridge supports were necessary during the reconstruction of the 7th Street bridge.

External Affairs Q3 Metrics Report January 2012 - March 2012


Capital Projects

O.C. Bridges OVERVIEW Trade Corridor Improvement Fund Bridge Projects YORBA LINDA BLVD.

WY

LH

LAKEVIEW AVE

ORANGE

BNSF RI

MIRA

-WAY

Lakeview Ave

AWARD: June 2013 COMPLETE: Sept 2015

E

AV LMA

LA PA

91

LL S

SSE

GLA

55

HL

NO

RA

D

HR

NC

T

•• Outreach manager identified issue and partnered with Placentia / Yorba Linda school district to provide transportation to 129 students living on south side of Kraemer Boulevard project

SUNKIST ST

STATE COLLEGE BLVD

ST

E

LN AV

Anaheim

TU

AVE

AWARD: July 2012 COMPLETE: March 2015

IN

E

A AV LOM

GHT-OF

Orangethorpe Ave

ST

BLVD

AWARD: July 2011 COMPLETE: June 2014

91

AVE

EMER

AWARD: July 2013 COMPLETE: March 2016

E

E AV

HORP

NGET

ORA

Placentia Ave

THORPE

KRA

Raymond Ave

LINCO

AWARD: July 2012 COMPLETE: December 2014

E

ER AV

WTH CRO

BNSF RIGHT-OF-WAY

LA PALMA AVE

ERIA IMP

Fullerton

EAST

•• More than 40 one-on-one meetings with property owners with direct impacts

Tustin Ave/Rose Dr

Placentia

ROSE DR

AVE

RAYMOND AVE

•• Provided detour maps to more than 17,000 residents using city of Placentia newsletter at a cost of 8 cents per map.

AWARD: Sept 2011 COMPLETE: June 2014

E.

HIGHLIGHTS / KEY ISSUES

•• More than 15,000 web hits to project website – an increase of 49 percent

Yorba Linda

Kraemer Blvd

CHAP MAN AV

Lead Agency: City of Fullerton

•• Launched bi-weekly construction notifications to 375 stakeholders

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 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

Construction began on the Placentia Avenue and Kraemer Boulevard undercrossings

•• PBS / SoCal interview with Board Member Shawn Nelson with news story to 8,290 households in Orange County

The O.C. Bridges informational booth attracted 38 residents of Stratford Park. OCTA outreach staff participate in 10 neighborhood meetings and community presentations to keep residents informed and address potential issues.

External Affairs Q3 Metrics Report January 2012 - March 2012

33


Capital Projects

O.C. Bridges CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q3) Organization American Society of Civil Engineers Infrastructure Committee North Anaheim Chamber of Commerce Emergency Responder Coordination City of Placentia Councilmembers Anaheim Canyon Site Specific Plan Update Belle Vista Home Owners Association Kraemer Neighborhood Meeting Placentia City Manager Neighborhood Outreach

LOOKING AHEAD

A nine-day closure of Placentia Avenue will be necessary to shift road traffic to new bypass road and railroad shoo‑fly. Outreach staff provided notifications to prepare local stakeholders and neighbors of upcoming construction activities with some necessary nightwork. To show project progress, staff will activate a fixed-camera feed with time lapse photography for the two undercrossing projects under construction. Construction management benefits include the automated daily documentation of work progress, storage of materials, equipment and work performed on site. Staff will have ready access to archived photos of the project site when reviewing potential claims or assertions from the contractor.

34

With Kraemer Boulevard closed to through traffic, construction is now under way with an ongoing communication program to motorists, residents and businesses.

External Affairs Q3 Metrics Report January 2012 - March 2012


Capital Projects

SR-57 Northbound Widening Project

SR-57

Lambert Rd.

OVERVIEW

Lambert Rd.

BREA MALL

Imperial Hwy.

Brea

Imperial Hwy. KraemerKraemer Blvd. Blvd.

Brea

N 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.

CSUF Fullerton 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

man Av e.

orpe

geth

Oran

Ave.

Ave. orpe

. geStth lla

OLaraJon

.

lla St

La Jo

91 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

Dr. y Dr. ty Cit The Ci The

Orangewood Ave.

Garden Grove Blvd.

Garden Grove Blvd.

