The goal of the project was the development of transit marketing programs which could be applied at small urban and rural systems throughout the nation. This goal was pursued through two objectives: the cooperative development and transfer of marketing skills from outside experts to local transit operators; and the identification of marketing strategies which are effective in advancing the goals and objectives of small urban and rural transit systems. Outside expertise was provided in this case by a project team which consisted of two marketing professors from Boise State University and a transit consultant with specific experience in transit operations and marketing. Evaluation of the effectiveness of the transfer of marketing skills focused on three components which are critical in learning how to market - identification of the marketing problem confronting the organization; development of a systematic strategy or plan for confronting the problem; and implementation of the specific activities included in the plan. This phase of the evaluation was largely qualitative in nature, and was based on interviews conducted by the evaluation contractor with the managers of the three demonstration site transit systems and with members of the project team. On-site interviews were conducted at the beginning and end of the project, and telephone interviews were conducted at several points in the interim.