Public transportation is a product – an important and integral part of our communities – but a product, nonetheless. Unless someone is willing to pay to use that product and does, in fact, pay the fare and get on the bus/van/taxi, there is not much point to providing the service!
Focus your efforts on the most productive ways to get people on your service and to keep them riding once they try it. It is not just about marketing, but about taking a comprehensive step-by-step approach to service design and delivery, and ridership development. It is about finding your “avatar” (your ideal customer), and about building and maintaining relationships.