How-to Guide for Marketing Transit

Marketing Toolkit

A How-to Guide for Transit Marketing

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


Note: National RTAP has recently hosted multiple marketing webinars, listed below. These will also provide a comprehensive guide to marketing public transit. The Transit Marketing 101 webinar would be best if you have limited time. If you want more in-depth information on a particular topic, or all topics, the Marketing Workshop Series is a great resource. You can view the recordings and slides via the links below.


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