5

Main St. Main St.

Chapman Ave.

5

Glassell St. Glassell St.

Orange

Katella Ave.

Bristol St. Bristol St.

The SR-57 outreach team implemented a multifaceted communications effort to reach residents, businesses, and other stakeholders. The outreach team conducted community meetings and delivered presentations to highlight the project’s progress, publicize major closures, and address community concerns. In an effort to raise project awareness and engage stakeholders, the team also participated at community events and reached out to local businesses.

Segment 1 Orangethorpe Avenue to Lambert Road

Yorba Linda B lvd.

S

Placen Placen tia Av tia Ave. e.

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 and standardized and restriped lanes.

Chapman Ave. La Veta Ave.

22

La Veta Ave.

22

HIGHLIGHTS / KEY ISSUES

•• Neighborhood canvassing resulted in the distribution of nearly 15,000 project alerts •• Community outreach efforts included two community meetings, four project presentations, and participation in five special events within project area

•• Staff posted twelve construction alerts which were posted, emailed and publicized, while the project’s website received 6,700 web hits •• Conducted a project tour and briefing for California State University Fullerton operations and public affairs officials

External Affairs Q3 Metrics Report January 2012 - March 2012

Crews construct the new lane, while the outreach team works with local communities to drive project awareness and support.

35


Capital Projects

SR-57: A Classic New Edition CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q3) Organization City of Anaheim

SR-57 Outreach Activities

By The Numbers

Anaheim Farmers Market Cal State Fullerton Sierra Vista Neighborhood Meeting Cedar Hills Neighborhood Meeting Placentia Neighborhood Meeting

14 email blasts to 16,000

6,700 web hits

10 outreach meetings with

4,000 alerts

200 people

hand-delivered

LOOKING AHEAD

Community outreach will continue to focus on providing construction alerts to assist commuter and commercial motorists to 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 lane and street closures. Similarly, the outreach team will continue to perform outreach to municipal and business stakeholders to identify and resolve potential concerns.

36

External Affairs Q3 Metrics Report January 2012 - March 2012


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 Q3, major construction activities included paving lanes, reconstructing ramps and widening bridges. During this period, the 91 Community Outreach team implemented a variety of outreach and multimedia efforts to communicate key information with target audiences. Communication efforts, together with web-based and social media communications, provided construction alerts, project updates and other informational drives awareness and sustains support among commuters, stakeholders and residents.

HIGHLIGHTS / KEY ISSUES

•• Implemented a targeted direct mail and door-drop initiative that alerted an estimated 13,000 residents and properties of major construction activities, including ramp closures and lane reductions •• Partnered with Kaiser Permanente to place a costfree automated telephone call informing 30,000 members of the Lakeview Avenue off-ramp closure •• Issued 96 alerts and updates via Twitter and received more than 12,300 web hits on the project website

External Affairs Q3 Metrics Report January 2012 - March 2012

•• Conducted one-on-one outreach to more than 100 businesses, schools, churches and organizations in both Anaheim Hills and Yorba Linda in anticipation of pile driving at the Imperial Highway and Yorba Linda Boulevard / Weir Canyon Road overcrossings •• Delivered project overview presentations to eight community-based organizations, including all Anaheim Neighborhood Councils

37


Capital Projects

SR-91: A Better 91 CONSTRUCTION SCHEDULE

PUBLIC OUTREACH MEETINGS (Q3) Organization Anaheim City Council West Anaheim Neighborhood Council East Anaheim Neighborhood Council Central Anaheim Neighborhood Council South Anaheim Neighborhood Council Anaheim Canyon Community Workshop Camino Manzano Neighborhood Meeting Calle Granada Neighborhood Meeting

LOOKING AHEAD

The outreach team will present to civic and community groups based in Anaheim, Orange, and Yorba Linda. Outreach staff will also organize and implement an extensive door-drop initiative to update commuters, residents, local businesses and other project area stakeholders on ramp and bridge work. Finally, the team will begin producing a project milestone video that spotlights achievements to date and forecasts the “road ahead.�

38

Crews will pour and cure 12 lane miles of concrete as part of the SR-91 Westbound and Eastbound Lane Addition project.

