A marketing campaign can increase ridership and promote community support.

This first section of the National RTAP online Marketing Toolkit leads the reader through a process of understanding and implementing effective marketing for public transit, from broad marketing principles to detailed strategies for specific situations.

Intended as a comprehensive overview, it includes a wide variety of useful strategies. These strategies are presented as marketing options from which to pick and choose according to your system’s needs and resources — you are not expected to do everything.

Guidance is provided about which strategies are most important and which are optional.

The How-To Guide is presented in four sections:

• Marketing Overview
• How Marketing Works in the Transit Environment
• Developing a Marketing Plan
• Strategies for Marketing Public Transit
  • Fundamental Communications
  • Building Awareness, Image, and Support
  • Targeted Strategies for Generating Ridership