Orange County Transportation Authority (OCTA)
In addition to an electronic newsletter program, KCOMM was selected by the Orange County Transportation Authority to provide strategic counseling, media relations activities, media training sessions and focus group research for the public agency.
Focus Groups
As part of focus group research among business and community leaders and the general public, KCOMM helped identify perceptions about OCTA and transportation issues and offer recommendations for future messaging and marketing initiatives. Our focus group technology enabled us to measure instantly and specifically the exact reaction by target group, second-by-second, to a theme, message, or messenger, telling us immediately which messages are promising and which should never be used again. Traditional focus groups just don’t offer that value.
Media Training
KCOMM assisted OCTA with effective interview strategies, how to stay “on message” and how to “control” the interview. Participants learned the “buzzwords” that reach OCTA’s audiences and which words to avoid. These techniques help OCTA effectively communicate about the agency and its many projects and services – not only to the media, but also to OCTA customers, commuters, residents and others.
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