External Affairs Q3 Metrics Report January 2012 - March 2012


Capital Projects

O.C. Railroad Crossing Program 57

TUSTIN

WESTMINSTER SEAL BEACH

OVERVIEW

91

FOUNTAIN VALLEY

13

6

ANAHEIM

17 18

9

20

8

MISSION VIEJO

LAGUNA WOODS

NEWPORT 7 BEACH

19

VILLALAGUNA PARK HILLS

ORANGE

ALISO VIEJO

10 21

RANCHO SANTA MARGARITA

IRVINE LAKE FOREST

COSTA MESA

15

16

24 22

23

43

LAGUNA BEACH

55

44 45

27

28

22

LAGUNA NIGUEL

11 25

26 29

46 47

30

SAN JUAN CAPISTRANO

48

31 49

32

Legend Anaheim 1. Jefferson Street

33

24. Batavia Street WESTMINSTER

25. Walnut Avenue

2. Miraloma Avenue

26. Palm Avenue

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

27. Chapman 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

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

5

14

15. East Broadway

HIGHLIGHTS / KEY ISSUES

3

4

GARDEN GROVE

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.

1

2

HUNTINGTON BEACH

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

YORBA LINDA 91

SANTA ANA

12

Dana Point 49. Palisades Drive/Beach Road Irvine 42. Harvard Avenue Orange 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

35 36

SAN CLEMENTE

52

SAN DIEGO

TUSTIN

37 39 38 40

28. Almond Avenue 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

•• Supported the implementation of the largest rail “quiet zone” in the U.S., including 34 railroad crossings in six cities •• Ongoing rail safety education program to schools and community groups •• Full evaluation of the two-year outreach and rail safety program is currently in development

Construction complete in January 2012

External Affairs Q3 Metrics Report January 2012 - March 2012

Orange County Railroad Crossing Program completion event celebrating the completion of the program received wide press coverage, including the Los Angeles Times and Orange County Register. Officials from the cities of Anaheim, Irvine, San Clemente, Santa Ana, Orange and Tustin participated in the unveiling of Quiet Zone signage for their cities.

39


Capital Projects

Orange County Railroad Crossing Program PUBLIC OUTREACH MEETINGS (Q3) Organization Rail TAC Group OCTA’s Citizens Advisory Committee Southern California Rail Safety Team Meeting Signal Video Survey in San Juan Capistrano

Once railroad crossing improvements are installed, cities along a rail corridor may apply to the federal government to establish a quiet zone in their city. A quiet zone means that a train travelling through a railroad crossing will not routinely sound its horn unless there is an emergency.

Safety improvements provided by the program included new medians and crossing gate arms to prevent motorists and pedestrians from crossing at new quiet zone railroad crossings.

LOOKING AHEAD

Recommendations: •• Continue rail safety outreach program. •• Support cities in quiet zone implementation.

40

External Affairs Q3 Metrics Report January 2012 - March 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 cost-effective ways to reach and inform the public. This quarter, OCTA’s media relations team focused on the completion of the railroad crossings safety enhancement program, which generated national, state and local news stories about the program. HIGHLIGHTS / KEY ISSUES

•• 465 total stories 29 stories and photos regarding the rail safety completion event, including print, broadcast and radio coverage

Local news media interviews attendees at the rail safety completion event in January.

The ACCESS Certification Center opening was the cover story in the Orange County Register’s Local section.

MEDIA COVERAGE FROM PRESS RELEASES (by topic) 16 14 12 10 8

•• 19 press releases sent

6

•• 79 stories generated from press releases

4 2 0 Rail safety Lunar New completion Year Metrolink event event

External Affairs Q3 Metrics Report January 2012 - March 2012

WCC Full Freeway Closure

Bus ACCESS Simulation

Festival of Whales

Employees of the Year

Chair's Strategic Initiatives

WCC Bolsa Chica Closure

41


General Communications

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

Aug.

Sept.

Oct.

Nov.

Dec.

Media Relations - News Stories from Releases

Jan.

Feb.

