The objective of this RFP is to solicit proposals from qualified transportation research vendors to conduct research, engage public and private entities, and provide several alternatives for enhancing its transit services in the Tyler Area MPO. The goal for this project is to adopt a plan that will aid regional transit providers to continue to provide safe, reliable and customer service oriented public transportation services through innovative mobility strategies including but not limited to: Update and improve transportation services; Encourage and incentivize coordination and collaboration; Improve connectivity and access; Increase ridership through targeted outreach, marketing, engagement and/or other contractor recommended strategies; Develop the span of service to include evenings and weekends; Provide more transportation options.