INDIANA BUREAU OF MOTOR VEHICLES

  • Situation

    Beginning on October 1, 2020, every Indiana resident will need a REAL ID compliant driver’s license, permit or identification card to fly domestically. With a pressing need to educate the 1.5 million Hoosiers eligible for renewal in 2018, the Indiana Bureau of Motor Vehicles engaged Hirons to manage a public awareness campaign informing Hoosiers of the upcoming change.

  • Strategy

    Consistent with Hiron’s belief that all work should be grounded in research, the awareness campaign began with a thorough market analysis. It was revealed that only a small portion of the population (16 percent) was at least somewhat aware of the REAL ID Act. With low awareness and a looming deadline, Hirons developed and implemented a comprehensive strategic communications plan to educate the public about the REAL ID Act and how to obtain a REAL ID.

    Hirons utilized targeted and effective paid media strategies to drive traffic to the REAL ID website and increase customer engagement. A series of digital ads were developed and promoted through social media channels, while displays were distributed throughout major Indiana airports, alerting flyers of the change. Signage and flyers were placed prominently in all Indiana license branches.

  • Results

    This campaign is currently ongoing. Metrics are being monitored but early results suggest a positive outcome. In the first three months alone, 211,809 visitors converted to REAL ID and 9,135 unique visits resulted from the campaign’s display ads.


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Our valuable clients,
across industries and markets without boundaries.

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“Masters of integrated branding and community outreach.”
Lisa Harris
M.D. CEOEskenazi Health
“Highly effective TV and media buying - experts at lead generation.”
Tamela Grabb
Marketing ManagerGoodcents
“Delivers on business-to-business.”
Matt Maguire
CEOONEJET
“Hirons simply understands Indiana’s complex issues.”
Art Logsdon
Assistant CommissionerIndiana State Department of Health
“The TV spots are very effective. Hirons enhanced our branding tremendously. ”
Steve Kidwell
President & CEORiddell National Bank
“Hirons' Credit Freeze TV campaign cut through the clutter and got results.”
Staci Schneider
Chief of StaffIndiana Office of the Attorney General
“My go-to experts for strategic communication.”
Krista Sohm
Vice President of Marketing and CommunicationsMeritor
“Their branding work stands the test of time.”
Willie M. Reed, DVM, Ph.D.
DeanPurdue University College of Veterinary Medicine
“They build bridges between government and the private sector.”
Brandon Clifton
Deputy Secretary of State and Chief of StaffOffice of the Secretary of State
“Their ability to get to the heart of a brand is exciting.”
Bob Heuchan
President and CEOMutual Savings Bank
“Research based – results oriented. They get it.”
Rob McLin
President and CEOGood Samaritan Hospital
“Creative so beautiful I would hang it on my walls as art.”
Ernie Vargo
President and CEOEskenazi Health Foundation
“Amazing results every time.”
Lee Marchant
CEOGarden Villa
“Bold creative with strength in digital and social communications.”
Molly Deuberry Craft
Former Executive DirectorGreater Indianapolis Progress Committee
“Smart and effective.”
Office of the Indiana Secretary of State
Connie LawsonIndiana Secretary of State, Office of Indiana Secretary of State
“At a critical time, Hirons hit the right notes.”
Jessica R. Di Santo
Director of CommunicationsIndianapolis Symphony Orchestra
“They ask good questions and have solid advice.”
Carol Wade
Marketing DirectorWatchfire
“In a word – bold.”
Mario Rodriguez
Executive DirectorIndianapolis Airport Authority
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