March

April

May

June

Media Relations - News Releases

KEY MEDIA EVENTS IN Q3

Rail Safety Completion Event •• 15 stories and 14 photos

ACCESS Certification Center •• 6 stories and 14 photos

•• Coverage in Los Angeles Times and Orange County Register

•• Cover story in Orange County Register’s Local Section

•• Coverage from NBC 4, KABC 7 and FOX 11

LOOKING AHEAD

Key stories in the following quarter will include: •• 7th Street Bridge will reopen after a one-year closure •• I-405 Improvement Project draft environmental document will be released with public hearings •• OC Fair Express will return after a record breaking year in 2011 •• OCTA budget process will wrap up with a public hearing on June 11

42

External Affairs Q3 Metrics Report January 2012 - March 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. HIGHLIGHTS / KEY ISSUES

OCTA.NET PAGE VIEWS

Web

2.5 M

Compared to other digital outlets, the website reached the largest audience with the most information. It remains the primary digital outlet with 4.86 million page views last quarter. The primary draw of the site is the bus transit section, including trip planning and scheduling information: •• 20 percent increase in bus section page views compared to same quarter the previous year •• 25 percent more eBusbooks created compared to the same quarter the previous year •• Top 10 most-viewed pages were bus related

Mobile Web The mobile usage on OCTA.net grew more in the past quarter than any quarter prior. Traffic to the mobile website increased, particularly for bus information: •• 271 percent increase in mobile web access compared to same quarter previous year •• 84 percent page views for bus transit information

2.0 M

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.

MOBILE VISITS TO OCTA.NET 40 K 35 K 30 K 25 K 20 K 15 K 10 K 5K 0 Q1

FY 2011-12

External Affairs Q3 Metrics Report January 2012 - March 2012

Q2

Q3

Q4

FY 2010-11

43


General Communications

Trip Planner

JUST CLICK UNIQUE USERS 30 K

Bus system information is publicly available for third parties, like Google, to develop their own trip planners. To continue providing excellent service to customers, OCTA’s trip planner, Just Click, was enhanced this past quarter to be easier to use and more efficient. As a result, Just Click grew in popularity compared to the same quarter previous year:

25 K

20 K

15 K

10 K

•• 9 percent increase in unique monthly users 5K

•• 256,000 trips planned

0 Q1

Q2

FY 2011-12

Q3

Q4

FY 2010-11

* Unique user information not available prior to August 2010

Email

EMAILS DELIVERED

Email growth can be largely credited to new on and off-line marketing tactics. Online surveys (e.g., for Angels Express service) and pledge forms (e.g., for Rideshare Week) included opt-in links to receive emails from OCTA. In addition, there was substantial growth in construction outreach emails, especially for the West County Connectors project.

120 K

100 K

80 K

60 K

40 K

Event and printed surveys (e.g., for the Jingle Pass) invite the public to receive OCTA emails. For example, each customer who purchased a Jingle Pass completed a survey, which included an email opt-in. More than 1,000 new subscribers were generated from this effort. Email continued to grow compared to Q3 the prior year.

20 K

0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

•• 19 percent increase in number of emails delivered •• 130 email unique blasts •• 285,000 emails distributed •• 29 percent average open rate

44

External Affairs Q3 Metrics Report January 2012 - March 2012


General Communications YouTube

YOUTUBE VIDEO VIEWS 6K

New marketing approaches contributed to growth on YouTube. The increase in viewership correlated with increase types of videos posted to YouTube. Targeted promotional videos were included as part of comprehensive marketing campaigns such as the Angels Express. YouTube videos were featured in digital communications such as Facebook, email blasts, and OCTA.net website. YouTube viewership grew substantially compared to the same quarter previous year:

5K

4K

3K

2K

1K

•• 130 percent increase in video views

0

•• 12,505 YouTube video views

Facebook

Q1

Q2

FY 2011-12

Q3

Q4

FY 2010-11

TOTAL FACEBOOK FANS 6K

Growth on Facebook can be attributed to new marketing tactics, such as social media prize raffles, and audience participation games. 5 K In addition, staff adopted a comprehensive approach that included 4K reaching out to potential fans at events. For example, handouts at the Lunar New Year and Festival of Whales events directed attendees to 3 K the OC Metrolink Facebook page to view commemorative photos and 2K participate in an online raffle. OCTA generated 2.8 million marketing impressions for Metrolink programs and service by using paid Facebook advertising within Orange County. The ads had a total cost of $2,300, making them extremely cost-effective.

