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.
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.
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.
“Masters of integrated branding and community outreach.”Lisa Harris
“Highly effective TV and media buying - experts at lead generation.”Tamela Grabb
“Delivers on business-to-business.”Matt Maguire
“Hirons simply understands Indiana’s complex issues.”Art Logsdon
“The TV spots are very effective. Hirons enhanced our branding tremendously. ”Steve Kidwell
“Hirons' Credit Freeze TV campaign cut through the clutter and got results.”Staci Schneider
“My go-to experts for strategic communication.”Krista Sohm
“Their branding work stands the test of time.”Willie M. Reed, DVM, Ph.D.
“They build bridges between government and the private sector.”Brandon Clifton
“Their ability to get to the heart of a brand is exciting.”Bob Heuchan
“Research based – results oriented. They get it.”Rob McLin
“Creative so beautiful I would hang it on my walls as art.”Ernie Vargo
“Amazing results every time.”Lee Marchant
“Bold creative with strength in digital and social communications.”Molly Deuberry Craft
“Smart and effective.”Office of the Indiana Secretary of State
“At a critical time, Hirons hit the right notes.”Jessica R. Di Santo
“They ask good questions and have solid advice.”Carol Wade
“In a word – bold.”Mario Rodriguez
We are always ready to start a conversation. Whether you are a returning client, new client or just wanting to learn more about Hirons, we are always ready to pick up the phone.