Approximately 4% of households were without a vehicle, however, the assumption was that even those that had one would be interested in public services.
Most of the citizens were local workers and people over 62, but does that mean the transit schedule should be made to accommodate them the most?
The number of buses, the seats available, and the overall costs that the municipality could afford estimated a 1800 ridership per week.
The transit service provides an option that is relatively low cost compared to taxies, but no cost options exist such as asking a friend.
Due to the budget constraints, the flexibility of the transport in terms of schedule and available stops makes other options more appealing.
Scios Market came in to help discover how to reach and stimulate the target audience and give a reliable forecast for the ridership.
The forecasts were that the fixed route to average 37% capacity by next spring with no additional budget.
Working people placed the biggest emphasis on cost, while retirees valued safety the most.
While 12,000 rides generate $25,000, increasing the budget for marketing investment with $25,000 will lead to 6% increase.
In order to drive ridership past the target, the project should rely on and stimulate PR and other community based activities more.