1K

0 Q1

FY 2011-12

Q2

Q3

Q4

FY 2010-11

•• 190 percent increase in fans compared to the same quarter previous year •• 400 posts about OCTA news and promotions in Q3 •• More than 400,000 unpaid Facebook impressions (the number of times content appeared on the wall and in the news feed of fans) CONCLUSIONS

The growth of Digital Communications was largely due to new marketing approaches. Facebook, YouTube, and email grew because of creative tactics including social media raffles, animated videos, and cross-promotion on web-based surveys. Mobile access to OCTA.net has increased dramatically, demonstrating a potential for mobile applications. To further enhance public awareness of OCTA and its services, Digital Communications is developing several new digital projects, including a totally redesigned OCTA.net website and innovations like mobile web applications for bus and train service.

External Affairs Q3 Metrics Report January 2012 - March 2012

45


Strategic Communications

Attitudinal and Awareness Survey OVERVIEW

In order to support the OCTA Strategic Plan public service goal to enhance customer satisfaction by understanding, connecting with, and serving our diverse communities and partners a countywide attitudinal and awareness survey was recently conducted. The results of research efforts keep OCTA in touch with its constituents and help assess priorities, issues and areas for improvement, and ultimately, better serve the public.

OPINION OF OCTA Prefer not to answer 13%

Very favorable 17%

Not sure 32%

Somewhat favorable 26%

Very unfavorable 5%

Somewhat unfavorable 8%

HIGHLIGHTS / KEY ISSUES

•• Awareness is high 83 percent had heard of OCTA •• Doesn’t necessarily translate to an opinion of OCTA 45 percent of residents do not have an opinion of OCTA – good or bad Among those with an opinion, however, favorable opinions (42%) outnumber unfavorable opinions (12%) by more than 3.4 to 1

•• Findings related to communications are mixed 61% were satisfied with OCTA’s efforts to communicate with residents Recalled exposure to OCTA advertising has declined significantly: from 44% in 2006 to 29% in 2011 Recalled exposure to news stories about OCTA is slightly lower in 2011 (20%) than in 2006 (25%)

•• Positive ratings for OCTA-provided services ACCESS Paratransit, Freeway Service Patrol, Metrolink, 91 Express Lanes had the highest overall performance ratings Those who use transit services and the 91 Express Lanes were the most likely to rate the services as excellent / good

46

External Affairs Q3 Metrics Report January 2012 - March 2012


Strategic Communications

Attitudinal & Awareness Survey Residents have clear priorities for ways to improve transportation system •• While all improvements were popular, fixing potholes / repairing roads, coordinating traffic signals, optimizing the existing transportation system, and widening freeways are top priorities

TRANSPORTATION PRIORITIES 67%

Fix potholes and repair roadways

65%

Coordinate traffic signals

26%

43%

Optimize existing transportation system

41%

49%

Widen the freeways

34%

Construct roads over or under rail tracks

36%

42%

Expand bus services

37%

40%

33%

Expand the Metrolink rail service

32%

22%

Improve the network of bike lanes

39%

19% 24%

Build direct connection between 241 and 91 0%

STATEMENTS ABOUT OCTA Overall, a majority of respondents agreed that Strongly agree Somewhat agree OCTA helps our local Helps local economies by improving our transportation 24% and regional economies system function by improving our Is a public agency I trust 21% transportation system (59%), is a public agency I trust Has made many transportation 21% (57%), and has made many system improvements in past 5 years improvements to Orange Is actively seeking solutions to 17% County’s transportation our transportation issues system in the past five years Listens to the general public 13% (54%). 12% 0%

44%

31%

Build additional toll lanes

Makes good use of public funds

39%

25%

Improve ACCESS paratransit service

Expand vanpool programs

Most of the remaining respondents did not have an opinion, rather than disagreeing with the statements.

25%

10%

10%

20%

40%

High Priority

31%

Medium Priority

30%

40%

Somewhat disagree

50%

33%

25% 20%

40%

25%

11% 7%

28% 37%

9%

50%

100%

Not sure

29%

43%

9% 10% 30%

90%

8% 7%

10% 6% 11%

80%

9% 7%

35%

24%

70%

Strongly disagree

36%

31%

60%

45% 60%

70%

80%

90%

100%

Although still positive, the levels of agreement were somewhat lower (due to the higher percentage of those with no opinion) that OCTA is actively seeking solutions to our transportation issues (47%), listens to the general public (37%), and makes good use of public funds (36%).

