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California Polytechnic State University, San Luis Obispo

Public Affairs, Public Policy and Public Administration

2012

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Full-Text Articles in Urban Studies and Planning

Getting On The Bus: Marketing San Luis Obispo's Regional Transit Authority, Jenna Higgins Jun 2012

Getting On The Bus: Marketing San Luis Obispo's Regional Transit Authority, Jenna Higgins

Master's Theses and Project Reports

A new trend is emerging, seeking to recognize the benefits of and encourage the use of public transportation. In the past, public transit agencies have not directed much energy or focus at marketing, seeking to use limited funds elsewhere. “The common perception is that money spent on marketing would be better spent on transit systems themselves…over time, a sustained investment in marketing increases the number of people who use transit. Increased ridership leads to increased revenue, and ideally, an increase in service to match the new demand” (Arpi, 2009).

Even as marketing gains importance in the public transit world ...