Richard M. Fairbanks Foundation
Education for All: Addressing Racial Disparities in Marion County K-12 Schools
Inform education and civic leaders—as well as other stakeholders—of widening achievement gaps in Marion County schools, encouraging them to champion recommendations from a commissioned research report.
To make data from Richard M. Fairbanks Foundation’s Education for All initiative understandable and compelling, we built a campaign strategy around a well-organized, visually appealing report and landing page experience. This included infographics and other visuals that brought attention to the most important elements of the report, including its 10 recommendations, along with a Spanish-language version to make the information more widely accessible.
The landing page provided multiple ways to see findings, including options for users to download the full report in English or Spanish, watch a video summary, or use an interactive dashboard to view and process data themselves.
To support the campaign, we created a targeted media plan and accompanying creative assets. The media plan included the use of industry trade publications to create awareness, digital tactics to reinforce messaging while driving landing page visits, and organic social media to reach Richard M. Fairbanks Foundation’s existing followers.
We later produced a demonstration video about the interactive dashboard to make school-level data more accessible to everyone—including parents who might be interested in how their child’s school is performing.
Well Done Marketing
Evolving for the future while honoring what got us here
The Well Done team was able to take an objective look at what contributed to our past success and how we’re evolving to better serve our clients.
Update our messaging and brand identity to demonstrate how Well Done Marketing has evolved as a full-service, integrated agency dedicated to helping clients get sustainable results and committed to creating an equitable and compassionate world.
We decided early on that the key to completing this project was to treat the agency just as we would any other client. Our president and owner became our “client.” We assigned a client services team, got sign-off on a project timeline, set our milestones, and assigned hours and deliverables. After a client kickoff meeting, we dove into strategic planning.
While the agency conducts competitor research on a biannual basis, with this project we expanded our analysis to include agencies in key markets outside of Indiana. Combined with client and stakeholder interviews and surveys, digital and web audits, and a very candid analysis of how our services had evolved since we were founded nearly 20 years ago, this research provided the foundation for our brand position, promise, and primary messages for our key audiences.
By utilizing a cross-generational team, we were able to address the need for the brand identity to remain relevant over time. To stay true to our commitment to inclusion, our UX designer and an art director who specializes in color study analyzed the brand elements for accessibility both online and off.
We launched the rebrand on June 1 with the foundational elements—logo and secondary marks, typography, website, sizzle reel, collateral system, and new case studies. We will take the results from our initial campaign to tweak and add tactics through the coming year. And, if our rolling billboard is any indication, there are some really cool ideas yet to come.
Shining a light on challenges facing nontraditional college students
Raise awareness about policy barriers standing in the way of the next generation of nontraditional college students.
To produce our “Today’s College Climb” campaign, we partnered with photographer Rachel Bujalski and Coldwater Collective on a film sharing the true stories of nontraditional students and the obstacles they face.
We worked with SmallBox to modify the project’s landing page—highlighting the film and integrating campaign details and interactivity. We built awareness and interest with our audiences using geofenced digital ads and strategically placed outdoor materials. Finally, we organized and presented an in-person photography exhibit and interactive event in Washington, D.C.—physically bringing our message to policymakers who have the power to remove obstacles for today’s nontraditional college students.
American Civil Liberties Union of Indiana
talk about abortion
Get Hoosiers talking about abortion in a respectful, informed way.
First, we had to understand Hoosiers’ perceptions of abortion. Our research revealed there’s a lot more gray area between the right and the left than most people living in Indiana probably think—and those middle-grounders were the people we needed to reach.
That’s why we created the “Let’s Talk About Abortion” campaign. Using everything from billboards to lapel pins to a robust landing page, we spurred meaningful conversations about the topic while countering misinformation with cited facts. We even created a downloadable conversation guide to help equip people as they navigate these discussions.
Seeing these conversations in real time helped our audiences have their own talks with friends and families—discussions that we’re proud to say are continuing to this day.
Convincing a whole
state to stay in
Get the word out to every Indiana resident about crucial ways to protect their health during the COVID-19 pandemic.
In the early days of the COVID-19 pandemic, Well Done created its own social media campaign—StayIN—that asked Hoosiers to pull together and slow COVID’s spread by staying indoors. Pharmaceutical giant Eli Lilly and Company took notice and asked us to collaborate with them for a statewide outreach campaign—and #InThisTogether was born.
To resonate with Hoosiers, our messaging and visuals had to be distinctly, authentically Indiana. So we created a logo using the outline of our state that was flexible enough for our 70+ corporate and community partners to insert their own visual references like the Indianapolis Motor Speedway, Purdue University, and other iconic Indiana locations. We also provided scripts for influencers including the Indianapolis Colts mascot Blue and WNBA All-Star Tamika Catchings to record their own messages of encouragement.
With that many partners onboard, keeping everyone on the same page—especially in the midst of the pandemic—wasn’t easy, but by creating a library of visual assets, a users’ guide, and a weekly newsletter full of tips for creators, we were able to create a cohesive brand that easily integrated with other, established brands. Our work also included social posts, PSAs, digital ads, billboards, PR events, and a landing page to serve as the hub for the entire campaign.
By the end of it all we’d engaged with well over a million people—and much more important—got them the information they needed to “Spread the Word, Not the Virus.”
TRANSFORMING a regional hospital INTO A TRUE Health Network
More importantly, they know who we want to be. They’ve given us a unique voice, and they never stop finding new ways for us to use it.”
Position Hancock Health as a true health network while attracting thousands of new patients—without ever sacrificing their independence or quality of care.
To start, we surveyed more than 2,000 local residents to learn more about Hancock Health’s brand perceptions, where they were succeeding, and where they were falling short. Those findings helped us create patient personas and customer journey maps that compared the network’s current patient experiences with aspirational ones.
Once we understood both the current state of Hancock Health and the opportunities their patients wanted them to explore, we made recommendations about ways to improve the customer experience—and complemented them with marketing that matched those heightened expectations.
To drive home this message, we created an engaging brand awareness campaign targeted at local and cusp audiences that promoted Hancock Health’s extensive health and wellness offerings.
The campaign was rooted in a key message that emphasized the not-just-a-number patient experience Hancock Health can offer as an independent network: “Built Around You.”