External Affairs Q3 Metrics Report January 2012 - March 2012

47


Strategic Communications

Attitudinal & Awareness Survey CONCLUSIONS

Enhance OCTA communications to build a foundation of public understanding and appreciation for OCTA. •• The high percentage of residents without an opinion of OCTA can be a opportunity or a liability. Opportunity in that it’s a blank slate and comparatively easy to fill in grey area; help them understand the role that OCTA plays in improving/maintaining the transportation system and in supporting the economy Liability in that a blank slate, if left that way, can be easily painted over by negative news articles or op-ed pieces. Public is more likely to accept a negative article if they don’t already have positive opinions / information about OCTA. Focus communications in channels that were rated as the most effective for reaching Orange County residents – yet balance with cost‑effectiveness.

Recommended Metrics for Tracking •• Current useful metrics include: Awareness of OCTA (Agency) Perception of OCTA (Agency) Perception of Bus, Metrolink, 91 Express Lanes, and Vanpool services •• Additional recommended metrics: Perceptions of OCTA on use of public funds, trust, improving transportation system and helping economy Positive perception of other service areas (e.g., condition of freeways, overall transportation system) Satisfaction with OCTA communication efforts

ƒƒ commercials on radio, ads in local papers, direct mail and newsletters, electronic billboards, and Internet were rated most effective

48

External Affairs Q3 Metrics Report January 2012 - March 2012


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 the third quarter, the committees and their subcommittees had a total of 13 meetings. HIGHLIGHTS / KEY ISSUES Measure M Taxpayers Oversight Committee (TOC) The Measure M Annual Public Hearing conducted by the TOC took place on January 30, 2012. Based upon the hearing, the 2010-11 Local Transportation Authority (LTA) financial audit results and all other information the TOC had to date, the TOC found the Authority was proceeding in accordance with both the M1 and the M2 Plans during 2011 for the 21st year in a row. OCTA Citizens Advisory Committee (CAC) The Citizens Advisory Committee began meeting quarterly in January and discussed the Attitudinal & Awareness survey results, the Regional Transportation Plan, the OCTA FY 2012‑13 budget, and the Measure M environmental programs. In addition, the CAC Bicycle Ad Hoc Committee was transformed into the CAC Bicycle/ Pedestrian Subcommittee and met to discuss pedestrian priorities and bikeways development efforts.

Special Needs in Transit Advisory Committee (SNAC) At their quarterly meeting in February, the Special Needs Advisory Committee 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 & ACCESS Customer Satisfaction Survey. M2 Environmental Cleanup Allocation Committee (ECAC) In February, the ECAC endorsed the release of the 2012 Tier 1 Call for Projects, which funds equipment purchases and upgrades to devices that keep litter and debris from storm drains. As a result, two workshops and three public outreach presentations were conducted in an effort to publicize the call for projects. A total of $2.8 million was allocated during this round of funding.

M2 Environmental Oversight Committee (EOC) In February, the EOC endorsed the selection of six properties to receive $4.7 million in funds to help preserve open space lands throughout Orange County. The funds will restore a total of 214 acres in Brea, Huntington Beach, Irvine, Laguna Niguel, Yorba Linda, and the County of Orange. PUBLIC COMMITTEES IN Q3 Public Committees

Meeting Dates

Measure M Taxpayers Oversight Committee (TOC)

• Jan. 30

Annual Eligibility Review (AER) Subcommittee

• Jan. 25

Audit Subcommittee

• Jan. 10 • Feb. 21

Citizens Advisory Committee (CAC)

• Jan. 17

Bike/Pedestrian (B/P) Subcommittee

• Jan. 17 • Mar. 20

Special Needs in Transit Advisory Committee (SNAC)

• Feb. 28

Measure M Environmental Oversight Committee (EOC)

• Feb. 15

Measure M Environmental Clean-Up Allocation Committee (ECAC)

• Jan. 12

• Mar. 21

• Feb. 9 • Mar. 8

External Affairs Q3 Metrics Report January 2012 - March 2012

49


External Affairs Q3 FY 2011-12 Metrics