Which factor is essential for the CTA's community marketing campaigns?

Targeting non-riders is essential for the CTA's community marketing campaigns because it focuses on engaging individuals who do not currently use public transit. By understanding the barriers and perceptions that prevent non-users from choosing CTA services, the campaigns can be tailored to address these specific concerns. Marketing efforts can then highlight the benefits of public transportation, such as cost savings, convenience, and environmental impacts, effectively encouraging this demographic to consider making a change in their commuting habits.

Additionally, reaching out to non-riders opens up opportunities for broader community engagement and potential partnerships, which can enhance overall ridership. The growth of transit use can be significantly influenced by attracting those who have yet to experience the advantages of CTA service, making this approach a cornerstone for creating successful marketing strategies.