Ridership Target Markets

For each potential target group, ask yourself:

• Can your system meet their transportation needs (destinations, hours, reliability)?
• Does your service offer them a relevant benefit (mobility, convenience, money savings, time savings, independence)?

If the answer to both questions is “yes,” then they are a potential target market for increasing ridership. Which groups are your target markets?

You can prioritize your target markets by asking yourself:

• How important is serving this group to the goals and objectives of your organization?
• How much ridership potential does this group offer in relation to the amount of resources required to market to it?

Non-Rider Target Markets

Ask yourself:

• What groups make decisions that impact your funding and support within the community?
• What organizations can be valuable marketing partners in promoting ridership among the target ridership groups you’ve identified?

These are important non-rider target markets and might include:

Decision Makers

Marketing Partners/Gatekeepers