With the goal of increasing utilization of available public transportation service and funding, the City of Marlborough, MA engaged Planners Collaborative to conduct a public transportation marketing study. The focus of the study was to identify ways to coordinate transportation services through a better understanding of ridership needs and patterns. Passenger and resident survey results revealed that, while the providers meet the needs for some of the transit-dependent population of Marlborough, some carry fewer riders than is desirable. Strategic coordination among the providers can raise the cost-effectiveness of the system, while still meeting the needs of riders.
