Service Category: Research

Well Done Marketing

Evolving for the future while honoring what got us here

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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.

“The result is a curiously empathetic and visually interesting brand that captures our people-first approach to marketing.”
Lisa Vielee
President, Well Done Marketing
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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.

Effectively communicate our evolution into an integrated marketing agency and infuse confidence in our breadth of services and growth opportunities
Create a brand that resonates with our local and regional partners but can also scale to connect with and serve national organizations
Infuse the best of our Midwest roots into a brand that reflects our values and is approachable for multiple generations of decision makers as well as prospective employees

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.

Once we completed positioning and messaging, the team moved into conceptualizing the brand. This phase included mood boards, design sprints—and a rolling billboard which collected themes and ideas from work session to work session.

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.

Our Partners
Chop Shop
Taylor Penton
Jay Goldz
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Lumina Foundation

Shining a light on challenges facing nontraditional college students

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“Changing hearts and minds is a complex undertaking, and it’s a large part of our mission in strategic communications at Lumina Foundation. Well Done took on the challenge of helping us show what today’s student looks like, and they did so with energy, thoughtfulness, and creativity—and novel ideas for delivering the story we hoped to tell. Our mission took a big step further because of Well Done’s work in helping launch a photo gallery at a community college in the DC area to reach the people who could make the laws that could improve the lives of today’s students.”
Amy Bartner
Audience Engagement Editor, Lumina Foundation
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Raise awareness about policy barriers standing in the way of the next generation of nontraditional college students.

Unearth the biggest challenges limiting the potential of nontraditional college students
Give those students a platform to share their stories and experiences
Reach and influence the people who have the power to make the changes these students need: policymakers and thought leaders

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.

Nearly 50,000 people reached our campaign landing page from various marketing efforts and learned about the challenges today’s nontraditional college students face—and what they can do about them.
Higher Click-Through Rate
Our paid Facebook campaign used custom videos that cost 77% less per click than the platform’s average—and yielded a 336% higher click-through rate than the industry standard.
1 Million
Before our showcase event near Washington, D.C., we drove over one million impressions with our target audiences, using out-of-home opportunities like bus stations, bike shares, and wallscapes.
View Rate
The custom videos used in our Google Display Network campaign generated an impressive 50% view rate.
Our Partners
Rachel Bujalski
Coldwater Collective
Upstate Films
NOVA—Alexandria Campus
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American Civil Liberties Union of Indiana

Helping Hoosiers
talk about abortion

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“The ACLU was built for times such as these. We are so lucky to have such talented and committed professionals in this fight with us.”
Jane Henegar
Executive Director, American Civil Liberties Union of Indiana
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Get Hoosiers talking about abortion in a respectful, informed way.

Educate people who don’t have strong opinions about abortion and those who want to learn more about the issue
Combat myths and misinformation people in Indiana may believe about abortion with objectivity
Encourage people to have conversations, even when they disagree

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.

Our campaign also included thought-provoking videos of real people—some of whom did not agree on certain issues—having frank conversations.

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.

Regardless of legislation, most Hoosiers still agree that everyone should be free to decide if and when to have children. Thanks to our campaign, more people are aware of facts like that and how to share them with others.
Less Cost Per Click
We created and deployed a targeted video campaign that cost 91% less per click than the platform average.
2 Million+
We generated over two million impressions across targeted digital channels (Facebook, Google, and LinkedIn) and drove over 150,000 views of associated custom videos.
More Clicks
Our targeted paid search campaign drove 25% more clicks than the industry average for a comparable spend.
Our Partners
Bayonet Media
Helm Coffee
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Hancock Health

TRANSFORMING a regional hospital INTO A TRUE Health Network

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“Well Done knows who we are.
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.”
Jenn Wells
Hancock Health, Director of Marketing and Business Development
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Position Hancock Health as a true health network while attracting thousands of new patients—without ever sacrificing their independence or quality of care.

Figure out why more residents aren’t using the Hancock Health network
Determine which service offerings potential patients need most from Hancock Health
Get more people through Hancock’s doors while staying true to their brand—and promise of making health possible

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.

A crucial marketing opportunity we discovered in our patient research was the need to establish the Hancock brand as a comprehensive health network—not just a hospital.

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.”

Our ongoing advertising and PR efforts are helping residents see their local healthcare provider in a whole new light—and we’re already seeing the impact.
Less Cost-per-click
Our physician bio videos—used to create a paid Facebook video series—are helping patients connect with Hancock Health doctors in a fun, engaging way. To date, they’ve driven 186% more traffic than the industry’s average benchmarks (and are doing so at a cost of 61% less per click than the industry standard).
More Users
Our digital, print, outdoor, radio, and television campaign created a 129% increase in traffic and has already driven 46.76% more users year over year to Hancock Health’s main website.
Traffic Generator
Our digital marketing campaigns overtook organic traffic as the main driver to the health network’s website while spending less on digital advertising than the previous period.
Our Partners
Fivestone Studios
Earshot Audiopost
Beeker Music
Hill Photography
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