Getting People On Board

About IndyGo

IndyGo, a Municipal Corporation of Indianapolis – Marion County, is the largest public transportation provider in the state of Indiana. They operate 30 transit routes throughout the Marion County, providing nearly 10 million passenger-trips per year. With strong leadership guided by seven board members, they focus on implementing innovative service improvements.

Situation

Letting the Market Research & Data Guide Decisions

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.

Solution

CVR Manages Research Effort While Creating Multi Channel Marketing Campaign

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.

Outcome

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.