Modern marketing and customer communication involve diverse channels, including branding, signage, events, online marketing, and traditional media. With the rapid pace of technological advancements, marketing strategies that were effective a few years ago may no longer be as impactful. Many rural transit agencies face challenges in effectively marketing their services or communicating changes to riders. Due to limited resources, these agencies often rely on staff to manage marketing, which can result in missed opportunities for impactful outreach. Additionally, most marketing resources and training are designed for urban systems, not addressing the specific needs of rural transit.

Currently, there is limited guidance for effective public communication in rural transit. While some rural agencies have implemented successful marketing strategies, documenting these practices and providing resources for developing strong communication plans will help foster innovative campaigns.

The research will produce a report that:

• Documents successful marketing and outreach practices by rural transit agencies, including advertising, public communication, and community engagement.
• Explores current marketing methods (traditional, digital, social media, etc.), and identifies how riders learn about rural transit services. It will also examine emerging techniques like AI in marketing.
• Highlights best practices and standards developed by State DOTs to guide rural agencies' marketing efforts.
• Develops a set of marketing campaigns, checklists, and guidance tailored to various situations (e.g., route announcements, driver hiring).
• Creates a tool to help agencies measure marketing effectiveness and return on investment (ROI).