A green and white IndyGo Rapid bus at a bus stop on a city street, with a digital display reading "IN TRAINING," red lights on traffic signals, and tall buildings in the background.

Government-Led Community Initiative

Indianapolis Metropolitan Planning Organization

MPO logo with blue letters, gray oval ring, and gray star inside the letter O.

Red Line Educational Campaign, Community Engagement

The Indianapolis Metropolitan Planning Organization (IMPO) oversees regional transportation planning in Marion County, Indiana. IMPO partners with IndyGo and the Central Indiana Regional Transit Authority to lead important initiatives that strengthen economic development, mobility, and equitable access for those across Indianapolis.

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OUR WORK IN ACTION.

CHALLENGE:

In 2016, Marion County held a public referendum asking residents if they would pay higher taxes if it meant developing a better transit system in Indianapolis and the surrounding areas. To confirm voters understood the objective of the transit tax and the influence on the community, IMPO sought a comprehensive public education and engagement campaign.

The campaign’s goal was to reach Indianapolis residents, especially those who would directly benefit from better transit access, and address issues of equity and environmental justice.

SOLUTION:

Herd Strategies partnered with IMPO, IndyGo, and Indy Connect to curate a county-wide public education campaign. Our project focused on building awareness, educating Marion County residents on the transit plan’s long-term benefits, and providing transparent guidance on the referendum.

Our goal was to incorporate strategies to provide equitable access to transit among underserved communities.

HOW WE HELPED

  • Herd Strategies provided full-service support for the Red Line Education Campaign, including:

    • Media relations support and coordination with the municipality's Public Information Officers (PIOs)

    • Development and coordination of a county-wide social media plan

    • Creation and application of an Environmental Justice strategy to connect with underserved communities

    • Development of a Transit-Oriented Development strategy on affordable housing needs along transit routes

    • Ongoing campaign support

  • Herd Strategies’ campaign confirmed that Marion County residents remained informed and engaged during the transit referendum, the Red Line project, and the long-term benefits of strengthened public transit. Our effort ensured community understanding of the regional transit strategy and highlighted opportunities for environmental justice and equitable housing development. 

  • Herd Strategies combined strategic media relations, social media management, and community engagement to support IMPO by connecting directly with residents, building trust, and ensuring equitable engagement. Our partnership provided the knowledge, tools, and strategies to educate residents, including underserved communities, and advance long-range transit and housing development plans.

MEDIA HIGHLIGHTS

Map of the Red Line South route for IndyGo, including stations from 91st to County Line Road, with service times and transfer information.
People waiting at a bus stop with a bus arriving. Crosswalk in foreground, city buildings and trees in background.

The Red Line Public Transit Route.

The Red Line Public Transit Rendering.

A green and gray IndyGo RAPID bus at an outdoor bus station in a suburban area with trees and houses in the background.

The Red Line Public Transit.

VIEW ALL CASE STUDIES.

  • Green and silver IndyGo Rapid bus arriving at a stop with a modern shelter and a digital display sign.

    Red Line

  • Night view of a brightly lit Ferris wheel at a children's museum in Indianapolis, with a clear dark sky and some trees in the background.

    The Children's Museum of Indianapolis

  • View of a monument with sculptures depicting a scene from history, with water flowing in front, and a large text overlay 'IAAQLI' in red and black at the bottom.

    IAAQLI (Indianapolis African American Quality of Life Initiative)

  • Two men smiling and holding gardening tools at Belmont Beach with greenery in the background

    Haughville Riverfront Vision Plan Belmont Beach

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