Richland County Transportation Penny

Client Profile
Richland County, South Carolina, pursued voter approval to extend its existing Transportation Penny, a one‑percent sales tax funding critical infrastructure projects including roads, sidewalks, bikeways, greenways, and public transit.

Leadership Role
Serving as Deputy Director of Richland County, Chelsea Bennett led the County’s communications and public engagement efforts for the 2024 Transportation Penny Referendum, overseeing strategy, coordination, and execution in partnership with an external communications firm.

The Challenge
As the original Transportation Penny program approached its revenue cap, the County needed to reeducate residents on more than a decade of completed infrastructure projects while clearly explaining the benefits of extending the Penny without increasing the tax rate. The effort required balancing transparency, public trust, and political sensitivity while ensuring voters were equipped with accurate, accessible information ahead of the November 2024 general election.

Strategic Leadership & Approach
Under County leadership, the campaign employed a research‑driven, community‑focused public education strategy. This included aligning internal stakeholders, guiding messaging priorities, and ensuring all communications emphasized accountability, proven results, and long‑term economic and mobility benefits. External consultants were engaged to support execution, while strategic direction and decision‑making remained with County leadership.

How the Work Was Led
In her role, Chelsea led executive interviews with County Council members and senior officials, guided development of core narratives and talking points, and coordinated public engagement efforts across departments. She oversaw media relations strategy, community outreach initiatives such as town halls and speaker engagements, and digital communications including website updates, newsletters, and social media. She also directed the development and distribution of educational materials designed to translate complex funding and infrastructure information into clear, voter‑friendly content.

Outcome
The coordinated public education effort resulted in the successful passage of the 2024 Transportation Penny Referendum, with more than 61 percent of voters approving the measure. The outcome demonstrated the effectiveness of strong public‑sector leadership, transparent communication, and collaborative execution in advancing a major countywide policy initiative.

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