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.

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.

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.

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.

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.”

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.