This case study examines the declining ridership of the public bus in Nashville, Tennessee. Sam is working for the Nashville Metropolitan Authority (MTA), which services Nashville and the surrounding metropolitan area known as Middle Tennessee. Sam has been tasked with creating a campaign to increase MTA ridership. The population in the area is growing, and MTA ridership needs to increase to avoid adverse environmental effects. Sam conducts a survey of 442 people in the area to identify their perceptions of using the MTA. He finds that most people (92%) own a car and 82% of those people ride alone to work or school. Although the respondents noted that using the MTA would have environmental and economic benefits, these were minor motivators to ride the MTA. Sam was also surprised to learn reasons preventing residents from using the MTA which caused an impact on his marketing campaign. Readers are challenged to make recommendations based on the data for increasing public transportation use in Middle Tennessee.