Transit Marketing - 1547

Provide support activities to Merced County Transit "THE BUS", as requested, in the areas of Marketing and Public Relations.

Merced County Transit, THE BUS began operations as the countywide consolidated transit operator in 1996. Since that time, THE BUS has expanded its service in response to unmet needs identified through the public hearing process and at the direction of the Transit Joint Powers Authority. As THE BUS provides more services or makes changes to its system, the public needs to be informed via a series of press releases and other marketing tools. Also, marketing is needed to increase ridership and retain current riders. Marketing will promote THE BUS as an alternative mode of travel to cars.

Merced County has changed significantly over the last five years. Merced County’s population is growing at a rate higher than the state average. The City of Los Banos in western Merced County has doubled its population in the last ten years with commuters from the Bay Area and others relocating due to less expensive housing costs. The City of Merced and outlying areas have grown with the addition of UC Merced, which opened in 2005. Local road congestion and vehicle travel times will increase directly as a result of growth in single occupancy vehicles. Other California factors such as: the sluggish economy and current fiscal debt; Merced County’s high unemployment rate; and higher fuel prices have resulted in the increased dependence on public transit.

Now that a Transit Marketing Plan, developed by a qualified consultant, is in place, it must be implemented through a series of activities, including marketing. Merced County Association of Governments (MCAG) staff will help by developing media coverage tools and other marketing materials, and acting as consultants, when asked by THE BUS management.