Nonprofit Indiana Trails, an organization focused on encouraging Hoosiers to get outdoors and use trails for hiking, biking, water travels and horseback riding, led efforts to save a railway corridor in a suburb of Indianapolis. The town of Fishers was planning to tear up the railroad tracks and create a trail. While supporting the idea of a new trail, Indiana Trails believed it was important to also preserve and protect the rails and instead build a rail trail – used in many communities throughout the country. Indiana Trails hired Communications Redefined to develop a video to raise awareness through paid media, their website and social media.
In order to reach a significant number of Fishers residents, we develop a goal to reach at least 50,000 people through various social media channels. We handled video production, script writing, videography and editing. Through the website and social media alone, the video garnered 2,945 clicks and reached 81,008 people earning it a mark of success from Indiana Trails. Aside from impressions, the video led to Fisher’s residents writing letters to legislators about the importance of more transportation options in Central Indiana and monetary donations to Indiana Trails. Perhaps most importantly, it led to the beginning of a coalition that is taking shape in Central Indiana to provide Hoosiers more transit options not fewer.
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