So heres what I think...

You need a clear strategy with a good marketing campaign and a unique selling point.

Independent Example: 
Strategy: To Introduce New Service 80 (Posted in Suggestions Thread).
Marketing: Post Flyers to Residents/Businesses on Route, Advertise on Social Media. 
Resources: 4x Streelite WF (Converted to EV), 4-5 Drivers, 2-3 Admin Staff, Washington Based Outstation.
USP: Fully Electric Bus Fleet.
Other: Simple Branding, Minimal Service Alterations & On Board Features (Wi-Fi, NSA, USB, Wireless Changing).