Specifications include, but are not limited to: A. Promote public transit to residents as a good source of transportation, benefit to the local economy, community, environment and quality of life. 1. Continue to build brand awareness and intent to increase overall ridership throughout the system. 2. Aggressively market PSTA as an innovative, award-winning leader in the transit industry. 3. Position PSTA to all audiences as a good steward of tax-payer dollars and a well- run agency. 4. Promote the diverse programs that PSTA offers to riders that provide transportation options along with the additional ways to connect to transit. B. Promote PSTA’s strengths and build on its reputation as an agency to local residents, stakeholders and government officials. C. Work with the PSTA Marketing and Communications department to develop effective national award-winning advertising campaigns using innovative marketing media and creative concepts.