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Indianapolis community leaders needed a way to attract and retain people to live in Marion County. And so we built an online platform for local residents to tell their stories—about the people, places, and culture that make Indianapolis one-of-a-kind. The website launched in 2016 with more than 80 stories, 15 videos, quizzes, maps, and original artwork. A national earned media campaign helped to draw people to the site, with Indy appearing in Vogue, CityLab, The New York Times, and Curbed, to name a few. The end result? No Mean City and Indianapolis reached a combined print and web audience of 98 million. Home sales in Marion County are on the rise, and the city continues to attract attention for its residential product and quality of life options.