Indiana Secretary of State
2018 Voter Education Campaign: “Different Worlds. Same Voting Power.”

  • Problem

    In today’s social and political climate, cybersecurity is top of mind. The Indiana Secretary of State sought to inform the general public and key stakeholders of the state’s election security measures and raise awareness and understanding of SOS’s efforts to preserve the security of the vote in Indiana.

  • Strategy

    The Office of the Indiana Secretary of State and Hirons collaborated on an approach to educate the overall voting public as well as segmented key audiences who might respond more readily to targeted messages on voting registration and election information.  Both parties agreed the campaign required a multi-tiered communications approach with audience-specific objectives, strategies and tactics. The overarching theme “Different Worlds, Same Voting Power” was the basis of all advertising and public outreach efforts and reinforced to Hoosiers that every vote counts in an election, no matter who you are or where you’re from.

  • Results

    Traffic to IndianaVoters.com resulted in 61,000 registration completions and a nearly 4.5% registration conversion rate. Voter turnout in Indiana’s November 6, 2018 general midterm election hit its highest percentage in 24 years, with more than half of registered voters casting a vote. 2.3 million of Indiana’s 4.5 million registered voters showed up to vote on election day.


TV

Hirons developed two 30-second spots reminding residents to vote and reaffirming voters’ faith in the security of the election. The digital ads were placed across numerous social media platforms while the television spots reached voters across the state through various stations.


Radio

Hirons’ radio ads drew on the unifying act of voting, effectively connecting voters from different backgrounds through spots across the state of Indiana.


Outdoor

Through an extensive statewide outdoor campaign, Hirons reminded Hoosiers, and those passing through the state, of the significance of their vote.

 


Print

Appearing in news publications across the state, print ads developed in both English and Spanish encouraged all Hoosiers to vote.

 

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“They know how to turn heads and drive traffic.”
Dennis Woerner
Director of MarketingIndianapolis zoo
“Masters of integrated branding and community outreach.”
Lisa Harris
M.D. CEOEskenazi Health
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Tamela Grabb
Marketing ManagerGoodcents
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Matt Maguire
CEOONEJET
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Art Logsdon
Assistant CommissionerIndiana State Department of Health
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Steve Kidwell
President & CEORiddell National Bank
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Staci Schneider
Chief of StaffIndiana Office of the Attorney General
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Vice President of Marketing and CommunicationsMeritor
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Willie M. Reed, DVM, Ph.D.
DeanPurdue University College of Veterinary Medicine
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Brandon Clifton
Deputy Secretary of State and Chief of StaffOffice of the Secretary of State
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Bob Heuchan
President and CEOMutual Savings Bank
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Rob McLin
President and CEOGood Samaritan Hospital
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Ernie Vargo
President and CEOEskenazi Health Foundation
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Lee Marchant
CEOGarden Villa
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Molly Deuberry Craft
Former Executive DirectorGreater Indianapolis Progress Committee
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Office of the Indiana Secretary of State
Connie LawsonIndiana Secretary of State, Office of Indiana Secretary of State
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Jessica R. Di Santo
Director of CommunicationsIndianapolis Symphony Orchestra
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Carol Wade
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