OCTA's OC Flex "Group Ride" Brochure

Target Audience: The target audience included residents in the areas of Orange County served by OC Flex, our on-demand microtransit shared shuttle service.

Strategy Objective:The OC Flex service area is a very specific geographic region. Past campaigns indicated that targeting this area with direct mail and event outreach were most effective. We created a colorful, informative printed brochure featuring a special promotion offering 50 percent off group rides when journeys were booked through the OC Flex app. The thoughtfully designed brochure clearly stated benefits, savings, and service features while featuring enticing destination photos. In addition, we promoted OC Flex in person at concerts in the park, summer movies, local libraries, and leveraged our positive relations with chambers of commerce to share the offer at other community events.

Situation Challenge: When OCTA introduced its first microtransit zone in 2018, the goal was to improve access to and from a heavily used commuter rail service. However, the pandemic significantly reduced commuter rail ridership, leading to a decrease in productivity and an increase in operational costs. Furthermore, the transition to a new app, which required users to download and adapt to it, and modifications to the transit zone, added to the challenges. To address these challenges, OCTA launched a "come back" campaign aimed at reclaiming lost riders and attracting new ones, while promoting group travel in innovative, recreational ways.

Results Impact: Ridership increased significantly by a noteworthy 43 percent compared to the previous year, and OC Flex experienced a 20 percent increase in total riders and a 5 percent increase in new riders.

Why Submit: The OC Flex promotional brochure exemplifies the effectiveness of targeted marketing. Utilized in direct mail and community events, it reached over 32,000 households and 800 event participants, contributing to a remarkable boost in ridership, including regular and first-time users. The brochure's success lies in its fusion of clear design, engaging messaging, and useful features like a detailed map with highlighted destination hotspots, and vibrant group-ride visuals. These elements appealed to various groups, including students and seniors, significantly enhancing shared transportation interest. This brochure demonstrates how tailored marketing and community outreach can significantly impact public transportation use.