This is a trust-building, outreach campaign to build relationships with diverse and historically disenfranchised communities with the objective of overcoming bureaucratic and/or cultural communication barriers.

GOALS

The goals are to expand the outreach program which continues to cultivate relations with diverse communities, increase awareness of OCTA beyond its transit services, and increase participation and engagement among diverse community members. The consultant team provides necessary support to continue with the expansion, implementation, and evaluation of the program. It consists of two (2) primary components designed to engage with the two (2) largest non-English language populations in Orange County, Spanish- and Vietnamese-language speakers, as well as continue to increase awareness of OCTA and its projects and plans with key constituencies in diverse communities.

APPROACH

• Identify resources to target diverse communities through in-person communications rather than just translate information or have interpreters at events as COVID-19 restrictions have lifted
• Include paid and earned media for region’s increasingly influential ethnic media and leverage with news side of organization
• Develop fliers, banners, displays, collateral materials, and online content that resonate with the community – not only through language but through cultural references, images, and other visuals directed to the diverse audience
• Make sure the images and language are relevant to the audience
• Utilize connections with local diverse communities and their influencers, media representatives, and other leaders
• Four (4) to six (6) Vietnamese and Latinx cultural ambassadors were used for Phase I of the trust-building campaign. Among those included were singers, media personalities, physicians, social media influencers, and business leaders

RESULTS

Number of of events attended: 47

Number of reach (people attended event): 122,389

Number of booth visitors: 33,636

Number of surveys collected: 18,054

ArrowGTP brings extensive experience and strong relationships across Los Angeles and Orange County to effectively support solicitation efforts. We are proud to partner with the Orange County Transportation Authority (OCTA) to deliver Diversity Outreach Services that connect with key communities, including seniors, Latino, Vietnamese, and other underrepresented groups. Our team develops culturally relevant content for social media, email campaigns, direct mail, and event materials to engage audiences meaningfully.

We actively participate in cultural celebrations, community events, and local festivals, offering interactive elements such as branded giveaways, photo opportunities, and fun activities. These events also allow us to gather valuable community feedback through surveys and keep residents informed about agency programs. With native Spanish speakers on our team, we ensure language access and meaningful connections.

Through these efforts, we’ve collected over 18,000 individual survey responses and reached more than 122,000 people via in-person outreach, newsletters, and mail campaigns. We also collaborate with local ambassadors, influencers, and community partners to amplify outreach efforts. For this project, we will apply the same approach, leveraging community-based organizations (CBOs) and ambassadors to promote the AQMD rebate program. Our involvement spans more than 50 events across Orange County, including locations such as Santa Ana, Anaheim, Mission Viejo, Irvine, Garden Grove, and Newport Beach, ensuring maximum reach and engagement.