IndyGo, in partnership with Indy Connect and the Indianapolis Metropolitan Planning Organization, received federal funding for a new Rapid Transit system. The first phase, called the Red Line, was to run from the popular northside Broad Ripple neighborhood to the University of Indianapolis in southern Indy. As part of the federal funding requirement, numerous public education initiatives had to take place throughout the area based on demographic and geographic factors. Research needed to be conducted simultaneously to get feedback on both the Rapid Transit system and re-aligned IndyGo bus service that included a new downtown transit center.
For the education initiative, CVR created informative collateral, signage, animated video and an interactive Instagram page to show how the Red Line would work, the route and proposed modification to traffic flow. Presentation materials were taken to well over 25 public meetings and educational sessions around the city. Concurrently, CVR managed a comprehensive, qualitative research effort with IndyGo employees, bus riders and non-passengers to ascertain perceptions of the IndyGo brand, mass transit in general and the proposed transit improvements.
The feedback and research enabled CVR to create a new IndyGo brand platform and key messages. Working with the Indy Chamber and others, CVR assisted with media relations including op-eds to promote the Red Line and the value of improved mass transit. Videos were produced and social media activities are keeping the topic alive in the community. Ultimately, the Red Line was funded and gained public notice.