OC Bus Marketing Program
ID: 250105
• State: California
Opportunity Assistant
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Description
Background
The Orange County Transportation Authority (OCTA) was formed in June 1991 to address ongoing transportation needs in Orange County. The agency's mission is to develop and implement transportation programs designed to reduce traffic congestion and improve air quality.
The OC Bus Marketing Program aims to retain existing customers and increase overall ridership through targeted marketing campaigns, especially in light of declining transit ridership exacerbated by the COVID-19 pandemic.
Work Details
The consultant will provide comprehensive marketing services for the OC Bus Marketing Program, including:
- Development of an integrated strategic marketing plan.
- Creation and management of marketing and digital campaigns targeting existing riders and potential new customers.
- Implementation of grassroots outreach programs to educate customers about OC Bus services.
- Promotion of special fare/pass programs and core routes.
- Ethnic marketing initiatives targeting Hispanic and Asian communities, including translation services for various languages.
- Print and digital creative development, including direct mail, bus ads, social media content, and promotional materials such as ride guides and brochures.
- Market research to gain insights into customer behavior and preferences.
- Photography services to support marketing efforts.
- Compliance with health, safety, and environmental regulations throughout the project.
Period of Performance
The contract will commence on March 1, 2026, with an initial term lasting until June 30, 2027. There is an option to extend the contract for an additional twenty-four months through June 30, 2029.
Place of Performance
The services will be performed primarily within Orange County, California.
Bidder Requirements
Consultants must demonstrate experience in public transportation marketing and have a qualified team capable of executing the outlined tasks. Key personnel must remain consistent throughout the project unless approved by OCTA for replacement.
The Orange County Transportation Authority (OCTA) was formed in June 1991 to address ongoing transportation needs in Orange County. The agency's mission is to develop and implement transportation programs designed to reduce traffic congestion and improve air quality.
The OC Bus Marketing Program aims to retain existing customers and increase overall ridership through targeted marketing campaigns, especially in light of declining transit ridership exacerbated by the COVID-19 pandemic.
Work Details
The consultant will provide comprehensive marketing services for the OC Bus Marketing Program, including:
- Development of an integrated strategic marketing plan.
- Creation and management of marketing and digital campaigns targeting existing riders and potential new customers.
- Implementation of grassroots outreach programs to educate customers about OC Bus services.
- Promotion of special fare/pass programs and core routes.
- Ethnic marketing initiatives targeting Hispanic and Asian communities, including translation services for various languages.
- Print and digital creative development, including direct mail, bus ads, social media content, and promotional materials such as ride guides and brochures.
- Market research to gain insights into customer behavior and preferences.
- Photography services to support marketing efforts.
- Compliance with health, safety, and environmental regulations throughout the project.
Period of Performance
The contract will commence on March 1, 2026, with an initial term lasting until June 30, 2027. There is an option to extend the contract for an additional twenty-four months through June 30, 2029.
Place of Performance
The services will be performed primarily within Orange County, California.
Bidder Requirements
Consultants must demonstrate experience in public transportation marketing and have a qualified team capable of executing the outlined tasks. Key personnel must remain consistent throughout the project unless approved by OCTA for replacement.
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Overview
Opportunity ID
250105
Response Deadline
Jan. 7, 2026
Past Due
Date Posted
Dec. 9, 2025
Source
Est. Value Range
Experimental
$150,000 - $200,000
(AI estimate)
On 12/9/25 Orange County Transportation Authority in California issued OC Bus Marketing Program with ID 250105 due 1/7/26.
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