Last week OCTA issued a $100,000 RFP for its annual Bus Marketing and Outreach Program, triggering some thoughts on the utility of these OCTA efforts to pry people out of their cars and prod them onto the bus.
OCTA has been conducting this program for at least the last five years. I was actually a sub-contractor to the sub-contractor on the bus marketing program during 2002 and 2004, which targeted (respectively) seniors and youth.
For $100,000, OCTA (according to the RFP) wants the winning consultant needs to put together a marketing and outreach program targeting:
- Current riders
- General public, commuters
- Employers
- Students -- middle school, high school and college students
- Senior Citizens
- Persons with Disabilities
In other words, OCTA wants an outreach program that effectively targets everyone in Orange County for just $100,000.
Now, I'm a believer in not letting the perfect be the enemy of the good, but this doesn't even rise to that level. Despite the absurdly board target audience that includes current riders, the real goal of these marketing and outreach programs is to convince people who aren't using the bus to use the bus. The virtues of riding the bus are extolled at senior centers, ROP fairs, etc, in the hopes that seniors, students, etc. will get out of their cars and get on a bus.
This is a well-intentioned exercise in futility. People ride the bus because they don't, for whatever reason, own or have access to a car. Once you have a car, you're probably not going to ride the bus anymore because being in a car beats being on the bus any day of the week.
Granted, riding the bus does have advantages, and the OCTA bus system, for a government enterprise, is well run: it's clean, safe, simple to master, saves on automobile wear and tear, etc.
However, the bottom line is people vastly prefer getting around by car because it is faster, more convenient, more comfortable and you -- not the OCTA -- control your travel schedule.
I doubt OCTA really believes in the value of this program. They budgeted $250,000 for the 2002 program, but just $100,000 for the 2006-2007 program. This program exists because it exists -- bureaucratic inertia at work.
Outreach programs are great for consultants (I know). And in fairness, the consultants and the OCTA staff involved do their best to design and implement effective programs that are successful within the scope of the programs.
But in a larger sense, these programs are futile endeavors. Does anyone seriously think a $100,000 marketing/outreach program is going to make a dent in getting people to use the bus instead of a car? The program's budget could be cut to $50,000 or inflated to $500,000 and I doubt the impact on bus ridership would be appreciably different.